The Difference Between ASO and SEO: A Comprehensive Guide

App Store Optimization (ASO) and Search Engine Optimization (SEO) are both critical strategies for increasing visibility and driving traffic, but they operate in different realms. While ASO focuses on enhancing the discoverability of mobile apps within app stores, SEO aims to improve the visibility of websites in search engines like Google. This article explores the key differences and similarities between ASO and SEO, providing insights into how each strategy works and how they can benefit your business.

How Does App Store Optimization (ASO) Work?

The scope of ASO includes several key elements designed to boost your app’s visibility and downloads:

• App’s Product Page Metadata Optimization: Ensuring your app’s metadata is properly configured.
• Keyword Expansion and Discovery: Identifying relevant keywords to enhance search visibility.
• Visual Asset Optimization: Optimizing icons, screenshots, and preview videos.
• Textual Description Copywriting: Crafting compelling descriptions that attract users.
• Localization for International Markets: Adapt your app for different languages and regions.
• Review Management: Encouraging and managing user reviews.
• Seasonal Keyword and Design Optimization: Updating keywords and visuals based on seasonal trends.

How do People Find and Download Mobile Apps?

In app stores like Google Play or the App Store, users primarily find and download apps using search functions within the store. According to Apple Search Ads, 70% of mobile users use search to discover new apps, and 65% of downloads occur directly after a search. This highlights the importance of increasing visibility as the primary aspect of ASO. The higher your app ranks in search results, the more visibility and downloads it will receive.

The Difference Between ASO and SEO

While ASO works similarly to SEO, there are distinct differences between the two:

• Scope of Optimization: ASO is focused on optimizing mobile apps for app stores, whereas SEO is focused on optimizing websites for search engines.
• Ranking Factors: ASO and SEO share similarities like keyword optimization and conversion optimization, but the specific ranking factors differ. Google Search has hundreds of ranking factors, while ASO’s factors are fewer and more defined.
• Strategies and Techniques: ASO involves elements unique to app stores, such as visual asset optimization and review management, while SEO encompasses broader techniques like backlinking and content marketing.

> Read more on App Store vs. Google Play Store ASO

Is ASO for Mobile Games Different from Apps?

Best practices for ASO are generally applicable to all types of apps, but mobile games have unique requirements:

• Keyword Dependence: Mobile games rely heavily on generic keywords due to the variety of genres and gameplay styles.
• Video Previews: Mobile games benefit more from video previews to showcase gameplay and mechanics.
• Horizontal Screenshots: Mobile games often use horizontal screenshots and require optimization for different devices.
• Seasonality and Updates: In-app events and updates are crucial for re-engaging users, especially during holidays.

Conclusion

ASO and SEO are both essential for maximizing the visibility and success of your apps and websites. By understanding the differences and leveraging the unique aspects of each strategy, you can create a comprehensive plan that boosts your digital presence and drives growth.

Image: starline@freepik
Source: App Radar