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Step by step guide for Chrome extension listing optimization
There are ~100,000 extensions in Chrome Webstore. Top extensions have more than 10,000,000 installs. Some companies publish hundreds of extensions with 100,000,000 compound installs.
Chrome extension listing receives organic traffic from Webstore and Google search.
Even though Google has the superior search technology, currently Chrome Webstore could be manipulated with 00's SEO techniques.
Listing optimization is process of changing your texts, media content to reach goals:
- Get more visibility and traffic to your extensions
- Optimize conversion rate — a ratio of installs to impressions
So it's all about getting more installs organically.
If you are marketing a mobile application this process called ASO (App store optimization)
Texts matter a lot for search algorithms. On many keywords, you can get top ranking simply by stuffing listing with the keywords.
Here are multiple strategies that could drive you more traffic.
Let's say you are working on a single keyword.
Top 3 extensions get much more traffic because by default Webstore displays only three extensions.
Keyword performance report analyses texts and show how top-ranking extensions use keywords in their texts. Keywords in title and manifest seem to be more critical for search results positions. As you can see in the following example competing companies put keywords many times to each of the text fields.
Keyword performance report for keyword "youtube"
Keyword ranking history report for "youtube". Chart
Keyword ranking history report for "youtube". Table
The data of which keyword is better is not easily accessible.
Keyword discovery report for term "youtube"
You can provide ~16,000 character description in the listing. It doesn't seem that you will be penalized for using all available length.
Adding a lot of text is a good idea. Many extensions paste relevant content and get long-tail exposure.
Even if you are targeting English-speaking users it's a good idea to translate you listing and manifest to all available languages. Simply by doing it, you can drive 50% more installs.
There are two sources of data that could be used:
- 1.Chrome Webstore dev console
- 2.Google Analytics
As for Google Analytics, you should create a new Property in your GA account, specify Google Analytics ID in Chrome Webstore listing.
After setting up these tools you can extract:
- 1.Impressions in the store - number of appearances of your extension in search results
- 2.Opens - Number of times a user opens your extension page
There metrics matter:
- 1.CTR = opens / impressions
- 2.Extension page conversion rate = installs / opens
- 3.Overall conversion rate = installs / impressions
Listing impacts these metrics.
If your extension has a compelling title and promotional image you will get better CTR.
If your extension has a good description, screenshots, high rating and good reviews you are more likely to get better conversion rate.
Conversion rates in the Extpose dashboard