Over 90% of mobile app downloads come from apps that people never find through search. That's a staggering amount of potential users who might love your app but will never know it exists. Most app developers focus entirely on getting their app built and into the app stores, then wonder why downloads are so low. The truth is, having a brilliant mobile app means nothing if people can't find it.
Search marketing for mobile apps isn't just about getting your app store listing to show up—it's about creating content that helps people discover your app across the entire web. When someone searches for solutions to problems your app solves, your content should be right there waiting for them. This means thinking beyond just app store optimisation and building a proper content strategy that works with how Google actually finds and ranks information.
Content optimisation for mobile apps is like planting seeds in a garden; you need to know where to plant them, how to nurture them, and when to expect them to grow
Throughout this guide, we'll walk through exactly how to create content that Google loves and users find useful. You'll learn how to research the right keywords, write descriptions that convert, and build the kind of online presence that drives real downloads. No complicated jargon or theoretical nonsense—just practical steps that work.
Understanding How Google Sees Your Mobile App Content
Google doesn't look at your mobile app the same way it looks at websites—and that's something most developers get wrong from the start. When you publish an app to the Google Play Store, you're not just creating something for users to download; you're creating content that Google's search algorithms need to understand and rank.
The search engine sees your app through several different lenses. Your app store listing is the main entry point—this includes your title, description, screenshots, and reviews. But Google also looks at your app's website (if you have one), any press coverage, and how people talk about your app online.
What Google Actually Indexes
Google can't peek inside your app and read all the content users see when they're using it. Instead, it focuses on publicly available information:
- Your app store listing details
- App indexing content (if you've set it up)
- Your app's official website
- User reviews and ratings
- Social media mentions and links
The Mobile-First Reality
Since Google switched to mobile-first indexing, it prioritises mobile experiences over desktop ones. This works in your favour as an app developer—Google wants to show users solutions that work well on mobile devices. Your app naturally fits this preference, but you need to make sure Google understands what your app does and why it's useful.
The key is making your app's purpose crystal clear through the content Google can actually see and index. This becomes especially important when you consider that choosing the wrong category for your app can significantly impact how Google understands and ranks your content.
Finding The Right Keywords That People Actually Search For
After years of working with mobile app clients, I've noticed something interesting—most people think they know what their users are searching for, but they're usually wrong. The phrases you use internally at your company aren't always what real people type into Google when they're looking for your mobile app.
Start with Google's Keyword Planner or free tools like Ubersuggest to see what people actually search for. Type in your main app category and you'll be amazed at the variations people use. Someone looking for a fitness app might search "workout tracker", "exercise planner", or "gym buddy app"—all completely different terms that mean the same thing to them.
Long-tail keywords are your secret weapon
Instead of trying to rank for "fitness app" (which is nearly impossible), focus on "home workout app for beginners" or "pregnancy fitness tracker". These longer phrases have less competition and attract people who know exactly what they want. Your search marketing efforts will be much more effective when you target these specific terms.
Check what keywords your competitors rank for using tools like SEMrush or Ahrefs. You can often find gaps in their content optimisation that you can fill with your own mobile app content.
Remember to think like your users, not like a developer. They don't care about your technical features—they care about solving their problems. It's worth researching the most competitive app categories to understand where your keyword competition might be particularly fierce.
Creating Content That Matches What Users Want
When I'm working with clients on their app content, I always tell them the same thing—write for people first, Google second. This sounds simple enough, but you'd be amazed how many app developers get this completely backwards and end up with content that reads like it was written by a robot having a bad day.
The trick is understanding what your users actually want to know about your app. Are they looking for specific features? Do they want to know how much it costs? Are they trying to solve a particular problem? Once you know this, you can create content that answers their questions directly and naturally.
Match Content to User Intent
If someone searches for "best fitness app for beginners," they don't want to read about your company's history or technical specifications. They want to know if your app is suitable for people just starting their fitness journey. Your content should address this head-on—explain how your app helps beginners, what makes it different from advanced fitness apps, and why it's the right choice for someone taking their first steps.
Keep It Real and Useful
Google has become incredibly good at spotting content that's been stuffed with keywords but doesn't actually help users. The search engine rewards content that genuinely answers questions and provides value. Write like you're explaining your app to a friend who's never heard of it before—be clear, be helpful, and be honest about what your app does and doesn't do.
