SEO vs. ASO: Optimizing for Search Engines vs. App Stores

Updated: 21 Jun 2024


Have you ever thought about how websites and apps get popular? That’s what we’re going to talk about: SEO vs. ASO

It doesn’t sound straightforward, but it’s about getting more people to see your stuff online. 

We’ll break down SEO (which helps websites appear in search results) and ASO (which does the same for apps). After reading, you’ll know how to make your website or app more visible to the right audience.

Table of Content
  1. What is the Main Purpose Of SEO & ASO
  2. What is SEO?
    1. Definition
    2. Importance for Websites
    3. Examples of SEO Techniques
    4. Key Components of SEO
      1. Keywords
      2. Content Optimization
      3. Backlinks
      4. Technical Optimization
    5. How Search Engines Rank Websites?
    6. Common SEO Tools and Resources
  3. What is ASO?
    1. Definition
    2. Importance for Mobile Apps
    3. Examples of ASO Techniques
    4. Key Components of ASO
      1. App Title and Description
      2. App Icon and Screenshots
      3. Keywords Optimization
      4. Ratings and Reviews
    5. How App Stores Rank Apps?
    6. Common ASO Tools and Resources
  4. SEO vs. ASO: Similarities
    1. Focus on Visibility and Ranking
    2. Importance of Keyword Optimization
    3. Continuous Optimization Process
  5. SEO vs. ASO: Differences
    1. Platform Differences (Websites vs. App Stores)
    2. User Behavior and Intent
    3. Measurement Metrics (Traffic vs. Downloads and Engagement)
    4. Competitive Landscape
  6. Integrating SEO and ASO
    1. Cross-promotion Strategies
    2. Using Keywords Across Platforms
    3. Coordinating Content and Updates
  7. Conclusion
  8. Most Frequently Asked Questions

So, let’s dig in! 

What is the Main Purpose Of SEO & ASO

The main purpose of SEO (Search Engine Optimization) is to improve a website’s visibility and ranking on search engine results pages (like Google) to attract more organic (non-paid) traffic. 

On the other hand, ASO (App Store Optimization) aims to enhance the visibility and discoverability of mobile apps within app stores (such as the Apple App Store or Google Play Store) to increase downloads and user engagement.

While SEO and ASO share some similarities, such as the importance of keyword optimization and metadata, they also have distinct differences in terms of the platforms they target and the specific optimization techniques they use. 

So, website and app owners need to be aware of these changes to make their strategies more effective and get the most out of their online presence and apps.

What is SEO? 

Here is a detailed overview of the term “What is SEO?”. 


SEO, or Search Engine Optimization, is the art and science of making your website more visible and attractive to search engines like Google, Bing, and Yahoo. It’s like giving your site a makeover to ensure it shows up higher in search results when people look for stuff online.

Importance for Websites

SEO is crucial for websites because it helps them get more organic (unpaid) traffic from search engines. The higher your site ranks in search results, the more likely people are to click on it, visit it, and potentially become customers.

Examples of SEO Techniques

Some common SEO tricks include using relevant keywords in your content, getting other reputable sites to link back to yours, and making sure your website is technically sound and easy for search engines to crawl.

Key Components of SEO

The main ingredients of SEO are: 

  1. Keywords 
  2. Content Optimization 
  3. Backlinks 
  4. Technical Optimization 

Let’s discuss them briefly. 

1. Keywords

Keywords are the words and phrases people type into search engines. Using the right keywords on your website can attract the right audience and improve your chances of ranking higher in search results.

2. Content Optimization

Content optimization involves creating high-quality, relevant content that satisfies your audience and search engines. This includes writing engaging articles, using keywords naturally, and organizing your content in a way that’s easy to navigate.

Backlinks are links from other websites that point back to yours. They’re like upvotes from other sites, telling search engines that your content is valuable and worth showing to others.

4. Technical Optimization

Technical optimization deals with the technical aspects of your website, like its speed, mobile-friendliness, and security. A well-optimized site makes it easier for search engines to crawl and index your pages.

How Search Engines Rank Websites?

Search engines use complex algorithms to determine how to rank websites in search results. Factors like relevance, authority, and user experience determine where your site ends.

Common SEO Tools and Resources

There are tons of tools and resources available to help with SEO.  For example: 

  • Keyword research tools like Google Keyword Planner
  • SEO plugins like Yoast SEO for WordPress
  • Analytics tools such as Google Analytics and Google Search Console
  • Educational resources like blogs, forums, and online courses to stay updated on SEO best practices.

SEO is an ongoing process that requires constant monitoring, adjustment, and adaptation to changes in search engine algorithms and user behavior.

What is ASO? 

Here is a brief overview of another main concern of this article, “What is ASO?”.


App Store Optimization, or ASO, is the process of making a mobile app more visible and easy to find in the app store’s search results. Different methods are used to boost the app’s ranking and attract more users.

Importance for Mobile Apps

ASO is crucial because millions of apps are out there, and yours needs to stand out. When your app shows up higher in search results and looks appealing, more people will click on it and download it. So, ASO is all about making sure your app gets the attention it deserves.

Examples of ASO Techniques

Let’s say you have a cooking app. ASO techniques might involve using popular cooking-related keywords, making your app icon eye-catching, and getting positive reviews from users who love your recipes.

Key Components of ASO

There are four basic parts of ASO: 

  • App Title and Description
  • App Icon and Screenshots
  • Keywords Optimization
  • Ratings and Reviews

Let’s cover them in a concise explanation. 

