How to do SEO for a mobile app
Follow these steps in order. Each one is something we do on client work.
- Build a landing page per core use case. One page answers one search intent.
- Use structured data. SoftwareApplication schema on app pages.
- Link to the stores clearly. Badges near the top.
- Write help content. Answer the questions users search.
- Remember store pages are indexed. Apple says the description is used for web search results once released.
- Measure in Search Console. Track queries and clicks.
Mobile app SEO: key rules and context
Landing page. Name, one-line benefit, screenshots, store badges, privacy policy link. Target your app name and core feature terms.
Structured data. SoftwareApplication markup can help Google understand the page (Google Search Central).
Deep links. Universal links (iOS) and App Links (Android) let search and shared links open content in the app.
Compare. ASO vs SEO.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Imagine ParkSpot, a parking finder. We'd write pages like "How to find street parking in a new city" that link to the app, plus a main app page with schema and store badges.
Website vs store page
| Website | Store page | |
|---|---|---|
| Goal | Answer and attract | Convert |
| Length | Flexible | Field limits |
| Ranking | Web search | Store search |
Common mistakes
- One page for everything. Can't rank for many intents.
- No store badges. Lost installs.
- Thin pages. Won't rank.
- No measurement. Guessing.
For more on this topic, our ASO guides hub collects the rest of this series.
App Store vs Google Play: where your words go
The two stores index different fields. This is the comparison we use when we plan a listing for both.
| Element | App Store | Google Play |
|---|---|---|
| Title | 30 characters (app name) | 30 characters (app name) |
| Second line | Subtitle, 30 characters | Short description, 80 characters |
| Hidden keywords | Keyword field, 100 bytes | None; the visible text does the work |
| Long text | Description, 4,000 characters | Full description, 4,000 characters |
| Editable without review | Promotional text, 170 characters | Listing edits still go through review |
| Native A/B tests | Product page optimization (up to three treatments) | Store listing experiments (up to two variants) |
How we measure the result
Here is how we judge whether mobile app SEO work is paying off. We log the date of each metadata change and compare the four weeks before it with the four weeks after it. When impressions climb but installs stay flat, the bottleneck is conversion, so the icon and screenshots come next rather than more keywords.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Use-case pages
- Schema
- Store badges
- Help content
- Search Console set up
Sources
- Google Search Central: SEO Starter Guide (accessed 26 October 2026)
- Apple App Store Connect Help: Platform version information (accessed 26 October 2026)
- Apple App Store Connect Help: App information (accessed 26 October 2026)
- Play Console Help: Create and set up your app (accessed 26 October 2026)
- Apple App Store Connect Help: Overview of product page optimization (accessed 26 October 2026)
- Play Console Help: Run store listing experiments (accessed 26 October 2026)
Questions
Do apps show in Google results?
Yes, store pages and app packs often appear.
Do I need a website?
Strongly recommended.
Does SoftwareApplication schema give stars?
Only with genuine ratings; never invent them.
What are app links?
Verified links that open your Android app.
Do you build landing pages?
Not as a package.
Do App Store pages show in Google results?
Yes, store pages can appear in web results, and Apple says the description is used for web search.