How to Drive App Installs with SEO

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Kate Petrakova (Marketing Lead at Rocket Internet) shares insights regarding SEO for apps (not ASO) and how to make Search Engine Results Pages (SERP) your apps acquisition channel.

Source:
How to Drive App Installs with SEO
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Podcast
Publication date:
February 3, 2020
Added to the Vault on:
March 3, 2020
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Rather than relying on app reviews websites (which used to be big), it might be best to rely on influencers/writers as they often have notes or articles "I really like this app" because they usually drive engaged users.

07:10
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2

If any of these are a yes, consider SEO:
1. Can product be used on website?
2. Is product complex or requires more information?
3. Do your competitors have a webpage?
4. Do you have product categories?

08:05
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💎 #
1

Rather than relying on app reviews websites (which used to be big), it might be best to rely on influencers/writers as they often have notes or articles "I really like this app" because they usually drive engaged users.

07:10
💎 #
2

If any of these are a yes, consider SEO:
1. Can product be used on website?
2. Is product complex or requires more information?
3. Do your competitors have a webpage?
4. Do you have product categories?

08:05
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💎 #
1

Rather than relying on app reviews websites (which used to be big), it might be best to rely on influencers/writers as they often have notes or articles "I really like this app" because they usually drive engaged users.

07:10
💎 #
2

If any of these are a yes, consider SEO:
1. Can product be used on website?
2. Is product complex or requires more information?
3. Do your competitors have a webpage?
4. Do you have product categories?

08:05
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Key elements of SEO for apps

We usually think about websites first when we talk about SEO. If you have an app here is what you want to focus on for your website:

  • Links/Backlinks to listing (organic referrals)
  • Engaging and relevant content (can be content from your app that you put on your website)
  • Technical SEO tips/techniques to improve rankings


Backlinks

In general if it's a good website (based on its omain authority) it always pays to have a link from it.

[💎@07:10] But rather than relying on app reviews websites (which used to be big), it might be best to rely on influencers/writers as they often have notes or articles "I really like this app" because they usually drive engaged users.

SEO tends to drive a better type of customers: higher retention rate, better monetization, etc.


Evaluate if SEO is relevant for your app

[💎@08:05] If any of these are a yes, consider SEO to get more users for your app:

  1. Can your product be used on website?
  2. Is your product complex or does it require more information?
  3. Do your competitors have a webpage?
  4. Do you have product categories?


SEO Tools recommended

Any Google tool: Search Console, Mobile friendly test, Google Ads, Google My Business. Can already do a lot with these.

Keyword Ranking Tools: SEMRush, SISTRIX and Ahrefs.

Other technical SEO tools: Screaming Frog, Google Structured Data and Google Lighthouse ("Audits" in Chrome Dev Tools).


Getting started

Find out where you stand:

  1. Google your brand name (e.g. "N26" - at the very minimum you should be #1 there),
  2. Google your product keywords (e.g. "mobile banking"),
  3. Google questions or problems that your product solves.


Then:

  1. Start monitoring the main keywords you identified
  2. Optimize your pages with these keywords, answer the questions related to your product. etc.
  3. Look how the traffic that you are getting converts, how these users behave (Google Analytics).

If conversion rates and revenue you get through SEO are below average vs. other channels then you are doing something wrong: metrics should be better for users coming through SEO.


Avoid black hat SEO.

Things take months.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Key elements of SEO for apps

We usually think about websites first when we talk about SEO. If you have an app here is what you want to focus on for your website:

  • Links/Backlinks to listing (organic referrals)
  • Engaging and relevant content (can be content from your app that you put on your website)
  • Technical SEO tips/techniques to improve rankings


Backlinks

In general if it's a good website (based on its omain authority) it always pays to have a link from it.

[💎@07:10] But rather than relying on app reviews websites (which used to be big), it might be best to rely on influencers/writers as they often have notes or articles "I really like this app" because they usually drive engaged users.

SEO tends to drive a better type of customers: higher retention rate, better monetization, etc.


Evaluate if SEO is relevant for your app

[💎@08:05] If any of these are a yes, consider SEO to get more users for your app:

  1. Can your product be used on website?
  2. Is your product complex or does it require more information?
  3. Do your competitors have a webpage?
  4. Do you have product categories?


SEO Tools recommended

Any Google tool: Search Console, Mobile friendly test, Google Ads, Google My Business. Can already do a lot with these.

Keyword Ranking Tools: SEMRush, SISTRIX and Ahrefs.

Other technical SEO tools: Screaming Frog, Google Structured Data and Google Lighthouse ("Audits" in Chrome Dev Tools).


Getting started

Find out where you stand:

  1. Google your brand name (e.g. "N26" - at the very minimum you should be #1 there),
  2. Google your product keywords (e.g. "mobile banking"),
  3. Google questions or problems that your product solves.


Then:

  1. Start monitoring the main keywords you identified
  2. Optimize your pages with these keywords, answer the questions related to your product. etc.
  3. Look how the traffic that you are getting converts, how these users behave (Google Analytics).

If conversion rates and revenue you get through SEO are below average vs. other channels then you are doing something wrong: metrics should be better for users coming through SEO.


Avoid black hat SEO.

Things take months.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
GET Access

Key elements of SEO for apps

We usually think about websites first when we talk about SEO. If you have an app here is what you want to focus on for your website:

  • Links/Backlinks to listing (organic referrals)
  • Engaging and relevant content (can be content from your app that you put on your website)
  • Technical SEO tips/techniques to improve rankings


Backlinks

In general if it's a good website (based on its omain authority) it always pays to have a link from it.

[💎@07:10] But rather than relying on app reviews websites (which used to be big), it might be best to rely on influencers/writers as they often have notes or articles "I really like this app" because they usually drive engaged users.

SEO tends to drive a better type of customers: higher retention rate, better monetization, etc.


Evaluate if SEO is relevant for your app

[💎@08:05] If any of these are a yes, consider SEO to get more users for your app:

  1. Can your product be used on website?
  2. Is your product complex or does it require more information?
  3. Do your competitors have a webpage?
  4. Do you have product categories?


SEO Tools recommended

Any Google tool: Search Console, Mobile friendly test, Google Ads, Google My Business. Can already do a lot with these.

Keyword Ranking Tools: SEMRush, SISTRIX and Ahrefs.

Other technical SEO tools: Screaming Frog, Google Structured Data and Google Lighthouse ("Audits" in Chrome Dev Tools).


Getting started

Find out where you stand:

  1. Google your brand name (e.g. "N26" - at the very minimum you should be #1 there),
  2. Google your product keywords (e.g. "mobile banking"),
  3. Google questions or problems that your product solves.


Then:

  1. Start monitoring the main keywords you identified
  2. Optimize your pages with these keywords, answer the questions related to your product. etc.
  3. Look how the traffic that you are getting converts, how these users behave (Google Analytics).

If conversion rates and revenue you get through SEO are below average vs. other channels then you are doing something wrong: metrics should be better for users coming through SEO.


Avoid black hat SEO.

Things take months.