ASO + SEO = a double hit for promoting your business. We reveal all the secrets of the mutual influence of two advertising concepts.
Unfortunately, most business owners who have both an app and a website work only with SEO (Search Engine Optimization) promotion and have not yet fully trusted working with ASO (App Store Optimization). We believe this is a mistake. It’s not guaranteed that a link on the website will attract all potential users from the mobile market.
We will prove that SEO and ASO are the perfect “team” for advertising.
In simple terms, SEO is the optimization of a website, while ASO is the optimization of an app page in the store. ASO is often also referred to as SEO for apps. Both have one goal: to attract as many potential users as possible and increase organic traffic. That is, to make sure that as many relevant users as possible see the page and want to install the app after viewing it.
The space for ASO is mobile app stores (Apple App Store, Google Play Store), while the space for SEO is search engines (Google, Yahoo). Therefore, SEO is defined as search marketing, and ASO as app marketing.
ASO’s action is aimed at increasing its ranking by keywords and, as a result, increasing the number of organic downloads.
Demand for apps among users can be achieved by making changes to the app’s page. Most actions are aimed at improving search parameters (for example, evaluating and integrating keywords into the content on the app’s page in the title, description, and download file name).
Meanwhile, SEO directly deals with the website, increasing its ranking in the search engine results of Google, and Yahoo according to a specific query, i.e., “keyword”. SEO actions are aimed at changing content, adjusting technical parameters, and organizing external links to attract more users to the site.
To achieve the set goals, work is carried out on the textual and visual parts of the page, as well as other directions such as reviews, ratings, and features.
Here are the similarities and differences between SEO and ASO
Common elements:
- Keywords – in SEO, they help improve visibility in search engines, while in ASO, they ensure the visibility of the app in stores.
- Content optimization – if in SEO, content (text, images, videos) is optimized for search engines, then in ASO, it’s for attracting users in the app store.
- Ratings and reviews – they increase user trust and influence positions.
Differences:
- Purpose – SEO is needed to attract visitors to a website, while ASO is for attracting users to download a mobile app.
- Ranking factors – in SEO, ranking is determined by search engine algorithms, while in ASO, it depends on popularity, ratings, and optimized app metadata.
- Platforms – search optimization is used to enhance site visibility in systems like Google and Bing, whereas ASO is geared toward app stores like the App Store and Google Play.
But in the overall outcome, the value of both SEO and ASO is that they stimulate installations. SEO for app stores uses the current search volume for keywords, and no matter how much you analyze keywords, the number of search queries for phrases like “puzzle”, “ad blocker”, or “iPhone flashlight” remains unchanged. However, ASO – the tests that can be conducted to increase conversion – will increase installations proportionally to the marketing spend, resulting in both an increase in the funnel’s weight and its conversion.
With SEO, this cannot be achieved: a developer cannot influence how many people use the search by keywords, without trying to find some specific application. Undoubtedly, it is worth investing time in SEO, but it is better to consider this method of optimization as part of an overall marketing strategy. SEO depends on the number of search queries, which the developer cannot influence, and therefore cannot increase the visibility of the app with its help, so this method of optimization does not fit into a comprehensive marketing strategy framework. Considering the constant growth in the number of tools a developer can execute ASO, the difference between SEO and ASO becomes even more apparent.
Collaboration between SEO and ASO allows you to maximize your potential for attracting audiences on different platforms and ensure convenient access to product information.
