Blusteak recently collaborated with Chavara Matrimony to help them get more organic traffic from the play store. We worked on some crazy ideas and provided them with a 3x increase in play store traffic, a 281.93% increase in store listing acquisition, and a 223% rise in total traffic organically.
Want to know how we did that? Let’s dive in to our App SEO case study.
About the brand
Chavara Matrimony is a trusted matrimony site for Christians to help them find their soul-mates. With over 25 years in this industry, they has helped over two lakh+ Christians find their ideal match. You can download the Chavara Matrimony app from Google Play and the Apple App Store.
Brand concern
Our client wanted us to increase traffic to their apps on both Google Play and the App Store to get more downloads. However, the big problem was that their competitors were already ranking for the related keywords because of the advantage of “exact match” app names with the keyword.
With a lot of hits and trials, our team was able to crack the solution to these challenges. Let’s discuss the solution in detail.
The ultimate solution
Our team took the following steps to overcome the challenges, which resulted in higher play store traffic:
1. Changed the app name
The name of your app is what every user sees first and the keywords in the app name have the strongest ranking weight. Most of the competitors have this advantage, because they branded themselves as the primary keyword- “Christian matrimony”. So it was very difficult to get traffic from the keyword “Christian Matrimony”. Chavara Matrimony is designed for Christians to find their soulmates, and this was nowhere mentioned in their brand name.
So, we changed the app name to “Chavara Christian Matrimony” instead of Chavara Matrimony App just to include the primary keyword in the app name. This helped us in a huge way. We started ranking in the 2nd position for the competitor’s “branded keywords” .
The new app name included both the brand name and the primary keyword. So we started getting both branded traffic and non-branded traffic.
2. Included primary keywords in the app description
An app description provides users with information about an app and gives an overview of its main features. App description should have relevant keywords used by your target audience to help you rank better in search engines.
We researched our client’s niche in-depth and found appropriate keywords to target. We used those keywords in a manner that better describes the benefits of the app for the users. Our copywriters made sure that the current app description was search-friendly and served to increase customer engagement.
3. Changed the app icon
We made another significant change by modifying the app icon of Chavara Matrimony. The last app icon was not up to the mark as it was missing the app name in the logo, which may have reduced the click-through rate. See the previous logo below.
We changed the icon with its brand name to get more brand visibility and increase authority. The new logo is below.
We also did A/B testing to ensure that the new icon works for our target audience and gives our clients the best results.
4. Added screenshots and videos of the app
Screenshots and videos may not affect app ranking directly, but they considerably affect conversion rate optimization. They promote customer engagement and help users understand how the app works. Using this, we can demonstrate the best functionality of the app.
Previously, they used just plain screenshots. We recommended using edited screenshots with functionality mentioned in the text in the picture, highlighting the app’s main features to tell a visual story about the app.
The final result
Our hard work finally paid off!
Blusteak’s constant efforts helped Chavara Matrimony achieve a 3x increase in play store traffic, a 281.93% increase in store listing acquisition, and a 223% rise in total traffic organically.
We also saw a significant increase in app installations, our brand’s biggest concern.
