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Traditionally spoken in reference to website optimisation, SEO is actually a strategy that can be applied across a variety of platforms to increase customer engagement, traffic, and downloads. One of these platforms (or two, rather) are the App Store and Google Play Store.

Have you got an app idea that you think could revolutionise the world? Or, are you set to launch your app and are looking for a strategy to get it straight to the top of the organic search listings? Either way, as a fully fledged digital agency, the team at Newpath Web can provide the SEO services in Melbourne you need to succeed.

What is SEO?

‘SEO’ stands for ‘search engine optimisation’. SEO is one of the main strategies used in digital marketing and is most often talked about in reference to websites. When implementing an SEO plan, a marketer will action a range of on-page, off-page, and technical activities to push a website to the top of the search engine rankings.

These activities can include:


  • Implementing title tags, header tags, and meta descriptions
  • Creating high-quality, keyword-enriched content
  • Optimising images
  • Avoiding keyword cannibalisation (competing against yourself)


  • Link building
  • Social media marketing
  • Guest blogging


  • Addressing site speed (faster is better)
  • Cleaning up a site’s architecture (by using XML sitemap)
  • Creating a mobile-friendly site
  • Ensuring your site is secure

The challenge of SEO lies in optimising your site for both search engines and human users. In an attempt to rank highly for a particular keyword, many business owners will load up their content excessively with search terms. Unfortunately, this strategy often has the opposite effect — human users who arrive at such a site are unlikely to be engaged by the content or find the answers that they are looking for.

On the other hand, focusing too much on the end-user often occurs at the expense of spending time on technical and on-page SEO requirements that Google and other search engines value highly.

SEO is both a science and an art. It takes time to build and implement a successful SEO campaign. However, when done correctly, the end payoff can be quite significant. As an organic (free) strategy, SEO is one of the only digital marketing tools that will continually generate customers, long-past the initial period of implementation.

How does SEO work for a mobile app?

Up until this point, we have only talked about SEO in reference to websites. In reality, there are a range of products and platforms that can benefit from an effective SEO strategy, including mobile apps.

It is a great shame that many developers spend years perfecting their app, only to fall at the last hurdle because they have not considered how they might market it.

Let’s start with the basics. There are two main platforms through which your users will access your app — Apple’s App Store and the Google Play Store. For Android devices, there are other app marketplaces but the majority of download traffic comes from the Play Store.

Users also use other channels to search for apps, including traditional search engines such as Google. For now, we are focusing solely on the App Store and Google Play Store.

Within these platforms, there are a range of advertising opportunities for app developers. These include paid ads, ‘similar to’ recommendations, ‘app packs’ (Apple often puts together bundles of apps, for example, ‘Top 10 Apps to Enhance Productivity’), and organic search listings.

As is the case with website SEO, there are a range of factors at play when it comes to optimising your app for organic search traffic — also known as App Store Optimisation (ASO). These vary between the App Store and Google Play store, but typically include:

  • App name
  • App URL
  • App subtitle
  • Keyword field
  • Rating and reviews
  • In-app purchases
  • Update cycle
  • Downloads and engagement

Not everything is known about ASO, so there are additionally some hidden factors at play.

With millions of apps available for download, you face very tough competition for organic ranking spots. And the ironic thing about both ASO and SEO strategies? The better you are at them, the easier your task becomes.

Once your app has ranked #1 for a particular keyword, your traffic will naturally increase, leading to more downloads and better user engagement. The tricky part? Getting to that top spot.

Newpath Web — your partners in the digital space

Both SEO and ASO are quite difficult strategies to master, which is why it’s a job best left to the digital experts. Newpath Web’s comprehensive team of app developers and digital marketing professionals have experience across all stages of app development — from early stage concepts to strategy and marketing consultancy.

Whether you have a burning idea and lack the developing skills, or a fully-formed app and require the backing of marketing experts to really get it going, Newpath Web can provide the search engine optimisation services in Melbourne to assist. Contact us today to find out more.

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