In many ways, Google’s mobile-friendly update impacted mobile search. One is that not only websites but also mobile app with install buttons appear in SERP results. This allows for more app downloads outside of app store listings.
There are numerous ways to influence this ranking, just as there are numerous ways for your app to appear in mobile search (paid ad spot, app packs, recommendations, organic short snippets). But first, consider why you should devote time to mobile app search optimization.
Why is Search Engine Optimization (SEO) for Apps Important for Your App Marketing Strategy?
With Google confirming that more searches are now conducted on mobile devices than on desktops, and with so many ways for your app to appear in search results, being visible in mobile searches is becoming increasingly important.
Getting your mobile apps found in mobile search results is important not only for acquiring new users, but also for retargeting existing ones. It’s possible that your users are looking for something that you have in your apps. When it comes to app SEO, you can get users to return to your app simply by clicking a search result.
The Most Common App Discovery Methods
People go to mobile app stores like the Google Play Store or the Apple App Store to download apps. However, many apps are discovered outside of these platforms.
According to the study, 40% of apps are discovered through app store searches.
But where does the rest of the money come from? It includes friends, family, and co-workers, as well as search engines, company websites, and television advertisements. A significant 27 percent (or one in every four people) find and install apps through search engine results.
As a result, if you never considered SEO for your app or if it isn’t visible in (mobile) Google search, you’re missing out on 27% of potential traffic.
Not only are organic search results effective in driving app downloads, but so are search ads. Out of all types of ads used for app promotion and installs, search ads influence 50% of downloads, while the other 50% is influenced by all types of ads combined.
Because search is such a powerful driver of app downloads, every app marketer should invest in app SEO.
SEO Ranking Factors for Apps
Now that it’s clear that mobile app SEO is just as important as any other optimization, let’s look at what factors influence your app’s ranking in search results. To summarise, it is heavily influenced by nearly the same factors, so keep an eye on App Store Optimization: Keywords, Ratings & Reviews, and Quality Backlinks.
Keywords: To rank higher in search results, mobile apps, like any other SEO strategy, require the right keywords. Use Google Keyword Planner or a third-party ASO tool (such as App Radar) to find the right keywords and strategically place them in your app’s title and description. Because it will be part of your app store listing URL, it may also help if your app package contains the brand name and relevant keywords.
Ratings and reviews: These factors influence not only your ranking in mobile app store search results (App Store Optimization), but they also play a role in SEO. Because Google’s ranking factor is heavily influenced by what users think of your app, having positive ratings and reviews is critical.
Quality backlinks: Without backlinks, no SEO strategy is complete. Begin by including a link to your download page on your website and attempting to get various media outlets to cover your app. The strength of your domain is crucial, and the more high-quality backlinks you have, the higher your app will rank in Google’s search results.
How Users Find Apps in Mobile Search
The methods for ranking your app on search engines mentioned above are fairly generic. There are a few more steps you should check to ensure that your app is ranking well.
Generic Search: App Packs
App Packs are the most common way for your app to show up in Google searches. App packs appear in one out of every ten mobile searches, according to Search metrics.
When you search for an app, an App Pack is a collection of suggested apps that appear in the search results. If you search for “nutrition tracker app,” for example, you’ll get an app pack with several diet apps recommended.
The name of the app, its icon, its rating, and some pricing information are all included on each app card. The results are device-specific, so those searching on Android devices will see Google Play Store results, while those searching on iOS devices will see Apple App Store results.
An App Pack can contain anywhere from 30 to 100 apps, depending on what a user was looking for. However, only three to six apps are displayed by default.
Organic Brand Search: Single Results
A preview of your app store listing may be shown when someone searches for your app using a specific phrase (branded search or long-tail search phrase).
This SERP displays information about the app in a single snippet directly from Google Play. The app name, icon, rating information, the first line of your app description, and an install button are all included in this. The user is redirected to Google Play to install the app after clicking the install button.
Searching for Specific App Content: App Indexing
Thanks to App Indexing, Google not only ranks entire apps, but also allows users to crawl and rank internal app screens. In more detail, this means that if users have your app installed, they can use Google Search to find specific app content. Users can open the specific content directly in the app by clicking on the results. This makes it easier to persuade existing customers to download and use your app.
App Indexing is useful for acquiring new users as well as re-engaging existing users. When new users (those who haven’t downloaded your app yet) send search queries that are relevant to your app, an install card for your app appears in the search results.
App indexing ensures that Google has indexed your app and that it will appear in searches. Furthermore, Google has confirmed that app indexing will begin to be used as a ranking factor for Android users.
The App Indexing API must be used to set up App Indexing for your app.
How to Improve App Store Search Visibility?
After going over all of the ways to improve your app’s ranking in web search results, it’s important to remember that the most popular app discovery channel is still app stores. What is App Store Optimization, and how does it differ from App Store Optimization?
If you’re not sure what App Store Optimization (ASO) is all about, here’s a quick rundown:
App Store Optimization is an iterative process for increasing your app’s visibility in app stores. ASO, like SEO, is all about improving one’s ranking in relevant search results. The most important distinction between SEO and ASO is that ASO occurs primarily in mobile app stores (such as Google Play or Apple App Store), whereas SEO focuses on web searches.
How Do You Make Your Application App Store Search Friendly?
Keywords, App Title, Ratings & Reviews, and the number of downloads are just a few of the many aspects of ASO that should be on every app marketer’s radar.
That is, your app must be considered relevant for the user’s search phrase in order to appear in app store search results. By strategically placing keywords in the app title, subtitle, keyword field, short description, and description. You can influence how the app store algorithm indexes your app. As a result, don’t overlook App Store Optimization.
There are a number of tools available to help you keep track of your app store ranking. App Radar is a great tool for measuring your app’s search performance and taking action (editing app information) all in one place. It’s an ASO tool that makes optimising your app for the app store simple and time-consuming for you.
In addition, for your app to rank well in search, it must have a sufficient number of app downloads, a sufficient number of user reviews, and a good average app rating. App stores use certain performance and usage metrics (such as crashes, retention, and user engagement) to rate your app’s quality. Every developer should be motivated to work on their apps on a regular basis. As a result, it’s more likely to rank highly in both search results and top charts, resulting in more loyal customers and consistent revenue.
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