1. App Title and Description

Your app’s title and description are like its first impression. They need to be catchy, informative, and optimized with relevant keywords. A good title grabs attention and gives users a clear idea of what your app is about. The description should further explain the benefits of using your app and persuade users to download it.

2. App Icon and Screenshots

Visuals play a huge role in ASO because they’re the first thing users see when browsing the app store. Your app icon should be eye-catching, making users want to click on it to learn more. Screenshots give users an idea of what your app looks like and what features it offers.

3. Keywords Optimization

Keywords are the words and phrases that users type into the app store search bar when looking for apps. By optimizing your app with relevant keywords, you increase its chances of appearing in search results. Research popular keywords in your app’s category and use them strategically in your app’s title, description, and metadata.

4. Ratings and Reviews

Positive ratings and reviews are like social proof that your app is worth downloading. Encourage satisfied users to leave reviews and ratings on the app store to improve your app’s credibility and trustworthiness

How App Stores Rank Apps?

Understanding how app stores rank apps is critical for improving your app’s visibility. Download counts, user engagement, ratings, and relevance to search queries all impact where your app shows in the search results. Stay up to date on app store algorithms and trends so that you can alter your ASO approach and increase your app’s visibility.

Common ASO Tools and Resources

Tools like App Annie, Sensor Tower, and Google Play Console help you analyze your app’s performance, find relevant keywords, and track your progress with ASO.

So, guys, ASO is all about making sure your app shines in the crowded app store, attracting more users, and growing your audience.

SEO vs. ASO: Similarities

Here is how SEO and ASO are alike:

1. Focus on Visibility and Ranking

Both SEO and ASO want to ensure people can find what they’re looking for. SEO helps websites show up higher in Google searches, while ASO does the same for mobile apps in app store searches. Both want to be seen more because that means more people might click on and use them.

2. Importance of Keyword Optimization

Keywords are like seed words that help both SEO and ASO. SEO is used in website content to match what people type into search engines. In ASO, they’re used in app titles and descriptions to match what people search for in app stores. Using the right keywords helps both get noticed by the right people.

3. Continuous Optimization Process

SEO and ASO aren’t things you do once and forget about. They need constant attention and tweaking. Search engine rules and app store rankings are always changing, so you must keep updating and improving your strategies to stay visible and get clicks or downloads.

SEO vs. ASO: Differences

Here are some key differences between SEO and ASO:

1. Platform Differences (Websites vs. App Stores)

  • SEO is about boosting websites to show up higher in search engines like Google or Bing searches. 
  • ASO, on the other hand, focuses on making apps stand out in app stores like Apple App Store or Google Play Store. 

2. User Behavior and Intent

  • On Google, people usually search for info or solutions. SEO aims to match website content with what users search for. 
  • But in app stores, users hunt for specific apps to download and use. ASO helps your app show up when users search for related terms.

3. Measurement Metrics (Traffic vs. Downloads and Engagement)

  • Website traffic, click rates, and time spent measure SEO success. 
  • ASO, however, focuses on metrics like app downloads, user retention, and actions within the app.

4. Competitive Landscape

  • In SEO, competition is between websites for keywords and rankings. 
  • With ASO, the competition is among apps in the app store. 

Integrating SEO and ASO

When we talk about combining SEO and ASO, it’s like joining forces to strengthen your online presence. This can attract more people to your website and get more downloads for your app, too! 

1. Cross-promotion Strategies

This is about using SEO and ASO tricks to promote your content on different platforms, like websites, social media, and app stores. For example, using the same intended things, internally linking each other, and then promoting it on different online platforms will help people find and engage with your content or app.

2. Using Keywords Across Platforms

This means using the same important words everywhere people might find you online. So, if you’re talking about your app or website, using the same keywords in your descriptions and content will make it easier for people to find you in Google searches or app stores.

3. Coordinating Content and Updates

This is about keeping everything up-to-date across all your online places. Regularly updating your website content, blog posts, and app descriptions with fresh info and the right keywords helps you show up higher in search results and get more attention in app stores. 


This article is your complete guide to SEO versus ASO. In this, we first covered a detailed overview of both terms and then discussed their similarities and differences.  Along with that, we have also looked up how we can use these two ranking strategies at once to shine bright in the digital world. 

I hope you guys like reading this article. If you have any questions, you can ask in the comment section. 

Most Frequently Asked Questions

I have compiled some often-asked questions about SEO and also. You are welcome to read them, too.

Isn’t SEO the same as ASO?

No, both try to boost visibility, but they target different platforms. SEO-optimized websites for search engines, whereas ASO  focuses on app stores.

Which one is more important: SEO or ASO?

It all depends on your primary focus. If you own a website, SEO is important. If you have a mobile app, ASO takes priority. Ideally, you would use both tactics to maximize your reach.

Do keywords matter in both SEO and ASO?

Yes, keywords are vital in both. However, the keyword research process differs. SEO stresses broad search phrases on search engines, whereas ASO focuses on specific app-related keywords that buyers may look for in app stores.

Can I use the same optimization techniques for SEO and ASO?

Some things remain the same, such as focusing on crucial keywords and user intent. The major tactics, on the other hand, differ significantly. ASO focuses on optimizing app store listings, such as the title, description, screenshots, and reviews of an app, whereas SEO focuses on backlinks and technical SEO.

Should I consider paid advertising for SEO and ASO?

Paid ads can help both of them. Paid search ads, like Google Ads, are used for SEO, while app store advertising choices are used for ASO to get noticed in prominent places.



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