ASO Audit

Reddit ASO Audit Report

Buse Kanal

31 October 2023

Reddit iOS App

Reddit stands as one of the leading platforms for social news aggregation, content rating, and discussion in today’s app stores. With millions of downloads, it has maintained a strong presence in the App Store and currently holds the #1 position in the News category.

Despite its impressive achievements, there are still opportunities to further enhance Reddit’s visibility in the App Store and strengthen its chances of being discovered by new users.

Because when it comes to growth, there’s always room for improvement. Even though Reddit already dominates its category, refining its strategy can help maintain its position and stay ahead of competitors.

In this ASO audit, we’ll explore how Reddit can optimize its keyword rankings for even better performance.

Reddit Keyword research

We conducted a keyword analysis for Reddit, with detailed findings shared at the end of this post.

The research shows that Reddit is already ranking for several key keywords, but there are still valuable opportunities to enhance visibility by targeting additional, high-potential terms.

ASO intelligence tools are essential in uncovering popular keywords with lower competition. At ShyftUp, we utilize Mobile Action for accurate and insightful keyword research.

One of the key metrics we consider is the Search Score, which ranges from 5 to 100. This score indicates how frequently a keyword is being searched in comparison to others in the App Store and Google Play.

For context, a keyword like “Facebook” holds a top Search Score of 100, reflecting its high search volume. On the other hand, a score of 5 indicates minimal search interest, with most keywords unlikely to exceed this baseline.

Going back to the results that we got, here’s how Reddit’s ranking looks like:

“News” keyword has a search score of 63, which we rank at no. 23.
“Social networking” keyword has a search score of 32, which we rank at no. 20.
“Breaking news” keyword has a search score of 37, which we don’t rank.
“Network” keyword has a search score of 36, which we rank at no. 61.
“Group chat” keyword has a search score of 35, which we rank at no. 20.
“Questions” keyword has a search score of 29, which we rank at no. 28.
“Conversation” keyword has a search score of 28, which we rank at no. 17.
“Answer questions” keyword has a search score of 19, which we rank at no. 176.
“Ask questions” keyword has a search score of 19, which we don’t rank.
“Anonymous questions” keyword has a search score of 15, which we rank at no. 17.

We also did research on competitor keywords. We got the following results:

“Facebook” keyword has a search score of 97, which we rank at no. 20.
“X” keyword has a search score of 88, which we don’t rank.
“Linkedin” keyword has a search score of 72, which we don’t rank.
“Nextdoor” keyword has a search score of 55, which we don’t rank.
“Jodel” keyword has a search score of 48, which we don’t rank.

The results show us that there is a lot of work to do. To ensure that we climb up the rankings, we should use these keywords in our metadata.

Title

The title of Reddit in the App Store is this:

Reddit

Take note that the App Store allows us to use up to 30 characters for the title. As of now, Reddit is using 6 characters. In the app store, every character counts, and it should be maximized as much as possible

Looking at the search scores of the keywords included in the title, the search score of “Reddit” is 89. This keyword has a high search score. However there is excellent opportunity for improvement.

To ensure we stay competitive, we must test the title and its keywords continuously. One way to improve the title is to go to the keyword pool. From there, we should continuously check how many keywords we are ranking for that are in the title. For instance, we could check the keyword “community news” in our keyword pool.

After starting to use the “community news” keyword, do we start ranking higher for these keywords? Do we start ranking for more keywords that include “community news”? If the keywords are not improving our ranking, then we should test other keywords and their variations.

In this case, we can try a new title like:

Reddit: Social Network & Post

As you can see, we have added the words “social”, “network”, and “post”. This is a great move in terms of keyword ranking for the following reasons:

The term “social” has a high search score of 43.
The term “network” has a high search score of 36.
The term “post” has a high search score of 36.

By adding the term “social” we can potentially rank for longer search terms such as “social media”, & “social apps”. Both have good ranking scores, which are 55 & 30 respectively.

By adding the term “network” we can potentially rank for longer search terms such as “social networking” with a good ranking score of 32.

All these changes to the title can potentially improve keyword ranking. However, please note that there are other combinations and possibilities when it comes to using keywords.

