BlogSkill Store OptimizationVoice Bites

Why do only the top 3 keywords matter in Skill Store Optimization?

By June 25, 2020 August 20th, 2020 No Comments

Ranking of your Alexa skill keyword is a great example of a power law: the results ranked first takes the biggest slice of the visibility pie, while lower-ranked results receive less and less visibility.

In the Alexa skill store, this is way more extreme than with a search engine like Google. And the phenomenon is even more amplified when users are looking for skills on their mobile phone, via the Alexa app where only 4 results are shown at once. The majority of people will not scroll down too far in the search results to find a skill, so skills below a certain point will unlikely be seen.

While formal studies are lacking for the skill store (Amazon is currently not sharing its data on the topic), our empirical study has indicated that it is very likely that the distribution is very similar to the one in the App Store, but even more skewed towards the top 3 results.

What is interesting to notice is the flattening of the curve from the fourth position on.  That being and as it is often the case, it depends on the keyword itself, its popularity (eg: games) or if it is branded or not (eg: Coca-Cola). But the results of our short study show how important to rank in the top 3.

Practically this means two things:

  1. Optimizing the ranking of your skill for its most important keywords is paramount
  2. Optimizing the assets of your skill (icon, ratings, name, description) to increase conversion is a must

If you need help with any of those points, feel free to get in touch.


The Voice Bites series is a collection of short (200-500 words) articles on topics spanning Skill Store Optimization, User Acquisition, and Analytics for Alexa skills. 

Alexis Hue

Alexis Hue

Alexis is Voxalyze cofounder. He is passionate about the audio space and loves using data to unlock and enable growth.