Article: How to Use App Store Optimization & Search Engine Optimization to Promote Your Mobile App

Woman looking at mobile app traffic while working

In the past, only big-name brands had apps. But with the ease and accessibility of creating mobile applications, more and more businesses are creating and launching their own to reach their target market.

This means that regardless of your business, it would be worthwhile considering your own mobile app.

With an app, you can have a direct and personalized marketing channel, connect with your audience faster and offer better customer service.

You can also strengthen your brand, access valuable consumer insights, boost customer loyalty and have a competitive edge in your niche.

However, it’s one thing to create an app and another to get people to download and use it.

As such, after developing your app, your next focus should be marketing it.

In this article, you can get some ideas on how to use app store optimization (ASO) and search engine optimization (SEO) to boost your app’s visibility, reach and engagement and make them integral tools in your marketing strategy.

What Is ASO?

ASO involves optimizing an app to rank higher in the app stores’ search results as well as improve your download conversion rates.

The main goal of ASO is to boost your app’s visibility, increase user downloads and improve its overall ranking in app stores.

When you improve your app’s ASO, you can reach a wider audience and generate more organic downloads. Additionally it helps you optimize your paid user acquisition activities by improving your click to download rate which in turn lowers your cost per install (CPI).

How Can You Include ASO in Your App Marketing Strategy?

Below are some of the most effective app store optimization strategies you should include in your marketing strategy:

1. Keyword Research.

The first step in this app store optimization guide is to identify the relevant keywords your target audience uses to search for your mobile application or others similar to yours.

For this step, you can use an ASO tool such as App Radar  to research keywords relevant to your app.

Once you have a list of keywords, prioritize them based on their search volume, relevance and competition and include them in the next steps.

2. Optimize the App Title and Description.

Your mobile app’s title and description should reflect its content and include your most important keywords.

Make sure the title is concise and memorable while the description has a clear and detailed overview of your app’s features and benefits.

3. Include Screenshots and Videos.

Screenshots and videos are crucial elements of ASO because they give potential users a preview of what your app looks like and how it works.

To optimize your screenshots and videos, highlight your app’s key features and benefits.

Additionally, use captions to explain what’s happening in each screenshot or video.

4. Post Reviews and Ratings.

Positive reviews and high ratings can significantly impact your app’s ranking in the app stores.

As such, encourage your users to rate your app and provide feedback on the app store.

Also, always respond to user comments and complaints to improve their overall experience and build a positive reputation for your app. This is one of the top app store optimization tips you have to include in your strategy.

5. Update the  App Regularly.

Updating your app regularly with new features, bug fixes and performance improvements can also impact your ASO.

Keeping your app up-to-date demonstrates that you’re actively working to improve the user experience. And this can result in higher ratings and more downloads, enabling you to reach your marketing goals.

What is SEO?

SEO entails optimizing your website and other digital assets to rank higher in search engine results pages (SERPs).

It is a crucial element of mobile app promotion since it can help you reach a wider audience and generate more organic traffic to your app’s website.

Optimizing your app’s SEO can boost its visibility, attract more downloads, and increase user engagement.

How Can You Include SEO in Your App Marketing Strategy?

Below are some of the best tips for integrating SEO into your app marketing strategy:

1. Keyword Research.

Conducting keyword research is also the first step in optimizing your app for SEO and making it an integral part of your marketing strategy.

When conducting this step, use tools like Google Keyword Planner then prioritize the keywords that your target audience is searching for. Keeping in mind relevance, search volume and difficulty using tools like Ahrefs.

Ensure your target keywords are relevant to your app and have a high search volume as well.

2. Content Creation.

Creating high-quality, relevant and engaging content that showcases your app’s features and benefits is crucial for SEO.

Your content should also be optimized for the keywords that you’ve identified in the first step for a potent app marketing tool.

With optimized, engaging content, you can boost your app’s visibility online.

3. Link Building.

This pertains to the process of obtaining backlinks to your app’s website and landing pages.

Backlinks are crucial since they send signals to search engines that your app’s website or page is credible and relevant, which can improve its ranking in search engine results.

You can build links by creating relevant, valuable content, reaching out to trustworthy influencers and websites in your industry and participating in online communities and forums related to your app.

4. On-Page Optimization.

On-page optimization is the process of optimizing the technical elements of your app’s website and landing pages.

These elements include the page’s meta descriptions, header tags and structure.

Ensuring these components are optimized for both search engines and users can help improve your app’s SEO and marketing strategy.

5. Mobile Optimization.

Most of your target audience is likely accessing the Internet from their mobile devices.

Because of this, you have to make sure that your app’s website and landing pages are optimized for mobile devices.

This entails ensuring your website has a responsive design, quick load times and a mobile-friendly user experience.

6. App Indexing.

App indexing refers to a system that allows mobile users to find your app screens on Google and other SERPs. It will appear in the form of an install button.

When a user clicks on that result, they will be redirected to the App Store or Google Play so that they can install the app. If they already have the application, it will open on their device.

With app indexing, you can increase the organic installs, browsing time and retention rate of users. 


Although some marketers consider ASO and SEO different strategies, they complement each other and work together to promote your app effectively.

As such, you need to make these two strategies work together.

For instance, if you’re optimizing your app’s keywords for ASO, you can also improve its ranking in search engines.

By combining SEO and ASO strategies, you can reach a wider audience and drive more downloads. And this can help you achieve marketing goals for your app.

As a provider of innovative mobile app marketing courses, we can help you create a strong foundation for your app promotion plan.

You will learn more about ASO and SEO and other strategies that can help you market your tool and make it stand out.

Sign up for our online marketing courses to know more about how website SEO affects ASO and other strategies for combining these two to promote your app.

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