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Search Engine Optimisation For Mobile Applications

No business these days is allowed to sit on their heels with the mere ownership and operation of a company website. To simply maintain a level of exposure that keeps up with the competition, a business must have an excellent website that’s optimised for mobile devices; an active social media account, capable of engaging customers; and an intuitive mobile application, which has now become the norm.

Mobile applications have been around for over a decade. However, it wasn’t until recently that people realised how such applications make their various interactions with companies online both easier and faster. On the other hand, many businesses did recognise the various advantages of a mobile application. It put them right at the fingertips of their customers, increasing their patronage, encouraging customer loyalty, and creating a new avenue for them to appeal to customers and advertise their various other services.

The move to mobile application was once its own unexplored goldmine, but now the only way to stand out using it is via good old fashioned organic SEO marketing. For a while now, Google has been displaying apps when relevant searches are made for them; it makes sense to assume that other search engines who are not doing so, will soon follow suit. Combine this with the fact that 27% of people discover new applications via searches on Google, and you’ll see why it’s necessary to improve your app’s SEO, as soon as you can.

There is a popular misconception that SEO is only to be performed with search engines in mind. However, this isn’t true. SEO is geared at maximising the chance of your content appearing when a search is conducted. Search engines such as Google, Bing, and Yahoo! are not the only places where searches are performed. Any platform with a search function can be taken advantage of through SEO. This is evident considering that 40% of people discover new mobile applications through searches conducted on mobile application stores.

Improving the SEO of Your Mobile Application

Ratings and Reviews:

Ratings and reviews are a prominent consideration when apps are searched and featured on search engines and in stores. This fulfills the search engine’s chief purpose of providing their users with the best quality results. It seems obvious that this quality will be determined in part by the ratings and review of an app, which reveal the most popular and satisfactory applications. You should therefore ensure your app and services are of excellent quality to earn good reviews and ratings. It’s also important to remind and encourage customers to rate and review you as well. This will improve your popularity and provide an idea of what you’re doing right and the areas you need to improve on.


Keywords are crucial to SEO strategy in every organisation. Head of IT at, Brendan Wilde, stated that most SEO techniques include optimising keywords for search engines, as all other SEO companies do. Wilde explained that when people make searches for new applications, they do so to find one that satisfies a particular need, which forms the relevant keywords. In these instances, they will enter words that describe the type of application they’re looking for. For instance, those in need of applications for weight loss will include words like ‘exercise’, ‘diet’ or ‘fitness’, while those in need of a photo editing app will include words such as ‘pictures’, ‘editor’, or ‘filter’. As such, words related to and describing the app must be included in the app description – and if possible, the app name. This will pay off when people search for the app using search engines and stores on whichever platform it is required.

Properly managed backlinks:

If you’ve covered all your bases (website, mobile website version and mobile application) but are not referencing each to the other, you’re missing a crucial opportunity.  Visitors to any webpage should be tastefully informed of the mobile application whenever the chance arises. This is efficiently demonstrated by placing a footer at each webpage, linking to the mobile application download page on the relevant store. Pages opened on mobile devices can also occasionally ask if the customer would rather view said page on the relevant mobile application. The links should be placed in a manner that does not obstruct or pressure; they should be clearly structured and take the customer straight to the installation page.

Brand name should be prominently featured:

A mobile application creates a new avenue for customers to access your service and interact with your organisation, but it also serves as a way to further promote your brand. This increases the chances that your mobile application will be displayed when your brand name is specifically searched for. Consequently, your brand name should be included in the app description and the title, if possible. It should also be present in the link.

Cross Promote across all platforms:

There are multiple operating systems supporting mobile applications and it’s important to be available on all of them – especially the big two: IOS and Android. More than just having your application available on these platforms, you have to tell your customer base of its presence. Your website should mention that your mobile application is also available on each mobile operating system, with each mention prominently displayed and linking to the download page.


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