Search engine optimization is this process of presenting your website in such a way that it can easily be found on Google for a multitude of highly targeted ‘keywords’. That way, when a prospective customer is actively searching for the products or services that you offer, they’ll be more likely to find your website, as opposed to your many competitors. The question is, does SEO only apply to websites? Or can SEO be used to market mobile apps? Read on and let’s take a closer look…
Does SEO work for mobile apps?
It does indeed. With high quality search engine optimization, you can ensure that your mobile app has the best possible chance at showing up among the results when people are actively searching for something similar.
As an example, quickly type ‘photo sharing app’ into Google and see what comes up. Not only is there wide selection of apps featured in an ‘App Rack’ at the top of the SERP (search engine results page), but you’ll also notice that sitting at position #1 is the Google Play App store.
Of course, ‘photo sharing app’ is an incredibly competitive keyword, but the example should give you a good idea as to how SEO in relation to applications works.
So yes, SEO does work for mobile apps in search engines. And the best part? The same ‘search / optimization’ principles can be applied to the various app stores as well…
What is App Store Optimization?
App Store optimization is fundamentally the same as SEO, however, it’s operating on a smaller scale. So, rather than trawling the internet for a ‘relevant’ web page to link to, in an App Store (e.g., Google Play Store / Apple App Store, etc.), it’s trawling all of the applications registered with it instead.
Of course, even though it is operating on a much smaller scale, the App Store search tool still needs to provide its users with the very best and most relevant application based on the search information that they have provided – which is precisely why you need to optimise your app’s listing as best as you can.
For example:
- Use keyword research tools to identify what your ‘ideal user’ is typing in when searching for similar products / services.
- Adopt localised search terms if applicable (e.g., targeting SEO in Singapore with localized search terms will be far more beneficial for travel / transport / food apps dedicated to the Singapore region).
- Create relevant and engaging content, using bulleted feature lists.
- Encourage and respond to reviews.
- Consider developing a video strategy for increased exposure and product understanding.
Why worry about SEO when you can focus on App Store Optimization?
Don’t make the mistake of assuming that SEO doesn’t apply to you just because you have optimized your listing with App Store optimization in mind. The fact is, only 40% of application discovery happens in the App Store; the other 60% occurs through personal connections, social media, advertising, brand’ websites, and search engines, etc.
So yes, that 40% discovery potential in the App Store is incredibly valuable and you must optimize your listing accordingly, however, focusing on SEO – and other marketing strategies – is key to maximizing your potential reach online.
- Increased ‘organic’ installations.
- A greater number of ‘relevant’ users discovering your app.
- Higher revenue opportunity.
- Bolstered brand reach.
- More likely to feature in SERP App Racks.
Conclusion
To recap:
- SEO does indeed impact your mobile app’s rankings.
- SEO principles can be applied to app stores (i.e., App Store Optimization).
- When the two strategies are combined – including a variety of other digital marketing methods – you can take your mobile app sales to unimaginable heights!
If you find yourself feeling overwhelmed by the amount of work involved, it’s always worth considering outsourcing your digital marketing requirements to the experts. That way, you can focus on managing your app and tending to your growing community of users and leave the back-end ‘grunt work’ to the pros.
0 Comments