Assessing Keyword Difficulty: Evaluating a Defensible Top Ten in the App Store

Understanding keyword difficulty is crucial for your App Store Optimization (ASO) strategy. This article outlines how to assess the competitiveness of keywords based on the top ten rankings you’ll need to beat. It will guide you through what makes a top ten defensible and help you determine when it might still be worthwhile to chase difficult keywords.

What Makes a Top Ten Defensible?

Several factors contribute to the defensibility of a top ten ranking. Here’s what to consider when evaluating the competition:

1. Install Velocity

The install velocity reflects how quickly an app is gaining installations. High install rates can indicate that an app is well-optimized for its target keywords. You can assess this by tracking trends in daily installs using App Store Analytics combined with external tools. If an app consistently ranks and grows in installs, it's likely to remain competitive.

2. Ratings Volume

The number of ratings an app has can be a strong indicator of its popularity and credibility. Apps that have a significant volume of ratings not only benefit from increased visibility but are also a signal to potential users. Keep an eye on both the quantity and the quality of ratings; apps with high ratings volume usually command a more significant share of search impressions.

3. Exact-Match Titles

Apps that utilize exact-match keywords in their titles can achieve a more substantial advantage in search rankings. While it’s important to still focus on user experience and clarity in your title, if you notice competitors with exact-match ranking keywords, know that they have an advantage when it comes down to keyword relevancy.

Quick Scoring of Defensibility

To gauge how defensible a top ten ranking is, you can conduct a quick manual analysis. Here's a practical approach to scoring the app store rankings:

1. Check Install Trends:

• Use tools that analyze historic installs.
• Identify trends over time to see if an app is gaining, holding steady, or declining in installs.

2. Count Ratings and Reviews:

• Look up the total number of ratings and average rating for each app in the top ten.
• Pay attention to the review sentiment—see what users are saying about the app.

3. Identify Keyword Usage:

• Inspect whether target keywords are used in the title and subtitle.
• Use the 100-character keyword field efficiently; note if competitors leverage it well.

4. Analyze Keyword Difficulty Metrics:

• Evaluate the Apple search popularity score associated with your targeted keywords.
• Use keyword difficulty tools that assess whether the top ten is beatable based on search traffic and competition.

When Is Pursuing a Hard Keyword Worth It?

Not all hard keywords should be dismissed outright. Consider these scenarios where going after a tough keyword could be beneficial:

1. Long-Term Strategy:

• If the keyword aligns with your app’s long-term positioning, pursuing it could establish future visibility.
• Consider the potential for organic traffic over time, even if the current difficulty is high.

2. Unique Value Proposition:

• If your app offers something fundamentally unique, it may rank well despite a challenging competitor set.
• Users might seek alternatives, providing an opportunity for your unique features to shine.

3. Broad Market Appeal:

• If it’s a highly searched term with a massive number of impressions, capturing even a small portion can lead to significant traffic.
• Assessing the conversion rates by traffic source can help in realizing actual user behavior and demand.

Conclusion

Evaluating keyword difficulty is a crucial element of your ASO strategy. By understanding the factors that reinforce the defensibility of top rankings, breaking down app performance metrics, and knowing when to pursue competitive keywords, you empower your app's discoverability. Always remember; keyword difficulty is just one part of the equation. Knowing your unique value and targeting the right audience can balance the odds in your favor.