App discovery in the travel industry is stalling due to spelling mistakes, omitting obvious keywords and only 30 per cent of available keyword capacity being used, according to research by Yodel Mobile. 

Integrated mobile marketing agency, Yodel Mobile, analysed the top UK travel brands (according to ranking criteria) and their efforts at discoverability within the Apple App Store.

In particular, the use of keywords was analysed against three criteria:

  • Capacity (how many of the permitted total keywords were used?)
  • Relevancy (how successful were each of the brands at connecting the app with relevant, travel-related keywords?)
  • Typos (how many keywords were misspelt?) 

The results paint a picture of an industry with a huge opportunity to improve the success of their apps by implementing basic principles of good app store optimisation. Mobile apps are a primary engagement tool for building brand recognition, loyalty and sales – yet many brands would benefit from a more rounded approach to mobile app store optimisation.

Capacity

App developers have 20 words to play with when inputting keywords to help users discover their app through search. Yodel found that overall, only 30 per cent of the keyword capacity was used with two leading brands not using any keywords at all to assist users in finding and downloading their app. Moreover, seven of the 11 travel brands analysed used between zero and five keywords – one quarter or less of their keyword allowance in the App Store.

Relevancy

More than half of the travel brands that were analysed (six) failed to use relevant keywords in their app store optimisation efforts such as keywords relating to their core business. Words such as flight, cruise, cheap, holiday, family, and hotel were omitted as well as specific destination keywords that could help lead consumers to a brand’s app.

Typos

With just 20 words to play with when it comes to the opportunity for search optimisation, a misspelled word is a missed search opportunity. Nearly half of the travel brands that were analysed (five) included typos in their keywords. Misspelled brand names, cities (London versus Londoni, for example) and typos on words such as Airways represent an opportunity for quick and easy wins for brands – make sure they’re right and ASO gets an instant boost.

Tim Pemberton, media operations director at Yodel Mobile said: “It’s clear that travel brands need to up their game when it comes to the App Store. Casual search for lifestyle, utility and entertainment mobile apps is a mainstream activity and often the consumer’s first touch with a brand. Strong use of keywords is just the start of the optimisation journey.

“Getting the creative right (icons and screengrabs for example) are crucial, as well as introducing ‘beyond the download’ tactics. These include contextual push messaging to help re-engage consumers with your app and grow positive ratings and reviews – in turn helping to tune up app discoverability.”

 

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