Keyword Performance Report: Monitor All Your Ranked Keywords
Once again AppTweak revolutionises your ASO routine with its new features. Today we would like to introduce you to the Keyword Performance Report.
Basically, AppTweak generates a report for your app that covers all the keywords for which your app ranked in the past year. In this feature we will break away from the concept of keyword lists which means that you don’t need to “add” any keywords to the report since AppTweak fetches all your ranked keywords and generates the report for you. In addition, this report includes all kinds of metrics to allow you to easily track your visibility on the store.
How it works
In order to build the Keyword Performance Report of an app, we need to look at all keywords that are followed or that have been followed at some point in AppTweak (by any user) and select only the ones where the app ranked at least once in the search results (top 500 for iOS, top 250 for Android) over the past 13 months.
As you can imagine this represents a huge amount of data, that is why we filter out all the keywords that have never had a volume higher than 5 in the past year. This allows us to make sure we eliminate the non relevant keywords without missing any seasonality effect.
Once we have gathered all the keywords of an app and fetched all metrics and indicators, we will be able to build the report. The report consists of three main blocks : the overview, the keywords history graph and the keyword impact table.
Let’s take the case of Amazon Alexa and explore its keyword strategy using the Keyword Performance Report.
Snapshot of the app’s ranked keywords
In the first block, the overview is a snapshot of the last date of the report. You can get a quick status of your keywords visibility in terms of total installs and in terms of total number of ranked keywords.
In terms of Installs
If we take the overview of Amazon Alexa’s keywords on Feb 15th, we can see that the app received 13.7K installs from 1,074 ranked keywords. If we compare these numbers to the previous month, the installs have decreased by 4.6K while the number of ranked keywords have increased by 69 keywords.
The first bar chart shows the number of installs by ranking groups. We can see that most of Amazon Alexa’s installs come from keywords where the app has the first position. Besides, most of the loss in installs comes that ranking group.
The second bar chart shows the number of installs by volume. In this graph we can see that most installs come from keywords with a volume between 70 and 80. The drop mostly affected keywords with a volume between 60 and 80.
The pie chart shows the number of installs by “own brand”, “other brand” and “generic” keywords. In the screenshot above, we can see that around 80% of Amazon Alexa’s installs are coming from its own brand. Besides branded keywords have dropped considerably while generic keywords have increased.
In terms of total ranked keywords
Now if we look at the overview in terms of total number of keywords, we can see that the spread by rank, volume and brand vs generic is drastically different. For most ranked keywords, Amazon Alexa ranks above the 11th position in the search results. Besides, most of the ranked keywords have low volumes and are generic keywords.
This shows that the number of ranked keywords of an app is not a good indicator of the power of the app if these ranked keywords don’t end up converting into installs. In the case of Amazon Alexa, branded keywords are what bring the most installs while generic terms, even if they are numerous, represent a really small share of the installs.
Ranked keyword history of the past year
The second block is the keywords history which consists of a series of graphs measuring the total number of installs or the total number of ranked keywords following the same logic that we have seen in the overview: by rank, by volume and by brand/generic.
In terms of installs
If we take a look at the installs of Amazon Alexa over the past year, we can observe the impressive impact that seasonality has on this app. There are two big spikes, one after black friday (Nov 29th) and one after christmas which makes sense since those are the times during which a lot of people purchase the Amazon Echo speaker that works with the Alexa app.
As we saw in the overview, most of Amazon Alexa’s downloads come from keywords where the app is ranked #1. These keywords are also the most affected by seasonality.
On the graph by volume, seasonality seems to have the biggest impact on volumes above 70. Besides we can see that around mid December the share of installs coming from keywords with volume between 70 and 80 drops suddenly, while the 80+ group becomes the biggest. The most likely reason behind this is that the brand name’s volume grew due to seasonality and moved from the 70-80 volume group to 80+.
By brand vs generic
The last graph confirms the previous theory since the growth comes almost entirely from Amazon Alexa’s “own brand”. Indeed if we take a look at the volume growth we can see that the keyword “alexa app” went from volume 73 to 85 between Nov. 30th and Dec. 30th.
In terms of total keywords
While measuring installs is more straightforward, monitoring your app’s visibility in terms of ranked keywords is more subtle. As we have seen previously, having a lot of ranked keywords doesn’t necessarily mean that the app has a great visibility on the store. What really matters is making sure that your app is ranked high enough and that the keyword has enough traffic.
For Amazon Alexa, most ranked keywords have a very limited impact on the app’s visibility because their ranking is low.
This graph also reflects some big movements in the keyword rankings. In particular around mid July where many unranked keywords became ranked and unranked again a couple days later. Then again at the end of September when lots of keywords became ranked.
These movements can be explained by changes in Apple’s ranking algorithm :
From what we can see in the above graph, the algorithm change had the biggest impact on keywords with a volume below 40, in particular the keywords with volume of 5.
By brand vs generic
Regarding brand vs generic keywords, the algorithm change had the biggest impact on generic keywords, followed by other brands’ keywords.
Measure your growth with Keyword Impact
The last block of your app’s report is the keyword impact table. For those of you who are already familiar with the “Keyword Impact” feature, you’ll see that this one is very similar. The main difference is that in the Keyword Performance Report we will compute the uplift in terms of installs or ranks for all the keywords where we saw that your app was ranked in the past year.
This table allows you to zoom on some movements that you saw in the keywords history graphs and understand what happened between two dates.
First we select a date range for which we want to see the app’s ranked keywords in the table.
In the case of Amazon Alexa, we want to know what keywords brought the most installs during the post-christmas peak. Therefore we will take December 30th as “keyword selection date” and November 30th as “comparison date”.
In the above table, we can see that the branded keywords “alexa app”, “alexa”, “amazon alexa app”, “the alexa app” and “amazon” are the keywords that drove the most installs to Amazon Alexa around last Christmas. These keywords gained volume due to seasonality which led to an increase in Amazon Alexa’s daily installs.
Now, if we change the keyword selection date and the comparison date to before and after the moment where Apple changed its ranking algorithm, we will be able to understand what keywords were the most impacted by the algo update.
As you can see above, after filtering out low volume keywords (<20) we were able to see the new keywords where Amazon Alexa ranks after the algorithm change. Apparently several keywords related to “messenger” and “assistant” were affected.
As you have seen the Keyword Performance Report goes way beyond your keyword list. It’s an easy way to monitors your app’s ranked keywords and estimated installs from keywords.
The reports are generated once a week for iOS apps and every 5 days for Android apps, for your app and your competitors apps. This unique feature is available on the Apple App Store and Google Play Store for all countries. However it is only accessible for Power and Enterprise plans.
To try this new feature go to ASO intelligence > select your app > Keywords, you’ll see a button “Keyword Master” to access the Keyword Performance Report for your app. If you don’t have an AppTweak account yet, start our 7-day free trial and select the “Power” plan to discover your app’s report!