If you have an app that you’d like to rank with the search engines, you’re going to have to follow an app-specific optimization effort.
Ranking an app isn’t exactly like ranking a web page. While there are some similarities, there are also some ranking factors that are unique to apps.
Here’s what you need to know about app SEO.
Your App Needs a Presence in the Search Results
You might think that it’s “good enough” for your app to rank well in the app store.
It’s not.
You need to rank your app so that it appears in the search engine results pages (SERPs) as well. Otherwise, you’re limiting your potential.
According to a recent report, 27% of users find apps with a web search. That’s more than a quarter of all app users.
If you ignore those people, you’re losing market share to competitors.
Also, Google is putting more of an emphasis on app downloads from search results. In other words, Google favors its own search engine over Google Play.
Even though 40% of people still find apps by searching in an app store, you’ll fail to reach people in your target market if you don’t optimize your app for the search engines.
Also, Google is getting better at ranking apps. That’s yet another reason to practice app SEO.
The App Pack
Not all apps are mobile apps. However, most people think about mobile apps when they hear the word “app.”
That’s why Google features an app pack at the top of the mobile search results. The app pack includes a portfolio of one, three, or six apps that match the search term. If more than six apps match the query, the app pack displays an arrow so users can browse the other results.
The app pack also gives users a broad overview of each app. In addition to the title and image, users will also see the app rating and its price.
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Users who click on an app in the app pack are taken to the store where they can install it.
Also, app packs only display apps that are supported on the underlying operating system. So an iOS user will never see an app that’s only available on Android.
The Other Side of the Coin
Although it would be great if you succeeded in ranking your app in the app pack, there’s a “rest of the story” that you need to be aware of.
If your app appears in the app pack, you’ll lose organic rank for web results.
For example, if your site is currently at the top of the SERPs for a keyword and you manage to get an app in the app pack, your site could drop back to page 2 or 3. Obviously, that’s going to affect your organic reach.
Tip #1: Start With Keyword Research
The best way to start with app optimization is also one of the starting points for web page optimization: keyword research.
The good news is that keyword research is typically a lot easier with apps than it is with web pages. You probably won’t need to use a tool like SEMRush to find a whole bunch of keywords that have potential to rank for.
Instead, you just need to answer the following question: what is my app?
Is your app a photo editor? Then rank for the term “photo editor.”
Is your app a travel planner? Then rank for the term “travel planner.
Those are exactly the kinds of terms that people search for when they use Google to find an app.
Tip #2: Optimize the Title and Description
Once you’re got your keyword figured out, it’s time to optimize the app page. That involves optimizing both the title and the description.
Google views the app title much like it views a title tag on a web page. Similarly, Google views the app description like the content of a web page.
So once you’ve got your keyword figured out, include it in the title and sprinkle it throughout the description. Be careful you don’t use the keyword too many times in the description, though, otherwise Google might view it as keyword stuffing.
You should also include your company name in the title, if possible. For example, you could make your title something like: “Photo Editor by PhotoBomb”
Keep in mind that you might be limited by character counts. In that case, you might have to get creative with the title.
Tip #3: Get Some Great Reviews
Yes, you’ll need reviews of your app if you want to rank.
Why? For two reasons.
First, Google will probably rank your site based on keywords in the reviews. Keep in mind that keywords towards the top of the page will probably have more relevance than keywords at the bottom.
Second, the star rating of your app will affect its rank. That’s why some apps with great ratings and poor keyword optimization outrank other apps with a low rating and excellent keyword optimization.
Google is all about user experience. That’s why it will push well-rated apps towards the top of the SERPs.
Also, ratings will have an impact on the app’s click-through rate. That will likely affect its rank as well.
Tip #4: Use App-Specific Keywords
If you want to get a jump on the competition when it comes to ranking your app, here’s a clever trick: use app-specific keywords.
For example, include the word “app” in your keyword.
Why is that important? Because people who search for an app from Google will often include the word “app” in their search query. In other words, they won’t search for “photo editor” but they’ll search for “photo editor app.”
If you’re ranking for a keyword that includes “app,” you’re likely to do better than competitors who aren’t ranking for anything with “app” in it.
Also, optimize for the operating system or mobile brand. Again, people who use the search engine will likely include their mobile platform in the search term (for example: “photo editor for iPhone”).
Source: Business 2 Community