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APP STORE OPTIMIZATION · HUGH KIMURA · NOVEMBER 2013

How Review Analysis Can Help The Top iOS Education Apps

Even though these apps are very successful, they could replace some of their keywords with ones that we discovered in their app reviews.

Last month, we introduced the concept of Review Mining, which can help anyone find new keywords for free, by using iTunes. Then we showed you how to make this process much, much easier by using our new Review Analysis Tool. But can using keywords from user generated reviews really uncover keywords that can help improve App Store visibility and increase downloads?

In this post, we will analyze three top apps and show you exactly how the keywords from our Review Analysis Tool can improve their keyword list. For this analysis, we will be using apps from the Education Category on our App Leaderboard.

Rosetta Course (Rosetta Stone)

This app currently ranks #38 on our Leaderboard in the Education Category. You are probably familiar with the Rosetta Stone Language Courses and this app allows you to take your lessons with you, on your mobile device.

Before we get started with new keywords, let's examine the Rosetta Course keywords. We have to first find out if there is actually any room for improvement.

If we analyze their current keyword list, we find that there is definitely room to add more keywords. They are currently at 67 characters in their keyword list, so they have 33 characters available for more keywords. In addition, there are two words that are pretty long and could possibly be replaced by multiple shorter keywords.

https://s3.amazonaws.com/sensortower-itunes/blog/0066-rosetta-course.jpg

When we look at the Keyword Review Tool to see what we could add to this list, here are a few of the possible replacements.

https://s3.amazonaws.com/sensortower-itunes/blog/0066-rosetta-review-keywords.jpg

A couple of the keywords that jump out are: "new language" and "spanish"". When we stick these keywords into the Keyword Research Tool, this is what we find out about the phrase "new language."

https://s3.amazonaws.com/sensortower-itunes/blog/0066-rosetta-new-language.jpg

As you can see, this keyword doesn't get a ton of traffic because its Traffic Score is 2.9 out of 10. However, the Difficulty Score is really low and "new" is a very short word, so it won't take up much space in the keyword list. Since "language" is already on their keyword list, "new" is something that they should consider testing.

Now let's take a look at the keyword "spanish." Here are the numbers when we look at the Keyword Research Tool.

https://s3.amazonaws.com/sensortower-itunes/blog/0066-rosetta-spanish.jpg

There is more traffic for this keyword, but the Difficulty Scores are also higher. But since Rosetta Course just needs to fill empty space in their keyword list, this is a keyword that they should also consider testing.

Notability

Notability is an Apple Editor's Choice app and currently ranks #14 on our Leaderboards. Can they improve their keywords? When we examine the suggestions that the Review Analysis Tool gives us for this app, here is what we see.

https://s3.amazonaws.com/sensortower-itunes/blog/0066-notability-reviews.jpg

Now let's look at their current keyword list to see if they can improve any of their keywords. Here are the four worst keywords on their list.

https://s3.amazonaws.com/sensortower-itunes/blog/0066-notability-replace-these.jpg

They are not ranking well for "google" and "recording," so there is some room for improvement. "Taking notes" is one phrase that is mentioned often in the reviews, so let's see if this keyword phrase would be a good candidate.

https://s3.amazonaws.com/sensortower-itunes/blog/0066-notability-taking-notes.jpg

The Traffic Score for this keyword, is much lower than that of the keyword "google," but the Difficulty Scores are also much lower, so it would be a lot easier to rank for this keyword phrase. It might be a keyword that is worth testing as a replacement for "google."

TED

TED Talks have been an inspiration to millions, sharing groundbreaking ideas in different disciplines. As we look at their keyword list using our Search Rankings Tool, we can see that their keyword selection is actually quite bad, even though they are ranked #78 on our Leaderboard, in the Education Category.

The only keyword that they rank in the top 10 for is "lecture," on the iPhone. In addition, they use some really long keywords such as "conference" and "technology," which could be replaced with multiple shorter keywords. The reason that this app is probably doing so well is because of brand recognition.

https://s3.amazonaws.com/sensortower-itunes/blog/0066-ted-keywords.jpg

So almost any properly researched keyword should help them get better search visibility, at this point. Here are some ideas that we get from the Review Analysis Tool.

https://s3.amazonaws.com/sensortower-itunes/blog/0066-ted-suggestions.jpg

The keyword that stands out is: "ideas," at the bottom of the list. The TED tagline is: "Ideas Worth Spreading," so this might be a good keyword to use. When we analyze the keyword with the Keyword Research Tool, here is what we find.

https://s3.amazonaws.com/sensortower-itunes/blog/0066-ted-ideas.jpg

This keyword gets a pretty good amount of traffic and the Difficulty Scores are fairly low, so it is worth testing. The best course of action would probably be for TED to rename their app to include their tagline. This would include the keywords in their search profile and be in line with their brand.

Conclusion

Mining user reviews for new keywords can be a great way to find new keywords that you may not have thought of otherwise. Even very successful apps like the three mentioned above will probably benefit from replacing a few of their keywords with ones that were found in their reviews.

Just be sure to do your research and find out if the replacement keywords are potentially better than the existing keywords that you are replacing. Also be sure to test, test, test, because you never know how well a keyword will do until you actually track it. If you want to have a better understanding of how to choose keywords, read our guide to choosing the right App Store Optimization keywords.

Besides Review Mining, what are some unusual ways that you use to come up with keyword ideas? Amaze us in the comments below.


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Hugh Kimura

Written by: Hugh Kimura, Head of Content

Date: November 2013

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