How to do SEO for an app

App SEO differs fundamentally from website SEO because search engines treat app stores as separate ecosystems. Apple's App Store and Google Play have their own ranking algorithms that don't interact with Google's web search algorithm. Your primary focus should be App Store Optimization (ASO), which is the mobile equivalent of SEO. This means optimizing your app's listing for the app store where your target users actually search—the App Store for iOS users and Google Play for Android users. The ranking factors include your app name, subtitle (iOS only), keywords field, description, and user reviews. Unlike web SEO where you're competing for search visibility, ASO is about getting discovered within the app store's internal search and category browsing system.

Start by conducting keyword research specific to app stores using tools like Mobile Action, Sensor Tower, or App Annie. These platforms show you search volume and competition for app-related keywords within each store. Incorporate your highest-intent keywords naturally into your app name and subtitle—this carries significant weight in rankings. Fill your keywords field strategically; iOS gives you 100 characters while Google Play integrates keywords throughout your description, so prioritize terms with decent volume that aren't oversaturated. Your description should be compelling copy that converts browsers into downloaders, not keyword stuffing. Encourage positive reviews and respond to user feedback, as review volume and rating significantly influence rankings in both stores.

However, app visibility extends beyond app stores. If you want your app discovered through Google Search itself, you need to implement App Indexing. This allows Google to index and rank your app content in web search results, driving users directly into specific sections of your app. Set up deep linking so Google can crawl your app's content structure, and submit an App Index sitemap. Build web content that supports your app—landing pages optimized for your target keywords that mention and link to the app, blog content that establishes topical authority, and press coverage all drive both web traffic and app credibility. Your website becomes a feeder system for your app, especially for competitive keywords where app store ranking is difficult.

For agencies and designers building apps for clients, present ASO as a distinct service from web SEO and price accordingly. Many clients focus solely on app store optimization and miss the opportunity to capture search traffic through web discovery—this is where you add real value by connecting both channels strategically.