How to Ramp up Your Ranking in the Shopify App Store & Beat Your Competition.

Credit: Unsplash, Merakist.

Similar to search engines such as Google and Yahoo, the Shopify app store has its own set of optimization rules. It’s critical you follow these rules if you want your app to be seen by merchants. 

Optimizing your Shopify app listing is tricky but by following the correct SEO techniques (along with internal link building and many other things), you are more likely to get seen by more merchants.

Shopify wants to offer merchants the easiest and fastest route to find the perfect solution for potential roadblocks to the growth and scalability of their Shopify store. They want merchants to thrive using their platform. 

This is why Shopify created their app store and have developed a built in, well organized search engine. If every Shopify app developer optimized their Shopify app listings for the app store, merchants would be able to easily find exactly the right app they need at exactly the right time. 

But, this is not the case, Shopify app developers tend to neglect their listings which can be very frustrating for merchants. SO, if you decide to do the right thing and optimize your shopify app store listing, you will get ahead of your competitors who do not.

We have talked about ASO (app store optimization before), with a broad range of tips to reach a higher ranking in the Shopify app store. But this article delves deeper into how you can use SEO techniques to optimize your listing so that you consistently show up in the app store and increase downloads as a result.

Where should you start? 🤷🏻‍♀️

1. Customer Research

Take the time to understand your customers and the core benefits your Shopify app is providing them with. Once you understand this, it’s easier to craft and optimize your Shopify app’s listing page with them in mind.

Interview and survey your customers to reveal interesting things like what they were feeling when they were searching for a solution like yours, what motivated them to choose your app over your competitors and so on. 

Use these insights to craft the copy in your listing in order to attract more qualified leads.

ALWAYS test and adapt to your customer’s needs 🗣

Understanding whether or not the copy you have crafted for your app listing is engaging your customers is extremely important. What’s the point in having a listing if it isn’t doing anything to attract more customers? Ask yourself: is my app showing up in the app store for the keywords and phrases I want it to? Are customers successfully finding us? Test this consistently and tweak accordingly for maximum results.

2. Keyword Research

Being a tech savvy developer, you likely know about keywords and a bit on how to rank on the first pages of Google. But did you know you’d need to consider these in order to get your app visible on the first pages of the Shopify app store?

Plus, it is a little bit trickier than ranking on Google because the app store has specific categories and filters you need to rank well for. The new Shopify app store is structured in a way which sorts apps into different categories and collections like “Inventory Management” and “Marketing”, “Launching your store” or “Growing your business”. 

“The search engine uses information in your listing to help determine which merchant searches should return your app”.

This means you need to use keywords and phrases to ensure merchants find your app in the various categories and filters based on keywords and search terms they put directly in the search bar.

Keywords you choose should relate to your app in some way and should be thought about when writing your app listing content. For example, if your app provides a solution for abandoned checkouts, the keyword or phrase would relate to this with some variation around it, such as “cart abandonment”.

Consider using tools like Google’s keyword planner and Ahrefs to find the right keywords or phrases you can use to craft your copy in order to get in front of your ideal customers.

Never miss-lead your potential customers

Don’t include keywords that do not represent your product features and benefits. You want to build trust in your app and your business, attracting potential customers with false expectations will not only destroy the reputation of your business, but it will decrease the likelihood of merchants finding your app for the right thing.

For example, if you have a free trial which lasts 14 days – don’t use the key phrase “FREE FOREVER”. 

Keyword stuffing is so yesterday 💁🏻‍♀️

The most important place to include keywords in your app listing is in the title, key benefits section, tagline and description section. Shopify recommend using the search terms field in the app submission form to include the most relevant terms which represent your app’s core offerings.

Forget keyword stuffing, it doesn’t work so don’t waste your time. Instead, make sure your copy flows nicely with keywords and phrases throughout your listing in a logical way. If you use too many keywords, you will annoy your potential customers and distract them from what you really want to display – the core benefits of your app to their business. 


The Shopify app store should be at the core of your marketing campaigns. Optimize your listing with these SEO techniques and then start driving traffic to it through other methods such as content marketing.

If you decide not to implement SEO for your listing, you’ll fall to the bottom of the app store and you won’t get seen by merchants- it’s an opportunity you’d be stupid to miss. 

Don’t forget to track your Shopify app store installs with Google Analytics (article on how to do this, coming soon!) and find out what you’re doing right and what you could change in order to convert more customers- adapting as you go.

Kollectify can help with optimizing your app listing, driving traffic to the listing once it is optimized with customized content marketing strategies and measure the ROI of your content marketing strategy. Contact us today!


  1. Michael Hall

    Hi 👋
    Discovered you today and binged a lot of content. Thanks! 😄

    I think I agree that all marketing should point to the app store listing, but on the other hand… what if it shouldn’t?

    I’m currently playing around with the idea of using a product-focused splash page (ie: to host content and experiment with CTAs that aren’t direct to the app store but rather a direct download to start a free trial (ie: where a user is prompted to sign in and start their free trial.

    What are your thoughts on bypassing the app store listing altogether? (I’m NOT saying abandon ASL altogether, obviously, as so much traffic starts there.


  2. Krissie Leyland

    Hi Michael,

    Thank you for your kind words – I’m glad you like our content and find it useful!

    Yes, I think you can *sometimes* bypass the app store and use CTA’s to drive merchants to download the app’s free trial right away – I think it depends on your goals. I see the app store as a great way to give potential customers more information and a chance to look at app reviews etc – it is a nice space to elaborate on feature benefits and build trust in the app itself before the merchant makes a decision to trial it.

    I think you could test both! Let me know how it goes, I’d be interested to know.

    Krissie 🙂

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