Using the power of Search Engine Optimization (SEO) to promote your app

Table of Contents

• What’s SEO for Mobile Apps?
  • App Store Optimization (ASO)
• Creating an effective mobile app SEO strategy: 5 approaches you can use
  • 1. Create a Website
  • 2. Check for Keyword Research
  • 3. Add Blog Content
  • 4. Focus on Link Building
  • 5. Optimize the App Name and Metadata
  • yellowHEAD tip
• Is combining SEO and ASO a smart move?
• Mobile app SEO tricks to learn for better marketing
  • 1. Improve the Home Page
  • 2. Improve the About Us Page
  • 3. Improve the User’s Desktop Journey

Have you ever tried creating an application based on a terrific idea? While there are developmental issues you will face in the initial stages of the project, there’s more to it.

Even if you’ve launched your application on Google Play and the App store, it’s no use if people cannot find the application on their respective platforms. It’s primarily an issue with the application’s visibility and the ability to drive organic installs toward it.

The most viable option for individuals dealing with this problem is opting for Search Engine Optimization (SEO) for the mobile application. As of now, there are over 1.96 million mobile apps on the App Store that you can download.

Similarly, over 2.87 million different apps are available for mobile downloads that you can get on the Google Play Store. While that’s great for the platforms and consumers who want more options, app developers find it challenging to make their application rank in results.

App marketing companies have long been using SEO to optimize their current systems and maximize the traffic on their mobile applications. If you’re new to the business, you don’t fully understand how SEO for mobile applications makes a difference. Let’s brush some basics before we get into further detail.

What’s SEO for Mobile Apps?

Mobile app SEO is when an app marketing company or app developer optimizes the applications on the App Store or Google Play for improved rankings on the search results page. The idea primarily works on knowing about searches and the intent behind these searches.

The process is similar to optimizing the website content using technical aspects like metadata and headings. It qualifies as the on-page SEO, and fixing the mobile application’s SEO for better search engine response works just as well.

Mobile-first algorithms have become prevalent in the past several years as Google optimizes its system for this option. Google is in favor of mobile-friendly websites too. However, there are some recommended apps for people’s search terms. These terms come to the top results of the search engine results page (SERP).

App Store Optimization (ASO)

The process of optimizing your mobile application for the app store results is called App Store Optimization (ASO). Improving the website’s ASO can improve the app store search results and increase the number of installs received.

The primary goal of an ASO marketing approach is the app downloads, however, added goals for the ASO strategy may include the following:

• Positive app reviews and ratings
• Increased volumes of app reviews
• Increased brand exposure
• Channel diversification
• Audience engagement
• Additional marketing

Now that we have talked about how ASO and SEO for mobile applications can benefit ranking, it’s time to move to the important question—how do you do it? The right mobile app strategy offers added benefits to users, which they might not get otherwise, including:

• Increased conversions.
• Higher build awareness
• Encouraged downloads

Creating an effective mobile app SEO strategy: 5 approaches you can use

There’s a variety of different strategies one can deploy in their domains for these ASO and mobile app SEO that you can choose between. However, the kind of approach to pick determines the effectiveness and scalability of your mobile app SEO. Here are some of the primary methods used professionally:

1.      Create a Website

Goes without saying but having a website for your application contributes to better conversions. App developers have taken much advantage of mobile website and device strategies. The apps without a dedicated website are missing out on a massive benefit.

The primary reason is a large fraction of the audience searches for mobile applications from Google. Having a website for the mobile application gives users the option to explore the full-fletched features of the app online.

It’s also smart if you want the audience to learn more about the application, including upcoming features and updates. It applies to users that already know about your application as well.

For instance, some potential users may learn about the application from social campaigns and require more information. You can think of the website as a business card. It’s the best way to keep potential customers engaged longer and ensure conversions.

2.      Check for Keyword Research

Keywords are inseparable from SEO, so finding the right keywords is necessary for better consumer targeting. It’s the quickest way to improve the website’s visibility on search engine results in pages (SERPs), ultimately increasing the website traffic to your mobile application.

App developers should look for keywords already applicable in the industry to get the best results from these campaigns.

Identify the keywords that attract the most conversions, and you might learn that you may not have a dedicated page for a necessary keyword yet. Remember, many mobile app SEO strategies miss out on branded keywords, which limits user reach.

You should also consider generic keywords that could help an existing page rank online. If the existing pages are insufficient, you can create a new page covering the topic. It’s a smarter approach to ensure you don’t face complications.

For example, if your company offers cloud storage solutions, but the page for your great new product isn’t ranking, check if your page is optimized for the best possible keywords.

3.      Add Blog Content

The trends in app marketing have changed as people now accept humanization as a must in tech. Optimizing your app-related content’s SEO allows the app developers to add more authority to the application. You can easily find a website with blog pages that still don’t get traffic.

