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Developers-provided 255 character keywords make finding iPhone apps easier, yielding more accurate results. Apple has enhanced the App Store with the keyword-based search, resulting in an improved app discovery.
Apple is asking developers to provide up to 255 characters of keywords in order to make finding iPhone apps in the App Store easier. In some respects, the App Store has taken its place alongside YouTube, where poor taste is the defining metric. There’s so much more that Apple can do to make finding apps via the App Store client on the device easier. The introduction of the keyword-based search in App Store is first step in the right direction.
As promised last month, I’ll be sharing more information about how to do mobile SEO specifically and less about why to do mobile SEO. There are some categories, such as restaurants, where upwards of 30% of the volume comes from mobile devices, and if you’re not taking that into account in your keyword research, you could be choosing the wrong target keywords for your intended audience.
If you still need to be convinced that you should do mobile-specific keyword research, please go here, here or here. Today, there are good tools from Bing and Google specifically designed to help marketers cater to mobile searchers, which makes the process much easier and the data more accurate. You may have your own process for doing mobile keyword research, but in order to advance the practice I’m sharing part of what we do here at Resolution Media.
Keep in mind these three steps aren’t mobile-specific, as they apply to desktop keyword research as well; but there are differences in tools, metrics, and process that makes mobile SEO keyword research unique. On the other hand, if you’re researching for a site that is designed specifically for mobile URLs, you have the opportunity to use different keywords and content on your mobile pages.
For example, if your content is adaptive and you want to ensure that you are accounting for mobile searchers, you can sort a keyword list by total search volume and select your target keywords based on volume and how closely the intent of the keyword matches your business goal. Once this has been determined, you need to discover how mobile searchers find your site and how mobile searchers find your competitors and other sites like yours.
As such, these keywords are likely from smartphones, feature phones and tablets, although the interface doesn’t specifically say. This report is especially useful because it allows you to see rankings, impressions, clicks and click-through -ate for mobile keywords, which can’t really be found anywhere else at the moment.
The Google Keyword Tool is the only mobile-only keyword tool that I’m aware of that gives you mobile-specific keywords that you’re not already optimized for if you enter a URL, category or keyword.
In the Google Keyword Tool, select all mobile devices in the Advanced Options and Filters, and you’ll get keywords from tablets, smartphones and feature phones.
As with traditional keyword research, think about how a user might find your site, but don’t confine yourself to a desktop context. Bing Ads Intelligence can’t generate mobile keywords as the Google Keyword Tool can, but it’s the only tool that I know of that can estimate tablet search volume. Take the list of mobile-specific keywords that you’ve compiled so far and run a customized traffic report in Bing Ad Intelligence, selecting Smart Phones, Non-smart phones (i.e. Ultimately, this gives you a list of keywords with monthly impression share in Bing for various platforms. There are no match types in the BAI traffic tool, so although it’s tempting to use this data to get a more complete picture of total share of voice, it’s not recommended. The data, however, can be used to ensure Google data is accurate, and to give a second look to keywords that appear with a lot of volume in Bing, but not in Google. Finally, this data can be used to estimate tablet traffic in Google, which I’ll cover in a later column. Bing Ads Intelligence also allows you to get demographic info on your mobile users, which can be helpful if you’re building personas and you want to compare mobile personas with desktop. Unfortunately at present, Bing Ads Intelligence doesn’t give you a way to discover mobile keywords, per se, but you can do that by using Bing’s autocomplete feature in mobile.
Simply type a word or character that you’re researching, and mobile-specific keywords appear in the interface. Neither Google nor Apple have a keyword tool for Apps, so if you are doing app store optimization it’s a little more difficult to get what you’re looking for. As I explained in my list of the most popular app store searches from last year, the best place to get official information on app keyword popularity seems to be the engines themselves, which offer app-specific keywords in the autosuggest for their search engines. There are also paid tools available that help you get a better sense of popularity in a keyword tool format, such as MobileDevHQ. Keep in mind that the unofficial tools can only give you an approximation of search volume based on proprietary algorithms, so take it for what it’s worth.
At this point, you should have a lot of mobile keywords, but how do you decide what are the best ones?
The Google Webmaster Tools mobile search queries report is good because it’s one of the few that allows you to compare your desktop queries with your mobile queries and discover differences in the search behavior of users accessing your site from different devices. To do this, simply download your Mobile and Web CSVs by using the filter in the search query report and downloading the tables that appear. Then, use Excel to label those queries that only appear for desktop searches, those queries that only appear for mobile searches, and those that appear for both. You can then get a better understanding of what kind of site you need to create by examining the variance in search behavior in a simple pivot table chart like the one below.
