APP STORE OPTIMIZATION

ECOSIA

SCALING ORGANIC GROWTH BEYONG ITS BRAND IN A SATURATED MARKET

SHOW ME THE RESULTS

+40%

INCREASE IN NON-BRANDED INSTALLS

+30.6%

INCREASE IN ORGANIC GROWTH IN THE U.K.

+24K

INSTALLS IN THE U.S. FROM SEARCH ALONE

Ecosia, the search engine that plants trees, is a mission-driven mobile browser known for its loyal user base and strong branded traffic. Despite its solid position as an alternative browser, it faced a challenge: almost all of its App Store visibility came from brand-related keywords.

To scale installs and reach new audiences, Ecosia partnered with REPLUG to build a sustainable ASO strategy across four markets (U.S., U.K., DE, and FR). This strategy would unlock growth beyond brand terms and improve rankings in highly competitive categories like private browsing and eco-friendly tech.

Ecosia, the search engine that plants trees, is a mission-driven mobile browser known for its loyal user base and strong branded traffic. Despite its solid position as an alternative browser, it faced a challenge: almost all of its App Store visibility came from brand-related keywords.

To scale installs and reach new audiences, Ecosia partnered with REPLUG to build a sustainable ASO strategy across four markets (U.S., U.K., DE, and FR). This strategy would unlock growth beyond brand terms and improve rankings in highly competitive categories like private browsing and eco-friendly tech.

1

Competing in a highly-saturated category

2

Low visibility outside of brand-related search terms

3

Lack of High-Ranking Install Share

SOLUTIONS

1

Deep Market Research & Competitor Gap Analysis

We studied metadata and keyword strategies used by major players like DuckDuckGo and Brave. This helped us identify high-volume yet underleveraged terms in privacy, eco-browsing, and alternative search segments.

2

Long-Tail Keyword Targeting & Strategic Metadata Restructuring

we optimized for long-tail, high-intent queries that would increase the organic reach and appeal to a broader audience across the different markets (“private browsers” or “private web browser”) on both iOS and Android Stores

3

Cross-Localization Strategy The iOS Store

We didn’t rely only on US-localized metadata. By leveraging metadata fields from other English-speaking locales (e.g., MX), we increased visibility in the US storefront and added 64 new ranked keywords, resulting in improved installs and broader coverage.

IMPACTFUL CHANGES

1

From Branded-Only to 40% Non-Branded Installs in the U.S.

Thanks to a data-driven ASO strategy, we delivered +3,906 incremental installs/month from new keywords, with terms such as “search engine” delivering thousands of installs.

2

Visibility Surge with an Install Uplift in the U.K.

While focusing on the right keywords with the aim of reaching a broader audience, we delivered a +30.66% visibility growth in just 1 week, adding an average of +419 new organic installs/month from long-tail generic terms.

3

Precision App Store Optimization strategy in Germany

Our ASO team had less flexibility to optimize different metadata elements due to branding restrictions. Nevertheless, a careful ASO strategy focused on key search terms delivered +6.67K total organic installs with many terms reaching the Top 20.

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