Search Engine Optimization (SEO) might sound complicated, but for indie developers, it’s really about making your game easy to find online. Think of SEO as putting up signposts so players, press, and partners can discover your game outside of platforms like Steam.

Why SEO matters compared to Steam

Steam is a powerful platform for indies, offering millions of visitors every day. But your visibility on Steam depends on their search algorithms, featured spots and user reviews: things you don’t fully control.

Having a well-optimized website means you own your space online. Unlike Steam, where you compete with thousands of games, your site can target exactly the audience you want with clear messaging and keywords related to your game’s style, genre, or themes.

Plus, a website optimized for search engines lets players find you via Google or other search engines even before you launch on Steam giving you an edge in building a community early.

Start with clear Titles and consistent names

Your game’s name should be everywhere: in page titles, headers and even image descriptions. If your game’s called “Pixel Quest”, don’t switch between “PixelQuest,” “Pixel Quest Game,” or “PixelQ.” Consistency helps search engines recognize and rank your site better.

Write for people, not just for search engines

SEO isn’t about cramming keywords. It’s about clear, natural writing that describes what makes your game unique. If your game is a relaxing farming sim, mention that genuinely in your descriptions. If it’s a fast-paced cyberpunk shooter, say so! This approach helps both players and search engines understand your game.

Titles and Descriptions matter

Each page should have a title and a short description. On Steam, the game page’s title and description influence search and discovery too, the same applies to your website. Make your page titles catchy and your descriptions informative, so they appear well in search results and encourage clicks.

Use Alt Text for Images

Search engines can’t “see” images but can read alt text descriptions. Adding descriptive alt text to your screenshots or key art helps SEO and accessibility. For example, instead of naming an image “screenshot1.png,” describe it as “Pixel Quest player harvesting crops at sunset.”

Keep your content Updated

Just like Steam’s visibility can improve with updates and community engagement, your website benefits from fresh content. Posting devlogs, new screenshots or updated press kits signals that your game is active and worth visiting.

Build links Naturally

Links from other sites like blogs, reviews or gaming forums boost your SEO. This is similar to how positive user reviews and mentions on Steam increase your game’s discoverability. Share your website in press releases, on social media and at events to gain more backlinks.

While Steam is a central place for indie games, owning a well-optimized website means you’re not relying solely on one platform’s rules. SEO helps you reach players earlier, keep control over your messaging and build a lasting online presence, a crucial advantage in the crowded indie scene.