Camp #2: App Name Optimization
In the previous letter, we discussed app keywords optimization. If the iTunes Keyword Field gives the App Store’s algorithm a clue about which keywords an app should be associated with, an app title is the number-one trigger for it.
What are the secrets behind successful app titles?
App Store keywords from app titles weigh the most. Placing relevant keywords in the title boosts rankings and can even double the overall number of keywords you’re ranking for.
As an app name and an icon are two elements that influence people’s decision when they compare an app with its competitors, it has to stand out, be easy to remember, and be unique.
If you’re only thinking about an app title, consider using an exact title match for the search keyword you’re going to work with. That will help an app jump over all competing apps from the start.
How to optimize an app name
However good your app name is, it requires optimization. Here are four key points you need to check if you want to identify weak sides of your app’s name:
Your app must rank number one for its name. If it’s not, there are two reasons for it: somebody’s copying your app name OR it is too generic.
In a case of the first option, file a complaint with Apple (unless you are the copycat, of course, then just stop it, seriously). If it is generic, you need to make it unique—consider developing a brand name that will be still describing an app.
You must rank high for app name keywords. As the App Store uses keywords coming from the app title, consider adding a descriptive part to your app name with your major keywords, as in: “AppName: Best Keyword1 and Keyword2 Free.”
If you do not rank well enough (at least in the top 20) for these keywords, they may be way too competitive for you. Consider using ones with less volume.
See whether somebody runs search ads for your app title. Competing applications can use your app name as a keyword to get users who are looking for it. In this case, start running your own search ads. You should be able to outbid your competition due to higher relevance.
Keywords you use must drive paying users. Instead of using high-volume keywords to drive forever-free users, you will want to identify and rank for keywords with a high average revenue. If you run Search Ads, consider using keywords with a high ARPU (Average Revenue Per User) for your app title.
There is no magic behind app titles. On the App Store, an app name is a powerful search optimization tool that should feature both a brand identity and relevant keywords that bring paying users.
Quick task: Split a piece of paper into two columns. Write down an app name on the left and keywords on the right. Develop five easy-to-spell and -pronounce combinations with keywords you’ll be ranking for.
Next time, we will examine one of the most important elements of your app page: an icon. This tiny picture works to the fullest when it comes to driving conversions from Search and Category.
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