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Help people discover your product in the places where they research problems, compare tools, and look for recommendations. Use search engines, AI search, social media, app stores, and comparison pages to explain the relevant use case and move users to a product page, sign-up flow, or install.

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How to get your product discovered

There are four primary ways people discover software and apps. You can jump to detailed explanations on this page from each item.

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Define target users, your message, and the next step

Before choosing channels, decide who you’re targeting, in what situations, and what you will communicate. Start by clarifying the following items. For example, “a task management app for teams” alone doesn’t explain when users need the product. Be specific about the job they need to complete, such as “help multiple assignees share deadlines and progress.” Use that definition to align search keywords, public product information available to AI systems, social posts, and app-store pages. In competitive research, check which products users compare, what use cases competitors emphasize, pricing, reviews, and the search and discussion they capture. Rather than duplicating the same information competitors provide, find the details your target users need that aren’t being adequately explained.

Research competitors

Investigate competitor features, pricing, onboarding flow, and communications to decide the value you should prioritize and the content to create.

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Reach users through search engines

helps your pages appear when users search for solutions, products that match a use case, comparisons, or instructions. It is most effective for reaching people who can already describe their problem or required feature. Search intent changes from before users know your product to while they’re using it. Prepare pages that enable decisions or actions for each search intent. After publishing, track not only rankings but how pages appear in results, clicks, visits to product pages, and sign-ups or onboarding starts. If search traffic increases but target users don’t sign up, revisit whether the targeted searches align with the product’s intended use.

Increase search traffic with SEO

Improve your website, research keywords that match users’ stages, and continuously create, publish, and refine pages.
aims to have AI accurately introduce and cite your product and official information when users ask AI about how to choose a product, compare options, use a product, or solve a problem. Start by checking visibility for both product-name-free queries and queries that include the product name. If your product isn’t being mentioned, ensure public pages that AI can access clearly state target users, use cases, features, pricing, supported environments, and usage instructions. If descriptions are inaccurate, align your official pages with the current specifications rather than only adding copy that refutes the errors. Check not just the frequency of mentions in AI answers but the accuracy of explanations, reasons for recommendation, and cited pages. For queries that only mention competitors, verify what information and evidence the answer needed, then add it to existing pages or create new pages.

Get found from AI search with GEO

Review how you appear in AI answers, improve official information and content, and monitor changes in mentions and citations.

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Show use cases and value on social media

On social media, reach people who aren’t yet searching for your product by sharing demos, before-and-after results, templates, and update news. It works well for products that are easy to show on-screen or that can continually showcase new use cases. Choose social media platforms based on where your target users get information, formats that suit your product, and whether you can consistently produce the necessary content. Main themes for posts include:
  • Problems and solutions: Communicate users’ problems and ways to improve them
  • Product demos: Show how a specific feature changes a task through screen demos
  • Use cases: Present how the product is used and the results for each target user or use case
  • Update announcements: Explain not only new features or changes but what users can now do
  • Customer outcomes: Share reviews and case studies with proper permissions and usage terms
After publishing, track profile, website, and store-page visits as well as impressions and engagement. If posts receive reactions but do not lead to sign-ups, check whether the audience, use case, and linked destination form a coherent journey. Do not simply produce more of the post with the highest engagement.

Manage social media

Decide which social media platforms to use and your content strategy, plan and publish posts, and verify their contribution to sign-ups and product usage.

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Compete in app stores and comparison pages

On the App Store and Google Play, people arriving at store pages from search results, categories, rankings, ads, or related app links decide whether to install or purchase. Software comparison sites, review sites, and your own comparison pages can reach people searching for products with similar use cases or conditions. On store pages, communicate use cases not only through the app name and icon but also via screenshots, videos, descriptions, ratings, reviews, pricing, in-app purchases, supported environments, and update history. Make the first screen and description sufficient for users to determine who the app helps and for what tasks. On comparison pages, list products using the same criteria. Don’t judge solely by feature count; show the differences users need to choose, such as target users, main use cases, pricing units, steps to get started, supported environments, and support. Being transparent about use conditions that don’t fit your product can reduce early churn after sign-up. If people reach your store listing or a comparison page but do not install, improve the description and creative assets before investing in more traffic. Compare your presentation with relevant competitors, then measure the install rate before and after the change using the following guide.

Improve conversion from sign-up to activation and monetization

Increase the share of product-page and store-listing visitors who sign up, install, or begin using the product.

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Create a clear evaluation path after discovery

Even if you create touchpoints via search, AI search, social media, and app stores, visitors won’t sign up unless the destination communicates the product’s value and how to get started. For website-based products, separate the homepage, features, use cases, pricing, comparisons, and documentation by role so visitors can move from discovered information to related pages. For mobile apps, the official website serves as a source for search and AI answers and provides information that’s hard to present on store pages, such as features, pricing, support, and privacy. Ensure product names, features, pricing, and supported environments are consistent between the website and store pages.

Build or improve your website

Create a website that communicates product value, features, pricing, and the flow to get started, driving visitors to sign up or the store.

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Measure discovery by channel

For discovery efforts, separate the number of people who saw your touchpoint from those who subsequently checked the product. Key metrics include: Because definitions differ by channel, don’t simply add up impressions. Monitor changes within each channel and compare how much each channel drives common next actions like product page visits, sign-ups, and installs.