App Store SEO: How to Diagnose a Drop in Traffic & Win It Back




For some organizations, cellular apps may be an essential means to capturing new leads and clients, so it may be alarming if you discover your app visits are declining.

However, whereas there may be content material on how to optimize your app, in any other case referred to as ASO (App Store Optimization), there may be little data on the market on the steps required to diagnose a drop in app visits.

Although there are overlaps with conventional search, there are distinctive elements that play a position in app retailer visibility.

The purpose of this weblog is to offer you a strong basis when making an attempt to examine a drop in app retailer visits after which we’ll undergo some fast fireplace alternatives to win that visitors again.

We’ll undergo the method of investigating why your app visitors declined, together with:

  1. Identifying potential exterior elements
  2. Identifying the kind of key phrases that dropped in visits
  3. Analyzing app consumer engagement metrics

And we’ll undergo some methods to aid you win visitors again together with:

  1. Spying in your rivals
  2. Optimizing your retailer itemizing
  3. Investing in localisation

Investigating why your app visitors declined

Step 1. Identify potential exterior elements

Some industries/companies can have sure durations of the 12 months the place visitors could drop due to exterior elements, corresponding to seasonality.

Before you start investigating a visitors drop additional:

  • Talk to your level of contact and ask whether or not seasonality impacts their enterprise, or whether or not there are common business traits at play. For instance, aggregator websites like SkyScanner may even see a drop in app visits after the busy interval in the beginning of the 12 months.
  • Identify whether or not app installs really dropped. If they didn’t, then you definitely most likely don’t want to fear about a drop in visitors an excessive amount of and it may very well be Google’s and Apple’s algorithms higher aligning the intent of search phrases.

Step 2. Identify the kind of key phrases that dropped in visits

Like conventional search, figuring out the kind of key phrases (branded and non-branded), in addition to the person key phrases that noticed the largest drop in app retailer visits, will present a lot wanted context and assist form the path of your investigation. For occasion:

If branded phrases noticed the largest drop-off in visits this might counsel:

  1. There has been a lower in the quantity of promoting spend that builds model/product consciousness
  2. Competitors are bidding in your branded phrases
  3. The app title/model has modified and hasn’t been ready to mop up all earlier branded visitors

If non-branded phrases noticed the largest drop off in visits this might counsel:

  1. You’ve made current optimisation modifications which have had a unfavorable impression
  2. User engagement alerts, corresponding to app crashes, or app critiques have modified for the more serious
  3. Your competitors have higher optimised their app and/or present a higher consumer expertise (notably related if an app receives a majority of its visitors from a small set of key phrases)
  4. Your app has been hit by an algorithm replace

If each branded and non-branded phrases noticed the largest drop off in visits this might counsel:

  1. You’ve violated Google’s insurance policies on selling your app.
  2. There are exterior elements at play

To get information on your Android app

To get information on your Android app, signal into your Google Play Console account.

Google Play Console gives a wealth of information on the efficiency of your android app, with notably helpful insights on consumer engagement metrics that affect app retailer rating (extra on these later).

However, key phrase particular information can be restricted. Google Play Console will present you the person key phrases that delivered probably the most downloads on your app, however the majority of key phrase visits will probably be unclassified: mid to long-tail key phrases that generate downloads, however don’t generate sufficient downloads to seem as remoted key phrases. These key phrases can be labeled as “other”.

Your chart may appear like the beneath. Repeat the identical course of for branded phrases.

Above: Graph of a consumer’s non-branded Google Play Store app visits. The variety of visits are factual, however the key phrases driving visits have been modified to maintain anonymity.

To get information on your IOS app

To get information on the efficiency of your IOS app, Apple have App Store Connect. Like Google Play Console, you’ll have the opportunity to get your palms on consumer engagement metrics that may affect the rating of your app.

However, key phrase information is even scarcer than Google Play Console. You’ll solely have the opportunity to see the full variety of impressions your app’s icon has acquired on the App Store. If you’ve seen a drop in visits for each your Android and IOS app, then you might use Google Play Console information as a proxy for key phrase efficiency.

If you employ an app rank monitoring device, corresponding to TheTool, you’ll be able to considerably plug gaps in information for the key phrases which can be probably driving visits to your app.

Step three. Analyze app consumer engagement metrics

User engagement metrics that underpin a good consumer expertise have a robust affect on how your app ranks and each Apple and Google are open about this.

Google states that consumer engagement metrics like app crashes, ANR charges (software not responding) and poor critiques can restrict publicity alternatives on Google Play.

While Apple is not fairly as forthcoming as Google when it comes to offering data on engagement metrics, they do state that app scores and critiques can affect app retailer visibility.

Ultimately, Apple desires to guarantee IOS apps present a good consumer expertise, so it’s probably they use a vary of further consumer engagement metrics to rank an app in the App Store.

As a part of your investigation, you need to look into how the beneath consumer engagement metrics could have modified across the time interval you noticed a drop in visits to your app.

  • App score
  • Number of scores (newer/contemporary scores can be weighted extra for Google)
  • Number of downloads
  • Installs vs uninstalls
  • App crashes and software not responding

You’ll have the opportunity to get information for the above metrics in Google Play Console and App Store Connect, or you might have entry to this information internally.

Even in case your evaluation doesn’t reveal insights, metrics like app score influences conversion and the place your app ranks in the app pack SERP characteristic, so it’s effectively value investing time in creating a technique to enhance these metrics.

One easy tactic may very well be to make sure you reply to unfavorable critiques and critiques with questions. In reality, customers improve their score by +zero.7 stars on common after receiving a reply.

