SEO for apps: How to drive organic traffic beyond the app stores

Introduction

When we talk about getting an app discovered, the conversation often revolves around App Store Optimization (ASO) — optimizing an app’s presence in the App Store and Google Play. But ASO isn’t the only way to increase downloads. Search Engine Optimization (SEO) plays a crucial role in driving organic traffic from Google and other search engines to an app’s landing page, website, or blog content.

If you’re looking to increase app visibility outside of app stores, this guide will walk you through app SEO strategies, helping you rank higher in search results and drive more downloads.

What is SEO for apps?

Search engine optimization (SEO) for apps refers to the practice of optimizing web content to improve an app’s discoverability through search engines like Google and Bing. It involves:

• Creating SEO-friendly landing pages for your app
• Optimizing blog content for app-related keywords
• Leveraging app indexing to allow direct app access from search results
• Building backlinks from authoritative sources to boost rankings

Unlike ASO, which improves an app’s ranking within the app stores, SEO focuses on driving traffic from external web searches that ultimately lead to app installs.

Why is SEO important for mobile apps?

App Store Optimization (ASO) is effective for enhancing visibility within app stores, but many potential users initiate their app discovery journey elsewhere. In fact, a study by Google revealed that one in four app users discovers an app through search engines. Additionally, according to a 2023 Statista report, approximately 40% of global users find new apps via search engines like Google and Bing.

This means that a significant number of users turn to platforms like Google with queries such as:

• “Best fitness app for beginners”
• “Top budgeting app for freelancers”
• “How to edit photos on iPhone”

By optimizing your app’s website, landing page, and content for search engines, you can attract users before they even reach an app store.

For the rest of this blog, we’ll primarily refer to Google when referring to search engines, as it holds the largest search market share globally. However, these principles also apply to other search engines like Bing, Yahoo, DuckDuckGo, and Baidu, which may be relevant depending on your region and target audience.

How SEO helps apps gain more downloads

SEO plays a crucial role in expanding an app’s reach beyond app stores, helping developers tap into a larger audience actively searching for solutions online. Here’s how SEO can significantly boost app downloads:

Increases brand visibility in Google Search results

Many users don’t go directly to app stores when searching for apps; instead, they start with Google searches like “best fitness app for beginners” or “budgeting app for freelancer”. By optimizing your app’s website, landing page, and blog content, you can rank for these high-intent searches, making your app more discoverable to potential users.

Attracts high-intent users searching for solutions your app provides

Users who turn to Google to find apps are often in the decision-making phase. If your website or blog ranks for queries like “how to edit photos on iPhone”, you’re reaching users who already have a need and are actively looking for a solution. This increases the chances of conversion, as these users are more likely to install an app that directly answers their search query.

Creates additional traffic sources beyond app stores

Relying solely on ASO means you’re competing within crowded app stores, where rankings are heavily influenced by reviews, downloads, and engagement metrics. With SEO, you diversify your traffic sources—by driving users from search engines to your website, blog, or landing page, you create multiple entry points for potential app downloads.

Reduces dependency on paid ads for downloads

Many apps rely on paid advertising (Google Ads, Meta Ads, Apple Search Ads, influencer marketing) to drive downloads, but these methods can be costly and unsustainable in the long run. SEO helps create a consistent flow of organic traffic, ensuring that users find your app naturally without requiring continuous ad spend. Over time, this can reduce customer acquisition costs (CAC) and improve return on investment (ROI).

By implementing a strong SEO strategy, app developers can drive long-term, sustainable growth without being entirely dependent on app store rankings or paid marketing.

Let’s explore the key mobile app SEO strategies that will help you dominate Google search!

Key SEO strategies to improve app discoverability

1. Optimize your app’s website and landing page

If you don’t have a dedicated website or landing page for your app, you’re missing out on huge organic traffic potential. Here’s how to optimize it:

• Use an SEO-friendly URL: Include your app’s name or main keyword in the domain or page URL.
• Optimize page meta titles and descriptions: These should include app-related keywords and encourage users to click.
• Use structured data (App Schema): Helps Google understand and display app-related information in search results.
• Optimize images and page speed: Ensure fast loading times, as Google prioritizes mobile-friendly sites.
• Include clear CTAs: Guide users toward app downloads with visible “Download Now” buttons.

Google favors well-structured pages, making landing page SEO a vital element of app promotion.

