In a world where more people search the ‘web’ (if we can even still call it that) from mobile devices than desktops, it is more important than ever to have a mobile optimized organic user acquisition strategy. Mobile SEO is essentially the same as desktop SEO, with the additional challenge of required higher search rankings because of truncated mobile search results. Keyword usage and placement is just as necessary in mobile as in desktop, and search engine rankings are driven by the relevancy of content as they relate to user’s search query.
The key challenge for organic strategies for mobile is app store optimization, commonly known as ASO. ASO is the process of optimizing elements which allow an app to have the maximum visibility for specific search terms in Google’s Play Store and Apple’s App Store. Just like with visibility on search engines, higher rankings in app markets leads to increased downloads of an app.
Unlike standard SEO, using the exact keywords your potential users will search is even more critical. Whereas a website can have an infinite number of pages that can attract users, an app only has a single entry page: the app store listing. Therefore, the first step in ASO is keyword research to find the keywords a user is most likely to use when searching for a particular app. Keywordtool.io is one of my favorite keyword research tools, but you can also use any other tool that helps you discover new keywords. You might also benefit from using SimilarWeb a tool that shows competitor keywords.