#19 - You Are My Density...

Keyword Teardowns

Ariel

2 minute read 9/21/21

Have you ever looked at search results in the App Store and wondered why they're ranked the way they are? In this series of Keyword Teardowns we analyze how the algorithm works and highlight tips and tricks to help you rank higher.

How many keywords should you use to get the best results? The answer isn't a number but rather a ratio that has as much to do with your competition as it is with your own performance.

Apple's and Google's search algorithms are black boxes and completely undocumented, but when you look at enough data, patterns start to emerge. I actively analyze search results to reverse engineer how the stores decide which apps to rank and how to rank them, and share what I find, including tips, tricks, and secrets, here for you to learn from.

Next up is a much more competitive keyword both by score and by the sheer number of results. Between storms, fires, and other natural disasters, it's no surprise its popularity is so high.

Search results for "Weather" in the U.S App Store · Check with Inspector

At first glance, I'm coming into this category expecting weirdness. Apple's own app sits at the top and its data source second, which means competing here is not going to be easy. I've analyzed The Weather Channel before and can tell it's doing a great job at ASO.

I'm going to skip Apple's app for obvious reasons and skip right to #2, which has the most downloads and ratings of the top 5 apps and also has the keyword in the name. Twice, but that's probably a calculated move since the app's name includes the keyword.

With the way the algorithm is now, I suspect removing the duplication won't hurt ranks. If it ain't broke...

#3 and #4 could look confusing if you skip a tiny detail. Like the last keyword, we have a pair where the one on top has fewer keywords and ratings. Accuweather does do a better job with keyword density, but what helps it beyond that is its age. Again, it's not a critical factor, but it can be helpful.

And lastly, in #5 we have Weather Underground, which has the fewest downloads and ratings and is almost the youngest. It does do a good job with its name, but with such a high competitiveness and popularity scores, and so many search results, it needs more ratings to start inching up.

The more words you have in your name and subtitle, the less each is worth. How many words to include is a not-so-easy balancing act between keyword coverage (which you want more of) and keyword focus.

Ultimately, it comes down to the competition. If the competition is very heavily focused, go with the fewest words possible. If the competition isn't, keep focus, but sprinkle more words. I'm oversimplifying here, but you get the idea.

App Store Optimization is part art and part science. I say it a lot, and I mean it. The art part is what I've been talking about in this Keyword Teardown and in my App Teardowns. The science part is where our simple and intuitive ASO tools come into play. See where your apps are ranked, track trends, snoop on competitors, get suggestions, here.