Use of Keywords for App Store Optimization

Introduction

Once an app is developed and ready for download, the next biggest challenge is to get users to find and know about it use it. One way to get people to know about the existence of an App is investing in App store optimization. This is the process of improving an app’s visibility in an app store. Specifically, it includes the process of having an app rank highly in an app store’s search results and get top charts rankings. The aim is to drive more downloads for an app through high rankings. This process is closely related to the search engine optimization.

Problem Statement

Apple Inc. reports that there are over 375,000 apps made for iPads 1. As the number of apps in app stores increase, the possibility of an app being found has decreased. This creates a need for app developers to market themselves and increase their chances of being “found”. As marketers started working on a way to rank highly in search results and charts, a new discipline, now known as “app store optimization” was formed.

“As app developers become more engaged and interested in App Store Optimization, more tools emerge to help optimize and understand their success with app store optimization” 1(p. 53). Such tools include the AppCod.es’ keyword tool and the keyword volume tool 1. This research paper seeks to understand how search marketers estimate how much time and effort it may take to achieve top rankings for keywords in App Store Optimization. In order to answer the big question, the paper will seek to address the following; How do you judge keyword competitiveness?What factors are used to measure competition in keyword analysis? Are there specific tools you can use to analyze keyword competition effectively?

Methodology

The research methodology applied in this research project would be designed to achieve the set objectives of the paper. Data used for this research project will be categorized into primary and secondary. Primary data will be gathered through study of books, academic journals, online articles and past projects by different authors. It will also be collected through analyzing statistics from the mobile phone industry about apps. It would also include a study of various works on app development and the growth of the industry. A study on demographics and the economy of Australia will be used to understand the background of the mobile phone market and the apps as a part of the industry.

Primary data will be collected through questionnaires, interviews and appreciative inquiry. Questionnaire will be the main source of primary data for this paper. Participants in this survey will include users of app, developers and marketers. To ensure satisfactory results, the survey type adopted for any research project must ensure sampling is done from relevant stakeholders 2. The number of questionnaires designed and distributed will be dependent on the number or participants willing to be part of the study. Recruitment will be done through the snowball technique. In this technique, people familiar with the study will be used to reach out to more people who will then be directed to the research's weblink. The participants will then be taken through the “informed consent” process to allow them to understand the consequences of taking part in the study. They will also be informed of the purpose of the study, which is to understand how to judge keyword competitiveness, factors involved in competitive keyword analysis and tool used to analyze keyword competition in App Store Optimization. Interviews will be conducted on app selected app developers and marketers. Interviewees will be recruited by calling or writing to them to ask for their participation in the study. Appreciative Inquiry will be done by involving my classmates and seeking their views on the subject.

To develop a case design, all available data will be gathered from a combination of the methods discussed above. A case study narrative will then be developed by integrating and summarizing key information of the project. The narrative will be comprehensive and complete enough to allow every stakeholder to understand and utilize it in decision-making easily, whether they are part of the research team or not. These include students in mobile phones applications-related courses, app developers, app marketers and mobile phone companies. Reviewing the case design is critical to ensure its validity and applicability. Cross-comparing the case design and its outcome with similar projects in the past will allow me to highlight commonalities and identify areas where it needs to be strengthened.

Data Analysis

Li and Ardagna defines data analysis as “the process of inspecting, cleaning, transforming, and modeling data with the goal of highlighting useful information, suggesting conclusions, and supporting decision-making” 3 (P153). Data analysis comprises of diverse techniques depending with the type of data, and expected outcomes. When conducting this study, data mining will be an indispensable technique since the study will involves discovering knowledge, as opposed to describing it. Information technology techniques will be used to convert data into useful knowledge without much difficult.

In this project, it is expected that at least 85% of the questionnaires distributed will be returned and filled correctly. Interviews will be scheduled early to guarantee enough time for preparation by participants. Secondary data will be extremely valuable and will be collected to augment the research. Before any data is collected, permission will be sought from different authorities such as companies that do app marketing. Data analysis tools and software will be beneficial when sorting out data and identifying patterns. Data analysis tools that will be used in this study include the online analytical processing, excel power, among many others. Answers to close-ended questions will be analyzed in percentages while others will be individually analyzed and discussed.

Reference List

1. Gupta A. App Trillionaires: How to Become an App Developer; Enjoy Life Make Money. Tura Beach, NSW: Machuret Pty. Ltd.; 2013.

2. Apple Inc. Made for iPad: Ready For Anything, 2013.http://www.apple.com/ipad/from-the-app-store/Published May, 2013. Accessed October 21, 2013.

3. Overton R. Feasibility Study Manual: Write Your Own Feasibility Study. Paradise Point,Qld: Sydney Business Centre; 2008.

4. Ardagna D, Li Z. Run-time Models for Self-Managing Systems and Applications.Basel: Birkhauser; 2010.