Writing App Descriptions And Content That Google Loves
After years of watching apps succeed and fail in search results, I've noticed something interesting—the apps that rank well aren't always the best ones. They're the ones that speak Google's language whilst still connecting with real people. It's a balancing act that trips up most developers, but once you get it right, the results can be brilliant.
Your app description needs to work on two levels simultaneously. Google's crawlers are scanning for relevant keywords and quality signals, while potential users are looking for clear benefits and reasons to download. The secret is weaving your target keywords naturally into compelling copy that actually answers the question "what's in it for me?"
Making Your Content Scannable
People don't read app descriptions—they scan them. Use bullet points, short paragraphs, and clear headings to break up your text. Include your main keywords in the first few lines because that's what Google shows in search results. But don't stuff keywords everywhere; Google's gotten much smarter at spotting unnatural content.
Good app descriptions solve problems first and optimise for search engines second
The Technical Bits That Matter
Keep your app title under 30 characters and your description under 80 characters for the short version. Use schema markup if you're promoting your app on a website—it helps Google understand what your content is about. Regular updates to your description can signal to Google that your app is actively maintained, which can boost your search marketing efforts.
Building Links And Getting Other Websites To Notice Your App
Getting other websites to link to your app is like getting a vote of confidence from the internet—and Google pays attention to those votes. The more quality websites that link to your app, the more Google thinks your app must be worth recommending to searchers.
But here's the thing: you can't just ask random websites to link to you and expect miracles. You need to give them a reason. The best approach? Create something genuinely useful that people want to share.
Ways to Earn Quality Links
Start by reaching out to bloggers and journalists who write about apps in your category. Don't send a generic email—show them you've read their work and explain why your app would interest their audience. Press releases work too, but only if you've got real news to share like a major update or interesting user milestone.
Guest posting on relevant websites can work brilliantly. Write helpful articles for sites your target users visit, and naturally mention your app when it's relevant. The key word there is naturally—forced mentions stick out like a sore thumb.
Building Relationships That Last
- Connect with other app developers and share each other's work
- Participate in online communities where your users hang out
- Collaborate with complementary apps on joint content
- Sponsor relevant events or podcasts in your space
- Create helpful resources like guides or tools that others want to reference
Remember, this isn't about quantity—it's about quality. One link from a respected industry site is worth more than dozens from random directories. Focus on building genuine relationships rather than chasing numbers. Consider working with micro-influencers who can authentically promote your app to their engaged audiences.
Measuring Your Search Marketing Success
I'll be honest with you—measuring search marketing success for your mobile app isn't as straightforward as checking your bank balance. You can't just look at one number and know if you're winning or losing. The truth is, there are several different metrics you need to track, and they all tell different parts of your story.
The most obvious place to start is with your app store rankings. If your content optimisation is working, you should see your app climbing higher in search results for your target keywords. But rankings alone don't pay the bills—you need to track actual downloads too. Google Play Console and App Store Connect will show you exactly how many people found your app through search versus other channels.
Key Metrics to Track
- App store ranking positions for your main keywords
- Organic download numbers from search
- Click-through rates from search results to your app page
- Conversion rates from app page visits to downloads
- User retention rates after download
Set up monthly tracking reports rather than checking daily—search marketing results take time to show meaningful patterns, and daily fluctuations will just stress you out unnecessarily.
Tools That Actually Help
Google Analytics and Firebase can track user behaviour after they download your app, whilst tools like Sensor Tower or App Annie help monitor your search performance. The key is connecting the dots between your search marketing efforts and real business results like user engagement and revenue.
If you're considering different development approaches, it's worth understanding how cross-platform apps compare to native apps in terms of performance, as this can impact user experience and retention metrics.
Conclusion
Getting your app to rank well in Google isn't a magic trick—it's about understanding what people are searching for and giving them exactly that. Throughout this guide, we've covered the building blocks: finding the right keywords, creating content that matches what users want, and building links that actually matter. These aren't just theory; they're practical steps that work when you put them into action.
The biggest mistake I see app developers make is thinking they can write some content once and forget about it. SEO for mobile apps is ongoing work. You need to keep measuring what's working, adjust your approach when things change, and stay consistent with your efforts. Google rewards apps that provide genuine value to users—not those trying to game the system.
Start with one thing from this guide and do it well. Maybe that's improving your app description, or perhaps it's building your first few quality backlinks. Don't try to tackle everything at once; that's a recipe for doing nothing properly. Once you've mastered one area, move on to the next. Your app deserves to be found by the people who need it most—now you know how to make that happen.
