Compare your Visibility with Competitors and Spot Keyword Opportunities
Measuring keyword visibility is always a tricky task. In this blog, we will show you how you can use the Competitors Position graph to compare your app against your competitors on a set of keywords and the Keyword Position graph to highlight the keywords from your list with the highest potential.
Our new Competitors Position graph
We have a new way of measuring your visibility on keywords against your competitors: Competitors Position graph. This new graph takes into account three main factors that will define the level of visibility of an app on a selected keyword list :
- The Number of Monthly Installs that app is getting from the keywords of the list (x-axis).
- The Average Rank of the app on the keywords from the list (y-axis).
- The Number of Ranked Keywords from the list (size of the circle).
To illustrate this, we took the app KAYAK and some competitors and compared their visibility on a semantic dictionary of about 300 keywords on iOS and Google Play.
Visibility of KAYAK and its competitors over the selected keyword list (Apple App Store)
As you can see in the graph above, Hotels.com is the strongest competitor in terms of installs while KAYAK has slightly more ranked keywords and its average rank is two points higher. This means that Hotels.com is ranked for keywords that drive more downloads than KAYAK. In terms of average rank, all six competitors are between positions 200 and 300.
Visibility of KAYAK and its competitors over the selected keyword list (Google Play Store)
On Google Play, the distribution is very different. Hopper is the app with most installs but it has the lowest number of ranked keywords and the biggest average rank. Expedia, on the other hand, has fewer downloads but the most ranked keywords and the highest average rank.
Keyword Position graph revamped
We have also released another graph that is complementary to the one presented above: Keyword Position. Some of you may already know this one but you’ll also notice that it has changed a bit.
While Competitors Position is more about benchmarking your app against your competitors, in this view, the goal is to look closer at your app’s visibility on a keyword list in order to highlight new opportunities.
Keyword position of KAYAK’s semantic dictionary (Apple App Store)
Basically, we will show all the keywords from your keyword list in a three-dimensional graph: the y-axis spreads the keywords by volume while the x-axis looks at the chance of your app to rank in the top results. The third dimension displays the current rank of your app on the keyword and is represented with colors going from green to red.
To better interpret this graph we recommend splitting it into four quadrants in order to quickly see the difference between high/low volume keywords (27 being the median value) and high/low chance for your app to rank in the top results. Let’s take a closer look at each of these quadrants.
In the top left, you’ll see the keywords that have a high volume (above 27) but for which you’ll have a slight chance of ranking high (below 50). If you manage to have any green dots in there, it probably means that, although the keywords are very competitive, the relevance is high. This is the area where you’ll find your brand name and your competitors’ brands.
The bottom left is the keywords that you really want to avoid wasting time on. These keywords don’t have much traffic (volume below 27) and your chance is pretty low (below 50). Unless you see a super relevant keyword in this quadrant, just ignore them.
The bottom right quadrant is more interesting, it’s also where you’ll find most of your generic keywords. The keywords in this area have a low volume (below 27) but a high chance (above 50). Although the volumes are low, they are not too competitive which means they could still be good opportunities if your app is small or new (app power below 60). These keywords are usually quick wins.
Finally, on the top right, the fourth quadrant will be the one with your best keywords. You should put most of your efforts on this area since these keywords have a high volume (above 27) and a high chance (above 50). Red dots (unranked) in this area represent your missed opportunities and should be your next priority. If you are already targeting some keywords but the rank is very low (or even unranked) it could be because the keyword is not considered relevant for your app.
When the keyword list is very big, filters will make the keyword analysis faster and more effective. If you are looking for new keyword opportunities, for instance, we recommend selecting only the keywords with high volume (above 27) and that are currently unranked for your app. Once you have spotted a few terms that are relevant in the top right quadrant, you can remove the filters and search the keywords one by one to find new combinations including that keyword that you might have missed before.
We followed this methodology to spot new opportunities for KAYAK thanks to the Keyword Position graph.
Keyword position of “apartment” combinations from KAYAK’s semantic dictionary (Apple App Store)
As you can see in the image above, we have noticed that the keyword “apartments” could be a good opportunity. There are three high volume variants in our keyword list (potentially more relevant combinations) where the chance is high.
Ranking of KAYAK and its competitors for “apartment” combinations (Apple App Store)
Besides, none of the competitors rank for these three keywords. Their keyword optimization is focused on other keywords like “hotels”, “motel”, “airbnb” (other types of accommodation) or “car rental”, “cheap flights” (other travel services).
To conclude, KAYAK should target this keyword in its metadata to gain visibility on these new keywords while the competition is still low.
I hope that you enjoyed the reading and you are looking forward to applying this methodology to your own app. We’d love to hear your feedback!