The client wanted to improve their organic acquisition with the least amount of media spend. This meant focusing on App Store Optimization methods to acquire as many users as possible. Our main focus was on their Ninja Number app in the Google Play Store.
1. Competitive keyword research and assessing the potential of long-tail keywords
We considered five of Ninja Number’s main competitors during our research and organic traffic analysis. For keyword research, we used AppTweak to analyze over 500 short-tail and long-tail keywords and categorized them into sub-niches.
Based on our findings, we chose the areas with the highest potential (high volume and high chance) and prepared a comprehensive ASO audit which included suggestions to increase the number of impressions, apps page views, and, therefore, installs.
Note: Due to confidentiality of PNP’s data, the numbers from the y-axis has been removed.
2. Analysis of targeted keywords that weren’t generating enough traffic
The main goal was to outrank the key competitors and increase market share in the niche that offers a second business phone line. We took the following actions to tackle this:
• increased the density by 3% of 15 keywords from 2 different sub-niches
• replaced the keywords that showed low relevancy and traffic with ones with more potential.
Long-tails with higher traffic score and low competitors as well as very relevant.
• published the selling propositions and highlighted more important features on the visual assets of the apps page.
3. Continuous updating and monitoring changes in ranking
App Store Optimization is a long-term process that requires diligent tracking of keyword indexation and continuous optimization. We monitored the performance every day and prepared regular app store optimization updates accordingly. Updates were prepared every 3 – 4 weeks. We have updated the metadata 5 times already.
We focused first on underperforming keywords that Ninja Number was ranking already for or the ones with an uptrend ranking history. By focusing on keywords with higher traffic and relevance. we significantly improved Ninja Number’s organic rankings and downloads.