That’s the reason you need to constantly test these keywords. You should check your keyword ranking every week and see if the changes in your title bring better results.

Subtitle

The subtitle of Reddit in the App Store is this:

Community News & Conversations

Like the title, Apple allows us to use up to 30 characters in the subtitle. As of now, Reddit uses 30 characters.

Looking at the search scores of the keywords included in the subtitle, the search score of “community” is 24, “news” is 63, and “conversations” is 24. As you can see, all keywords have high search scores, and we can conclude that Reddit has quite a strong subtitle.

Even though, if we would like to test a new variation, the subtitle can be changed to:

Share Trending Topic & Threads

As you can see, we have added the words “share”, “trending”, “topic” and “threads”, and excluded the words “community”, “news”, and “conversations”. This is a great move in terms of keyword ranking for the following reasons:

The term “share” has a high search score of 38.
The term “trending” has a high search score of 46.
The term “topic” has a high search score of 22.
The term “threads” has a high search score of 66.
By adding the term “trending” we can potentially rank for longer search terms such as “trending music” with a good ranking score of 29.
By adding the term “threads” we can potentially rank for longer search terms such as “threads for ipad” & “instagram threads”. Both have good ranking scores, which are 33 & 31 respectively.

To ensure we stay competitive, we must test the subtitle and its keywords continuously. One way to improve the subtitle is to go to the keyword pool. From there, we should continuously check how many keywords that are in the subtitle. For instance, we should check the keyword “community conversations” in our keyword pool.

After starting to use the “community conversations” keyword, do we start ranking higher for these keywords? Do we start ranking for more keywords that include “community conversations”? If the keywords are not improving our ranking, then we should test other keywords and their variations.

Ratings

Looking at the ratings, we can see a lot of things to improve here. Take note that Reddit, at the time of this writing, has an average rating of 4.8 stars from more than 2.7M users.

Let’s compare that to their competitors:

Quora – 4.7 stars from 319.2K users
X– 4.6 stars from 8M users

We do need to improve app features and overall user experience to raise the ratings up and get more positive reviews.

Screenshots

Screenshots can either make or break your app. Use the wrong screenshots and you’ll surely chase away users. Use the right screenshots and you’ll attract more users.

As we take a look at Reddit’s screenshots, we can see that they have chosen great images. However, Reddit can use more value-oriented headlines on the screenshots. It is super important to choose screenshots that show the value, features, and reasons why users should use your app. Here are some of our feedback for Reddit:

Readability: The font size is adequate. Headlines make grammatical sense. However, using different colors in images might feel confusing.
Headline strength: The current messaging is strong. However, different messaging can be A/B tested.
Social proof: Testimonials, media coverage, # of downloads, etc. could be showcased.
Video (App Preview): A preview video that shows communities talking through the app’s functions could be added to the first slot.

The App Store allows us to use up to 10 screenshots. However, these screenshots don’t have equal exposure. As you may already know, potential users will initially see the first three screenshots. They need to open your page to see the rest of the screenshots.

With this in mind, you need to choose the best screenshots and place them on the first three screenshot slots.

To determine which screenshots give you the best result, A/B testing and Apple’s Product Page Optimization (PPO) is always the best way to go.

Here are a few more things to consider:

Apple indexes the title, subtitle, and keyword list to determine app rankings in the App Store.
The app title, which can be composed of up to 30 characters, is considered to be the most important ranking factor. Thus, you should add the most crucial keyword to your title. When you do that, you’ll most likely get a higher ranking for that keyword.
Next to the app title is the subtitle in terms of importance for indexing. Thus, other more vital keywords should be added to your subtitle. Add as many relevant and high-ranking keywords as possible to ensure you increase your ranking. Moreover, if possible, maximize the 30 character-limit for the subtitle.
The keyword list is considered to be the number 3 most important ranking factor in the App Store. You are allowed to use a maximum of 100 characters. You need to add all the keywords that you believe are relevant to your app. You can even include brand names and competitors’ keywords. You have more flexibility to include whatever you see fit based on your keyword research. After all, users won’t be able to see this list. Only you, as the admin, can see them via the App Store Connect. But it affects your visibility significantly.