Berry: +50% improvement in keyword quality with a three-month ASO strategy
Berry is an investment app competing on App Store and Google Play while targeting irrelevant, highly competitive keywords with low search volume. The result was limited CTR and few organic downloads. Zenda audited its ASO positioning and executed a three-month strategy focused on repositioning toward high-KEI keywords, metadata optimization, and improved keyword density.
The challenge
Berry had limited visibility on the two main app marketplaces. The root of the problem was not the app itself but the keyword strategy: highly competitive, low-volume terms that generated neither qualified traffic nor downloads.
- Positioning on irrelevant keywords or terms with insufficient volume to compete effectively.
- Underutilized metadata and high-impact keyword density below the app's potential.
- Low organic CTR, which constrained download growth without relying on paid investment.
Our approach
Over three months we ran a structured ASO strategy across three fronts, grounded in an initial audit of Berry's positioning.
- 01
Audit and repositioning toward high-KEI keywords
We mapped the active keyword set and benchmarked it against KEI (Keyword Effectiveness Index) metrics. We removed high-competition, low-return terms and replaced the mix with keywords that strike a better balance between search volume and competition level.
- 02
Metadata optimization
We reviewed and rewrote the indexable metadata fields (title, subtitle, and description) on both App Store and Google Play to integrate the prioritized terms naturally and within each platform's character constraints.
- 03
High-impact keyword density improvement
We adjusted the frequency and distribution of high-KEI keywords within the indexable copy, making more efficient use of available space without keyword stuffing or compromising readability for users.
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