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APP STORE OPTIMIZATION · HUGH KIMURA · NOVEMBER 2013

What Review Analysis Reveals About Zoho, Hubspot and Salesforce1

The user reviews of three popular iOS CRM apps are analyzed to uncover App Store Optimization keywords.

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Effective Customer Relationship Management (CRM) is the lifeblood of any business and as companies start to rely more heavily on mobile devices, mobile apps such as Zoho CRM, Hubspot and Salesforce1 will be indispensable tools. But how are these apps doing in terms of their App Store keywords and is there any room for improvement?

In this post, we will look at how these apps might be able to improve their keywords by mining their user reviews for keyword ideas. We will use the Review Analysis Tool to automatically uncover these opportunities and analyze their existing keyword list to see if these newly uncovered keywords would be good replacements. Of course, these keyword ideas would have to be tested, but you can never have too many keyword ideas.

Salesforce1

Salesforce is one of the largest CRM companies in the world and their Salesforce1 app brings the power of their web service to mobile devices. As we dug through their reviews, a few interesting keywords came up. Here are some potential keywords that we discovered.

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The question then becomes, are these keywords better than the existing keywords in their list? When we plug these keywords into our Search Rankings Tool, we can see that the app does not currently rank for the keywords that we uncovered in the reviews.

In addition, Salesforce is using keywords that the app is not ranking in the top 10 for, so it is probably worth experimenting with these new keywords. Keywords such as "social" and "sale" are ranking in the hundreds. However, keep in mind that even though the app is not ranking well for these individual keywords, they might be targeting keyword phrases, in which the phrase ranks much better than individual words.

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The new keywords "customers" and "business" may be too competitive on the iPad because they have Difficulty Scores of 5.2 and 4.1, respectively. But the other keywords might be worth testing because the Difficulty Scores are lower. It is a little surprising that they are not targeting "chatter" because that is the name of their enterprise social network.

Interestingly, they do target the keyword "chatterbox" (not shown above), for which they currently rank in the top 3 for both iPhone and iPad. We are not sure if that word passes the relevance criteria for choosing keywords, but they might have good reason for targeting that keyword.

Finally, Salesforce could also benefit by adding keywords to the title of their app. Again, these new keywords that were found using the Review Analysis Tool would have to be tested, but based on this preliminary analysis, they look like good candidates.

Zoho CRM

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Zoho's CRM product provides a more affordable alternative to products such as Salesforce. In this case, let's first take a look their existing keyword list to see if there is any room for improvement.

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As you can see, the only keywords they are including are "customer," "relationship" and "manager". The name of the app is highlighted in blue and is automatically added to the keyword list, without having to declare them in the iTunes keyword list.

When we plug these keywords into the Optimize Keywords Tool, it shows us that only 29 characters are used. That means there are 71 characters available for more keywords. The keyword "relationship" is also a little long to be an optimal keyword, but is required for the keyword phrase.

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When we examine the Review Analysis Tool, a couple of keywords jump out at us right away. The phrase "small business" is perfect for Zoho CRM, since it targets smaller companies that do not have the budget to afford systems like Salesforce. The keyword "integration" may not be super relevant to this app, but let's investigate it anyway.

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When we add these two new keywords into the Search Rankings Tool, we find that the app does not currently rank for these two new terms. In addition, "small business" has a low Difficulty Score, so it would be a great phrase to test. The keyword "integration" is more competitive and not quite as relevant, so it could be tested later, if better keywords are not found through the brainstorming process.

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Just like with Salesforce1, the Zoho CRM app would benefit from having more descriptive keywords in its app title. It currently ranks #5 for the keyword "CRM" because it is in its title. Adding more keywords to the title should broaden its search visibility.

Hubspot

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The Hubspot app is the one app on this list that does have keywords in its title. The complete title of the app is: "HubSpot - Inbound Marketing Software (Social Inbox, SEO, CRM, Lead Management & Analytics)." It's a mouthful, but it gives the app a lot of extra keywords.

But what does their current keyword list look like? This is what we discovered.

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It is similar to what we saw with Zoho CRM. Although there are a lot more keywords because of all the keywords in the title, there is still a lot of room to add keywords to the iTunes keyword list.

Now let's see what we uncover by mining the user reviews. Here are the top two keywords ideas that we got from the Review Analysis Tool.

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When we add these keyword ideas to the Search Rankings Tool, we find that the app does not rank for either of these keywords. Even more promising is the fact that "marketers" is a low competition keyword. The keyword would have to be tested, but since there is a lot of room on the keyword list right now, it is probably worth testing both keywords.

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Conclusion

We hope that this post has given you something to think about when it comes to finding keywords for your app. Even popular apps such as Salesforce 1, Zoho CRM and Hubspot can get some good keyword ideas from their user reviews. To learn more, check out this post on the Review Analysis Tool.

For more keyword brainstorming ideas, read our brainstorming guide. If you are wondering how to choose the right keywords, read about how we recommend picking the right keywords.

What are some surprising keyword ideas that you discovered through this process? Let us know in the comments below.


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Hugh Kimura

Written by: Hugh Kimura, Head of Content

Date: November 2013

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