Building a great app is only half the battle – marketing your mobile app is just as important. In this guide, we'll explore how to use SEO (Search Engine Optimization) and ASO (App Store Optimization) together to drive organic downloads, and how Google Search Console is an essential tool for app developers.
SEO vs ASO: What's the Difference?
SEO (Search Engine Optimization)
SEO focuses on ranking web pages in search engines like Google. For app developers, this means:
- Creating a website with landing pages and blog content
- Ranking for keywords people search on Google
- Driving web traffic that converts to app downloads
ASO (App Store Optimization)
ASO focuses on ranking your app listing in the App Store and Google Play. This includes:
- Optimizing your app title, subtitle, and keywords
- Creating compelling screenshots and preview videos
- Generating positive reviews and ratings
- Ranking higher in App Store search results
Why You Need Both
Many people search Google before downloading apps. They search queries like "best bluesky app" or "how to backup bluesky posts" – SEO helps you capture these searches. Once they're on your site, you can direct them to the App Store.
Using Google Search Console for App Marketing
Google Search Console is a free tool that shows you exactly how people find your website in Google search. Here's how to use it:
Step 1: Set Up Search Console
- Go to search.google.com/search-console
- Add your website property
- Verify ownership via DNS, HTML file, or Google Analytics
- Wait a few days for data to populate
Step 2: Analyze Search Queries
The Performance report shows:
- Queries – What people searched to find you
- Impressions – How often you appeared in results
- Clicks – How often people clicked through
- Position – Your average ranking
Step 3: Find Content Opportunities
Look for queries where you have:
- High impressions but low clicks (improve your titles)
- Position 4-20 (almost on page 1, worth optimizing)
- Relevant queries you haven't written about yet
SEO Strategy for Mobile Apps
1. Create a Blog
A blog is your SEO engine. Write content about:
- Topics your target users search for
- How-to guides related to your app's functionality
- Industry news and trends
- Comparisons with competitors
For Skyscraper, we write about Bluesky development, trending topics, and growth strategies – all things our target users care about.
2. Target Long-Tail Keywords
Don't just target "bluesky app" – target specific queries like:
- "how to backup bluesky posts"
- "bluesky trending hashtags today"
- "best bluesky client for ios"
Long-tail keywords have less competition and higher intent.
3. Optimize On-Page Elements
Follow Google's SEO Starter Guide:
- Title tags – Include keywords, keep under 60 characters
- Meta descriptions – Compelling summaries under 160 characters
- Headings – Use H1, H2, H3 to structure content
- Internal links – Link between related blog posts
4. Add Structured Data
Implement Schema.org markup to enhance search results:
- SoftwareApplication – For your app's landing page
- Article – For blog posts
- FAQPage – For FAQ sections
- HowTo – For tutorial content
ASO Strategy for App Stores
App Store (iOS)
- App Name – 30 characters, include primary keyword
- Subtitle – 30 characters, secondary keywords
- Keywords Field – 100 characters, comma-separated
- Description – Not indexed for search, but affects conversion
- Screenshots – First 3 appear in search results
Google Play (Android)
- Title – 50 characters
- Short Description – 80 characters, heavily weighted
- Full Description – 4,000 characters, keyword-indexed
- Feature Graphic – Appears prominently in listings
ASO Best Practices
- Research keywords – Use tools like data.ai, Sensor Tower, or App Radar
- A/B test screenshots – Apple and Google both offer testing tools
- Encourage reviews – Use in-app prompts at happy moments
- Respond to reviews – Shows active development
- Update regularly – Fresh apps rank better
Essential Marketing Resources
Google Resources
- Google Search Console – Track search performance
- Google SEO Starter Guide – Official SEO documentation
- Structured Data Guide – Rich results markup
- PageSpeed Insights – Performance testing
- Google Analytics – Traffic analysis
ASO Tools
- Sensor Tower – App store intelligence
- data.ai (App Annie) – Market data
- App Radar – ASO toolkit
- Appfigures – Analytics and ASO
- SplitMetrics – A/B testing for App Store
SEO Tools
- Ahrefs – Keyword research and backlinks
- Semrush – All-in-one SEO platform
- Moz – SEO tools and learning
- Screaming Frog – Technical SEO crawler
Content & Writing
- Answer The Public – Question-based keyword ideas
- Google Trends – Trending topics
- Hemingway Editor – Readability checker
Measuring Success
SEO Metrics to Track
- Organic search traffic (Google Analytics)
- Keyword rankings (Search Console)
- Click-through rates (Search Console)
- Conversions to App Store clicks
ASO Metrics to Track
- App Store impressions
- Product page views
- Download conversion rate
- Keyword rankings in App Store
- Review count and rating
Our Strategy at Skyscraper
Here's what works for us:
- Write blog content weekly – Target queries Bluesky users search
- Monitor Search Console daily – Find new keyword opportunities
- Update App Store listing monthly – Refresh keywords and screenshots
- Respond to reviews weekly – Engage with users
- Build tools people want – Skyscraper Tools drives traffic
Conclusion
Marketing your mobile app requires both SEO and ASO working together. Use Google Search Console to understand what people search for, create content that ranks, and optimize your App Store listing to convert that traffic into downloads.
The best apps combine great features with great marketing. Start with the resources above and build your organic growth engine.