Obviously, the data is stronger the more queries you have; but, if the great majority of queries appear in both desktop and mobile, adaptive content or responsive design is probably the way to go. But, if the opposite is true and there are a majority of desktop-only and mobile-only keywords, then this could be an indication that your audience uses different terms on mobile than they do in desktop search engines, and you should probably optimize certain pages (if not the whole site) to accommodate your audience. To get a quick look at the kinds of things your mobile audience is interested in, it’s helpful to use tag clouds of the long-tail.
To do this, simply copy your keyword list into a tag cloud generator like TagCrowd, for both desktop and mobile keyword lists.
Often, this will show you at a glance, keywords that are used more by mobile users than desktop users overall. This last method shouldn’t be a surprise to regular readers, as I’ve mentioned it in the past and in a recent mobile site audit on the Stone Temple blog. Once you have all of your keywords, you need to use the Google Keyword Tool to estimate exact match search volume.
For the Mobile % of Total Traffic column, use conditional formatting to make everything above 30% green, everything between 15 and 29% yellow, and everything below 14% red. These numbers were used because on average last year, one in every seven searches in Google came from a mobile device, and some industries (like restaurants) had as much as 30% on average. The idea is that anything above 30% represents greater opportunity than the industries with the most mobile search traffic and should be recognized as such. With this list, we can sort it by total volume and optimize one site, whether that’s responsive or contains adaptive content.
We can also decide what types of things should be foregrounded on our mobile site by looking at those terms that have both a lot of search volume and a lot of search volume in mobile relative to the total.
We can also categorize this list and get a better sense of what belongs on the site holistically.
There are other methods that we use at Resolution, such as persona development, understanding basic query intent, etc.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land.
Bryson Meunier is the SEO Director at Vivid Seats, is an SEO veteran with more than 14 years experience both agency and in-house, and is a thought leader in permission marketing as a columnist and a frequent speaker on SEO and mobile marketing.

BUT it’s the brand and feeling that people associate with an app name that gives it meaning.
The opposite of a name that flows of your tongue is: The Family Calendar Application…not very cool, is it? In order to build a business that thrives you need to consider how your business makes its target audience feel. 20% of app downloads are from apps that have been found on the App Store via their keyword based search engine. And your title is the most authoritative meta-data (search data) that the App Store search engine has to go by. Even big name app brands use this hack, because app store optimisation is so important for getting found on the app store. Check out How To Rank #1 On The App Store for how to be strategic with your descriptive app keywords. Your app name should in some way, shape or form describe the key function or value to the end user.
A descriptive name lets your users know what your application does BEFORE they download it. This is important in order to decrease the bounce rate (people who download your app, open it once and never open it again) and increase the value of your user base.
Make it relevant – Make sure that your app name is relevant to the key functionality and value of the app.
Use of special characters – Using a hyphen, slash, full stop, or any other special character is completely unnecessary.
Similarity with popular apps – The success of apps like Talking Tom has spawned off an entirely new breed of ‘Talking _fill in the blank_’.
Get wild or playful – Beware of using profanity, sexually explicit or offensive words to create your app title. Before committing to an app name you need to check that it hasn’t already been taken. We believe that through inspiring our people with education and by creating an environment where they love to be, we can generate more ideas, optimise performance and manufacture happiness.
When I first used the Windows 8 App Store, the most confusing thing I found was the ability to search apps. Step 1: Go to the Charms Bar by hitting Windows+C or by hovering your mouse at extreme right corner of the screen. Alternatively, you can use the various filters at the app store to look for apps by category, relevance and price. Categories: The Categories section covers various categories such as Games, Social, Entertainment, Photo, Music And Video, Books And References, News And Weather, etc.
Relevance: this menu allows sorting apps by Newest, Highest Rating, Lowest Rating, Lowest Price and Highest Price.
This entry was posted in Windows and tagged How to, search, Tips, Windows 8, Windows Store by admin. This guide is here to provide you with step by step help when completing keyword research for apps.
Whatever the case, all of these channels require that you know what keywords to target, and that you target them correctly. The first step for any keyword research activity is to record all the keyword ideas you can think of that you could target with your app.
