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App Market Strategy: how to deal with the volatility caused by seasonal changes in the industry

Has your App Store Optimization (ASO) strategy changed over time? It is important to update your app marketing efforts frequently to keep up with current trends and needs. One of the important aspects is to adjust your application according to the season.

Integrating it into your ASO includes considering current trends in keyword optimization and creative optimization. It is best to execute after planning in advance. Give yourself enough time to properly index the upcoming seasonal search interests and test the fully deployed creative set at the most appropriate moment.

Keyword optimization

Indexing keywords is an important part of the App Store optimization process. This applies to seasonal terms and evergreen terms. In order to index terms, you need to locate them correctly in the metadata.

Seasonal update

What seasonal updates should you make? Although you will need ASO software to conduct a more in-depth study of the specific characteristics of the application, a good rule of thumb is to update the metadata to reflect the current season, upcoming holidays and major events.

Seasonal terms related to positioning can be used for multiple purposes. First, it can increase the chances of ranking these words. This allows you to stay ahead of competitors who do not intend to position them as competitors and increase your visibility in search. Updating the season terms in the title or App Store subtitles can also help connect the app with audience queries and the app store, potentially improving your conversion rate.


Black Friday is a seasonal term, especially important for shopping applications. For apps with Black Friday offers to keep up with their competitors, they must target this term. Visible assets (such as screenshots and icons) must also emphasize their Black Friday products for conversion and better ranking according to relevant terms.

We can see this in apps like Ericdress Fashion Clothes Shop. As the main shopping weekend approaches, the app’s subtitles have been updated to “Black Friday and Cyber ​​Monday Promotions.” This helps to position these words as words that appear in search and clearly tell users that they can find sales on the app.

We can see a similar update for Slickdeals on the Google Play Store. In 2019, the app changed its title, replacing “shopping offers” with “black Friday offers.” This helped it locate the keyword and showed users who searched for apps they could find for sale during Black Friday.

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Creative optimization

The creatives used by your app (icons, screenshots, and videos) play an important role in the conversion. Screen shots especially take up a lot of real estate in your app store listing. Therefore, it is essential to optimize the creative to adapt to seasonal changes.

Creatives that can show users how the application is relevant to their needs can be the deciding factor in whether the user downloads the application. If the creative set is connected to its search query visually or via a screenshot copy, it is more likely to download them.

When updating creatives, it’s helpful to include seasonal images. Images are important, so applications often adjust their screenshots to include visual effects related to seasons or events. This may include pumpkins during Halloween, snowflakes, gifts during winter holidays, etc.

If the app has update features for seasons or holidays, the screenshots should include these features. Using screenshots to highlight festive events in games, popular gifts in shopping apps, or seasonal patterns in fashion apps can let users know that the app is up to date and relevant to the needs of the year.

When search trends fluctuate in seasonal changes, you need to update your creative to reflect the new keywords you want to rank for. When a user searches for a term and views your application, seeing their search term in the creative will help link their query to your application. This can help you increase the click-through rate of a term and increase its ranking.

By associating your app with seasonal images and on-demand terms, your app will appear more relevant to users, and their clicks will make it more relevant to the store. This can further improve your keyword ranking and viewability to attract more users.


In the gaming world, certain applications will update their icons to include the same overall layout and include seasonally related colors and themes. In one example, a game with more than 1,000,000 matching icons increased the conversion rate by more than 5% by changing the color and pattern of the icons from the standard theme to the Halloween theme in October.

Shopping apps that target Black Friday terms should use this opportunity to highlight their Black Friday transactions in the screenshot. Flipp is one such application, which changed its screenshots to a black theme and marked “discounted in more than 2,000 stores” and “ready for Black Friday” in its copy. This visually helps build relevance when targeting “Black Friday” keywords.

Another example of seasonal action comes from McAfee. McAfee takes advantage of popular holiday design trends by using winter images in its creativity.

The mobile security application also updated the holiday creative collection by integrating the theme text: “Protect your device during this holiday.” Even if the app is not for holidays, it still shows that it is up-to-date and relevant. This has resulted in higher conversions and click-through rates for their target conditions.

The increase in clicks and downloads, coupled with McAfee’s keyword positioning, has improved its ranking of terms related to core functions. The app is ranked in the top 5 of the “Open VPN Finder”, and the previous ranking is low, which indicates that once users see the creative, they will get more clicks from users who search for that term.

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Index time

Update takes time. Since ASO is an iterative process that needs to be tested and based on success, it is recommended that you plan ahead and apply seasonal changes over time to save time.

When the app is updated, the store’s algorithm will scan the keywords in its declared metadata fields and start indexing these terms based on relevance and click-through rates. This process may take some time, usually 30-45 days.

With this in mind, you need to give yourself enough time for each update. Be sure to research to see what can bring good conversion or performance, and what the trend is in this season. This can help inform you of what to implement in your metadata and creatives, while also giving you time to index your keywords after the update.


We can see a good example by going back to Slickdeals in 2019. When the app was updated to target the “Black Friday” clause, it did a good job ahead of the date. This includes the title and screenshots, so users can quickly check the app’s relevance to keywords.

The update was released a few weeks before Black Friday, giving it time to build a ranking for this keyword. As a result, when the user starts shopping for Black Friday for the day or during the shopping period, the keyword ranks higher in the keyword.

Sum up

If you want to remain competitive, application developers and marketers need to keep up with seasonal trends. The best way to do this is to keep seasonal updates in mind, including new keywords and creatives that incorporate seasonal events and holidays. If they have enough time to initiate updates to properly index terms and establish keyword rankings, developers can keep up with the competition at any time of the year.

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