2. Keyword research for apps in SEO

Just like ASO involves keyword optimization for the App Store and Google Play, SEO requires finding the right keywords for Google Search.

Here’s how to identify high-converting keywords:

• Use Google Keyword Planner, Semrush, and/or Ahrefs to analyze search volume
• Target long-tail keywords (e.g., “best meditation app for beginners”)
• Research competitor keyword strategies using SEO tools

By targeting the right search terms, apps can appear in high-intent search queries that lead to downloads.

3. Content marketing strategies for app SEO

One of the best ways to rank in Google and attract organic traffic is through content marketing.

Effective content strategies include:

• How-To Guides (e.g., “How to Edit Photos Like a Pro on Android”)
• Comparison Posts (e.g., “Top 5 Meditation Apps Compared: Which One is Best for You?”)
• Tutorials and Use Cases (e.g., “How to Use Our App to Improve Your Daily Routine”)
• Blogging about app-related topics (e.g., “Top 10 Workout Apps for 2024”)
• Publishing guest posts on authoritative blogs
• Creating tutorial-based content that highlights app features

A well-optimized blog drives relevant traffic to your website and can convert readers into app users.

4. Link building to improve app visibility

Google ranks pages higher when other reputable websites link to them. That’s where backlinks come in. Backlinks from high-authority websites enhance an app’s search visibility.

How to Get Backlinks for Your App’s Website:

• Get featured in app review sites and directories
• Guest posting on tech and industry blogs
• Publish research or data-driven content
• Build partnerships with influencers and bloggers for co-marketing opportunities

💡 Example: If you have a fitness app, pitch your app to health bloggers and get featured in a roundup like “Best Fitness Apps for 2025”.

A strong backlink profile signals trust and relevance to Google, improving app-related rankings.

5. Mobile SEO and app indexing

In other words, how to make your app appear in Google Search.

Google enables apps to appear directly in search results through App Indexing, allowing users to either visit your app’s website, open specific app content, or be directed to the app store for installation. To maximize your app’s visibility in search results, it’s essential to implement the following strategies:

• Optimize for mobile UX: fast-loading pages, responsive design, seamless user experience to reduce bounce rates.
• Use Firebase App Indexing (to enable deep linking): this enables Google to direct users who have the app installed straight to relevant in-app content, or send users who don’t have the app installed to the app store listing.
• Optimize your app’s metadata for Google search intent: Google ranks search results based on relevant, so you should:
  • Include high-intent keywords in your title, meta description, and headings
  • Use structured data (schema markup) to help Google understand your content
  • Optimize URLs and image alt texts for app-related searches
• Enhance Core Web Vitals for better performance: Those specifically focus on page speed (LCP), interactivity (FID) and visual stability (CLS).

By implementing these Mobile SEO and App Indexing strategies, your app can appear in multiple search entry points, making it easier for users to discover, access, and download your app directly from Google.

6. Optimizing app store pages for SEO

Google indexes Google Play and App Store pages, meaning your app can rank in Google Search results even without a website. This presents a valuable opportunity to drive organic downloads directly from Google Search to your app store listing. Here’s how to optimize for it:

• Optimize your app title and description for web search: include primary keywords in the app title, write a keyword-rich app description, use bullet points and headers to enhance readability and highlight key features.
• Ensure your app store listing contains high ranking keywords: research high-volume, relevant keywords and integrate them in your app metadata.
• Encourage positive user reviews for SEO and credibility: encourage happy users to leave app reviews and high ratings, respond to negative app reviews professionally to show active engagement, and highlight positive user feedback in app updates.

By optimizing your app store page for Google Search, you allow users to discover your app both within Google Play and App Store searches, as well as directly through Google Search, leading to more organic downloads and greater visibility.

SEO vs. ASO: How are they applied differently?

While SEO and ASO share commonalities, they have distinct applications:

Understanding when to use SEO vs. ASO ensures a comprehensive app marketing strategy.

Measuring and improving your app’s SEO performance

After implementing your SEO strategy, it’s crucial to monitor and analyze your app’s performance in the search engines to ensure that your efforts are paying off. Regular tracking of key SEO metrics will help you understand how well your app’s content is performing, and where adjustments can be made for better results. Here’s how you can effectively measure and improve your app’s SEO performance:

1. SEO metrics to track

To gain a deeper understanding of how your app is performing in search engines and to identify opportunities for optimization, you’ll want to track the following key SEO metrics:

Organic traffic

One of the most important indicators of SEO success is the volume of organic traffic coming to your app’s website or landing page. Organic traffic refers to visitors who find your site through search engine results rather than through paid advertisements. Tracking this metric will show you whether your SEO efforts are successfully driving users to your app’s online presence.

