A keyword analysis is the first step in the Search Engine Optimization (SEO) copywriting process. Investigating and researching keywords is an essential element of optimization to increase your ranking on any platform. Additionally, keyword enrichment is critical to increasing your visibility and organic installs and a crucial part of app store optimization.
When creating your website content, consider the search terms your clients will likely use to find your site. Determining the search keywords your potential customer will use to find you entails thinking like a customer and discovering their pain points and needs.
After determining the specific keywords your ideal client is using, you can utilize these exact terms throughout your online presence, including your app store, website, and marketing content. By organically installing these particular keywords in your content, you will increase your visibility and start ranking higher.
What is Keyword Enrichment?
To fully understand keyword enrichment, it is critical to have a thorough understanding of the founding principles. Keyword researching is the process of researching and determining the keywords your customers are using to find the type of product or service your business offers.
Keyword strategy involves the decisions and strategies you employ based on your keyword research. Like keywords, keyphrases, also known as long-tail words, are a word or series of words that you expect your clients to enter into a search engine to find your business. When developing your strategy for using keywords and key phrases, you should consider the cost, competition, and frequency these words are used.
Long-tail keywords are unique and focus on a specific niche market. The longer and more specific the search term is, the easier it will be to rank for that keyword. A focus key phrase is a word or expression you most desire to lead to your web page. For instance, suppose you are a clothing, shoe, and accessory eCommerce site. In that case, your focus keyword might be fashion, as this is a keyword your customers will most often use when searching for an eCommerce store that sells your products.
Keyword enrichment is the process of using your keyword research to make your content more attractive to search engines on various platforms. The most common methods include using short-tail, long-tail keywords and focus keywords in the critical parts of your content, such as headings, titles, web-page names, your app’s name, image title, etc.
Why is Keyword Enrichment Essential?
Before attempting to perform keyword enrichment, it is critical to understand the importance of this undertaking. First, robust and thorough keyword research is vital. Frequently, we meet with clients that have a collection of words they use to explain their products. Unfortunately, often the client’s collection of keywords is vastly different from the company’s. Consequently, prospective customers don’t find these websites because of the mismatched keywords.
Additionally, it is vital to stay informed about search engine algorithm updates. Many platforms, including Google, App Store, and Playstore, update their algorithms occasionally. A thorough understanding of these changes enables you to increase your visibility and ensure an effective keyword strategy. For instance, Google’s recent search algorithm ‘Bert’ favors more natural copy and penalizes keyword stuffing. The ASO or app-store optimization feature offered by App Samurai is integral to app store ranking.
Exactly How to Do Keyword Enrichment Effectively?
There are four steps to keyword enrichment:
- What is Your App or Business Objective?
- Keyword research
- Consider Search Intent
- Execute Your Keyword Enrichment Strategy
The following guide will take you through these steps in greater detail.
Step 1: What is Your App or Business Objective?
Before you begin, carefully consider your mission and goals. For example, are you merely trying to update your keyword enrichment strategy, hoping to increase visibility and traffic to your website, or are you hoping to increase organic installs from Google Play?
Don’t be alarmed if you can’t respond to these key marketing questions immediately, as many people can’t. Attentively analyzing the responses to these questions is integral to determining your target market and how to reach them. Once you can respond to these questions, you will be on the way to developing your keyword strategy.
Step 2: Keyword Research
The second step to any keyword process is to develop your list of keywords and key phrases. Create this list from the perspective of your potential clients and try to determine what they would be looking for and what keywords or phrases they might use to search. By considering how your client thinks and writing down the words, you will find many possibilities.
Make Certain the Key Phrases Fit Your Site
It is just as important to use the right keywords as it is to avoid the wrong ones. You don’t want people landing on your page because search terms don’t match your website, app on the App Store, or Google Play. Therefore, you want to rank for the correct keyword and not irrelevant keywords that may be counter-productive to your marketing goals. A high bounce rate negatively affects Google’s search algorithms, and irrelevant keyword rankings can negatively impact the keywords you want to be ranked.
When it comes to apps, the quality of the app, as determined by reviews and ratings, also affects your ranking. In this case, it’s vital to only rank for the relevant keywords to your product. Suppose people download your app with false expectations. In that case, they are more likely to uninstall the app, decreasing your app’s performance and potential by increasing the possibility of negative ratings and reviews on the App Store or Google Play.
Tools You Can Use
Creating a list of possible search terms can be challenging. Until recently, it was as simple as checking Google Analytics and finding the words people used to locate your website. While that is no longer possible, some alternatives can make your keyword research more straightforward, such as Spyfu or AnswerThePublic.
Step 3: Consider Search Intent
Your search engine optimization approach should revolve around answering customer’s inquiries. Every question and inquiry requires a specific solution. There are four primary searcher intents, and it is vital to determine which one applies and try to match the search intent to the wants and needs of potential customers. The four search intents are:
- Educational intent: people are trying to find information on a specific subject.
- Navigational intent: individuals that wish to access a particular site by searching for a keyword or phrase.
- Commercial intent: people intend to buy something soon and are researching before making a purchase.
- Transactional intent: individuals are looking to acquire something after doing their commercial intent searches.
Step 4: Execute Your Keyword Enrichment Strategy
The last step to developing a long-term keyword enrichment strategy is to create unique content for your app, website, or business. Unlike the past, where each keyword required an individual touchdown page, today’s internet search engine is intuitive and intelligent enough to decipher a user’s intent and provide them with the best answer to their inquiry. Thus, the web page that provides the best solutions for those inquiries will rank the highest.
Online search engines understand subtle differences between keywords, so individual touchdown pages for all refined variations of a key phrase are no longer necessary. Instead, you can enhance your website with various keywords, keyphrases, related keyphrases, and basic synonyms.
Additionally, your site should not rely upon one solitary key phrase or one key phrase for its website traffic. Instead, it would be best to use a range of long-tail, short-tail, and focus keywords. By using a range of keywords and key phrases that your keyword research revealed your target audience uses, you will rank high on your focus keywords and the full range of keywords.
How Mobile Apps Can Benefit From Keyword Enrichment
Mobile apps can benefit from keyword enrichment in several ways. The first step is to determine the keywords that you want to rank highly for your app. You can then update the app name and description in the App Store.
Typically the cost of creating an app is less than many other business models, with many apps getting off the ground and entering the market with relatively low production and marketing costs. Consequently, many app developers may not have access to immense marketing and advertising resources and, as a result, may not have a fully fleshed-out ASO plan. Accordingly, with a strong ASO strategy, you can easily rank higher than your competitors and obtain more organic installs by utilizing an effective keyword enrichment strategy.
Final Thoughts on Keyword Enrichment
A robust keyword enrichment strategy is the beginning of any user acquisition, website traffic, or conversion journey. The result will undoubtedly be a long checklist of keywords for which you want to be discovered. However, the most challenging component is still writing all that content. You will have to write short articles, copy, glossaries, app-store landing pages, image titles, and a host of content-related material containing your keywords.
While it is undoubtedly a monumental task, increasing your visibility and organic installs from keyword enrichment can take you to the next level. To learn more about how you can increase your visibility and organic installs with keyword enrichment, contact us today.
