ASO or App Store Optimization is getting your apps to rank higher on the App Store or Google Play Store so more people can discover your application and then become users and increase revenue and download both free and paid versions of it.

Meanwhile, SEO or Search Engine Optimization is the practice of optimizing content to get discovered through a search engine’s organic results. It can increase brand awareness, attract local customers and build credibility and trust.

Difference between ASO & SEO

Google considers more than 200 different ranking factors when sorting the results, while ASO has a relatively more minor number of ranking factors. 

Search engine

While in SEO, we are trying to rank for the search engines in a website like Google, Yahoo, Bing, while in ASO, we are trying to rank in the app store like App Store Play Store.

On-Page Optimization

Both ASO & SEO have on-page optimization, but their different factors influence the on-page and different things you can change. 

In SEO, you usually just check out the keyword density in the meta title and description. 

In ASO, the hassle is a little less, but some factors like IOS keywords (100 characters), title, subtitle, and description. 

Both consider how users engage with either the page (for the SEO) or an App (for the ASO). For example, the engagement on a page is calculated in terms of bounce rate, and for an app, it would be calculated in terms of uninstalling or retention rate. 

Off-Page Optimization

For ASO, the most crucial factor is Ratings and Reviews because people will trust an application based on its previous reviews and ratings. Therefore, the higher the ratings, the more reliable the app will be, and people will keep them on their mobile phones. Also, the number of downloads matters. 

For SEO, the number of backlinks, downloads, and website clicks matters. This is possible with the help of reputable websites vouching for your content with backlinks, social media marketing, guest blogging, linked/ unlinked brand mentions, influencer marketing, and much more. 

Goal

With SEO, we try to attract new visitors, users, or leads, which eventually convert into potential clients and customers. 

With ASO, we are trying to attract new players and users of your app. 

Similarities between ASO & SEO

ASO & SEO both provide backlinks. In addition, they both involve keywords and conversion optimization. 

Visibility

ASO & SEO expand and enhance the visibility of their apps or services and products.

Increased sales or Downloads

ASO & SEO aims to reach a larger target audience and convert them successfully into potential clients and users of the application.

Keywords

ASO & SEO uses keywords to reach and target a greater public. 

How & Where ASO Overlaps with SEO

In the early days of the web, these were thought of as two very different things, but actually, they work better together and should be used to promote the other, and they shouldn’t be put to competition. As we move more into the future, we see more convergence and overlap. Now, there are a lot of App Store Optimization Companies that let you build these connections quickly, but the marketing is still different. 

An average person spends 5.5 (post-covid) hours per day on their mobile phones, so the shift to using more applications than websites has been seen, and it is pretty obvious. More time is spent on phones, coordinating their work from home, their kids’ lives, and personal lives. It is seen as massive potential for ASO because 90% of people spend their phones is on apps. 

9 out of the 10 top keywords searches in the app store are branded. Now, search engines support app discovery outside of the stores, especially Google. The reality is most people are learning about new applications on Google. It is as good as a new brand if you have a new app. 50% of the app searches start in Google searches, not in app stores. 

Conclusion

What is better for business applications? There is no safe or straightforward answer to this complex question. Both are great ways to increase your chances of discoverability on Google or App Stores. There shouldn’t be any competition between the two because both are different from each other, which sometimes produces similar-looking results. If someone has an application, he may need to focus more on App Store Optimization and take needful help from App Store Optimization Companies.

If you have built a website, the focus should be on Search Engine Optimization and can take significant help from Search Engine Optimization services. It is simply about what you want to achieve and is focusing on. It is crucial to understand that ASO & SEO has similarities and differences. Using the right strategies and factors to optimize your website or mobile app will expand your business the right way.