Increase Your Visibility and Organic Installs with Keyword Enrichment

Keyword research is the initial step in the Search Engine Optimization (SEO) copywriting process as well as an essential part of app store optimization or any kind of optimization where you want to increase your ranking on a particular platform. Before you create your website material, you need to think of which search terms you wish to be located for. This means positioning yourself in your customer’s shoes, in order to ascertain their pain-points and needs. Once you have ascertained the specific search terms your customers are using, you should use these specific terms in your app store, website and marketing content to ensure that you start ranking highly for them. 

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What is Keyword Enrichment?

Before we begin explaining how to do keyword enrichment, let’s make certain the most essential founding principles. Keyword research is the process of researching which keywords your customers are using, in order to find the products and services you offer. Things to consider are the cost of those keywords, competition and frequency. Keyword strategy relates to the decisions you make on the basis of that keyword research. Keyphrases are search phrases including multiple words, these are also known as ‘longtail keywords’. 

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Long-tail keywords are particular and focus more on a specific niche. The longer (as well as the more specific) the search term is, the easier it will be to rank for that keyword. A focus keyphrase is a word or expression you most desire your web page to be discovered for. For example, if you are a clothing, shoe, and accessory eCommerce site, your focus keyword might be “fashion”, as this is a keyword your customers will most commonly use when trying to find an eCommerce store that sells your products.

Keyword enrichment is the process of using that keyword research to make your content more attractive to search engines on various platforms. The most common methods include using short-tail, longtail keywords and focus keywords in critical parts of your copy, such as headings, titles, web-page names, your app’s name, image title and so forth. 

Why is Keyword Enrichment Essential?

Before we get into our step-by-step guide on how to do keyword enrichment, it is important to understand the criticalness of such an undertaking. Robust keyword research is vital. We frequently stumble upon clients that use one collection of words when explaining their products, while their target market utilizes an entirely various collection of words. Therefore, prospective customers don’t find those web sites, because of a mismatch in word usage. Additionally, with the recent updates to Google’s search algorithms, and seeming as many platforms frequently update their algorithms, it is important to be abreast of the latest Google, App Store and Playstore algorithms, so you can confirm that your keyword strategy is up to date. For example, Google’s recent search algorithm ‘Bert’ now favors more natural copy, with keyword stuffing now being penalized in its new algorithm. 

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Exactly How to Do Keyword Enrichment Effectively?

For us, there are four steps to keyword enrichment. First, you distill the mission of your keyword enrichment. Next, you make a listing of all the keywords you want to be located for. You look at search intent and ultimately, create touchdown pages for each of those keywords. This ultimate guide takes you with these steps in more detail.

Step 1: What is Your App or Business Objective?

Before starting anything, consider your mission. Do you want to increase traffic to your mobile website? Do you want to increase organic installs from Google Play? Or, do you just want to update your keyword enrichment strategy for 2020? A great deal of people can not effectively respond to these key marketing questions at the beginning. It is also integral to ascertain what market you intend to target. As soon as you have the ability to respond to these questions carefully, you will have taken the first crucial step in your keyword strategy.

Step 2: Keyword Research

The second action of any keyword study is developing a list of your keywords, focus keywords and long and short-tail keywords. With your goal in mind, attempt to enter into the heads of your prospective customers. What will these people be looking for? What sort of search terms could they be making use of while trying to find your impressive service or product? Ask yourself these questions as well as write down as many solutions as possible.

Make Certain the Key Phrases Fit Your Site

You should not be discovered for terms that do not match your website or app on the App Store or on Google Play. Thus, it is important to ensure you are ranking for the correct keywords, and not any keywords that are irrelevant or counter-productive to your marketing goals. You would certainly have a substantial bounce rate if you ranked for ballet footwear if you were Nike. Additionally, a high bounce rate affects Google’s search algorithms. Thus, irrelevant keyword rankings can negatively impact the keywords you do want to rank for.

In app terms, the quality of the app, in terms of reviews and ratings also affects the app’s App Store and Google Play’s ranking. Thus, again, in this instance, it is important to only rank for the search terms relevant to your app. You don’t want people downloading your app, with inaccurate expectations, only to uninstall, and therefore, decrease your app performance and potential and rating and reviews on the App Store or on Google Play. 

Tools You Can Use

Making a list of possible search terms is hard. Up until a few years ago you might just check Google Analytics and see the terms people used to locate your web site, however regrettably, that’s no more possible. The good news is, there are still some other tools which make your keyword research a bit simpler, such as Spyfu or AnswerThePublic.  

Step 3: Consider Search Intent

Today’s search engine optimization approaches should revolve around answering the inquiries people have. Every sort of question requires a specific solution. There are 4 kinds of search intents. Discover which sort of intent applies to you and attempt to match these search intents to what those potential customers actually want. The four search intents are:

  • Educational intent: people are trying to find details on a certain subject.
  • Navigational intent: individuals that wish to access a specific site via searching for a keyword or phrase.
  • Commercial intent: people intend to buy something in the near future and also are doing research 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 next step towards a long-term keyword enrichment strategy is to produce remarkable content for your app, website or business. In the past, each of the keywords you wanted to be found for, got its very own touchdown web page. Today, nonetheless, an internet search engine is smart enough that they mostly use search intent to offer searchers the very best answer to their questions. The web page that addresses those inquiries best will rank highest. An online search engine additionally comprehends refined differences between keywords so you do not need to create touchdown pages for all refined variations of a key phrase. You can just enhance a web page for several keyphrases, basic synonyms, and related keyphrases.

Additionally, a site should not rely upon one solitary key phrase or one keyphrase for its website traffic. You must use a range of different keywords, longtail and short-tail and focus keywords, in order to rank highly on your focus keywords, and the full range of keywords, that your keyword research revealed that your target audience uses. 

How Mobile Apps Can Benefit From Keyword Enrichment

Firstly, you need to decide which keywords you want to rank highly on. You can update the app name and description in the App Store accordingly. As creating an app, typically has a lower cost than some other business models, many apps are getting off-the-ground and into the market with relatively low production and/or marketing costs. Thus, there are many app developers that may not have robust marketing and advertising resources and as a result, may not have a fully fleshed-out ASO plan. Thus, with a strong ASO strategy in mind, one can easily rank higher than your competitors and therefore obtain more organic installs through utilizing an effective keyword enrichment strategy. 

Final Thoughts on Keyword Enrichment

A robust keyword enrichment strategy ought to be the beginning of any user acquisition, website traffic or conversion journey. The result will certainly be a long checklist of keywords for which you want to be discovered. The hardest component is still ahead: writing all that material. You must write short articles, copy, glossaries, app-store landing pages, image-titles and a whole host of content-related and containing your keywords. This is certainly a big, but a climbable mountain. 

We hope you have not left you with a single question, regarding how to do keyword enrichment. If you want to learn more about app store optimization you can check this ultimate ASO guide.

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