App Store Optimization vs. Search Engine Optimization: Are they Related?

The terms App Store Optimization (ASO) and Search Engine Optimization (SEO) are self-explanatory. The former is for apps, and the latter one is for the web. While they deal with different segments of the digital world, the goal is the same. They help in boosting the app downloads or traffic. 

But the choice between Search Engine Optimization and App Store Optimization services depends on the project goals and needs. To ensure you make the right decision, here is everything you need to know. In this post, we will take a dig into ASO vs. SEO. Let us begin with basics. 

• The introduction of App Store Optimization and Search Engine Optimization

App Store Optimization or ASO refers to improving the visibility of mobile apps on the app stores like Google Playstore and Apple App Store. Of course, the primary goal is to increase the number of app downloads organically.

Please remember, the higher the ranking, the more visible the mobile app will be on various search terms. It means if your mobile app obtains a higher position, you can target more audiences. 

Search Engine Optimization or SEO is a process of improving the websites’ visibility in search engine results. The objective of SEO is to drive more traffic and qualified leads, which leads to improved sales. 

Now, it is the right time to understand the differences and similarities between ASO and SEO. 

• Comparison between ASO and SEO 
  • Ranking factors –Ranking factors play an essential role in how search engines rate mobile apps or websites. Therefore, entrepreneurs and marketers should know the different ranking factors before investing in search engine optimization or app store optimization services. With this knowledge, you can ensure the desired outcome of ASO and SEO. Below are some ranking factors for ASO, including:
    • Title 
    • Number of downloads 
    • Subtitle and short description 
    • Visual assets 
    • Keyword list and long description
    • Updates
    • Ratings and reviews
    • In-app purchases

On the other hand, SEO has several ranking factors. The following are some of the essential ranking factors. 

• Mobile-friendliness
• Website’s accessibility and security
• User experience 
• Page-loading speed
• Relevance and validity of content
• External links 
• Keyword match 
• Tags 
• URLs
• Domain authority, age, and URL
• Image alt text 
• Social signal

• The goals – Both ASO and SEO are vital segments of digital marketing, but they have different objectives. To make it easy for you to understand, we have listed the goals of each separately. The aims of App Store Optimization are:
  • Improving app visibility on app stores
  • Ensuring better visibility when users search for apps 
  • Increasing the number of app downloads
  • Drive more traffic 
  • Cutting down the expenses of obtaining more users

Let us explore SEO goals:

• Boosting the visibility of websites on search engines
• Ensuring the growth of online business 
• Driving more traffic

• Key performance indicator (KPI) – Once you run your ASO and SEO campaigns, the next step is to understand how they perform. For this, you need to refer to essential KPIs or performance metrics. The first thing you should know is the KPIs for ASO and SEO are entirely different.  For App Store Optimization, you must look for the following KPIs. 

• The rate of conversion from visits and downloads
• Conversion rate from search only 
• Impressions that come from search 
• Reviews and ratings by the users
• Downloads by browse and search (organic)
• Revenue generated

Here are the KPIs you can track when it comes to measuring the success of SEO.

• Keyword ranking 
• The rate of conversion 
• Traffic that is generated organically 
• The number of page views 
• Bounce rate 
• Page visitors 
• The loading speed of pages 
• Click-through rate 
• Comments 
• Revenue
• Popular pages and posts
• Referrals 
• Clicked links

Coming to gathering and analyzing these KPIs is not as simple as it seems, but they are crucial for the success of your app or website. Therefore, you can use tools like Google Play Developer Console, App Store Connect, Apple Search Ads, and many more.

Plus, make sure the SEO or app store optimization agency you hire has the necessary experience, expertise, and tools. Without these, they cannot ensure desired results. 

Lastly, if you choose PPC services in India for ASO or SEO, it is essential to stay consistent. After all, it is not a one-time event. As a marketer, you have to constantly put in your best efforts and monitor your ASO and SEO campaigns. 

The bottom line 

Both App Search Optimization and Search Engine Optimization help in increasing the visibility of your app and website. In addition to this, you can draw traffic and convert the leads into loyal customers. But they serve the different needs and attention of your prospective users, which helps revenue generation. Therefore, choose the best option that suits your needs and goals. 

If you are searching for a reliable PPC advertising agency, get in touch with SoftProdigy. We house a team of experts with the necessary skills and in-depth knowledge in the field.