Jackpot! Boosting discoverability and organic downloads for Stardust Casino with yellowHEAD’s Keyword Strategy
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With the help of YellowHEAD, working as an extension of our own team, we were able to incorporate effective ASO practices into our workflow and reach more users organically. Organic installs tripled after our first year of collaboration. From identifying new keyword opportunities to testing the effectiveness of our creatives, YellowHEAD’s initiatives helped us iterate and optimize our storefront, improving both visibility and engagement.
The Challenge
Stardust Casino was receiving a steady and growing influx of traffic from branded queries when yellowHEAD first began developing the ASO strategy. The main challenge was to increase visibility and downloads from generic keywords (reflecting various user queries) in a highly competitive and regulated landscape.
Our Approach
After initial research and auditing, yellowHEAD developed a comprehensive ASO strategy to achieve our goals of increasing traffic and downloads.
Here’s how we tackled the challenge:
- Regular Metadata Optimization: We carefully analyzed and selected high-performing keywords to improve Stardust’s rankings and coordinated with the team to refine the app store listings in line with their release schedule. This included optimizing the title, description, and keywords across several categories relevant to the casino landscape to maximize the app’s visibility.
- Creative A/B Testing: We designed new sets of screenshots and various icon variations, conducting A/B tests to identify the elements that enhanced user conversion.
- Continuous Keyword Research & Competitor Analysis: Keyword research is not a one-time effort. We continuously monitored trends and identified new opportunities. Combined with thorough competitor analysis, this ensured the ongoing success of our strategic approach.
The Results
By focusing on proven best practices and strategic ASO decisions, we helped Stardust Casino achieve three times the organic installs compared to the initial stage. This growth improved both visibility from generic queries in the app stores and brand recognition through the performance of branded keywords. As the app began ranking higher in search results for a wider variety of keywords, organic installs skyrocketed.
The chart illustrates the growth in organic installs over time, correlating with keyword performance—the darker the green, the higher the rank.
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