SEO in marketing (part one)

Advertising, marketing, PR – that’s what it’s customary to talk about today when it comes to attracting a player, how to make sure that he downloads your application. Unfortunately, for some reason, the good old SEO has been increasingly forgotten lately.

However, no one canceled it. With a sensible approach to search engine optimization, your application will be able to generate revenue, both before it gets to the showcase, and after it crashes out. 

So if your goal is to increase the number of downloads, you should optimize so that your application is more visible on the SERP (search results page). 

Below are 5 tips on how to do this. 

1. Identify the audience

As in traditional search engine optimization, first of all, you need to understand who your application can interest? By answering this question, you will easily find the words that your audience is usually looking for. To do this, you can use various free services that track the frequency of use of certain words in search queries (Google Trends, Google Insights for Search, Google AdWords Keyword Tool, Wordtracker SEO Blogger and others).

2. Optimize the app name

If you are developing, for example, a reader, let the word reader be in the title. This will help you not only in optimizing the application for search engines, but also in more specific positioning in the market.

Sometimes it’s also a good idea to use the brand name in the title.

3. Optimize the URL of your application

As in “traditional” SEO, the application URL is also a so-called “rank factor”. You need to make sure that the URL of your application contains your keywords.

Please note that the application name will be automatically used as the file name on the URL. So, if you don’t want to have problems with search engine optimization, which usually occur when automatically generating a URL with an application ID number, make sure that your file name has the right keywords and there are no extra characters. 

4. Create key tags

In marketing promotion, keywords rank fourth in importance. The first three are the number of downloads, reviews, and the name of the app. 

In the Apple App Store, you are limited to only 100 characters, including spaces, so do without them, delimiting the tags with a comma. 

Note that unlike regular search robots, the App Store understands only single tags. So no phrases, plus don’t forget to include synonyms of your keywords in the list of tags, as well as their plural. 

Remember, the inclusion of popular keywords unrelated to your application, as well as the names of successful competitors, will not bring high ratings. Moreover, your application may be rejected in this case. 

5. Optimize the application description

Most people do not read the descriptions in full, so the most important thing in the text should be put at the beginning and thus highlighted for the reader.

Focus readers’ attention on the main advantages of your application.

Take the formatting of the text very seriously, pay special attention to hyphenation, because most users will read your description from smartphone screens. 

For example, in the Apple App Store, each line contains 120 characters with spaces. And in this market, only the first three lines go without reduction. Then, if there are more lines in the description, there is a “more” button. It is unlikely to be pressed, so try to make do with 360 characters, taking into account the spaces. 

Placing user reviews at the very top of the description is also a very good move, especially if your application does not have numerous reviews yet.  


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