Ever really feel like your apps are combating one another for downloads? In the event you’re an indie app developer or ASO company managing a number of apps, you could be affected by ASO key phrase cannibalization with out even realizing it.
In 2025, the app shops are extra crowded than ever, and the very last thing you want is your personal apps competing towards one another.
We’ll clarify what ASO key phrase cannibalization is, why it occurs (particularly when you have got multiple app), the way it hurts your rankings, and what you are able to do to repair it.
What’s ASO key phrase cannibalization?
ASO key phrase cannibalization occurs when your personal apps unintentionally compete with one another by concentrating on the identical key phrases.
In easy phrases, it means a number of apps from the identical developer (or company portfolio) are utilizing the identical search phrases, and thus “consuming” into one another’s rankings.
Image it as siblings combating over the TV distant — everybody loses! As a substitute of 1 app rating strongly for a key phrase, you have got two or extra of your apps splitting the relevance and clicks, leading to none of them performing in addition to they may.
This phenomenon is like having two storefronts subsequent to one another promoting the very same items. You’d hope to dominate the block, however in actuality you’re simply dividing your buyer visitors between the 2.
Within the context of App Retailer Optimization (ASO), cannibalization dilutes every app’s visibility. Your app listings begin competing with one another fairly than towards your actual opponents, which might decrease the visibility and downloads for all apps concerned.
In the long run, ASO key phrase cannibalization means you’re undermining your personal ASO efforts by overcrowding the identical key phrase area with your personal apps.
How and why does ASO key phrase cannibalization occur?
ASO key phrase cannibalization sometimes occurs when there’s overlap within the key phrases and viewers that a number of apps are concentrating on.
This usually boils all the way down to an absence of strategic planning or differentiation. Listed here are some widespread causes this inner competitors happens:
- Key phrase Overlap: Probably the most frequent trigger is when a number of apps goal the identical high-value key phrases. As an example, you publish two photograph modifying apps and use key phrases like “photograph editor” and “filters” for each. They’ll inevitably compete for a similar search queries.
- Comparable App Performance: In case your apps have related options or serve related person wants, they’re prone to naturally find yourself concentrating on the identical or very related key phrases. An indie dev would possibly create two puzzle video games or two productiveness instruments that inadvertently go after the identical viewers.
- A number of Apps, One Technique: Generally businesses or builders reuse a “confirmed” key phrase technique throughout apps. It might sound environment friendly, but when every app itemizing isn’t differentiated, you create inner competitors.
- Lack of Communication or Planning: In a staff or company state of affairs, cannibalization can happen merely due to poor coordination – e.g., one staff works on App A and one other on App B, and each find yourself optimizing for the precise key phrases in isolation. And not using a unified plan, overlap is nearly assured.
- Chasing the Similar Developments: In 2025, apps usually pivot rapidly to chase trending key phrases (assume “AI” or “ChatGPT” associated phrases). You probably have a number of apps and also you add the new new buzzword to all their metadata, they may all collide on that time period within the retailer search outcomes.
- Restricted Market Segmentation: In the event you haven’t clearly outlined completely different goal customers or niches for every app, you could be aiming all of your apps on the similar broad viewers. This implies an identical key phrases and messaging that trigger cannibalization.
It’s price noting that some corporations deliberately pursue a technique generally known as “highway blocking,” the place they use the identical key phrases throughout a number of apps to occupy extra spots in search outcomes.
This strategy can push opponents down and present a number of of your apps to customers (for instance, dominating the ‘Comparable Apps’ solutions along with your portfolio).
Nonetheless, for many indie builders and small studios, this tactic can backfire.
Except every app has a definite id and goal, you’ll extra possible cannibalize your personal visitors than obtain any significant “domination.”
The right way to repair ASO key phrase cannibalization in 2025
The excellent news is that you simply can keep away from competing with your self by being strategic. Listed here are some efficient options to forestall or repair ASO key phrase cannibalization in your app portfolio:
Conduct a key phrase audit & differentiate your key phrases
Begin by auditing the key phrases for all of your apps. Checklist out what key phrases every app is concentrating on (within the title, subtitle, key phrase subject, description, and so forth.).
