Great post! Thanks for sharing your insights.
App store SEO, or app store optimization (ASO), is another tool that can certainly help. We've developed an ASO site to help with this (it's in beta now). Using your iOS "White Noise Lite" app as an example, here are all the keywords the app is currently ranking on:
When sorting by "phrase popularity," you have a leading/very high position in most of the "white noise" keyword variations, so great work! One opportunity to consider is possibly expanding into "adjacent" keyword spaces. For example, I noticed that you're currently ranked #22 when "yoga free" is searched. Since that search phrase is quite popular, that may be a good additional keyword to focus on.
As competition continues to increase in the app stores, we believe that monitoring your keyword positions is important and will become even more essential to do moving forward.
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