It is a common mistake to think that SEO (Search Engine Optimization) does not matter in terms of ASO (App Store Optimization). Many app developers leave aside important factors on which it is highly recommended to work to increase chances of success in the app world. Find out our 4 tips to optimize your SEO in your App Marketing strategy…
Go for SEO!
Launching an app is very challenging. Well, obviously only if you intend to succeed and drive many downloads. First, it takes time to come up with a great idea. Then, once you’ve found a great concept, you need to develop it. The next part is all about getting your app found among the multitude of others in the App Store. And that’s the trickiest part.
App Store Optimization is a recent discipline aiming at improving an app visibility in the App Store through the improvement of several determinant factors. It is already a strong base to lean on to get a better rank in the App Store. But you can still do more! If you really want to get the best chances of success, it is highly recommended to work on a strong SEO strategy.
When we think of SEO, we directly think of Google. Not only it is the biggest search engine in the world, it is also the most visited and used website. Nowadays, Internet users look up for (almost) everything on Google. Who could state the opposite? Businesses therefore want and need to have a high ranking in the search results, as there’s a massive organic traffic potential.
It is therefore only logical that a lot of app users look for the next app they want to download on Google. And that’s where SEO becomes a great deal!
Check out our 4 tips on how to improve your SEO app strategy:
1. Optimize your description, title and keywords
We’ve seen in our previous post that Apple App Store and Google Play Store work differently in terms of app description. The first does not take the description into account in the App Store algorithm whereas the second actually does. However, we said that it was still important to optimize both of them as they have an impact in SEO because Google indexes and ranks apps’ pages. It is therefore important to use the best keywords possible in your app description.
The same logic is valuable for your app’s title. The words used in the title will have more weight than the others in Google algorithm.
Choosing the best keywords is a complex task. You can help yourself with Google Adwords or Google Keywords Tool. Find the most relevant keywords for your app, but also the ones with high traffic and low competition. You can also inspire yourself through the suggestions in Google Search. Spread them over your description but don’t overload your content with keywords.
We will dedicate an entire blog post on how to find the best keywords for you app in the next weeks.
2. Build a unique website for each of your apps
Having a corporate website that dedicates a whole page to your app is good…Having a website entirely dedicated to your app is better! This is indeed an interesting strategy to promote your app for 2 main reasons:
From an SEO view, having a unique domain name for your app as well as an entire content strategy is extremely relevant. This will allow you to base your whole SEO strategy on one single app. The point here is to increase the authority of your domain name in order to optimize your SEO and increase your Google PageRank (based on the number of links pointing to your website and therefore to your app). That way, you will attract organic users and therefore potential consumers. You will be able to incorporate a list of relevant keywords around your app.It is also a good idea to allow users to download your app directly from this website. That way, you will make things easier for them and increase chances of downloads thanks to a nice call-to-action button.
From a marketing view, it adds value to your brand and strengthens your identity. Why not benefit from that website to create quality content and entertain your audience? Give them something more, something special, something fun or useful…
3. Build your social presence
Social media are everywhere. They are also extremely popular and therefore powerful in terms of SEO. Google loves social factors. The algorithm will give a huge importance to links coming from social media.
Pick 3 or 4 social media on which you want to focus (Facebook, Twitter, Google+, Pinterest,…) Create a page or a profile. Find a different content strategy for each of them. And you’re ready to go!
Again, there are 2 main reasons on why it is important to build a presence on social media:
From a SEO view, the more links pointing to your website or app page on social media, the higher these will be ranked in Google. Having people talk about your app, like your page(s), comment and share will show Google that your app is popular and “alive”.This is why it is important to be present on various social networks: you need to encourage and feed your audience so that they will get more and more active.It is however important to centralize your business on one single media. In this case, your app website would be the best one. You therefore need to redirect users to this website through links on your social platforms…
From a marketing view, having a strong social media presence shows people that behind the app, there’s a bunch of passionate people committed to its success. Use these social channels to “humanize” your app. Nowadays, people crave to see what’s behind the curtain. It is also a good way to answer their questions and resolve any issue they could be facing with your app.Just like the individual website, social media reinforce your brand identity and allows you to spread your messages easily. They’re a huge potential of virality that is interesting to explore. Stimulate your audience to share your page by organizing small contests for example. If you’re lucky and if your content is great, you will end up reaching thousands of people. And that’s what you want, right? You will therefore increase your downloads rate and increase your rank in Google at the same time.
4. Build your presence on websites reviewing apps
(extract from ASO Report on AppTweak)
A crucial point in your App Marketing strategy is to aim at being present on websites or blogs that actually review apps. Here’s a non-exhaustive list of 157 iOS app reviews sites. Of course, the more popular the website is, the better!
The first thing to do is to pitch the person responsible of the website content. You will more likely need to pass by an “info” or “contact” email address. Keep in mind that they probably receive tons of mails like yours so you need to find a great way to introduce your app, especially for very popular websites. Be interesting, straight-to-the point, be original and precise… Include numbers, pictures and screenshots, why not a video if you have one (if you don’t, create one, it’s always a great way to communicate!).
The point is to get noticed and to appear on these websites. You want to increase your visibility and therefore awareness among people.
From an SEO matter, having these (popular) websites pointing at your app is a win! It will necessarily increase your PageRank.
Do you already have an SEO strategy? Did you know that SEO was not all about keywords? Do you have other interesting tips? We’d love to hear more about you. Share your opinion and experience in the comments section below…
By Laurie Galazzo