As our horizons expand in the world of Internet marketing and advertising, some companies will inevitably prosper, while others will, for better or for worse, be left in the dust of the information super highway. Those SEO agency experts who stay on top of the game know that focusing too hard on one venue — major search engines, pay per click, social media, etc. — will ultimately spell disaster for the success of a client’s business, product, or brand. Therefore, it is pertinent to not only stay up to date with existing Internet marketing arenas, but also to seek out new arenas that your competitors may be overlooking in their narrow sighted attempts to merely boost the rankings of a client’s page for one or two keywords.

This brings me to a fascinating article in the May 2011 issue of Website Magazine that focuses on an Internet marketing arena that, in my opinion, is aligned with a philosophy of staying fresh, innovative, and ahead of the competition—the arena of the App Store. When most people think of the App Store, they think of the iPhone, iPad, or Mac App Store, and with good reason. However, Apple is now competing with various other “App Stores,” including those of Google, Android, Windows, and others.

In today’s world of point, click, download, and open, App Stores provide a quick and easy way for desktop and mobile users to find apps they either need or would like to try out. Gone are the days of searching, downloading, installing, setting up, and using programs, all in separate steps. App Stores function with a one-click-does-all mentality. In addition, App Stores provide a single, consolidated location for app developers to upload their creations and gain instant visibility and traffic from millions of users.

Right, so what does this have to do with SEO? Well, it’s been speculated that in the next few years, App Stores will be the main source of app downloads across the Web. This means no more surfing from page to page to find the right link for the latest version of an app your buddy recommended to you. Everything from office software, to budget management helpers, to video games will be available in various app stores, only a click away. Thus, search engine optimization will soon include app store optimization (ASO) for businesses that are looking to increase product and brand visibility, recognition, and awareness with the help of an app.

For instance, a law firm might contract a developer to create an app that would provide answers to common questions or quick call options for clients who find themselves in trouble. App store optimization would be key to the development of an app like this, in order to create consistency between the law firm’s app and website, ultimately increasing interest in and traffic to both.

Of course, ASO and SEO are two different realms, and, at this point, engaging in ASO and SEO campaigns entails different types of work. However, we here at this Denver SEO agency see the future potential in ASO as a complementary, and perhaps integral, element to SEO as it is currently practiced. So, keep your eye on where these App Stores are going in terms of Internet marketing and advertising. SEO is by no means a static business, and the only way to stay ahead of the game is by persistently searching out new arenas to rework old skills and techniques.