When it comes to marketing your digital products and services, visibility is key. The more people can find your app or website, the more downloads, visits, and conversions you can expect to achieve.
However, with millions of apps in app stores and billions of websites on the internet, standing out from the crowd can be a daunting challenge. This is where App Store Optimization (ASO) and Search Engine Optimization (SEO) come into play.
ASO and SEO are two digital marketing strategies that aim to improve the visibility, discoverability, and relevance of your app or website to potential users and customers. However, they are not the same thing.
While ASO focuses on optimizing mobile apps to rank higher in app store search results, SEO agency focuses on optimizing websites to rank higher in search engine results pages (SERPs).
Understanding the differences between ASO and SEO is crucial for any app or website owner who wants to maximize their online presence and achieve their marketing goals.
In this blog post, we’ll dive into the key differences between ASO and SEO, including their platforms, ranking factors, user intent, competition, and optimization techniques. Whether you’re new to a digital marketing company or a seasoned pro, this guide will help you choose the right strategy for your app or website and get the results you want.
What is SEO?
SEO, or Search Engine Optimization, is the process of optimizing a website and its content to increase its visibility and ranking on search engine results pages (SERPs).
The goal of SEO is to make a website more appealing and relevant to search engines like Google, Bing, and Yahoo, so that they will rank it higher in their search results, which in turn can lead to more traffic and potential customers.
There are several techniques involved in SEO, including keyword research, on-page optimization, off-page optimization, link building, and analytics tracking. Keyword research involves identifying the words and phrases that people are searching for related to a website’s content or products.
On-page optimization involves optimizing website elements like title tags, meta descriptions, headers, and content to make them more search engine-friendly.
Off-page optimization involves building links from other websites to the target website, which can signal to search engines that the website is a credible and authoritative source of information.
Finally, analytics tracking involves monitoring and analyzing website traffic and search engine rankings to identify areas for improvement and track progress over time.
SEO is an ongoing process, as search engines constantly update their algorithms and competition for search rankings is always evolving. However, by following best practices and staying up-to-date with industry trends, businesses can improve their SEO and attract more organic traffic to their website.
What is ASO?
ASO, or App Store Optimization, is the process of optimizing a mobile app to increase its visibility and ranking on app store search results pages. The goal of ASO is to make the app more discoverable to potential users, increase its downloads and user engagement, and ultimately drive business growth.
ASO involves a variety of techniques, including keyword research, optimizing app metadata, localization, A/B testing, and tracking app analytics. Keyword research involves identifying the words and phrases that people are using to search for apps related to the app’s category or function.
Optimizing app metadata involves optimizing the app’s title, subtitle, description, icon, screenshots, and video preview to make them more appealing to users and improve their relevance to search algorithms.
Localization involves translating the app’s content and metadata into different languages and adapting it to local cultures and preferences. A/B testing involves testing different versions of the app’s metadata and visuals to see which ones perform better in terms of user engagement and conversions.
Finally, tracking app analytics involves monitoring and analyzing data related to the app’s downloads, user retention, reviews and ratings, and revenue to identify areas for improvement and measure the effectiveness of ASO efforts.
ASO is an essential part of mobile app marketing, as the majority of app downloads come from app store search results. By optimizing an app’s visibility and relevance in app stores, businesses can attract more organic traffic, improve user engagement, and increase revenue.
Key Statistics on SEO & ASO
SEO:
- Google accounts for over 90% of global search engine market share.
- 53% of website traffic comes from organic search.
- The first organic search result on Google has an average click-through rate (CTR) of 28.5%.
- 72% of consumers who did a local search visited a store within 5 miles.
- Over 50% of all website traffic comes from mobile devices.
ASO:
- 70% of app downloads come from app store searches.
- The average app loses 77% of its daily active users (DAUs) within the first 3 days after installation.
- Only 2% of app store visitors will download an app after viewing its screenshots.
- Apps with a rating of 4 stars or higher are more likely to be downloaded.
- Including a video preview in an app’s listing can increase app installs by up to 35%.
These statistics highlight the importance of SEO and ASO in driving traffic, downloads, and revenue for businesses.
By understanding the key factors that influence search rankings and app store visibility, businesses can optimize their online presence and improve their chances of success in the digital marketplace.
Key Factors that Influence SEO & ASO Visibility?
The factors that influence search rankings and app store visibility are different for SEO and ASO, as they are based on the unique algorithms used by search engines and app stores. Here are the key factors for each:
SEO:
- Content quality and relevance: High-quality, relevant, and original content that provides value to users is essential for ranking well in search results.
- Backlinks: Links from reputable and relevant websites can boost a website’s authority and improve its search rankings.
