Differencre between SEo And Aso
What?
ASO is the process of improving the visibility of a mobile application in an app store (Apple App Store, Google Play Store, Windows Store, etc.).
ASO ensures that an app appears high on the search results list returning a specific keyword search query or within a category.
SEO is the process of improving the visibility of a website or a webpage (like an app webpage ) on a Search Engine (Google, Bing, Yahoo!, etc.).
SEO ensures that the website appears high on the search results list returned by a search engine after a specific search.
Why?
Over 65% of app downloads are coming from general app store browsing and direct keyword searches.
Maximizing ASO = more impressions & conversions = more organic downloads = more business.
Google alone processes over 40,000 search queries every second, which is over 3.5 billion searches per day. For most people, direct searches on the web has become a daily routine. The higher the website is in the search results, the more traffic and visitors it will drive.
Maximizing SEO = more impressions & conversions = more organic visitors = more business.
How?
Each app store optimization services is built on an algorithm using ranking factors to rank apps, given their determined weight and importance.
Each search engine is built on an algorithm using ranking factors to rank websites and webpages, given their determined weight and importance.
Main Ranking Factors?
On-metadata ASO
Keywords in:
App title (iOS & Android)
App subtitle (iOS) and short description (Android)
App description & keyword density (Android)
iTunes Connect Keyword Field (iOS)
In-app purchase(s) (iOS)
Publisher name (iOS & Android)
Off-metadata ASO
Total number of downloads (iOS & Android)
Conversion rate (iOS & Android)
Retention rate & engagement rate (iOS & Android)
Reviews & Ratings (iOS & Android)
Crash rate (iOS & Android)
Backlinks (Android)
This list is not exhaustive but it gives a good idea of which important factors matter in the store algorithm.
On-page SEO (HTML)
Keywords in:
Title tag <title>
Description of page <meta-description>
Titles in page <h1>; <h2>;<h3>
Content of page <p>
URL structure
Image alt text
Off-page SEO
PageRank:
Total number of unique visitors
Conversion rate
Bounce rate
Response time
Crash rate
Backlinks: quantity & quality of the links to the domain
How long to see results?
Apple App Store: 3-5 weeks
Google Play Store: 4-6 weeks
4 - 6 months
How successful?
Measuring the results of ASO is challenging and requires time & resources.
ASO is an ongoing process, and not a one-shot or magical trick. The positive (or negative) effects will appear over time.
It is required to carefully monitor a set of various factors such as:
App’s global and category rankings over time
App keyword rankings on newly targeted keywords; previous keywords; competitors’ keywords rankings; and on other relevant keywords from the semantic dictionary
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Total number of organic installs vs paid (if applied)
Total revenue generated from organic downloads
Conversion rate
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Measuring the results of SEO is challenging and requires time & resources.
SEO is an ongoing process, and not a one-shot or magical trick. The positive (or negative) effects will appear over time.
It is required to carefully monitor a set of various factors such as:
Website / Webpage on newly targeted keywords; previous keywords; competitors’ keywords rankings; and on other relevant keywords from the semantic dictionary.
Total number of unique visitors
Total number of returning visitors
Conversion rate
Bounce Rate
Total number of backlinks
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Conclusion
Although App Store Optimization (ASO) and Search Engine Optimization (SEO) apply to two different ecosystems (the app store vs the web), with different algorithms for different markets and products, some similarities can be spotted.
Both ASO and SEO should be included in powerful marketing strategies, which will reinforce their impact.
There are some SEO aspects that are taken into account by the Google Play Store store algorithm (remember that Google is the king of Search) such as the keyword density in the app store optimization service description or the number of backlinks weighting in the rank score.
ASO is therefore known to be a little more complex for Google Play apps because of external factors impacting the search results in the store itself.
Check out this blog post for more information: