Using Google Keyword Planner for App Store Optimization (ASO)

App Store Optimization (ASO) is essential for increasing the visibility of your mobile app in app stores like Google Play and Apple's App Store. Just like Search Engine Optimization (SEO) for websites, ASO helps you improve your app’s ranking in search results, making it easier for potential users to find and download your app. But how do you find the right keywords to optimize your app listing? One useful tool that many marketers overlook is Google Keyword Planner. Although primarily designed for SEO, Google Keyword Planner can also be incredibly helpful for ASO.

What Is Google Keyword Planner?

Google Keyword Planner is a free tool that helps advertisers discover keywords for their Google Ads campaigns. It provides valuable data on search volume, keyword competition, and keyword trends. While the tool was initially designed for SEO and paid advertising, you can use it to research keywords for your app’s ASO strategy.

Why Use Google Keyword Planner for ASO?

1. Insight into User Search Behavior: Google Keyword Planner provides insight into the phrases people use to search for apps or services similar to yours. While app store search data is not the same as Google search data, many of the keywords that perform well in Google searches will likely perform well in app store searches too.

2. Search Volume Data: One of the main features of Google Keyword Planner is that it shows search volume for specific keywords. This helps you identify popular search terms, which can give your app more visibility in the app store if incorporated into your app listing.

3. Keyword Suggestions: Google Keyword Planner generates keyword suggestions based on your input. This is beneficial for discovering new or related terms you may not have considered in your ASO strategy.

4. Competitive Research: By looking at the competition levels for certain keywords, you can gauge how difficult it will be to rank for specific terms in the app store.

5. Cost-Effective: Google Keyword Planner is free to use, making it an ideal tool for startups and small businesses looking to get the most out of their ASO efforts without paying for premium keyword research tools.

Steps to Use Google Keyword Planner for ASO

1. Sign in to Google Ads: You need a Google Ads account to access Keyword Planner. Once logged in, navigate to the "Tools & Settings" menu, then select "Keyword Planner."

2. Discover New Keywords: Start by entering phrases that describe your app or the services it offers. For example, if you have a fitness app, you might enter terms like "workout app," "fitness tracker," or "exercise plan." Google Keyword Planner will generate a list of related keywords along with search volume data.

3. Analyze Search Volume and Competition: Review the search volume and competition level for each keyword. Focus on keywords with high search volume and low to medium competition. These are your "golden keywords" because they can provide higher visibility with less competition.

4. Refine Your Keywords: Once you’ve gathered a list of potential keywords, filter them based on relevance to your app. Choose keywords that clearly define your app’s features and benefits.

5. Incorporate Keywords into Your ASO Strategy: After finalizing your keyword list, incorporate these keywords into your app title, description, and metadata in the app store. Avoid keyword stuffing, and make sure the keywords fit naturally into the content.

Best Practices for Using Keywords in ASO

• App Title: Your app title is one of the most important places to include your primary keyword. Keep it short, clear, and descriptive.
• App Description: Use your target keywords throughout the app description. Focus on the first few lines, as they are often the most visible to users.
• App Meta Tags: App stores like Apple allow you to add keywords in meta tags that aren’t visible to users but are considered by the algorithm.
• Avoid Keyword Stuffing: Don’t overuse keywords, as it can make your app listing look unprofessional and spammy. Instead, focus on providing valuable information about your app’s features.

Challenges of Using Google Keyword Planner for ASO

While Google Keyword Planner can be a helpful tool for ASO, it has its limitations:

1. Lack of App-Specific Data: Since the tool is designed for web SEO, it does not provide app-specific search data like app store keyword research tools do. As a result, the data you gather might not perfectly align with app store search trends.

2. Regional Variations: Keyword popularity can vary between countries or regions, and Google Keyword Planner doesn’t always capture this accurately for app stores. Consider using region-specific keyword tools for more targeted research.

3. Not Tailored for ASO: The tool is meant for SEO rather than ASO, so it may miss out on some specific app search terms that app-specific tools would catch.

Conclusion

Google Keyword Planner can be a valuable addition to your ASO toolkit, especially for keyword discovery and competitive analysis. While it’s not a replacement for dedicated ASO tools, it’s a great starting point for understanding what users are searching for and how you can improve your app’s visibility in the app store. By leveraging the right keywords from Google Keyword Planner, you can optimize your app listing to attract more downloads, boost your app’s ranking, and drive long-term success.

Incorporating Google Keyword Planner into your ASO strategy may not provide all the answers, but it’s a useful and cost-effective tool to complement your broader marketing efforts.