How To Market Your App In The App Stores

Google Play and Apple’s App Store have around 1.5million apps combined with Windows following them at around 125,000 apps and Amazon has just over 50,000 apps. App numbers are forecasted to grow exponentially and as the numbers of apps increases so does the competition for apps that are search engine friendly.

Digital publishers and marketers are now talking about the search engine optimisation (SEO) behind the apps to give their clients a better chance to be found for searches. For purpose of this blog I will be focussing on the Apple App Store & Google Play as clearly between them, they have the vast majority of the market and there is lack of research on Windows and Amazon.

SEO for the App Stores

Back in 2012, Google changed the name of the ‘Android Marketplace’ to Google Play at the same time apple updated its user interface and latest operating system to iOS6. Due to the fast moving nature of this marketplace, it is important to stay on top of these changes use them to your advantage.

Nobody knows the precise search engine algorithms for Apple and Google but based on our knowledge of SEO, we can have more of an idea as to what can produce better results. There are companies out there that offer good advice on how to optimise your apps (like appcod & mobiledevhq).

The Apple App Store

Apple acquired Chomp, the app discovery platform in February 2012 and according to appcod, Apple may have incorporated Chomps search algorithms in the app store. Due to this publishers will have to take this into account in their app marketing . However, apps will have a better chance of coming up in search results as the Genius and Search icon are more prominent in the toolbar.

Google Play

Google, being the search engine giant that it is, also has its own search algorithms. Research (by Simlabs) has also shown that the apps presence via social media and outside of Google Play does help it rank better. Adding your apps to other app directories and focussing on your overall online marketing strategy so that it ranks well for mobile and desktop search also have a positive effect inside of Google Play.

Using Correct Keywords and Description for your App

When the app is first submitted for publishing, Apple and Google allows you to add the title, keywords and a description of the app. It is really important to get your keywords and description right so that the app is found in the app stores and also through organic search.

For example, users can search on Google via their desktop and their mobile device and if you app shows up in the search results, users can click on that link and get taken straight to the app stores to download that app. You can use Google Adwords Keyword Tool to discover the most popular search terms and use these in your app description. It is worth spending the time and effort before your app is published.

As a final point, it advisable to have a good overall app marketing strategy inside and outside of the app stores to get your app visible!