To do this you need to sign up for a google adwords account – you won’t be spending any money, just using the free tools. First of all add a second column to your spreadsheet to record the monthly searches for each term you already have recorded.
Second look through the list of suggested keywords and pick out any that seem relevant and have a good amount of monthly searches (Anything over 1000 monthly searches is definitely worth recording, depending on what you’re targeting it might be worth recording searches with as little as 250 monthly searches).
Looking down the list for the terms I searched in my example, its clear that the terms ‘decision making’, ‘decision making process’ and ‘decision maker’ are very interesting and searched for a lot.
Whatever the case you should have a decent list of keywords that you can take use, for me in this case I have around. The results provided by the wordtracker tool are presented below, and can be incredibly insightful if you’re developing a web app and working on search engine optimisation.
First of we need to add another column next to our keywords and enter the searches figure from wordtracker – also, add any extra keywords that wordtracker suggests that are relevant, and have a searches figure of over 100.
If one of your main sales channels an app marketplace (like google play or apple app store), it’d be really useful to try and get some information regarding search term usage within that marketplace. Straply is current free, so jusy go ahead and sign up for an account, then go down your keyword list and perform the following on each term.
Straight off, press the ‘See all keywords’ button, and you’ll be presented with some really useful information regarding search volumes and competition.
Right now we’re not interested in competition, so all we want to do is record the search volume fogure for the respected app stores – so add 2 more columns (one for iOS AppStore and one for Google Play), and enter the search volume rating for each term. One thing thats apparent from this data is that whilst people search for similar subjects across app marketplaces and the web, the terms used are often quite different. If you’re completing this keyword research for the purpose of idea selection, you really don’t need to do anything more just yet – this list should give you all the information you need to choose the right idea. Apple is apparently in the process of further improving the search feature of the App Store with the introduction of related search keyword suggestions on iOS. As first pointed out by Time Planner co-developer Olga Osadcha (via 9to5Mac), the related search keyword suggestions appear at the top of the search results in the App Store app on iOS. This new feature is just the latest step taken by Apple toward improving its App Store search mechanism. But perhaps what remains the biggest step thus far is Apple's acquisition of the algorithm-based app search engine Chomp, whose technology was integrated into the App Store app in 2012 with the release of iOS 6. At any rate, it's great to see that Apple continues to try new ways to enhance iOS device users' experience for app search and discovery. The change arrives amid frequent complaints from developers and analysts requiring better organization of over 65,000 apps found in the App Store. Previously, the mobile App Store client would check queries against titles and descriptions, yielding a mixed bag of results.
More ominously, it has led to a deterioration of the entire pricing structure for iPhone applications.
The rumor-mill has been buzzing about the so-called premium App Store section that would apparently carry only high-quality apps.
There’s a notable difference in the filtering features of desktop iTunes and mobile App Store client.
That said, Apple should add filtering capabilities found in desktop iTunes, namely the aforementioned ability to list all apps by a given publisher and similar apps that others are buying.
When I wrote about it back in 2008, there were various emulators and autosuggest tools that could help you discover mobile-specific or mobile-centric keywords that your target audience used on mobile devices, but not the same kinds of keyword tools that existed for desktop search. If there’s anything you do that helps, please mention in the comments, or do as Aleyda Solis did in a recent post and share your processes for mobile SEO.
If your content is adaptive or your site is responsive then knowing mobile-specific keywords isn’t going to help you that much, as your content needs to be reusable and device-agnostic. Either way, you need to define what you want your natural search traffic from mobile search to do once it reaches your site: click, buy, view, download, convert offline, etc. Use the following tools to collect a list of keywords that you’ll then qualify in the third step.

If you’re not optimized for the most popular keywords, this information won’t help you discover it, but you can at least see where you’re ranking for search terms mobile searchers enter.
If you want to separate tablet traffic, use the Mobile Devices report and the regular expression I mentioned here.
As I mentioned a few months ago, smartphone usage doesn’t necessarily imply a mobile context, as 60% of smartphone usage occurs at home. Until app store keyword tools are released, search suggest and these paid tools are all that’s available to help discover relevant keywords. For example, in the tag clouds above, you can see that the mobile searchers are using more specific models than desktop searchers when looking for a Mercedes. This way, you have a better sense of the total volume for a given keyword in Google, and aren’t leaving out 30% or more of the search volume when deciding on qualified keywords.
For example, we might not foreground content related to used Mercedes on the mobile site, as it’s not nearly as popular on that platform.
