What is a Keyword?
A keyword is a word or phrase that a user submits to a search engine in an effort to find relevant content. It narrows down the user’s problem or desired solution.
In the context of mobile marketing, keywords are essential for App Store Optimization. Users type keywords into the search bar of the app stores to find apps that match their needs. Thus, app owners invest a lot of work into keyword research to increase the visibility of their apps.
Not every word used in a search query is a keyword. Articles (a, the), conjunctions (and, but, yet), or prepositions (for, to, of) don’t help to narrow down the user’s intent. Therefore they aren’t keywords.
Long-tail keywords are phrases that consist of two or more words. They narrow down the user’s intent better than single keywords and limit the number of apps that match this intent. That makes long-tail keywords more relevant than single terms.
On the other hand, the search traffic generated by long-tail keywords is lower than the volumes created by single keywords. Nevertheless, because of their higher relevance, long-tail keywords are extraordinarily valuable for app owners.