Apple presents a few recommendations on asking for scores and critiques for IOS app.

Help win your app visitors again

Step 1. Spy in your rivals

Find out who’s rating

When making an attempt to determine alternatives to enhance app retailer visibility, I at all times like to examine the highest 5 rating competitor apps for some precedence non-branded key phrases.

All you want to do is seek for these key phrases in Google Play and the App Store and seize the publicly obtainable rating elements from every app itemizing. You ought to have one thing just like the beneath.

Brand

Title

Title Character size

Rating

Number of critiques

Number of installs

Description character size

COMPETITOR 1

[Competitor title]

50

four.eight

2,848

50,000+

three,953

COMPETITOR 2

[Competitor title]

28

four.zero

three,zero80

500,000+

2,441

COMPETITOR three

[Competitor title]

16

four.zero

2566

100,000+

2,059

YOUR BRAND

​[Your brands title]

37

four.three

2,367

100,000+

three,951

COMPETITOR four

[Competitor title]

7

four.1

1,140

100,000+

1,142

COMPETITOR 5

[Competitor title]

24

four.5

567

50,000+

2,647

     Above: anonymized desk of a consumer’s Google Play rivals

From this, you might get some indications as to why an app ranks above you. For occasion, we see “Competitor 1” not solely has one of the best app score, however has the longest title and outline. Perhaps they higher optimized their title and outline?

We also can see that rivals that rank above us usually have a bigger variety of whole critiques and installs, which aligns with each Google’s and Apple’s statements concerning the significance of consumer engagement metrics.

With the above comparability data, you’ll be able to dig a little deeper, which leads us on properly to the following part.

Optimize your app textual content fields

Keywords you add to textual content fields can have a important impression on app retailer discoverability.

As a part of your evaluation, you need to look into how your key phrase optimization differs from rivals and determine any alternatives.

For Google Play, including key phrases to the beneath textual content fields can affect rankings:

  • Keywords in the app title (50 characters)
  • Keywords in the app description (four,000 characters)
  • Keywords in brief description (80 characters)
  • Keywords in URL
  • Keywords in your app title

When it comes to the App Store, including key phrases to the beneath textual content fields can affect rankings:

  • Keywords in the app title (30 characters)
  • Using the 100 character key phrases area (a devoted 100-character area to place key phrases you need to rank for)
  • Keywords in your app title

To higher perceive how your optimisation techniques maintain up, I advisable evaluating your app textual content fields to rivals.

For instance, if I would like to know the frequency of talked about key phrases in their app descriptions on Google Play (key phrases in the outline area are a rating issue) than I’d create a desk just like the one beneath.

Keyword

COMPETITOR 1

COMPETITOR 2

COMPETITOR three

YOUR BRAND

COMPETITOR four

COMPETITOR 5

job

32

9

5

40

three

2

job search

12

four

10

9

10

eight

employment

2

zero

zero

5

zero

three

job monitoring

2

zero

zero

four

zero

zero

employment app

7

2

zero

four

2

1

employment search

four

1

1

5

zero

zero

job tracker

three

zero

zero

1

zero

zero

recruiter

2

zero

zero

1

zero

zero

     Above: anonymized desk of a consumer’s Google Play rivals

From the above desk, I can see that the #1 rating competitor (competitor 1) has extra mentions of “job search” and “employment app” than I do.

Whilst there are lots of elements that determine the place at which an app ranks, I may deduce that I want to improve the frequency of mentioned key phrases in my Google Play app description to assist enhance rating.

Be cautious although: writing unnatural, key phrase stuffed descriptions and titles will probably have an antagonistic impact.

Remember, in addition to being optimized for machines, textual content fields like your app title and outline are meant to be a compelling “advertisement” of your app for customers..

I’d repeat this course of for different textual content fields to uncover different key phrase insights.

Step 2. Optimize your retailer itemizing

Your retailer itemizing in the house of your app on Google Play. It’s the place customers can find out about your app, learn critiques and extra. And surprisingly, not all apps take full benefit of creating an immersive retailer itemizing expertise.

Whilst Google would not appear to instantly state that totally using nearly all of retailer itemizing options instantly impacts your apps discoverability, it’s truthful to speculate that there could also be some rating consideration behind this.

At the very least, investing in your retailer itemizing may enhance conversion and you’ll even run A/B assessments to measure the impression of your modifications.

You can enhance the general consumer expertise and content material discovered in the shop itemizing by including video trailers of your app, high quality artistic property, your apps icon (you’ll need to make your icon stand out amongst a sea of different app icons) and extra.

You can learn Google’s greatest follow information on creating a compelling Google Play retailer itemizing to study extra.

Step three. Invest in localization

The saying goes “think global, act local” and that is actually true of apps.

Previous research have revealed that 72.four% of worldwide customers most well-liked to use their native language when buying on-line and that 56.2% of customers mentioned that the power to get hold of data in their very own language is extra essential than worth.

It makes logical sense. The higher you’ll be able to personalize your product on your viewers, the higher your outcomes can be, so go the additional mile and localize your Google Play and App Store listings.

Google has a helpful guidelines for localization on Google Play and Apple has a complete useful resource on internationalizing your app on the App Store.

Wrap up

A drop in visits of any sort causes alarm and panic. Hopefully this weblog provides you a good start line if you happen to ever want to examine why an apps visitors has dropped in addition to offering some fast fireplace alternatives to win it again.

If you’re in additional studying on ASO, I like to recommend studying App Radar’s and TheTool’s guides to ASO, in addition to app search discoverability suggestions from Google and Apple themselves.



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