In this article, we will discuss the MarTech Stack for Organic Growth.
Organic channels such as SEO and ASO are potential avenues for maintaining branding and generating revenue for businesses. Therefore, the selection of tools to support these operations is crucial for enhancing effectiveness.
The company I work for places great importance on both SEO and ASO channels. To provide you with a clearer picture, during peak months, organic activities contribute to 35% to 40% of the business’s revenue. In this article, we will review the MarTech Stack that our company has utilized for the goal of Organic Growth!
1- Business Background
Product Platform:
I work for a Trading Broker offering financial products (such as Forex, Stocks, Indices, Crypto…). Customers access our platforms to buy and sell these financial products.
As a trading broker, my company operates extensively on both the Website and Mobile App platforms, aiming to acquire organic users for both.
Responsible Staff (Users):
We have an Acquisition Marketing Team, including teams of staff responsible for maintaining and optimizing both ASO (App Store Optimization) and SEO (Search Engines Optimization) activities.
Their daily tasks involve keyword research, optimizing keyword rankings, and monitoring conversion and revenue from organic activities.
User Needs and Issues:
To meet their daily responsibilities, users require tools with the following functionalities:
- Keyword research
- Monitoring keyword rankings
- Competitor research
- Monitoring technical metrics for SEO and ASO
2- Stack Overview
Introduction:
In general, user needs are quite standard, and there are many reputable tools in the market. Therefore, we have identified three tools to provide users in this case.
Those are: SEMRush and Google Search Console for SEO, and Apptweak for ASO.
Below, we will jointly review Use Cases, Pros, Cons, and provide some links for in-depth reading about these tools.
Disclaimer:
I am sharing based on my personal experience with these tools, aiming to provide you with a user’s perspective for a better understanding of the tools.
3- AppTweak
Tool Overview:
AppTweak is a tool designed for ASO (App Stores Optimization).
It assists marketers in developing the presence of apps and games on the App Store search page organically. This, in turn, helps increase visibility rankings, installs, and in-app conversions.
Use Cases:
It’s quite interesting that I have previously held the position of Head of Media Buying, so I have had an extended period of working directly with this tool. Additionally, I have a series of articles about ASO, including a detailed guide on how to use Apptweak. You can refer to the entire series here.
Below are the use cases described from the perspective of an experienced user:
A- Organic Keyword Research
This is a feature I frequently use on AppTweak, especially during the phase of writing metadata and optimizing keywords for metadata.
AppTweak’s dashboard for keyword research is professional and convenient, offering various reference metrics such as Search Volume, Keyword Difficulty, Chance, Relevancy, Current Ranking, Installs, and more. This allows you to easily choose suitable keywords that deliver high effectiveness.
Moreover, by leveraging keyword analysis tips on AppTweak, you can effortlessly discover long-tail keywords to strengthen your primary keywords.
Nemo Marketing has a guide on Keyword Research on Apptweak in this article, feel free to check it out.
B- Apple Search Ads (ASA) Keyword Research
In addition, our company also executes Apple Search Ads (ASA) paid advertising. The average cost for this ad network is quite high, so we must conduct keyword research with great care.
Researching keywords for Apple Search Ads is quite similar to ASO; however, you can also consider additional metrics such as Cost per Tap (CPT). Moreover, Apptweak allows you to integrate directly with your Apple Search Ads account for performance tracking and optimization directly on this platform.
C- Competitor Research
This is an excellent feature that I use during app launches and strategy establishment. If you have mobile apps and operate in multiple countries, similar to my company, you will appreciate how useful this feature is.
Strategic Planning: AppTweak allows you to review the entire market to identify competitors within your category. From here, you can position your app and customize strategies for each country.
App Launch: Launching an app involves preparing your product page with metadata and screenshots, enhancing keyword rankings, and attracting installs. With the support of AppTweak, you can learn and perform better than your competitors. The most crucial aspect is customizing metadata and screenshots to fit the culture of each country.
On one dashboard, you can scrutinize every detail about competitors in every country.
D- Review monitoring
In reality, we use this feature sparingly. We tend to utilize Google Play Console and App Store Connect to monitor reviews and provide feedback directly there.
However, it’s worth introducing to you a similar feature on AppTweak. It consolidates all customer review information, such as the number of ratings, star ratings, and detailed review content.
Moreover, AppTweak also enables direct feedback on reviews and allows measuring the effectiveness of feedback from each support agent.
E- Performance Report
This is also a feature we use less frequently. As we’ve built our internal Business Intelligence system to customize reports, you can still leverage this feature to generate useful reports. For instance, identifying trends in metrics like ranking, rating, app power, and more.
Pros and Cons:
Pros:
- Robust features tailored to the needs of businesses aiming for ASO development.
- Reasonable pricing (Point of view: Considering the potential revenue impact for my company).
Cons:
- The only drawback is that the App Ranking index for each keyword is not accurate. Therefore, if you want to know your app’s actual rank, you still need to manually search keywords and count the actual rankings.
Reading:
You can explore AppTweak’s services at https://www.apptweak.com/en
4- SEMRush
Tool Overview:
SEMRush is a tool designed for SEO (Search Engine Optimization).
This tool aids marketers in optimizing websites from various perspectives, enhancing the website’s scores and visibility on SERPs (Search Engine Result Pages). Consequently, it boosts traffic and conversions.
Use case:
n my previous role as the Head of Media Buying, I had an in-depth experience with four specific use cases below. However, I must admit that SEMRush has a multitude of features and metrics. If you wish to delve deeply into this tool, direct consultation with SEMRush’s blog is highly recommended, as it is genuinely helpful:
A- Keyword Research
The tool assists you in identifying suitable keywords for your business to optimize website content. It provides in-depth metrics such as Keyword Intent group, Position, Ranking Difference, Volume…
B- Technical SEO
The tool helps you monitor metrics and identify issues related to Technical SEO. When I managed the SEO team, we routinely checked for any website issues on a weekly basis to plan for resolution.
For instance, when we noticed increases in Error and Warning indicators, the SEO Specialists would “View details” to explore and resolve the issue. SEMRush breaks down each issue for you in detail.
C- Competitor Research
This is a tool that allows you to explore competitors in a creative way. It helps you answer many questions you may have about your competitors, such as:
- Who are the relevant competitors in the industry?
- What strategies do competitors use with their domains?
- What is the competitor’s traffic, segmented by Traffic Source, Country…?
- What are the competitor’s keyword strategies, and how effective are their keywords?
- What is the competitor’s website content strategy?
In practical terms, when starting a new project and needing insights into market traffic, this is a powerful feature that helps me accomplish that. By using this feature, I’ve created proposals for presentations to management teams.
D- Paid Ads Research
Lastly, not only supporting SEO, SEMRush also aids in researching SEM ads (previously, it used to support Display Ads research, but it has now ceased providing that).
During my time working on Media Buying for international markets, this tool helped me save a lot of time brainstorming ad copies and landing pages. I could directly learn from competitors and optimize for my needs.
Pros and Cons:
Pros:
- An all-encompassing tool that is perfect for me, whether I need Keyword Research or Competitor Research.
Cons:
- Virtually no issues with this tool. I only wish it could continue developing the Display Ads Research feature because it’s very convenient. Unfortunately, it’s no longer supported.
Reading:
You should sign up for a DEMO account to experience it and, in conjunction, read SEMRush’s knowledge base to understand how to use the tool effectively.
Knowledge Base at https://www.semrush.com/kb/
