ASO Case Study: How to increase app positions, impressions and installs by 16% in 14 days

Purpose of the promotion

The client was struggling with experiencing a drop in rankings following an App Store algorithm update, leading to a decrease in organic traffic.

The promotional campaign aimed to:

• improve app listing rankings;
• increase visibility in search results;
• attract new users to install the app.

Key Challenges

1. A competitive niche with approximately 140 competitors identified at the initial stage.
2. Highly competitive target regions - the United States and the United Kingdom.

Team Actions

1. We have selected the service we will use.

Asolytics is the perfect solution for collecting competitor data and building the semantic core.

Asolytics provides advanced technological tools for analyzing competitor download and revenue statistics, conducting ASO keyword research, performing niche analysis, and evaluating overall app performance.

2. The team's next task is to compile a list of competitors.

• Add the app to the service, select the country, and click "Competitors" and "Find new" in the left menu:

• The service will prompt you to enter the most relevant keywords, based on which it will suggest competitors:

• Select competitors from the suggested list (at least 100 applications must be marked):

3. Building the semantic core. 

The "Keywords" and "Recommended" tabs display all the relevant keywords identified by the service's algorithm:

We refined the list by adding all relevant key terms and excluding irrelevant ones, thereby building the application's semantic core.

4. Preparing metadata

Our primary target countries are the United States and the United Kingdom. In the US, we implement cross-localization.

The RadASO team recommends utilizing all available locales in each country to increase search visibility and drive more organic installs. You can learn more about this in RadASO's table "Localizations and country coverage in the App Store".

As a result, we are focusing on the following locales: English (U.S., U.K.), Chinese (Simplified), Vietnamese, Korean, Russian — with the latter four targeting the U.S. market.

Metadata preparation sequence:

• Analyze the existing keywords in the app title - remove those for which we do not rank well, and select alternative versions of the keywords we are interested in. 

The Title should include the most relevant keywords for which you want to get high rankings, as this is the most important field for indexing. 

We analyze each key term in the metadata to assess our ranking position and the popularity of these terms. The goal is to determine whether we are receiving enough impressions and installs for a specific keyword. If we are, we retain it; if not, we remove it from the metadata.

• Sort all terms from the semantic core by popularity and decide which ones should be included in the metadata. 

We recommend prioritizing the addition of general keywords to the metadata first, as they typically have a higher conversion rate, followed by branded terms of competitors.

The Results

1. A rise in rankings within the TOP-50 (at least 5 SAP queries):

2. An increase in organic impressions in target countries:

3. An increase in organic installs:

Overall, comparing the 14-day period before and after our first release, we observed a 17% increase in impressions in both target countries, along with a 16% increase in installs in the US and a 20% increase in the UK.