We’ve talked at length about the benefits of app store optimisation and have shared tips on optimising your app for the Google Play Store and App Store. Still, another digital marketing technique you might not have considered is an app landing page. As well as app profiles on iOS and Android, having a dedicated place on your website for your app makes sense.
Not only is it something you own and can update at your free will, but it’s the perfect place to send people from your email newsletter, social media profiles, YouTube channel, and blog posts.
You can sell the benefits of your app, outline any packages or subscriptions you may offer, and push people to the correct app store for their operating system. Moreover, you can use your app landing page as a hub – to share news updates on new features, alert people to changes, and more.
The average landing page conversion rate is 9.7% – which is ideal for increasing app downloads.
But how can you get more eyeballs on your app landing page? We’ve put together some SEO tips.
Before we start, a quick word on SEO and why it matters.
Search Engine Optimisation (SEO) is the art and science of improving a website’s visibility on search engines like Google. For app landing pages, SEO is not just a buzzword; it’s an essential strategy for standing out in a crowded digital marketplace.
When done right, SEO can elevate your app’s ranking on search engine results pages (SERPs), making it more visible to your target audience. A well-ranked app landing page can drive more organic traffic, increasing app downloads. Since users often trust organic search results over paid ads, effective SEO helps build credibility and authority in your app niche.
The secret sauce to SEO success is keyword research.
These are the terms and phrases that your target audience uses when searching for apps like yours. Start by considering the problems your app solves or its benefits.
Use these ideas to brainstorm potential keywords.
For example, a health and fitness app for Dundee could target keywords like “fitness class in Dundee” and “weight loss Dundee” and even consider creating separate landing pages for each of these use cases. The results speak for themselves: companies with 31 to 40 landing pages get seven times more leads than those with one to five landing pages.
Various keyword research tools are available, such as Google’s Keyword Planner, SEMrush, and Ahrefs. These tools can help you understand each keyword’s search volume and competition.
It’s essential to strike a balance between high-traffic, often highly competitive keywords and niche keywords, which may have lower search volumes but are more targeted.
Read also: The benefits of focusing on long-tail keywords for SEO
High-traffic keywords can drive significant volumes, while niche keywords attract a more focused audience likely to download your app.
Once you have found the right keywords, integrate them into your landing page. This doesn’t mean stuffing your content with keywords; instead, it involves strategically placing them. Page titles and descriptions should be compelling and include your primary keywords.
It would be best if you also used keywords in headers to help search engines understand the structure and content of your page. Use keywords naturally within the text to maintain readability and relevance, but only do it naturally – user experience comes before anything else.
Now, to the technical stuff. Title tags and meta descriptions are crucial for SEO and user engagement. They should be descriptive, include your main keywords, and entice users to click through to your landing page. A well-structured page using header tags (H1, H2, H3, etc.) aids both users and search engines in navigating your content.
Headers should be used logically to organise and emphasise key points.
Images and media content can enhance user engagement and impact your page’s loading speed. One study found that 80% of users are more likely to read content combined with bold, attention-getting imagery.
Use alt tags to describe images, which improves accessibility and SEO. Additionally, optimise file sizes to ensure fast loading times, which is crucial for both user experience and SEO.
Ensuring your app landing page is compatible across all devices is non-negotiable.
A mobile-responsive design adapts to different screen sizes, providing an optimal viewing experience for users, whether they’re on a desktop, tablet, or smartphone.
Google also prioritises mobile-friendly websites in its search results, so don’t overlook this.
Page load speed should also be considered. It’s vital for SEO and user experience.
Slow loading times can increase bounce rates and negatively impact your search engine rankings. Utilising tools like Google’s PageSpeed Insights, GTmetrix, or Pingdom can provide insights into your page’s performance and offer recommendations for improvement.
If you’re struggling to reduce your loading time, consider techniques such as image compression, minimising HTTP requests, and using a Content Delivery Network (CDN).
Your URL structure can also be vital in user experience and SEO.
A clear, logical URL structure makes it easier for search engines to crawl your site and for users to understand and navigate, especially for landing pages. Best practices include using simple, readable URLs, incorporating keywords, and ensuring a logical site hierarchy.
Backlinks are links from other websites to your landing page and are a key component of SEO. For example, you could post content on third-party websites promoting your Dundee fitness app and include the “Dundee fitness app” keyword in the blog post, with a link back to your landing page.
Good backlinks can signal to search engines that other websites consider your content valuable and relevant. Strategies for acquiring quality backlinks include guest blogging, collaborating with influencers, and creating shareable content.
While social media signals are not a direct ranking factor for SEO, they can indirectly influence your search rankings. Active engagement on social platforms can drive traffic to your app’s landing page, increase brand visibility, and lead to more backlinks. So make sure you’re active on platforms like Facebook, TikTok, and X.
If you’re looking for support taking your app landing page to the next level, reach out to the team at Zudu today for a free consultation. We’d love to hear from you.