- User experience: User-friendly website design, fast loading speed, mobile responsiveness, and accessibility all contribute to a positive user experience and can improve search rankings.
- On-page optimization: Proper use of meta tags, headings, keywords, and internal linking can help search engines understand the content of a website and improve its relevance to search queries.
- Technical SEO: Technical factors such as website structure, sitemap, schema markup, and site speed can affect search rankings.
ASO:
- App title and description: A clear and concise title and description that accurately describe the app’s features and benefits can help improve its visibility in app store search results.
- App icon: A visually appealing and memorable app icon can increase clicks and downloads.
- App screenshots and videos: High-quality screenshots and a video preview can showcase the app’s features and user interface and help potential users understand what the app offers.
- App ratings and reviews: Positive ratings and reviews can improve an app’s credibility and influence potential users’ decisions to download.
- Localization: Localizing an app’s title, description, and keywords can help it rank higher in app store search results in different regions and languages.
- App engagement: Factors such as app usage, retention rate, and user feedback can impact an app’s ranking and visibility in app store search results.
By optimizing for these key factors, businesses can improve their search rankings and app store visibility and increase their chances of success in the digital marketplace.
Key Differences Between SEO & ASO
While SEO and ASO share some similarities in terms of their goals and techniques, they are fundamentally different in terms of their platforms, ranking factors, user intent, competition, and optimization techniques. Here are 10 key differences between SEO and ASO:
- Platform: SEO focuses on optimizing websites for search engine results pages (SERPs), while ASO focuses on optimizing mobile apps for app store search results pages.
- User intent: Search engine users are typically looking for information, while app store users are usually looking for specific apps to download and use.
- Ranking factors: SEO ranking factors include website content, backlinks, user experience, and technical aspects like site speed and mobile-friendliness. ASO ranking factors include app title, description, icon, screenshots, ratings, and reviews.
- Keyword research: SEO keyword research focuses on identifying the words and phrases people use to search for information related to a website’s content or products. ASO keyword research focuses on identifying the words and phrases people use to search for apps related to an app’s category or function.
- Competition: SEO competition can be intense, as websites in many niches are vying for the same search engine rankings. ASO competition is generally less intense, as there are usually fewer apps in a given category than websites in a given niche.
- Optimization techniques: SEO optimization techniques include on-page optimization, off-page optimization, technical SEO, and analytics tracking. ASO optimization techniques include metadata optimization, localization, A/B testing, and app analytics tracking.
- Algorithm updates: Search engine algorithms are constantly changing, and SEO strategies need to be updated accordingly. App store algorithms are also updated from time to time, but less frequently than search engine algorithms.
- Conversion rate: SEO focuses on attracting visitors to a website, while ASO focuses on converting app store visitors into app downloads and users.
- User behavior: Search engine users may spend more time browsing and comparing different websites, while app store users are often more focused on finding a specific app that meets their needs.
- Performance metrics: SEO performance metrics include website traffic, bounce rate, time on site, and conversions. ASO performance metrics include app downloads, user retention, reviews, ratings, and revenue.
Key Similarity on ASO & SEO
The key similarity between ASO and SEO is that both aim to improve the visibility and discoverability of digital content. ASO focuses on optimizing mobile apps for better visibility in app store search results, while SEO services aims to optimize websites and web content for better visibility in search engine results pages.
Both ASO and SEO require a similar approach to keyword research, as relevant and targeted keywords are essential for improving visibility in search results. Both also require a focus on high-quality and relevant content that provides value to users and meets their search or app discovery needs.
Another similarity is the importance of user engagement and satisfaction in both ASO and SEO. In order to rank well in search results or app store search results, content must be user-friendly, relevant, and provide a positive user experience that meets their needs.
Conclusion
while App Store Optimization (ASO) and Search Engine Optimization (SEO) share some similarities, they have distinct differences and require unique strategies and techniques for success. ASO focuses on optimizing mobile apps for better visibility in app store search results, while SEO aims to optimize websites and web content for better visibility in search engine results pages.
The key differences between ASO and SEO include the focus on different platforms, the type of content being optimized, and the algorithms used by app stores and search engines. ASO requires a focus on app-specific factors such as app title, icon, screenshots, and reviews, while SEO requires a focus on website-specific factors such as content quality, backlinks, and user experience.
Despite the differences, both ASO and SEO require a similar approach to keyword research, content creation, and user engagement to improve visibility and meet the needs of the target audience.
By understanding the unique factors that influence search rankings and app store visibility, hiring a digital marketing company can optimize their online presence and increase their chances of success in the digital marketplace.