Key Actions:

• Track the number of organic visitors through Google Analytics.
• Compare traffic trends over time to assess the impact of your SEO changes.

Keyword rankings

Are your target keywords moving up the search rankings? Regularly monitoring how your app ranks for relevant search terms is essential to gauge the effectiveness of your keyword strategy. If you’re targeting high-intent keywords, higher rankings should lead to more visibility and more traffic.

Key Actions:

• Use tools like Google Search Console, Ahrefs, or SEMrush to track keyword performance.
• Adjust your content and on-page SEO if rankings for important keywords are stagnating or declining.

Click-through rate (CTR)

The CTR measures the percentage of people who click on your app’s link when it appears in the web search results. A low CTR could indicate that your meta title or description is not compelling enough, or that your app’s listing doesn’t align well with search intent. Optimizing your meta tags (title and description) with relevant keywords and creating engaging snippets can help improve this metric.

Key Actions:

• Experiment with different meta titles and descriptions.
• A/B test your metadata to see which versions attract the most clicks.

Bounce rate and engagement

Bounce rate refers to the percentage of visitors who leave your site after viewing only one page. A high bounce rate can signal that your landing page isn’t relevant or engaging enough to encourage users to explore further. Additionally, tracking engagement metrics like time on site, pages per session, and user interactions (such as clicks on the “Download” button) will provide insight into whether visitors are staying and interacting with your content.

Key Actions:

• Analyze your landing page layout and user experience to improve engagement.
• Optimize your page speed and ensure it’s mobile-friendly to reduce bounce rates.

Conversion rate (CVR)

While not always discussed as part of SEO, measuring how well your site converts visitors into app downloads is crucial for understanding your app’s performance. High traffic doesn’t always translate into app installs, so tracking conversions is a critical part of your SEO strategy.

Key Actions:

• Set up conversion tracking in Google Analytics and monitor the number of app downloads.
• Test different CTAs (Calls to Action) to see which ones lead to more conversions.

Referrer traffic sources

App Store Connect (for iOS apps) and Google Play Console (for Android apps) provide insights into referral traffic, allowing you to see whether users are finding your app via Google Search, external websites, social media, or paid campaigns.

Understanding these insights will help you determine which SEO efforts are driving the most app downloads, will allow you to identify high-performing traffic sources, and will provide you with insights into which keywords and content types are converting users.

Key Actions:

• Check App Store Connect to see traffic from web referrals, search, and external sources.
• Use Google Play Console to analyze traffic from Google Search, website referrals, and app store browsing.
• Optimize high-performing traffic channels by improving the content or SEO strategies driving those visits.

2. SEO tools to use

To track and optimize your app’s SEO performance, there are a variety of tools you can use. Here are some of the most powerful and widely used tools for measuring and improving SEO results:

1. Google Search Console
Google Search Console is essential for tracking your app’s organic search performance. It helps you monitor which keywords your site is ranking for, how your pages are indexed, and whether there are any issues that could be affecting your visibility in Google search results.

Features to use:

• Track keyword rankings and impressions.
• Monitor crawl errors and fix any issues that could harm performance.
• Check the click-through rate (CTR) for individual pages and optimize accordingly.

2. Google Analytics 4 (GA4)
Google Analytics provides in-depth insights into user behavior on your app’s website. GA4, the latest version of Google Analytics, allows you to track events and conversions more effectively. You can analyze user demographics, track the flow of traffic, and assess the performance of your landing pages.

Features to use:

• Monitor traffic sources to see how many visitors are coming from organic search.
• Set up and track goals for app downloads, form submissions, and other conversions.
• Analyze user behavior on your site to identify drop-off points and areas for improvement.

3. Ahrefs / SEMrush
Ahrefs and SEMrush are two of the most powerful SEO tools available for tracking keyword rankings, conducting competitor analysis, and discovering new backlink opportunities. These tools provide in-depth keyword analysis, backlink data, and SEO audit reports.

Features to use:

• Track keyword rankings over time.
• Discover backlink opportunities by researching competitors.
• Analyze content gaps to identify topics you should target in your SEO strategy.