However, this guide should give you a better idea of the tools available to keyword researchers looking to understand mobile searchers, as well as specific techniques that can be used to find keywords and concepts that mobile searchers use that are relevant to the brand you represent. In other words, pick a name, choose how you want people to feel about it and work towards that. The easier it is to say and remember, the easier it is for people to tell their friends about it. It’s the way the company wants to be perceived by suppliers, staff members and the public.
This helps your users distinguish whether your application is something they’re interested in prior to downloading it. The only time I would suggest using a special character is in the app title on the App Store to separate the actual app name from the short description in the title area (see point 4. While many consider breaking away from the standard names to be a way of grabbing eyeballs, too much of it will create a negative impression of the app and the team behind it. He brings a Marketing approach to every project by overseeing UX design, Co-ordinating market research, and consulting on core components of the launch. Usually, app stores come with a search bar for searching apps by entering relevant keywords.
Basically, you will have to click on the Windows 8 Store icon, type a keyword and hit search to look for apps according to an entered keyword or phrase. Researching keywords is almost always a core activity when planning and marketing your apps. A single keyword will rarely be actionable, and you will be mostly looking for 2 to 3 word phrases. Its actually very similar to researching keywords for any website, although there are some alight differences when we are considering any app that will be sold via an app marketplace (such as Google Play or the Apple App Store).
You might be thinking that you’re actually delivering your app via an app marketplace, and that google adwords is built using that data. Some other search terms around questions like ‘what should I eat tonight’ have far lower search volumes, but combining each of the variants for these adds up to some good numbers and given that they involve quite a few words they should be easier to target than a term like ‘decision making’, which I would guesss is going to be fairly competitive.
This tool is similar to google adwords but isn’t restricted to getting its data from google searches, and as such might give you some additional ideas. You should also return to the google adwords tracker to record the results for the additional keywords found.
This is nowhere new as simple as getting information regarding google adwords, but there is something we can do, that is using Straply. We also want to capture any extra keyword ideas that Straply can provide us, and add them to the list (for now I’m only adding extra ideas that score 3 or more in either google play or the apple appstore). When targeting terms for the web questions or investigative searching rates quite highly, whereas app stores rarely seem to get volume for these terms. I think google is holding off releasing this information due to their experiences with keyword spamming in google search results.
While it appears to be still in its experimental phase, it's safe to assume that this feature will be made officially available in the near future. Last November, the company was reported to have improved results for misspelled queries with typos. From now on, developers can post custom keywords, alongside binaries, via the iTunes Connect service and update the keywords with the submission of a new binary. The risk is that developers who hope to build quality applications that have a long shelf life may be discouraged from doing so because prospective development costs exceed the revenues they expect to earn on the applications.
More recent reports indicate that such a store could be built into Apple’s rumored tablet device. For example, desktop iTunes lets you filter apps released by specific publishers or similar items that other people have bought. The ability to show similar apps matching the currently browsed app wouldn’t hurt either. Together we can move the needle for this discipline and make it easier for all of us to reach mobile searchers. Note that this report used to include information on both feature phone and smartphone keywords, but both have been combined into the Mobile category. Here are a few exercises that we use to help us make better business decisions with mobile keywords.
These names don’t generally lend credibility to the app but gives an immediate impression of a rip-off.
Remember that your ideas should be at least 2 words long, and can probably be as many as 5 words – most should be 2 or 3 words. This is true, but the keyword analysis tools that google adwords has provides analysis from the biggest search engine in the world – even if it isn’t exactly where you’ll be selling your app, it still provides an excellent indication of what people search for in general. Straply is still in beta as of this writing, but the data its delivering right now is pretty unique – its just focussing on the apple app store and google play, but as that accounts for the vast majority of the market its definitely worth a peek. When people are searching app marketplaces the are generally looking for a thing (an app), not trying to answer a question. Then, in December, it was found to have adjusted its App Store algorithms for more optimized searches. In short, this race to the bottom has the potential to degrade the overall equality of the applications sold at the App Store. These filters are found in the bottom right section of the app description page or via a clickable publisher field bellow the app title.
Otherwise, sorting and browsing through tens of thousands of apps found in the App Store will become harder than finding needle in a haystack. However, the Windows 8 App Store does not offer a built-in search bar, as the functionality is built into the Windows 8 operating system. Remember that they can represent actual questions that people might type into a search engine. This is a really important when doing app store optimisation, or selecting an idea based on keyword research.

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Author: admin | 19.01.2016

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