ASO vs SEO: Navigating the Differences and Similarities

March 31, 2024 ASO vs SEO: Navigating the Differences and Similarities By Pradeep Chauhan

Do you think ASO and SEO are the same? If yes, then this blog is a must-read for you. Web marketers and app marketers are different as you cannot rely on the same method that you might be following to boost your site’s visibility to promote your application. Some factors can be the same but these both are different. In fact, a lot of people still don’t know about ASO.

ASO centers on optimizing applications for app stores whereas SEO boosts the app’s awareness on the search engines. In this blog, we will take a dig into SEO vs ASO to have a better understanding of both of them and their role in today’s dynamic business environment.

What is ASO?

ASO stands for App Store Optimization, a process that helps in the optimization of an app for the app stores. This is a strategy that focuses on improving the visibility of an application. Just like how we trust a website to rank at the top on the SERPs, people are more likely to download an application that displays on the top of the app store’s search results.

What is SEO?

SEO stands for Search Engine Optimization, an online marketing strategy that uses different algorithms and builds a strategy to rank higher on the organic search engine results. This is a popular strategy but it takes some time as it attracts user traffic organically.

Similarities Between ASO and SEO

  • Keywords: Keyword research sets the foundations for both ASO and SEO. Identifying and choosing the right keywords is crucial for the success of both the marketing strategy.
  • Content: Just like how we focus on creating relevant and useful content to attract more traffic in SEO, marketers also need to focus on creating relevant app descriptions, and using interactive visuals to enhance user experience. Both ASO and SEO can achieve success if the strategy focuses on maximizing user experience.
  • Attracts Users Organically: Both ASO and SEO have one common intention- to attract organic visitors organically. This is one of the reasons why more people trust brands that stay on top of the search results in search engines and app stores.
  • Optimization for Performance Metrics: ASO and SEO, both rely on performance metrics to monitor the success of a campaign and reveal the areas of improvement. When it comes to ASO, statistics like app downloads, user retention, ratings, etc represent the app performance. On the other hand, SEO also considers click-through rates( CTR), time a user spends on a page, bounce rates, etc to evaluate a site’s performance in SERPs.

Crucial Elements of a Winning ASO and SEO Strategy

Important Elements of a Good ASO Campaign

  • Target Audience: To develop a successful ASO strategy, having a complete knowledge of your target audience is crucial. You must know what your customers seek.
  • Build a Strong ASO Strategy That Goes Beyond Keyword Optimization: Keywords are important to improve visibility but only focusing on it will not help you achieve your marketing goals. Marketers also need to work on improving mobile app discoverability and conversion rate.
  • Hypothesis Testing: Hypothesis testing is precise and on-point information. This is a crucial element to build a good ASO strategy as it is a combination of converting text and graphics which attract more users and increase app downloads.
  • App Store Graphic Optimization: We suggest adding graphics for efficient app store marketing. It may include adding app screenshots, preview videos, and icons. This will help in increasing the app’s conversion rate. Hiring a reliable digital marketing agency like Autus Digital can help you develop with this.

Most Important SEO Elements

  • Keyword Research: Building an SEO strategy starts with conducting keyword research and choosing the ones that are most relevant and that have the potential to drive more organic traffic.
  • Content: Content is an important part of SEO as publishing relevant, original, and high-quality will bring you more traffic. This will eventually help your site rank higher in the SERPs.
  • Backlinks: It is one of the most important SEO elements as Google considers its quality to index a site in the search result pages. Make sure that backlinks are of high quality and from high-authority websites only.
  • User Experience: This is a vital element when it comes to indexation in the SERPs. Google focuses on maximizing the user experience. So, make sure to hire the best developers to develop an SEO-friendly website and use relevant content.

ASO vs SEO: A Comparative Analysis

Particulars ASO


Platform and target audiences ASO involves the optimization of mobile applications for app stores with the aim of increasing its visibility.  SEO focuses on optimizing the content for different search engine platforms like Google, Bing, Yahoo, etc. 
Ranking factors ASO factors can differ slightly for Google Play Store and Apple App Store. The main ranking factors include App description, keywords field, App listing localization, visual hierarchy like screenshots, icons, etc, downloads, app ratings, and reviews.  The main ranking factors for SEO include the site’s loading speed, content quality, meta descriptions and title tags, internal linking, backlinks. etc.
Update frequency For an effective ASO strategy, an app may require more frequent updates. The developers need to update visuals, description, and adjust keywords to keep up with the dynamic user trends. SEO doesn’t require frequent updates. Just publishing high-quality content and ensuring to update it as and when required is enough. 
Channels  Google Play Store, Apple App Store, Amazon App Store, Huawei AppGallery, Samsung Galaxy Store, and other stores.  This strategy depends on web searches, and it can be implemented to rank higher on Google, Baidu, Yahoo, Bing, and other search engines.
KPIs The main ASO tracking elements include top chart rankings, app keyword rankings, post-visit conversion rates, ratings and reviews, and organic downloads. Keyword rankings, click-through rate, organic visitor metrics, time per session, site’s speed, and leads are some of the main KPIs for SEO.

Is ASO Optimization Harder than SEO?

Yes! ASO can be more difficult as compared to SEO considering the complex APP store algorithms. This is because its algorithms are not as transparent as those used by Google, Bing, or any other search engines. There are also fewer optimization options which become a challenge in ASO strategy. SEO also has several challenges like competition, dynamic algorithms, problems with creating high-quality backlinks, etc. So, both ASO and SEO have their own set of challenges which can be overcome by hiring the right experts for the job.

Key Takeaways

Definition of ASO and SEO
Important ASO and SEO Elements
Similarities between ASO and SEO
Differences between ASO and SEO

Partner With Autus Digital Agency For The Best Marketing Strategy

ASO and SEO, both have some differences but the future of marketing requires using both of them to find more innovative solutions. ASO don’t have a direct impact on SEO but their combination can help develop an effective strategy. Partnering with an experienced professional can help you direct website traffic to the app stores. Autus Digital Agency is a one-stop destination if you seek the best digital marketing strategy for the success and growth of your business. With a team of experienced professionals, we can help you with tailored and result-oriented solutions. For more information, check our website or call us today to discuss your requirements.

Pradeep Chauhan

About Author

Pradeep Chauhan, a reputed digital marketing leader at Autus Digital Agency, has over 14+ years of experience in the industry. As the Head of Digital Marketing, he specializes in comprehensive online marketing services like SEO, SEM, ORM, SMO, and SMM. His innovative skills to achieve organic rankings on search engines set him apart from others.

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