Hello again, this lesson is on
Keyword Research and Localization.
You should have some light bulbs turning on now,
and know more than most people
about what makes apps findable.
In this lesson, we'll dive deeper
on the first step in any SEO.
Keyword research in order to identify the best keywords.
We'll cover the differences between
traditional SEO, and app SEO.
How to test for top keywords,
localize them, and end with
an overall workflow for the optimization process.
In this lesson, you'll learn how
best to use the iTunes keyword property,
common mistakes in selecting keywords,
and gain an understanding of
the overall workflow and localization process.
All search optimization starts with keyword research.
These three stages don't change
too much from traditional SEO.
We start with gathering.
Gathering keywords that could be relevant.
You could do this by looking at other competitors,
talking to product or marketing teams,
looking at the copy that's been written for this app.
But in some way, you need to start by gathering keywords.
Next stage is to ideate,
or to think about how to take
those keyword ideas and begin to filter them for volume,
for opportunity, for relevance.
As you narrow that list,
then deciding on which keywords to start with.
Looking at ways to reduce and refine
the list to those that are most
relevant for this particular app.
Unique to the iOS,
is this keyword property.
It's not visible to users,
but it's a great way to embed keywords into the platform.
Some traits of this keyword field are that,
there's only a 100 character keyword limit.
I suggest you think in order of priority,
and do this primarily because
as you localize these terms,
those that are longer may not fall within
the 100 characters as they're
translated into other languages.
So put your priority terms first.
You want to think about brand terms, phrases,
and non-brand terms that
mark the highest search relevance.
Finally, ensure that these keywords
are aligned with your product,
and marketing teams to generate
the most interest for your end user goals.
Sensor tower is a tool I'll share more about later.
They have a nice worksheet here on the selection process.
That includes relevance determining
those keywords you can get into the top 10,
and taking into account
their difficulty score looking at traffic,
difficulty and the number of apps
already trying to rank for that particular keyword.
This can be a great way to pinpoint
your opportunity for a keyword before you finalize them.
Some common mistakes with
selecting keywords are looking for
keywords that simply have
the highest search volume or traffic.
This is no different than in traditional SEO.
Unless you have visibility and relevance for those terms,
ranking for them may not help you achieve your goals.
Also adding keywords to the title or
description as we've covered
except in the case of Google,
does not guarantee high rankings,
it simply gives you another portion of
the layout in which you can
communicate your content and meaning.
It's recommended that you test your keywords,
and you vary them with different launches.
You can do this by examining other apps in your category,
testing constantly, and making
updates with each new launch,
and thinking about how you want to evaluate the traffic,
the difficulty,
and the competition for various terms that you use.
Sensor tower again has a nice platform on how to do this.
Now, once you've determined the right keywords,
if you'd like your app to be found in other countries,
you'll need to localize it.
Perhaps just for a small handful of countries to start.
But you want to think about
translation versus localization.
Any localization agency or someone who's spent time
in the world of translation will
understand that context and culture matter,
and that keyword localization
should be done on a per geo basis.
You start with an app being optimized.
Then you're localizing that content.
It's being reviewed by the regional or geo teams.
Finally, validated again by
whoever owns the app store optimization,
and then that app is launched.
To do this process effectively,
does require training and the buy-in of
those committed to app localization to get it right.
Updating of keywords almost
requires a process workflow to get it right.
At the time that the app update is announced,
you want to pull the keyword performance
from iTunes or Google Play.
You can analyze those keywords using
some of the external tools I'll share shortly,
and look at other ranking factors
that might help with the analysis.
Have a meeting with
the development or product marketing teams,
whoever ultimately needs to approve of the keywords.
Then submit those keywords in the US iTunes Store,
or whatever your main country of launches.
Submit those keywords for translation and localization,
and once received back,
also add them to the geo categories
that you're going live in: Germany,
France, Italy, Japan, China,
for example and then
schedule keyword performance reviews with
the development or marketing teams and coordinate
the next time they expect to see the app updated,
whether it's a month or two months out.
So that you can be prepared for
updating keywords again at that time.
In summary, keyword research is the essence of SEO,
and therefore Appstore optimization as well.
Every digital search platform
operates in a similar manner.
Unique to apps is
the refined and limited search property field.
It's really by coordinating your keyword,
research strategy with your app reviews and app updates,
that you make regular progress.
Your keywords should not remain static,
but change frequently as you add or subtract with
each new launch based on
performance and improve your overall marketing approach.
In this lesson, we covered how best to
use the iTunes keyword property,
common mistakes in selecting keywords,
and overall workflow and localization process.
