When it comes to app marketing, App Store optimization (ASO) and Apple Search Ads (ASA) go hand in hand. Both are critical to ensure that your app stands out among millions of other apps in the App Store. However, one issue that can arise is ASO keyword cannibalization. In this article, we’ll explore what ASO keyword cannibalization is and how you can avoid it to improve your app’s ranking.
What is Apple Search Ads (ASA)?
Apple Search Ads are a powerful marketing tool that can be used by app developers and marketers to advertise their apps on the App Store. ASA has an average conversion rate of 50%. They operate on a cost-per-click (CPC) model. This means that advertisers only pay for clicks on their ads—not for the impressions.
ASA can be effective for reaching potential users who are actively searching for apps related to your niche. That’s because 70% of users find apps through search, and 65% of downloads are immediately after search. By using ASA, you can target keywords that are relevant to your app and bid on them to get your app listed at the top of the search results.
According to Statista, gross global spending on the App Store in 2022 was 167 billion USD. The App Store has a huge market, and Apple Search Ads are just one way to increase your app’s success. Another crucial strategy is App Store Optimization.
ASA and App Store Optimization (ASO)
ASA and ASO are closely related because they both aim to improve app visibility in the App Store. While ASA is a paid advertising platform, ASO is the process of optimizing your app’s listing to increase its organic visibility on the App Store.
ASA and ASO are two complementary strategies that can be used to optimize app visibility and increase app downloads. ASO involves optimizing the app listing, including the title, description, and keywords, to increase the chances of it being discovered by potential users. Both ASA and ASO utilize SEO keywords to rank higher on the App Store.
What is ASO Keyword Cannibalization?
Keyword cannibalization occurs when multiple pages of a website or multiple apps are competing for the same keyword(s). In the context of ASO, keyword cannibalization can occur when multiple apps from the same developer are using the same set of keywords. It can also occur when many apps are competing for the same keywords, increasing keyword difficulty. This can result in a dilution of the app’s relevance for a particular keyword, which can lead to a decrease in its visibility and downloads.
ASO Keyword Cannibalization Tools
It’s essential to detect ASO keyword cannibalization before it harms your app’s visibility. Fortunately, there are several tools available to help you detect and prevent it. Here are some of the most popular ones:
SEMrush Position Tracking Tool
With SEMrush Position Tracking Tool, you can track your app’s ranking position for particular keywords and evaluate its visibility in search results. This tool provides data on your app’s position and offers insights on your competitors’ positions. You can also set up alerts to notify you when your app’s ranking position changes, making it easier to optimize your app listing.
Moz Keyword Explorer
Moz’s Keyword Explorer tool is designed to help you identify the keywords that your app is already ranking for to avoid keyword cannibalization. It also provides suggestions on new keywords to target. It offers a comprehensive list of related keywords and their search volume, difficulty, and organic click-through rate (CTR).
SEOScout Cannibalization Checker
SEOScout Cannibalization Checker is a powerful tool that scans your app’s pages for cannibalization issues. This tool provides insightful and actionable suggestions to resolve any keyword cannibalization.
Google Search Console
Google Search Console provides valuable insights into how users discover your app in the search results. It identifies potential issues besides keyword cannibalization that could harm your app’s visibility. This tool monitors your app’s search performance, impressions, clicks, and CTR.
Additionally, it identifies any crawl errors or security issues that could negatively impact your app’s ranking. Google Search Console even allows you to submit sitemaps and URLs for crawling. This is a free tool that is essential for keeping your app optimized and up-to-date.
How to Avoid Keyword Cannibalization
Now that we covered some helpful tools to detect keyword cannibalization, let’s explore some core SEO strategies that can prevent them in the first place:
Conduct Keyword Research
It’s important to conduct keyword research before optimizing your app. This will help you find relevant, high-traffic keywords to target. As always, ensure that each page on your app targets different keywords and phrases.
Organize Your Keywords
Make a record of the keywords you are targeting for each page on your app. This can help you stay organized and avoid targeting the same keywords across multiple pages.
Optimize Your App’s Metadata
Your app’s metadata (title, subtitle, and keywords) should be unique and descriptive. Use relevant keywords in your app’s metadata to help it rank higher in search results.
Monitor Your App’s Performance
Lastly, keep track of your app’s ranking and visibility for each keyword you are targeting. Regularly monitor your app’s performance with the tools we mentioned above and make adjustments as needed.
Conclusion: ASO Keyword Cannibalization
In conclusion, ASO keyword cannibalization can negatively impact your app’s visibility in search results, making it harder for potential users to discover your app. It is essential to conduct thorough keyword research for both ASA and ASO to improve your app’s performance.
If you want to learn more about SEO, check out our blog for the latest tips and trends in SEO.