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Head Tail Keywords, Short Head Keywords, Shorthead, Longtail
Keyword Research is the process of finding keywords that describe your app, in order to rank as high as possible in the search results in app stores like Google Play Store or Apple App Store. By doing Keyword Research, you are looking for short tail as well as long tail keywords, that people might use to find your app and, at the same time, are not being used by competitors. These two basic types of keywords are known form SEO, but are as relevant for ASO.
Both big app stores intend for users to easily find and download desired apps based on search queries or simple browsing. After you start using some of these keywords, you continuously try to optimize them. (This is where Keyword Optimization starts)
Whereas long and mid tail keywords represent a rather specific description of user intentions, short tail keywords leave room for interpretation by the users. For example, if a user is searching for “socks”, he/she could be targeting instructions how to knit socks, but may as well be searching for shops that sell socks.
You could also say that short tail keywords often consist of one or a few keywords. However, there is no specification of how many words are needed for a short or long tail keyword. For example, “New York Times” represents a Short Tail Keyword, although it contains three words.
While Short Tail Keywords are directed at a broad audience, Long Tail Keywords target a more specific one, as the keywords have a distinct meaning. Commonly, Long Tail Keywords exist of three or more keywords. For example: “how to knit socks with circular needles”.
The goal of Keyword Research and Keyword Optimization is to find a reliable, solid foundation of Short, Mid, and Long Tail Keywords that fit your app and niche perfectly. Moreover, they should let you face only a low level of competition.
As mentioned above, Short Tail Keywords are very generic terms, however, users show a higher request for them. It is easier to rank for some short tail keywords, but competition for those can be very high. Long Tail Keywords, in contrast, show a comparatively low search volume. As they are long and often very specific search terms, they are used in this purpose less frequently. However, having a good set of Long Tail Keywords to rank for,lets you face lower competition and a higher chance to get your app downloaded. Hence, more specific search terms show the user has a higher intention to download an app. By having a good keyword strategy implemented, you can acquire those people for your app. All in all, you should develop a well-balanced keyword strategy including short, mid and long tail keywords.