Google recently updated their mobile search algorithm to show the results of not only websites but also apps. Plus, the app results come with an install button. This means that it is now more important than ever for your app to show up on those search engine results if you want to gain downloads from both app stores and search engines. As we all know, more downloads, more revenue.
There are many ways you can do this. Getting your app on search engine results can be done by paying for an ad spot, being part of an app pack, recommendations from other sources, and organic snippets. You need to influence the ranking of your app, especially for organic results. To do this you need to have an understanding of SEO for apps.
So why is SEO for apps so important, you ask? Well, let’s put this into perspective. Firstly, today, more people use their mobile devices to perform web searches than any other platform, including desktops. One in four people today discover apps from search results. Considering the fact that Google only introduced this feature recently, this number is sure to rise steadily. You need to be visible on mobile searches to take advantage of this huge potential client base.
Secondly, appearing in search results, apart from getting new clients, retargets existing clients. If one of your existing users searches for something that your app does, and your app appears in the search results, it will immediately click with them that they need to consult the app first before moving to other sources.
Therefore, if you have an app, you need to make it visible in search results. Otherwise, you will be losing access to almost 30% of your potential user base. This is a huge portion of your potential revenue lost, that’s why you should invest in SEO. The only way to do this is through SEO for apps.
How Successful Apps Use SEO To Improve Ranking
There are several factors that influence SEO ranking. You need to be aware of these factors in order to use them to your advantage. The major factors that all successful apps should focus on when it comes to SEO are keywords, backlinks and ratings & reviews.
Keywords
Keywords are essential in SEO for mobile apps and are the basics of SEO. Successful apps harness the power of the right keywords and their strategic placement. Use the Google Keyword Planner to find the most relevant keywords in your niche. Use these keywords in your title and description.
Backlinks
Backlinks are the backbone of any SEO strategy. Moreover, they do not need to be just any backlinks. The backlinks to your app listing need to be high-quality backlinks. Tactica, an seo company recommends building a website and brand awareness for your app “Your app needs to be talked about in high-quality platforms, such as media sites or good review websites. Good domain strength will mean a better Google rank in search results. This is why it is so important to have a dedicated website for your app”.
Ratings and reviews
Ratings and reviews are a huge deal when it comes to SEO because Google’s algorithm takes them into account when ranking your app. Furthermore, when users leave reviews, Google crawls these reviews for keywords, which further adds to your juice. What users think about your app can make or break you.
Once you have these three factors laid down, you need to go deeper and analyze other more tailored factors to make sure your app ranks well in search engines. You need to have a deeper understanding of how potential users will find your app so that you can harness this information to reel them in. Users find apps in three ways:
Through generic searches
These are the most common searches, and they are therefore the most common way in which your app will appear in the search results. The results will show your app as part of an app pack of related or suggested apps. For example, searching for ‘fitness app’ will bring up a pack result of several fitness apps. By default, only three app results are shown, but the user can click more apps to view anywhere from 30 to 100 apps.
Organic brand searches
This searches will bring a single app result. For example, searching for ‘Tinder’ will bring up the Tinder app. The app icon will be displayed along with the name, rating, description and an install button.
Searches for specific app content
If a user has your app installed, and they search for something that is within your app, they will be led to results that they can open directly in the app. For example, if you have the Pinterest app, and you search for something that is on Pinterest, you will be able to view the result in the app. This is all thanks to App Indexing, and it works wonders in improving engagement with existing users.
Although traditionally App Store Optimization was more important than SEO when it came to apps, recent developments have changed all that. Today SEO is just as important as ASO, and mastering both and having a really good app will guarantee app success. You just have to understand that optimization is a continuous process, as long as your app is listed, it should never stop.