See terms.<\/a><\/p>\nApp listing pages<\/h2>\n App listing pages display each app’s features and other information as you browse the Apple App Store and Google Play Store. These pages are even more important to your ASO strategy than your app landing page, as their contents directly impact your app store rankings. They’re what a prospective customer will see before clicking to download your app.<\/p>\n
They contain several key elements, like ratings and user reviews, previews of what your app looks like and your app’s metadata. Let’s look at four ways your SEO skills can maximize your app listing page’s performance.<\/p>\n
5. Research and competitive analysis<\/h3>\n Tools like Ubersuggest, Ahrefs and Semrush are useful for your ASO strategy, just like SEO. These platforms can help you check organic traffic, keywords in your Apple App Store listing pages and backlinks to your Google Play store listing.<\/p>\n
For example, here are the overview stats from Ubersuggest for Western Union’s Apple App Store listing page:<\/p>\nHere are the same stats for a competitor, Wise, shown on Semrush:<\/p>\nWhy is this information helpful? <\/p>\n
It gives you the data you need to understand how your app listing pages are performing on Google vs. competing apps so you can adjust your strategy if necessary. <\/p>\n
Whether you’re working on an SEO or ASO campaign, it’s always critical to keep an eye on competitors to understand how you’re stacking up, what advantages you have (and want to maintain) and where your opportunities lie. <\/p>\n
6. Apple App Store hidden keywords<\/h3>\n How people find your Apple App Store page via Google search can help inform how they find your app directly by searching in the store. An ASO manager who also knows how to tap into SEO research to inform iOS hidden keyword targeting is a much stronger asset to your campaign.<\/p>\n
App downloads may come mostly from branded queries for several brands, but that doesn’t mean there’s a lack of opportunity to drive more app visibility and downloads from non-branded keywords.<\/p>\n
Here’s a case study from our agency where we lifted non-branded keyword traffic and boosted installs by 57%:<\/p>\nThe 57% increase our client saw for non-branded app downloads came from a strategy rooted in SEO principles. Most of the campaign’s ASO keyword ideas came from the client’s website, including their app landing page. <\/p>\n
Focusing on basic information and strategies like keyword-level data and metadata restructuring enabled success in a highly competitive environment. <\/p>\n
7. ASO meta optimization<\/h3>\n Finding keywords where your competitors have stronger visibility also gives you a lot of consideration for optimizing your ASO metadata across the Apple App and Google Play stores. <\/p>\n
For example, you see below that Remitly’s App Store listing is ranking number 1 on Google for “wire transfer app,” while Western Union is ranking number 10. <\/p>\n
When looking at each of their listings, you can see Remitly uses “wire” in their App Store description, while Western Union does not.<\/p>\n
Remitly:<\/p>\nWestern Union:<\/p>\nSimilar to traditional SEO, if you want your store listing page to rank well on Google for certain terms, you must understand what people are searching for and ensure the right keywords are integrated into your store listing metadata.<\/p>\n
8. Backlinks<\/h3>\n While backlinks aren’t a factor in the Apple App Store, they are in the Google Play Store. <\/p>\n
Conducting competitive backlink research and finding ways to gain mentions across the web is a task you should be doing for SEO and ASO. <\/p>\n
Here are a few tips to get you started with backlinking strategy.<\/p>\n
Competitive conquesting<\/strong><\/p>\nAn effective competitive conquesting strategy starts by researching round-ups and listicle articles mentioning your industry’s apps. <\/p>\n
Try to find articles where your app isn’t listed and pitch the author why they should include it and link to your app listings. <\/p>\n
When you reach out, you’ll provide the same information for your app in the same format and with the same details as the other apps in the article.<\/p>\n
For example, Centr’s fitness app isn’t listed in the Forbes roundup below. Reaching out to Forbes with information about the app’s cost, whether it offers live classes, whether it has heart rate monitoring, a list of its best features and its overall pros and cons (the five key pieces of information provided for the 10 apps featured) makes it easy for Forbes to add them in. <\/p>\nPR pitching<\/strong><\/p>\nTaking the PR angle has the same result as competitive conquesting, except you’re not trying to get into existing articles. <\/p>\n
Your goal with PR pitching is to provide the latest information about your app for a journalist to include in a new article.<\/p>\n
Instead of targeting the best fitness apps, you could focus on different audiences or timely use cases, such as the best fitness apps for women or the best fitness apps for beginners. With this approach, you’re creating a reason why a journalist would want to write this story. <\/p>\n
Be sure to include data on why the story is relevant now and pitch it a few months ahead of the theme. For example, you could pitch your app as one of the best fitness apps for women in March so a journalist has time to finalize their story before Women’s Health Month in May.<\/p>\n
Forums and discussions<\/strong><\/p>\nAnswer consumer questions related to your app in forum communities like Quora and Reddit. <\/p>\n
Link directly to where users can find your app in the app stores in your answers. This helps consumers with their direct questions and increases the app’s chance of ranking in the forums and discussions featured within Google SERPs.<\/p>\nHarness SEO basics to boost your app downloads<\/h2>\n While ASO is quite a different practice than SEO, many principles apply to both disciplines. If you’re struggling to boost your app’s performance, taking things back to basics may be a good idea.<\/p>\n
Approach your app store listing pages and landing page from an SEO perspective and improve their fundamental aspects like keyword optimization.<\/p>\n
Couple this with your other sound ASO tactics and you may be surprised by your new download numbers.<\/p>\n
Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\nApp store optimization (ASO) is a bit of a mystery for many SEOs. So, let’s start with the basics. While SEO is geared toward improving website rankings on search engines like Google, ASO focuses on optimizing mobile apps for stronger visibility and performance within the Apple App Store and Google Play Store. But there’s a […]<\/p>\n","protected":false},"author":2,"featured_media":533,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[18],"class_list":{"0":"post-533","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-seo","8":"tag-seo"},"yoast_head":"\n
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