Optimizing Apps in the IOS App Store, App SEO
Over the past couple of years I have been thoroughly involved in Search Engine Optimization; on the Enterprise level and the SMB level. I have had the opportunity to work with large well-known brands, while also creating a strong awareness for brands that are new to the Online / Digital Space.
As trends shift from Website SEO to APP Optimization, a lot of today’s SEO Specialists have no clue as to how to properly optimize the “Onsite” (App Name, Keywords, and Descriptions) for Apps in the App Store. This post will go into detail on how to optimize the Name of the App, Keywords and Descriptions by using best App Marketing practices. In addition I will be linking to a few awesome App Tools to make this process easier.
App Name – Utilize your app name to the best of your abilities. Name your app in accordance to your industry / app functions and themes. It should be catchy and easy to remember.
App Keywords- Use two to four solid terms that properly convey the apps message. You will only have about 100 characters to make use of this, this includes the comma separators after each term. Use relevant keywords as much as possible and try doing a search in the App Store to find out which keywords trigger which apps; this will let you know if you are moving in the right direction. Also you can only edit your keyword lists when you update your app for the second version or if the app is rejected by Apple for some reason, so be very careful in entering terms that don’t make sense for your app; and yes Apple reviews keywords for compliance. (Note- Do not repeat terms or include your app name in the keyword fields, as this is not best practice and Apple might flag you for this as well.)
App Keyword Tools- Do not try to guess which keywords are best for the app. The inter webs have plenty of tools for you to use to discover keyword opportunities. Tools like; Mobile Dev HQ, Sensor Tower , Search Man , and App Codes are all useful tools that will help you identify keywords for your app. They also provide Competitor Analysis and tracking that allows you to gain further intelligence and insights for strategic planning. App SEO packages have also been developed so make use of these to check App Rankings! (See Below Screenshots, I will prepare a more in depth look at App Rankings in my coming posts.)
App Description- This should include a brief explanation of what your App does, and why users should download it. Also this is where some product development and execution can come into play. Highlight the top areas of the app you are wanting to market. This should also correlate with what you believe will be the highest revenue point of the app.
First impressions are super important in any occasion, apps especially as mot users read only the first few sentences to get an idea of what the app is about. (Note- the IPad and Desktop iTunes versions of the App Store only chooses to display the first three or four lines of the description so keep this in mind.) Also if you are new to the App Store, and have no reviews to show case, try leveraging links to media / credit worthy outlets that talk about your app, or any initial app awards / praises you might have received during the apps pre-release stage. Placing the app in open beta for users to try is important for this key factor. It serves as a way to drum up support and receive the noteworthy content you will need to succeed in the App Store. Not to mention the time to continue to iron out bugs based on user interaction feedback.
Create a well thought out app strategy that you thoroughly back 100%. The iTunes app store is constantly changing, so leave room for agility within your strategy.
By following the above guidelines your app is now initially optimized and ready for competition. I will be writing more on App Marketing in the coming posts, as we have only begun to scratch the surface. If you have any questions on any of the material covered, drop me a message and I will be happy to help!
