App discovery happens through two distinct channels: Google Search (web search for app-related queries) and app stores (Google Play and App Store). Most app marketing focuses on one or the other — but apps that optimize both can significantly increase organic installs.
Web Search for App Discovery
Google Search surfaces app results in multiple formats:
App download cards: For queries like “[app name] app” or “[category] app,” Google may show a card with the app listing, rating, and install button. These appear for apps recognized in Google’s index.
App store result pages: The app’s listing page on Google Play or App Store often ranks for branded queries. For non-branded app category queries (“meditation app,” “budget tracker”), generic ranking of app store listings is competitive.
Company/product website: A well-optimized website for the app — separate from the app store listing — can rank for non-branded category queries with content that app store pages can’t produce (blog articles, landing pages, comparison content).
The web search opportunity: create content on your app’s website that targets queries users have before they know your app exists. “Best budgeting app for freelancers” → a landing page or blog article → download conversion. This is traditional SEO applied to app marketing.
App Store Optimization (ASO) Fundamentals
ASO is SEO for app stores — the process of optimizing your app’s listing to rank in App Store and Google Play search results. Ranking factors differ between platforms, but the core elements are consistent:
App name/title: Contains primary keyword. Search algorithms weight the app name heavily. “Calm: Meditation and Sleep” contains “Meditation” and “Sleep” — both key discovery queries.
Short description (Google Play) / Subtitle (App Store): Secondary keyword placement. 80 characters (GP) / 30 characters (AS). High-impact keyword field.
Long description: Longer keyword-placement opportunity. Aim for natural inclusion of relevant terms. Unlike web SEO, app store algorithms process keyword density in descriptions differently — read app store guidelines rather than applying web SEO density rules.
Keywords field (App Store only): 100 characters of comma-separated keywords not already in the title or subtitle. Don’t repeat words — every keyword should be unique.
Category selection: Primary and secondary categories affect which browse charts the app appears in. Choose categories where you have competitive viability, not just the broadest applicable category.
ASO Keyword Research
App store keyword research uses different tools than web SEO:
- AppFollow, Sensor Tower, AppTweak, MobileAction: App store-specific keyword research tools. Provide search volume estimates within App Store and Play Store, competitive data, and keyword difficulty scores.
- Autocomplete analysis: App Store and Play Store search boxes have autocomplete — typing partial queries reveals common search terms. Systematic autocomplete analysis surfaces keyword variations.
- Competitor keyword analysis: ASO tools can reveal which keywords competitors rank for. Identifying gaps — high-volume terms competitors rank for that you don’t — is an ASO version of content gap analysis.
Ratings and Reviews as ASO Signal
Both App Store and Google Play weight average ratings and review volume in search rankings. An app with 4.8 stars from 10,000 reviews ranks better than an equivalent app with 4.2 stars from 200 reviews for competitive queries.
Practical implications:
- Prompt for reviews at peak experience moments (immediately after a user completes a key task)
- Respond to negative reviews — signals responsiveness and may prompt review updates
- Don’t incentivize reviews or use review exchange services — both platforms penalize guideline violations
App Schema Markup for Web Pages
For your app’s website, SoftwareApplication schema markup communicates the app’s details to Google:
{
"@type": "SoftwareApplication",
"name": "App Name",
"operatingSystem": "iOS, Android",
"applicationCategory": "UtilitiesApplication",
"offers": {
"@type": "Offer",
"price": "0",
"priceCurrency": "USD"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.8",
"ratingCount": "10000"
}
}
This can enable app-specific rich results in Google Search, including the star rating display.
Deep Link SEO
For apps with indexable content (apps with in-app web equivalents, news apps, shopping apps), Google supports app indexing — surfacing in-app content in web search results and directing clicks into the app.
Implementation requires:
- Android App Links / iOS Universal Links for verified domain-to-app association
- Sitemap with
<xhtml:link rel="alternate" ...>pointing to in-app equivalents - App verification in GSC
When a user clicks a Google Search result for content that exists both on the web and in your app, Google can show a banner or direct the click to open the app instead — improving retention for users who already have the app installed.