High competition on the mobile app market makes developers look for more new ways of their products’ promotion. When the main ASO tools have already been put to use, additional methods come into play, effectively helping with app promotion by keyword and category searches. We have made a list of several life hacks that will help you increase the amount of your app downloads through several simple steps.
Use of Keywords with Errors
Search queries in app stores are frequently introduced with errors. A particular way of typing such queries can affect both the listing and user reach. In some cases the keyboard will correct the word automatically, but at times the query is different from the original and can’t be corrected. Developers can take advantage of this fact, when reaching out to new users.
Example #1. An example from the Russian App Store clearly shows the difference between different spelling of the word “авиабилеты” (“air plane tickets”). Upon typing “авиОбилеты” the keyword corrects the word automatically, thus affecting the listing and new user reach, while the word “авиЯбилеты” isn’t shown by these indices.
Therefore, by thoroughly studying keyword queries with errors, you can find additional key characters and, conversely, save on them, making more room for new general meaning keywords.
Example #2. Word “music” on the Brazilian App Store is used in 1.5 as much queries, comparing to the word “musik.” However, the word with an error affects search listing and can bring more new users in case of low competion.
The situation is pretty much the same with the UK Google Play store. Incorrect spelling of the word “music” can as well provide an additional user reach.
Example #3. On the UK App Store, when examining the word “fitness” via the Search Ads Popularity tool (only for Apple), we have noticed that it is 4 times as popular as the word “fitnes.” This example shows that it is possible to influence the app listing using a search query with errors, provided that the application is new and the competition by key characters is low.
Conclusion: Thoroughly examine product queries with spelling errors, review their use frequency, try various search instruments – this will help you find more new keywords for promotion and, thus, increase user reach. The search and query studying can be done easier via our ASOdesk service and the Keyword Explorer tool.
Search Queries with Emojis
Emojis are another life hack that can affect app’s search listing. If you add an emoji in the general keyword list, your app will be included in the search listing more often.
However, it has to be noted that not all emojis provide results and not many people are using them in their searches – this practice is not very popular among App Store users. But it is different, when it comes to Google Play users, as they are looking for applications using such queries more willingly.
Nevertheless, even a minor user reach will permit an application to be included in store search listings more often.
Conclusion: Emoji use is not a guarantee for the increase of installs. But, after checking out their popularity in chats, correspondences, emails, etc. you should probably take into consideration that search queries with emojis can potentially become more popular, than the plainly textual ones.
Character Scarcity in Metadata
It often happens that the product name and developer’s name are identical. Such a case provides developers with a good opportunity to save on characters in the title and, thus, expand their keywords for promotion. If you move the product name to the developer icon and add the developer into the name, the app will nevertheless continue to be indexed by its name in searches.
This will allow adding extra keywords into the title – the ones that can affect the amount of app displays in the search. This is exactly what developers of a popular LitRes book reading app have done.
The developers of the McAfee app for device protection and data saving have taken advantage of this method.
Conclusion: Try to move your brand onto the icon, while moving product name into the developer section, thus freeing up room for keywords in the title. This will provide free characters that can be used for other queries of general meaning. As you know, the words in the product title have a greater meaning for ranging, comparing to the words in other indexed fields.
Use of Diacritic Characters
In many countries, diacritics are essential to various languages. For example, in Czech there are ě and š, in Poland – ś and ó, in Germany – ä and ö, and so on. However, mobile app stores don’t take them into account during search queries.
When we’ve been exploring App Store and Google Play, we were reviewing countries, in which diacritics are integral to the language. For example, we have noticed that the stores don’t consider diacritics in queries for Portuguese words “música” and “musica,” providing the same listings.
The same thing refers to the Spanish variation of the word “avion” with diacritics. Spanish App Store and Google Play don’t consider the word “avión” in the queries, thus, providing the same listings.
Conclusion: It doesn’t make much sense to use diacritics as additional keywords, as this doesn’t affect the listing. But, you can save on keyword characters, thus providing the users with a chance to find the app in the search more often.
App search optimization is not a simple process, as it involves a lot of moments that should be taken into account during promotion. You should constantly test your hypotheses, measure results, and change keyword searches, if they aren’t working effectively enough. Herewith, you will be able to get to know your user better, which will consequently help you increase installs and make the product visible.