Targeting ‘Alternative Tool’ Keywords: Increase Global Visibility for Your App

Targeting ‘Alternative Tool’ Keywords: Increase Global Visibility for Your App

In this first post of the ISEO Tip series, I would like to share with you a very effective tactic we just started using with one of our clients. Our client developed a very competitive team collaboration app.

This particular tactic is suitable for all apps that exist in the industry where there are strong market leaders. Let’s use an example with ASANA.

  • You have developed an app in the industry where there are strong players
  • You are targeting the global market
  • You have a clear USP to differentiate your app from the market leader


Step 1: Find strong competitors

The stronger the competitor, the higher chance ‘alternative’ keywords exist.


Step 2: Find ‘alternative’ keywords

Keyword Avg. Monthly Searches Competition
asana issues 65 0.08
asana alternatives 1250 0.75
asana ios 560 0.07
asana similar 30 0.46
tools like asana 40 0.65
programs like asana 40 0.79
asana document management 40 0.48
asana like apps 40 0.56
asana similar products 20 0.5
sites like asana 50 0.54
asana like tools 30 0.6


Step 3: Identify competor’s weaknesses

It can be any keywords that users frequently search for and at the same time, are real problems and issues that represent the weaknesses of the tool.

Keyword Avg. Monthly Searches  Competition
asana issues 60 0.08
asana ios 550 0.07
asana document management 70 0.48
asana down 340 0.04
asana security 120 0.09


Step 4: Write

Based on the research above, you will be able to create a post. Put the main keyword from step 2 into the main headline. Use the keywords from step 3 to write about the differences and features comparison.

You can also use the issues from step 3 to create a teaser in the title tag, e.g.:

ASANA down again? Try an alternative

This way you can use your competitors and your USPs to get a relatively easy organic traffic and gain visibility quickly.


Martin Kura

Founder & CEO at GFluence and international SEO strategist. Passionate about food, beer and cultures of the world.

Entries by Martin Kura