For a few businesses, mobile apps play a crucial role to generate leads and reach out to new customers. However, it is damaging if these companies notice a drop in the app store SEO, implying significant dips in mobile app visits. Then, you will check for information on how to optimize your mobile app - called app store optimization or ASO - and find that nothing much has been written on how to figure out what caused the drop in the first place.

There is overlapping with conventional search, however, you will find unique factors playing a crucial role when it comes to app store SEO. In this article, we will walk you through some of the information to detect and analyze drop in your app store SEO and also some quick fixes to resolve the same.

According to an article published on, App Store rankings are decided by two major factors. One is the alignment of keywords (KWs) and the other is the performance of an app.

We will discuss the cause of the decline in the app store SEO. These include detecting the probable external factors, evaluating the engagement metrics of app users, and recognizing the KWs that dipped with respect to visit.

Here are some of the best tips to determine the cause of the decline in the app store and SEO and possible ways to overcome the problem:

Examining why app traffic dipped

A couple of businesses or industries will have a span of time when traffic dips because of some external factors like seasonality. Let us discuss these. Before you start determining the cause of traffic dip, you need to consult with a point of contact and figure out whether it is seasonality affecting the business or if some industry trends are the cause of the declining traffic. For instance, when it comes to aggregator sites such as SkyScanner, it might experience a dip in the app traffic once the peak season is over, which is the beginning of the year.

You need to do a reality check of whether the number of app installations has dropped or not, of late. If not, there is nothing to fret about traffic dip. That is because it might be Google as well as Apple’s algorithms trying to align search term intent in a better way.

Understanding the engagement metrics of app users

App user engagement metrics that strengthen a pleasing user experience have a powerful control as to how mobile apps rank. Moreover, Google and Apple are quite transparent about the same.

Read More: Migrating to the Cloud? Three Significant Data Efforts Required to be Done!

According to Google, the user engagement factors such as app crashes, poor user reviews, and apps not responding could limit the opportunities related to exposure on Google Play.

However, Apple is not so cooperative compared to Google as far as offering details related to engagement metrics is concerned. However, it says that the ratings and reviews of mobile apps will affect the visibility of the app store.

Eventually, when it comes to Apple, it likes to make certain that IOS apps offer a pleasant user experience, and therefore, it is probable they employ a variety of extra user engagement factors to rank a mobile app in the App Store. You can learn more about these engagement metrics from any online media company and improve your app traffic.

When you investigate, you need to look as to how the following engagement factors might have altered during that period you noticed a dip in app traffic. The factors are a number of user ratings, app ratings, app installs compared to uninstalls, mobile app crashing, and app failing to respond.  Again, new or fresh ratings are given more importance by Google.

Moreover, you will receive data for the factors mentioned above in Google Play Console as well as App Store Connect. Further, you might have the right of entry to such data internally too.

Although your investigation does not disclose insights, factors such as app rating affect conversion. You also know where the mobile app ranks, in the app pack search engine results page feature. Therefore, it is worth spending some time in building a solid plan to perk up such metrics.

One way is replying to negative user reviews with some questions because the users improve their rating by approx +0.7 stars on an average once they get a reply. As far as Apple is concerned, it also provides a couple of tips for reviews and ratings for iOS apps.

Detecting the KWs that dipped in user visits

Just as conventional search, detecting the kind of KWs, branded as well as non-branded together with individual search phrases that witnessed a significant dip in the app store visits, would offer the much-required perspective and assist to shape the course of your analysis. For example, when branded KWs witnessed a significant drop in the app store visits, it means:

  • Your competitors are offering bids on your branded KWs.
  • There is a reduction in the value of advertising money to help in developing brand or product awareness.
  • The name of the app or brand has changed and failed to clean up all preceding branded traffic.

When the non-branded KWs witnessed a significant dip in visits it could mean:

  • The user engagement indicators like app reviews or for that matter app crashes did change for the worse.
  • You made optimization tweaks of late, which had an adverse effect.
  • The mobile app hit by some algorithm updates.
  • Your competitors have optimized their mobile apps in a much better way, providing enhanced user experience. It is especially relevant if your mobile app receives considerable traffic from a set of KWs.

Again, when branded as well as non-branded KWs experienced a considerable dip in user visits, it implies:

  • The external factors playing a part.
  • You defied Google’s policies when it comes to marketing your mobile app.

You can get data related to your mobile app from the Google Play Console account offering loads of information related to the efficiency of your Android app.

Read More: Which Solution is Better for Disaster Recovery: Private or Public Cloud?

Final words

You know why app traffic dips. Use the tips to resolve the problems as you can make an informed decision and optimize your app store now.