For an app as versatile as Canva, serving both professional and personal users with its graphic design and editing tools, growth in branded traffic was never the issue.
However, the real challenge lay in unlocking untapped potential through generic keywords and expanding its reach globally.
By leveraging tailored App Store Optimization (ASO) strategies, yellowHEAD helped Canva achieve extraordinary results through a strategic Google Play tag adjustment.
+1,417% global acquisitions for the term “Photography.”
+1,272% acquisitions in the United States from the term “Photography.”
Entry into the Top 5 non-branded keywords for “Photography” in the U.S.
Significant growth in key markets such as Indonesia (+36,667% for “Fotografi”) and India (+889% for “Photography”).
+1,417%
Global Acquisitions from the term "Photography"
+1,272%
Acquisitions in the U.S from the term "Photography"
+36,667%
Acquisitions in Indonesia from the term "Fotografi"
Michael GriersonApp Store Optimisation Lead at Canva
yellowHEAD's market analysis and ability to identify trends globally and locally helped us implement strategies that significantly boosted traffic and installs. The team’s approach and dedication to finding the right solution for every market have made them a great partner in our growth journey.
The Challenge
Our primary challenge was finding ways to improve generic traffic for Canva, given its already significant branded traffic. Additionally, we aimed to influence global markets while working within the constraints of brand guidelines.
In our ASO partnership, one of the goals is to boost keyword rankings and traffic across multiple markets without requiring extensive changes within the app store. After reviewing the Google Play tags, analyzing competitor strategies, and identifying high-potential tags for Canva, we decided to change the Google Play category tag from “Social” to “Photography.”
Our Approach
yellowHEAD conducted an in-depth analysis of Google Play tags, competitor strategies and high-potential keywords. We identified that Canva’s existing category tag, “Social,” can be replaced with a more competing tag, related to keywords that are already ranking in the top 10 to 20. After careful deliberation, a tag changed to “Photography,” was implemented aligning the app with search intent from users looking for photo and graphic design tools.
The strategy involved:
Tag Optimization: Shifting Canva’s Google Play category from “Social” to “Photography.”
Continuous Monitoring: Tracking keyword rankings and acquisition trends to ensure stability and growth over time.
ASO strategies need to be tailored not only to a specific industry but also to the size and nature of the brand—whether it’s a large, established company or a smaller, emerging one.
Global Traffic and Keyword Ranking Increase After Google Play Tag Change
+1,417% global acquisitions from the term “Photography”
+1,272% acquisitions in the United States from the term “Photography”
+700% global acquisitions for the app
Following this implementation, the app saw a remarkable increase in both traffic and acquisitions, with the most notable growth occurring globally. Metrics surged by an impressive 1,417% for the keyword “Photography.” This outcome highlights the power of optimizing keywords and tags in Google Play. The updated “Photography” tag made Canva more discoverable for users searching for related terms. Traffic and downloads not only spiked initially but remained consistently elevated, demonstrating how a strategic tag adjustment can drive sustained app growth.
US-Specific Growth in Keyword Rankings and Performance
Photography entered the top 5 non-branded keywords and stayed stable ranking 4
+1,272% in US acquisitions
In the US market, the keyword “Photography” entered the top 5 non-branded keywords following the tag change, with a notable +1,272% increase in acquisitions. The improvement in keyword rankings demonstrates how optimizing for high-value terms can result in more visibility, which in turn drives higher user engagement and acquisitions. The keyword ranking also became more stable over time, moving from lower positions to solid placements in the top 5 for several photography-related terms.
Keyword ranking trend – “Photography”: Historically, ranked in positions 7-9. Now stable at #4
Not only has photography-related traffic improved, but keywords in different languages have also started gaining significant traction. For example, the keyword “fotografía” in Spanish saw a 700% increase in acquisitions in the US.
Growth in Key Markets – Indonesia and India
+36,667% more acquisitions for the keyword “fotografi” in Indonesia
+1,131% more acquisitions for the keyword “photography” in Indonesia
+888% in acquisitions in India from the term “Photography”
Indonesia:
India:
The tag change had a particularly strong impact in key markets such as Indonesia and India. In Indonesia, the app garnered an impressive number of acquisitions from the localized term “Fotografi” and the English term “Photography.” This growth is especially noteworthy because the term previously generated almost no traffic or downloads. The ranking for “fotografi” improved from 5 to 2, having a tremendous impact on KPIs.
In India, the app saw an 889% increase in visitors from the term “Photography,” driving significant new user acquisition. These results highlight the importance of localizing keyword strategies to capture traffic from specific regions, where language and search behaviors may differ from global trends.
Conclusion
This success story underscores the critical role of ASO in unlocking growth potential through strategic keyword optimizations. By adjusting Google Play tags and fine-tuning keyword strategies for different markets, we were able to drive substantial increases in traffic and acquisitions. The results demonstrate the power of understanding both global and local trends and how these insights can be translated into sustained app growth. Working with Canva, we proved that even subtle changes—like tag adjustments—can have a lasting impact on app visibility and user engagement, reinforcing the importance of ongoing ASO efforts in a competitive market.
