If you're only focusing on App Store Optimization (ASO) to drive app downloads, you're missing a major opportunity. This is because SEO (Search Engine Optimization) also plays a critical role in attracting high-intent users who are far more likely to install, engage with, and spend within your app.
High-intent users are those actively searching with clear signals of intent, whether to solve a problem, complete a task, or make a purchase. For app marketers, these are the most valuable users: they download with purpose and are more likely to engage deeply, subscribe, or make in-app purchases.
ASO is great for users who are already browsing the App Store. But what about people searching on Google for:
When users search for phrases like “best budgeting app for freelancers” or “how to track my workouts”, they’re expressing a clear need. These are high-intent users. They're looking for a solution to a specific problem. If your app can solve it and your website shows up in their search, you're far more likely to drive a qualified install.
SEO helps you reach these users before they get to the app store, giving you a competitive edge and dramatically improving your acquisition funnel. Ranking highly for these queries through SEO-optimized content allows your website or landing page to appear early in their decision-making journey.
Learn more: Why You Need SEO When Doing App Marketing
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SEO |
ASO |
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Targets search intent on Google and Bing |
Targets in-store searches on App Store & Google Play |
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Works through content marketing, backlinks, metadata |
Works through keyword optimization, creatives, reviews |
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Drives traffic to your website, landing pages, or app store |
Increases visibility directly in app stores |
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Ideal for building awareness and capturing high-intent traffic |
Ideal for converting store visitors into installers |
Together, they build a powerful growth loop. SEO drives awareness and top-of-funnel traffic, and ASO closes the loop by converting them into downloads.
Learn more:Search Smarter, Not Harder: Why Intent-Driven SEO Is The Future
One-size-fits-all landing pages often fall short when it comes to matching user search intent. People search differently based on their role, needs, or the specific problem they’re trying to solve. A freelancer managing multiple clients and a college student organizing assignments are unlikely to use the same search terms or respond to the same messaging.
Creating targeted landing pages for each persona or use case allows you to tap into long-tail keywords and deliver tailored content that speaks directly to each audience. For example, if your app is a task manager, you might build dedicated pages like:
If your app is a task manager, you might create pages like:
These pages should be optimized with long-tail keywords, relevant copy, and strong calls-to-action that guide users toward trying or downloading your app. Tools like Google Keyword Planner and Ahrefs can help you identify search terms with high intent and low competition.
People search Google for solutions, not app names. Educate, inform, and then promote your app. Whether they’re overwhelmed by stress, trying to get organized, or looking to eat healthier, your blog should serve as a bridge between their problems and your solution.
By creating high-value blog content around user challenges, you not only attract top-of-funnel traffic, but also build trust. For instance, posts like “How to Reduce Stress with Mindfulness Apps” or “Top Free Study Planners for College Students” offer genuinely useful advice while setting the stage for a relevant product mention.
A subtle, relevant CTA such as “Want to automate this process? Try [App Name] free today.” turns your blog into a conversion tool and not just a traffic driver.
Example Blog Topics:
Even the most compelling SEO content won't deliver results if users hit friction between reading your content and downloading your app. Deep linking helps solve this by connecting your SEO-driven web traffic directly to the relevant screen inside your app or the appropriate app store listing.
For example, if a blog post talks about tracking workouts, a CTA like “Track your workouts faster — Download App →” can be paired with a deep link such as myapp://workout-tracker/onboarding. This creates a seamless transition and removes unnecessary steps in the conversion funnel.
Example:
This removes friction and improves install rates significantly.
Using tools like Firebase Dynamic Links or Branch.io, you can configure smart deep links that adapt based on user device and platform, improving install rates and user experience.
To truly stand out in search results and mobile, you need more than a blue link and a short meta description. Featured snippets (also known as Position Zero) and rich results give your content more real estate on the page, and often drive significantly higher click-through rates.
To increase your chances of being featured, structure your content using clear headings, concise answers, and markup such as FAQ schema or App schema.
Example Snippet Query:
Q: What is the best habit tracking app?
A: [App Name] is a top-rated habit tracker with daily reminders, streak tracking, and habit templates. Available on iOS and Android.
Let’s say someone searches “What is the best habit tracking app?”, a well-optimized snippet might look like:
[App Name] is a top-rated habit tracker with daily reminders, streak tracking, and habit templates. Available on iOS and Android.
When done correctly, this not only boosts visibility but positions your app as the authoritative answer to the user’s question at the exact moment they’re searching for a solution.
In SEO, trust and authority matter. One of the most effective ways to build both is through backlinks, especially from credible websites in your industry. For app marketers, this could mean product reviews, roundups, guest features, or even app directory submissions.
Reaching out to bloggers, YouTubers, and media outlets for reviews can help you generate quality links while also exposing your app to highly targeted audiences.
Submitting your app to reputable tech directories and contributing thought leadership to niche publications also helps build a steady flow of both referral traffic and domain authority.
Over time, these links improve your site’s ability to rank for competitive keywords and making every new piece of content more discoverable.
Learn more: Build App Discoverability Beyond the App Store Using SEO
To maximize discoverability and user acquisition, don’t treat SEO and ASO as separate strategies. Instead, align them by sharing keyword insights across both channels.
For example, if your blog consistently ranks for a term like “mental focus tools,” consider integrating that phrase into your app store description or subtitle.
Conversely, if your app listing performs well for a keyword such as “calm meditation,” that insight can guide your content strategy, inspiring blog posts or landing pages that reinforce the same theme.
Pro Tip: Tools like FoxData (more on this below) make it easy to centralize and cross-reference SEO and ASO data, helping you prioritize the keywords that drive installs across both web and app platforms.
At FoxAdvert, we specialize in helping businesses attract high-intent users through data-driven SEO strategies tailored for mobile apps. From content creation to technical SEO and link building, our team knows how to drive qualified traffic that converts.
📲 Let FoxAdvert drive the SEO. 👉 Get a free SEO consultation
And if you want to supercharge your ASO? Look no further than FoxData, an all-in-one ASO platform that helps you:
🧠Let FoxData power your ASO. 👉 Start your ASO analysis with FoxData
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