Keyword strategy centered on the niche terms "panic attack" and "panic attack relief" across the app's App Store listing, paired with actively soliciting reviews.

“focusing on the niche of “panic attack” and “panic attack relief” in the app’s keywords and other App Store Optimization efforts”

The keywords, the product, and the reviews reinforce each other: users search the same terms they later use to describe the app in reviews, and that loop feeds back into ranking.

“The product matches what users search for. They download it, use it, then describe their experience with the same keywords in reviews. That loop is powerful.”

Because the product came directly from her own lived problem, users' organic reactions and sharing became a real growth driver on their own.

“it really contributed to Rooted’s organic growth, how people naturally responded to it”

She found journalists on LinkedIn and cold-emailed them directly to pitch Rootd's story; most never replied, but landings included Cosmopolitan, Women's Health, Time Magazine, and Google's #WeArePlay.

“I found journalists on LinkedIn, wrote cold emails, and pitched our story. Most never replied. But we ended up in Cosmopolitan, Women's Health, and even Time Magazine.”

Hours spent posting and leaving helpful comments elsewhere, linking back to Rootd when it fit naturally rather than pitching the app directly.

“Active social media engagement. I spent hours on posts, writing helpful comments and linking back to Rootd when it made sense.”

As of late 2022 she was only just onboarding a contractor to prepare ad creative for a first paid-ads push, funded by an interest-free loan from Bravo, a revenue-based lender.

“I have a contractor who I’m onboarding right now. We’re just going to kind of prep a bunch of creative for that launch.”