4. Screaming Frog SEO Spider
Screaming Frog is a website crawler that helps you identify on-page SEO issues like broken links, duplicate content, missing metadata, and other technical SEO errors. It’s especially useful for conducting SEO audits on your app’s website or landing page.

Features to use:

• Identify broken links (404 errors) and fix them quickly.
• Check the status of your meta tags, headers, and alt text for images.

5. Moz Pro
Moz Pro is an all-in-one SEO tool that provides keyword research, on-page optimization, backlink analysis, and rank tracking. Moz’s intuitive interface and SEO insights make it a great option for ongoing SEO strategy refinement.

Features to use:

• Track keyword rankings and identify high-opportunity keywords.
• Conduct SEO audits to ensure your landing pages are optimized for SEO best practices.
• Monitor your backlink profile to ensure your app’s authority grows.

3. Continuous SEO monitoring and improvement

SEO isn’t a one-time task—it’s an ongoing process. Continuous monitoring allows you to refine your strategy and adapt to changes in search algorithms, competition, and user behavior. By regularly checking your SEO metrics and using the right tools, you can keep optimizing your app’s discoverability and increase its chances of ranking higher in search results.

• Perform regular SEO audits to identify issues and track improvements.
• Monitor competitor activity to stay ahead of the curve.
• Adapt to algorithm updates by staying informed about changes in search engine guidelines.
• Focus on user intent to ensure your content remains relevant and valuable to searchers.

By integrating these measurement strategies and continuously optimizing your SEO approach, you’ll be able to maintain long-term success and drive more organic traffic to your app’s landing page, ultimately leading to higher downloads and user engagement.

Future of SEO for apps – what’s next?

The future of search engine optimization for apps is evolving rapidly, influenced by new technologies and shifting user behaviors. In addition to traditional strategies, apps need to adapt to emerging trends that are reshaping how users discover and engage with mobile experiences. Here’s a look at what lies ahead:

Web-to-App acquisition funnels

One significant trend is the growing importance of Web-to-App acquisition funnels. These funnels not only help drive installs but also create a pathway for personalized user journeys. Additionally, there is an increasing focus on utilizing custom product pages (CPP) and custom store listings (CSL), which allow for more tailored, targeted user experiences across different platforms and user segments. These strategies enable developers to optimize app discovery and engagement in a more scalable and efficient way.

The rise of new search behaviors

As search behaviors shift, apps must adapt to new ways users are finding information and making decisions. These behaviors are increasingly influenced by platforms outside traditional search engines:

• Search to video (TikTok, YouTube, etc.): Social media platforms like TikTok and YouTube are emerging as powerful search engines in their own right. Users often turn to these platforms to discover new apps through video content, such as tutorials, reviews, and influencer recommendations. This “search to video” behavior presents a new opportunity for apps to create compelling video content that not only engages users but also drives them to install the app. Video SEO will become an essential strategy for app developers in the coming years.
• Store and AI-recommended search: AI-driven recommendations are becoming a key player in both search engines and app stores. With algorithms becoming more personalized, AI now influences what users see in their search results, suggesting apps based on their browsing history, preferences, and behaviors. This shift means that app developers must optimize their app for AI-driven platforms, both in app stores and through general search engines. As AI continues to evolve, apps that embrace these technologies will be better positioned to rank higher and capture more users.

By understanding and integrating these emerging trends into their SEO strategies, app developers can ensure long-term visibility and success, driving downloads from both traditional and non-traditional sources.

Conclusion: Integrate SEO and ASO for maximum growth

SEO is an underrated yet powerful tool for app promotion. SEO for apps isn’t just about driving traffic—it’s about converting visitors into app users. By optimizing your app’s website, content, and backlinks, you can tap into millions of organic searches happening on search engines every day.

By combining SEO and ASO, you can increase your app’s discoverability beyond app stores—leading to more downloads, higher retention, and long-term success.

FAQs

How is SEO different from ASO when promoting an app?

SEO optimizes web pages for search engines, while ASO optimizes app store listings.

Can SEO help apps rank better in app stores?

Yes! Search engines index app store pages, meaning SEO can influence app rankings in web searches.

What are the best SEO tools for keyword research?

Top tools include Google Search Console, Ahrefs, SEMrush, and Google Keyword Planner.

How long does it take to see SEO results for an app?

SEO is a long-term strategy; results typically appear within 3-6 months.

What are the biggest SEO mistakes app developers make?

Neglecting landing page SEO, ignoring backlinks, and failing to optimize for mobile search.

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