Marketers generally do not think of SEO when driving app installs is on their mind. The popular search marketing practice is usually reserved for discussions around web traffic and organic search.
There is no obvious connection between SEO and app downloads.
Like many things in marketing, theoretical understanding and practical reality differs greatly. SEO indeed can help app marketers see a sustained increase in app downloads.
You should take the following sections seriously when trying to build your own app for iOS and Android.
The connection between app downloads and SEO
Marketers are right to assume that there is no direct connection between SEO and app downloads.
Let’s say you have a website that gets a lot of organic traffic and ranks for high volume keywords. This doesn’t necessarily mean your presence on an app store would also increase.
App stores have their own independent ASO algorithm to rank mobile apps. They don’t take into account website-related factors to rank mobile apps.
How then does SEO affect app marketing and downloads?
The connection between app downloads and SEO is indirect in nature.
SEO can be used to drive large volumes of organic traffic to an app landing pages on app stores. App downloads can be increased through redirection and conversion.
App marketers need to have a clear strategy in mind to make this plan work. This piece provides a strategy for app marketers to use organic search traffic to drive app downloads.
SEO strategy for mobile app downloads.
The following steps highlight how app marketers can use SEO to boost app downloads.
Step One – Create a landing page on your website specifically for the app
The first step is creating a landing page on the website that gives info to visitors about the app and directs them to the app landing page. Here is how you can proceed to creating this landing page.
Identify some important keywords people might use when looking for an app.
Create a landing page on the website and optimize it for the keywords you found earlier
Add a button on the page that directs visitors to the app landing page on the app store
Provide every detail about the app likely to make a visitor download the app
Make sure the page design is optimal and helpful in converting an average visitor
Step two – Rank landing page for relevant keywords
It is vital to identify vital keywords people look for when looking for something you provide in your app.
Let’s say you’re selling antique door handles with an app you built using a WooCommerce app builder. Find the important keywords people search for when looking for antique door handles.
After doing so, create an ample resource of content on your website through the blog section. Link each blog post to the landing page you created with the keywords you’ve found.
Write guest posts and articles for other websites and again give a link to your landing page with the same set of keywords.
This will significantly grow the chances of your landing page to rank for relevant keywords.
The time it takes to rank for the keywords will vary depending on your app and the products you provide.
Your landing page will start getting more traffic as soon as you rank for a relevant keyword. This will further increase your app landing page visits and eventual downloads.
Some points to remember
The strategy above sounds great on paper. However, you must keep the following things in mind during the process.
Landing page optimization
The key lies in directing incoming visitors to your app listing page. This naturally means you have to design a landing page good enough to convert incoming visitors.
You should ideally approach this process like marketers generally look at lead generation.
Lead generation also requires marketers to make visitors provide their contact information. Marketers design the landing page optimally to make sure incoming visitors feel welcome and obliged to provide their details.
In the case of app marketing, the required action is going to the app listing page.
From CTA optimization to content and design resonance, a lot of factors come into play in landing page optimization.
Proactive off page SEO
Ranking for a keyword requires a certain level of off page SEO focus.
Off page SEO doesn’t just include writing classified ads and creating profile descriptions. Finding organic PR and guest post opportunities is also important. This requires a less tactical and more instinct-based approach.
Having an app featured on a top online publication can drive downloads many times over. This is not even counting the impact it has on enhancing the backlink profile of a website. The real brilliance lies in approaching top publications and convincing them to feature the website and app.
Thus, off page SEO can indirectly become a great app marketing technique.
Dealing with competition
It is possible that your app belongs to a high competition domain. In such a case, it is important to identify niche keywords other competitors are not vying for and ranking the landing page for them.
It is difficult for a small company or entrepreneur to compete with bigger companies with deep pockets. A simple way to make a successful app with SEO is attracting attention from lower base keywords and slowly climbing the ladder.
Everyone dreams of having a successful Android app for WordPress website. Success in the app market comes chiefly from app downloads.
This piece offers readers guidance on using SEO and organic traffic to increase app downloads. Readers should feel free to make changes to the strategy discussed in this article according to the subjective needs of their app and market.