APP运营总是很忙碌，阴雨的天气里，留存又掉了；这个周未，评论区又有了负面评论；搜索算法又调整，关键词排名很不稳定。总有些问题会出现，总有不停的麻烦找上门来。
我们总会朝前想问题，不是因为太爱思考，而是怕被淘汰。我们总是在思考，用户习惯怎么寻找产品，我们总是在日夜地提炼关键词。而这些，只为精准匹配用户习惯。可是当有一天，应用商店用户搜索习惯发生变化时，我们是否准备好了呢？
当长尾词带来的量越来越少时，我们不禁要去思考，用户都去哪儿了？是啊！用户在不断的增长，可为什么“单机游戏”这个词带来的量越来越少呢？
其实用户一直都在那里，只不过用户的目标更精准化了，他不需要通过这类看似模糊的长尾词来选择应用了，因为他心底已经有了选择！
选择品牌IP型的应用。
比如曾经我们寻找ASO工具时，总是去搜索ASO工具有哪些？ASO工具导航等长尾词…. 可是现在，柚鸥ASO工具经过长时间的品牌运营，产品形成IP后，我们搜索的便是：柚鸥、柚鸥ASO工具、ASO柚鸥官网等更为明确指向型品牌词了。
当初移动应用市场蓝海风轻，一个简单的模糊型关键词就有可能带来日均上万的下载量。可是随着时间的推移，随着移动互联网的高速发展，现如今已是一片红海风疾。各开发者经数年战火洗礼后，有一些托着疲惫的身躯，渐行渐远在黄昏的尽头，还有一些开发者，却成功将APP品牌打造成强大“IP”。
2016年烽烟继续，但市场初定！
不久的将来，也许就是现在，拥有强大IP品牌的应用，将牢牢的瓜分掉移动应用市场的绝大部分流量。
我并没有夸大其词， 用柚鸥ASO工具查看新闻类应用的热词排行榜时，我们看到了这样的结果。
根据数据我们可以反推出，用户在搜索新闻类应用时，更喜欢直接搜索拥有强大IP品牌的新闻类APP了。
排名前十的新闻类热词中，品牌IP占据十之七八，另外两个模糊类关键词分别是“新闻”、“财经”。可是在硝烟四起的移动市场之内，这两个词的竞争难度可想而知。
也许一个例子还说明不了问题，我们再来看总榜前十的APP排名吧。强大品牌IP应用再次证明了，得“IP”者得天下的真理。
品牌IP类应用强势如斯，App Store版权意识浓烈 。现如今，副标题已不准出现别家应用品牌词，虽有投机而过审者，但还能操持这份技巧多久已是未知之数了。
还有些应用名称直接用关键词的，如“GIF表情”“表情符号大全”虽然应用名称直接用关键词时，搜索引擎会赋予这个关键词高权重，可是却荒芜了自身的品牌建设。如果其它应用将这两个关键词做在前面，您回流的用户，听朋友介绍的用户，又该如何能找到你呢？
以上说这些，其实是想告诉大家，在应用市场玩ASO，在公司做APP运营，一定要将品牌建设升华到战略的高度来，不要做捡了芝麻丢了西瓜的事。
况且，品牌词带来的用户更为精准，留存更高，我们何乐而不为呢？
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