This can reveal any overlapping phrases. As soon as you notice overlaps, resolve which app ought to “personal” which key phrases.
The goal is to forestall ASO key phrase cannibalization by ensuring every app itemizing focuses on completely different, related key phrases, which in flip improves visibility and downloads.
Differentiate every app’s goal and messaging
It’s essential that every app has its personal clear worth proposition and distinctive options. Ask your self: what does App A provide that App B doesn’t (and vice versa)? Spotlight that.
Ensure that your app titles, subtitles, and descriptions emphasize completely different strengths. This not solely helps customers select the app that matches their wants, nevertheless it additionally naturally results in utilizing completely different key phrases.
If one in all your apps is a “gentle” model and one other is “professional”, make clear that.
Section your viewers
Take into consideration who the perfect person is for every app. Even when two of your apps are in the identical broad class, they may serve completely different segments.
As an example, one health app could be for novices and one other for superior athletes.
In your ASO, goal completely different person intents – the newbie app may deal with “simple exercises” key phrases, whereas the superior one targets “HIIT coaching” key phrases.
By segmenting your viewers, you guarantee every app goes after a definite set of search phrases related to that group.
Plan your metadata and updates strategically
As a substitute of optimizing every app in a vacuum, plan your metadata updates with a holistic view. Keep away from utilizing the very same high-value key phrase in a number of apps’ titles or subtitles.
You may even create an inner key phrase map – a easy spreadsheet itemizing all of your apps and their goal key phrases to make sure there’s no unintended overlap.
Because the app shops evolve in 2025, it’s sensible to observe adjustments; generally a key phrase that wasn’t inflicting cannibalization earlier than would possibly begin to if an algorithm tweak makes apps with the identical writer extra prone to be in contrast.
Stagger and strategize app launches
In the event you’re launching or updating a number of apps, be aware of timing and focus. Releasing two very related apps across the similar time can set them as much as conflict from day one.
At any time when doable, fastidiously plan the discharge schedule on your apps.
Give one app time to determine itself with a sure viewers and key phrase set earlier than pushing one other app that’s shut in style.
This fashion, you may accumulate learnings from the primary app’s ASO efficiency and alter the second app’s technique to keep away from direct competitors.
Leverage cross-promotion correctly (Not Blindly)
Having a number of apps isn’t inherently a nasty factor – it may be a bonus in the event you cross-promote correctly.
However guarantee cross-promotion is about guiding customers to distinct experiences fairly than bouncing them between interchangeable apps. As an example, use in-app banners or hyperlinks to advocate your different apps solely after they fill a unique want.
If carried out proper, a person who got here for one app would possibly uncover your different app and use each as a result of they serve completely different functions. This fashion, you’re turning what may have been cannibalization into synergy.
Monitor efficiency and alter
Prevention isn’t a one-and-done deal. Constantly monitor your apps’ key phrase rankings and obtain developments.
In the event you discover a sudden drop in a single app’s rating for a key phrase after launching or updating one other app, that’s a crimson flag.
Repeatedly analyze if two or extra apps out of your portfolio are concentrating on the identical key phrases – it’s a transparent warning signal.
You may even calculate a easy “cannibalization fee” as the proportion of key phrases your apps share.
By following these steps, you may considerably cut back ASO key phrase cannibalization and even flip a multiple-app portfolio into a bonus.
The aim is to have every of your apps seize its personal slice of the market with out stepping on one another’s toes.
As a substitute of cannibalizing, your apps can complement one another – for instance, one app would possibly rank excessive for one set of key phrases, whereas one other app out of your secure ranks for a unique set, giving your model broader total protection.
The underside line
The app market isn’t getting any much less aggressive – with tens of millions of apps on the market, you want each edge you will get.
Don’t let your personal apps drag one another down. By eliminating ASO key phrase cannibalization in your portfolio, you’ll possible see improved rankings, extra natural installs, and a clearer model id throughout your apps.
Take into account this your 2025 ASO decision: cease competing with your self. Optimize smarter, not more durable, and watch your apps thrive with out stepping on one another’s toes.
Now go forth and reclaim these misplaced downloads – your future self (and your obtain stats) will thanks for it!
