Cap advises: what should I do if the keywords don't work?
Jonathan Raveh is the director of the Department of Cooperation and Public Relations at Appnext, which owns the marketing platform of the same name. In his blog on the Gamasutra resource, he told why keywords are no longer a promotion tool – and how to solve this problem.
Keywords have been one of the keys to the visibility of the project for a long time. With the development of the mobile games and applications market, this era is becoming a thing of the past. If up to 500 games appear in the store every day, it doesn’t matter how well you have chosen the keywords – hundreds of your competitors have done the same.
So what to do?
First of all, you need to remember that now you need to bet not on quantity, but on quality. If the application page has a large conversion to installations, then this can compensate for the lack of traffic to a certain extent.
Here are tips to help optimize the app on Google Play and the App Store.
1. Icon, description, screenshots and video
All these components of your application’s pages are more important than ever. It is necessary to create high-quality text, images and videos. Icons should be of high resolution, and the text should be expressive (we tell you in detail how to create the correct description for the application here, – approx. editorial offices).
2. Ratings/Reviews
Often, the user decides whether to download or not to download the game, looking specifically at the rating and reviews. If you received a bad review, try to fix what caused it and ask those who left them to change it. There is little to compare with good service.
3. Virality
The most involved users are those who installed your game on the recommendation of a friend. Make sure that your app has everything so that information about it can be easily shared on Facebook, Twitter or other similar social networks. You can immediately make it possible to log in using a social network account.
5. Feature
If there is a shortcut to success, this is it. If you are registered, it will give you thousands of installations per day. The bad news is that this process is tightly controlled by the stores themselves. The good news is that there are still some rules that can provide you with the desired feature:
1) For iOS: Don’t wait for the last minute before the release. Contact Apple representatives in advance and send them a prototype of your game. As soon as the game is fully ready, send it to them again at this address: appstorepromotion@apple.com . If you have marketing materials, send them here: appstoremarketing@apple.com . And don’t be shy;
2) For Android: Make sure that your app is made and optimized according to the recommendations from Google. Localize content for the countries in which you are going to implement your application: practice shows that Google prefers localized projects.
6. Keywords
This to some extent contradicts the title. But the keywords are important. However, in one particular case – if you address them to a certain group of users, and not trying to please everyone. Think about who your ideal user is. Use the expressions he would use to search. Peeping at competitors is not forbidden in this case.
Don’t pay attention to the popularity of keywords. Focus on relevance.
All these hints do not guarantee that you will succeed. However, they will definitely be a help on the way to the top of the charts, Ravech believes.
A source: http://www.gamasutra.com
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