ASO terminology and definition
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Keyword Research
1. Keyword research
Keyword research is a core methodology in the field of digital marketing, referring to the process of analyzing user search behavior on search engines or app stores to uncover highly relevant words and phrases related to target content or products, with the aim of optimizing content visibility and attracting targeted traffic. Its primary goal is to identify high-value keywords, balancing search volume, competitiveness, and user intent, thereby improving the ranking of content in search results and ultimately achieving conversion goals.
Key elements:
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Data-driven : Rely on tools (such as Google Keyword Planner, Sensor Tower, UPUP) to obtain quantifiable metrics such as search volume, trends, and competitiveness for keywords.
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User Intent Matching ：Analyze the potential needs of users when they search (such as information inquiries, product purchases, brand comparisons), ensuring that keywords are highly aligned with content or product features.
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Dynamic Optimization： Adjust keyword strategies according to market changes, algorithm updates, or user behavior to maintain content competitiveness.
Application scenarios:
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SEO (Search Engine Optimization)： Optimize website content to improve natural search rankings.
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ASO (App Store Optimization) : Improve the search visibility of the app in the App Store or Google Play.
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Paid advertising (SEM/ASM)： Accurately target advertising placements to reduce costs and improve conversion rates.
2. App Store keyword research
Keyword research for app stores is a core component of ASO (App Store Optimization). It involves analyzing the search mechanisms of mobile app stores (such as App Store and Google Play) to identify keywords that are highly relevant to the app's features, scenarios, or user needs. The goal is to improve the app's ranking in search results and increase downloads by optimizing metadata (such as title, keyword fields, and descriptions) and user behavior data (such as download volume and ratings), thereby attracting organic traffic and enhancing conversion rates.
Key differences and characteristics :
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Search behavior is shorter：Users' search terms in app stores are usually shorter than web searches (such as "accounting" instead of "how to account efficiently"), so it is necessary to focus on core function words.
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Brand keyword weight is high： Users often directly search for brand names or well-known applications (such as "Douyin"), so it is necessary to prioritize covering brand terms and pair them with generic terms (such as "Douyin - short video social platform").
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Strict character limit :
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App Store： Title should be no more than 30 characters, keyword field should be no more than 100 characters, and layout needs to be concise.
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Google Play： Title is limited to 50 characters, and the keyword field can be extended to cover "hidden keywords" (such as those repeated in the description).
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Algorithm influencing factors:
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App Store ：Downloads, ratings, user retention, keyword relevance.
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Google Play : Keyword relevance, app quality (such as ratings, reviews), and user behavior (such as click-through rate, installation rate).
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