Lack of traffic usually generates from shorter web blogs with minimal information value. Adding fluffy information to blog posts can also be a major reason for this drawback.

In simpler cases, the content added to the blog page may not be as interesting as required (resulting in low search volume). Optimizing the current page for keywords becomes pretty simple if you have the right tools. We recommend adding the most important terms within the article first instead of completing it as soon as possible.

4.      Focus on Link Building

If increasing app rankings on the platform over time are your goal, link-building is a formidable idea. The approach primarily includes adding high-quality links from third-party websites to your on-site content via guest blogging. There’s a variety of different information that can qualify for the link-building process—it includes:

• Infographics
• Directories
• Other SEO-friendly activities.

5.      Optimize the App Name and Metadata

The application name and metadata are the foundation of any ASO or mobile app strategy. You should ensure various aspects of the metadata fit perfectly. These include the following:

• URL
• Title
• Description

Adding keywords is the best way to ensure these aspects are fully optimized. Additionally, all Metadata and app information on the platform should have a similar language. They should share the same app image and strategy.

Once your application becomes consistent, creating an approach and voice for the application becomes easier. Remember, SEO research is a staple in this step.

yellowHEAD tip

SEO research has become simpler, thanks to SEO tools for basic keyword study. You can use these tools to check the mobile app content’s current SEO optimization and add different queries.

The most common tool used is SEMrush, allowing users to utilize the data for the right keyword choices. Improving the mobile app-related blog post may seem like a lot of work, but it’s still a smart approach.

Is combining SEO and ASO a smart move?

SEO primarily aims to improve web pages for search engines, whereas ASO applies to mobile application platforms. While the target audience of these approaches varies, they aim to do the same thing.

It’s safe to say that both SEO and ASO are different aspects of the same approach, and it is wise to use them together for higher reach. Their strategies may differ, but the idea and approach of these applications are the same.

App discovery and deep linking are the most crucial aspects of any app’s success. Therefore, app developers must keep these rules and ideas in mind. App reach and success is more challenging without deploying app discovery and deep linking.

If you don’t keep these rules in mind, your mobile applications’ traffic, visibility, and rankings will not improve. It will also prevent your application from reaching the right audiences, negatively impacting your app downloads.

The app stores available for mobile app downloads also feature closed-site search engines. It is probably why there’s so much similarity between ASO and SEO approaches. The basic principle for both strategies remains the same—the higher an app ranks, the higher its visibility to the audience targeted.

The distinction between mobile and desktop applications is blurring, attracting more consumers. App and web marketing are also merging under such circumstances. Marketers in the mobile app industry use the user experience as a USP and market the applications.

It applies to both apps and web-powered tools. Because of this active marketing, there’s higher prospect engagement and increased potential to improve one’s stature as a loyal customer.

If you want your mobile applications to thrive in their respective platforms—merging SEO and ASO strategies is the go-to option.

Mobile app SEO tricks to learn for better marketing

With the increased demand for mobile application SEO, app marketing companies are moving from traditional practices and approaches.

We’re becoming active with these strategies via added tips to maximize results. Here’s a quick look at these tips for marketing applications:

1.    Improve the Home Page

We’ve already discussed how a website can aid an application’s conversions and traffic rates. There are a variety of different ways to optimize the website’s homepage. Still, we recommend adding a clear call to action on the page so visitors can check your mobile application.

For instance, if you add the CTA “Get Started” for normal web pages, a mobile app web page requires a CTA like “Download the Mobile App Now”. We also recommend placing it above the fold so visitors can view it without scrolling. You can also feature important app information such as:

• New Features
• Events
• Discounts
• Bonuses, etc.

2.    Improve the About Us Page

Clear and concise About Us provides a comprehensive overview of your brand. It provides visitors with a chance to learn about your story before they download the mobile app.

You can add info about important company figures like CEOs, CFO, etc. Remember, it’s a way to send “trust signals” to the audience for quicker conversions.

3.    Improve the User’s Desktop Journey

User experience on the desktop can be a driving force for their decisions. Visitors will likely not download your mobile app if their desktop experience isn’t good enough.

You can even create a desktop version of the application, allowing users to give it a shot without downloading the app first. Prospects should have no problem downloading the mobile version if the desktop app works flawlessly.

Final Thoughts

Mobile app development and marketing go hand in hand and are incomplete without ASO and SEO. The two techniques are closely bonded and are an effective method to maximize your effectiveness as an app. App marketing companies use these methods, and so can you.

We recommend optimizing your application’s SEO by following the tips and strategies discussed in this article. It should give you a positive response, better search ranking, and improved conversions. It may take time to fully deploy all measures we’ve discussed, but it will benefit you.