Scaling Organic Installs: A Global Keyword & Localization Strategy
Client: A casual mobile puzzle game (iOS & Android) aiming for global growth.
Challenges We Faced
The client’s game was popular in the US but had almost zero organic downloads internationally:
No Global Visibility
The app was only optimized for English, missing out on massive markets in Europe and Asia.
Low Conversion Rate
Their screenshots were generic and didn’t show gameplay features.
Weak Keyword Strategy
They were targeting impossible “head terms” like “puzzle game” instead of long-tail, high-intent keywords.
Invisible in Google Play
Their description lacked the keyword density required for Android’s algorithm.
Go Global with Your App
“Is your app invisible outside the US? Our App Localization & Global ASO services will help you rank in new countries.”
Our Approach – How We Solved These Challenges
App Localization & Global ASO
We localized the app’s metadata (Title, Subtitle, Description) and keywords into 8 new languages (Spanish, German, French, Japanese, etc.).
Keyword Research & Strategy
We used AppTweak to find high-volume, low-difficulty keywords in each target country (e.g., “brain teasers for adults” instead of just “puzzle”).
Google Play Store Optimization
We rewrote the Android Long Description to naturally include the new target keywords 3-5 times each for density.
Visual Asset Optimization
We designed new, localized screenshots for each country, highlighting culturally relevant features.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Daily Organic Installs (Global) | 150 | 2,200 | +1366% |
| Top 10 Keyword Rankings (US) | 5 | 45 | +800% |
| Conversion Rate (Install Rate) | 2.5% | 5.8% | +132% |
Free Global ASO Audit
“Not sure which markets to target? Claim a Free App Audit and let our app store optimization agency find your global opportunities!”
Advice for Marketers & Brand Owners
- Don’t ignore the world. App Localization is the fastest way to multiply your user base.
- Android and iOS are different. You need a unique strategy for each. Google Play needs density; Apple needs a specific Keyword Field.
- Long-tail wins. In a crowded category like gaming, targeting specific niches (“offline puzzle games”) is better than broad terms.
Extra Factors That Made It Work
- The localization into 8 languages unlocked 8 new markets overnight.
- The new screenshots (part of our App Conversion Rate Optimization) directly improved the install rate.
- Using Sensor Tower to track competitor keywords gave us a huge advantage.
