App Store Keyword Domination

A successful app founder shared how she dominated the App Store by focusing on a specific niche (panic attacks) rather than broader terms, leading to 2M+ downloads without paid marketing.

Core Strategy

• Target narrow, specific search terms others avoid
  • Focused on "panic attacks" vs broader terms like "anxiety" or "sleep"
  • Competitors went too broad, leaving the specific niche underserved
  • Dominated App Store search for targeted terms

Growth Approach

• Zero paid marketing
• Relied entirely on organic App Store growth
• Built momentum through:
  • Strong App Store optimization (ASO)
  • Accumulating positive reviews (4.9 rating)
  • Natural word-of-mouth growth
  • Solving a real, specific problem

Business Model

• Mostly free app features
  • Keeps core functionality accessible
  • Strategic premium features for monetization
• Enterprise partnerships
  • Closes deals with healthcare companies
  • Provides app access to their members (50k+ member deals)
  • Sources leads through LinkedIn outreach

Operating Structure

• Solo founder operation
  • No full-time employees
  • Uses contractors for specific needs
  • Handles all business development personally
  • Maintains lean operations intentionally

Success Factors

• Focused on building useful product first
• Ignored conventional startup advice
  • Didn't raise investment
  • Didn't build large team
  • Avoided broad market approach
• Built sustainable business through organic growth
• Maintained control and independence