New Top Rankings for Bagelcode with yellowHEAD’s 2020 Strategy

The Challenge

Find creative ways to bring organic traffic outside of common keywords like “slot machines”.

Our Approach

Following extensive ongoing keyword research, the yellowHEAD ASO team identified new targeting opportunities for the Club Vegas app. With such a saturated market of casino slots apps, the main keywords and long-tails are targeted over and over by hundreds of competitors. However, when the yellowHEAD team faces a challenge, the answer is to simply dive deeper and think bigger.

The team came up with a targeting strategy that included long-tail keywords with ‘new’. As the holiday season approached, they also included keywords with ‘Christmas’ and ‘2020’. Since these keywords were less competitive in the casino slots market, there was a better chance to rank in stronger positions and gain visibility.

Club Vegas improved their positions for several ‘New’-keyword targets, rising from the 40-60 range to #2! Even more satisfying was the quantifiable confirmation from Google Play Console’s Acquisition Report that the strategy was bringing users: “new slots” appeared for the first time as a main source of search traffic to the page – with an impressive 26% CVR.

The ASO experts also took notice of another set of keywords with potential: Club Vegas was ranking for “slots 2020” at #31 and “new slots 2020” at #25. It presented a good opportunity to jump to the Top 10 before New Year’s. In mid-December, yellowHEAD optimized the app’s title to “Club Vegas Slots 2020 – NEW Slot Machines Games”. As predicted, Club Vegas rose to Top 10 positions for several ‘2020’ keywords.

Again, Google Play Console’s Acquisition Report began showing keywords related to “2020” as well – some with a CVR as high as 30%!

Overall, the new keyword targets brought 190% more store listing visitors than before the optimization. On average, 20% of these visitors converted into first-time installers.