Is search engine optimization (SEO) and app store optimization (ASO) the same thing? Is search engine optimization for mobile apps also referred to as app store optimization by mobile app marketers? Is ASO, in other words, "SEO for mobile apps"? Or are SEO and ASO different? If they differ, can you just forgo SEO and devote all of your resources to ASO if, like the majority of apps, you only sell your app through Google Play or the App Store?

Search engine optimization and app store optimization both increase the discoverability of apps, but they are applied in different ecosystems and are distinct digital marketing disciplines. Search engine optimization (SEO) is relevant for search engines like Google and Bing, but app store optimization is specific to Google Play and the App Store. Each can contribute to the development of a mobile app.

What is ASO?

The process of improving a mobile app's listing in order to increase its visibility in app stores and encourage more downloads (or purchases) is known as app store optimization. You don't have to pay for app store optimization because it concentrates on organic visibility, unlike forms of marketing like advertising. Rather, the app stores present you with relevant results for searches that are relevant or in their various sections automatically.

The ranking algorithms used by each app store to display apps in their featured sections or search results are different. Things like the presence of keywords in the app title or copy matter the most, even though none of them share the elements their algorithms use for ranking or featuring.

App stores use metrics such as the quantity of downloads to determine which apps to display. Additionally, it's suspected that in-app purchases are made (likely as a way to gauge the overall worth or quality of an app).

The distinctions between SEO and ASO

Many users find your app through search engines. Therefore, search engine optimization is essential if you want your mobile app to grow. Still, not every app search takes place within app stores. A sizable portion of app searches take place online, away from app stores.

App searches that take place inside Google Play and the App Store are the subject of app store optimization discussions. App store optimization on its own may be sufficient to grow and maintain an app's user base.

The following list of bullet journaling apps appears when you perform a relevant app store search:

Google automatically displays the app store results at the top, followed by other organic search results, when Android users search for apps on their phones using their mobile browsers rather than the app stores. This is an example of a mobile search for the same term:

Securing such app store visibility is essentially the goal of app store optimization.
Conversely, search engine optimization manages app queries that are found through search engines (like Google or Bing, for instance). You can see journaling apps that come up for the same Google search below. Once more, although Google displays app store listings directly in the search results, mobile app websites can also be found on the top result and several other results on the first page:

The parallels between SEO and ASO

Your app will appear more prominently in app store searches when it is optimized for the app stores. In the meantime, search engine optimization, or SEO, increases the visibility of your app for online searches conducted through search engines outside of the app store. Hence, even though search engine optimization and app store optimization operate in distinct ecosystems, both contribute to app discoverability. Making it possible for users to find your app through searches is the goal of both search engine optimization and app store optimization.

Examining in detail the ways that the various facets of SEO and ASO differ and are comparable

ASO vs. SEO: On-page advertising

ASO

In the context of app store optimization, on-page optimization refers to the process of optimizing your entire listing, primarily through the use of keywords in its key components, which include the title, short description, and long description. App stores use these keywords in order to determine whether or not an app is a good fit to display for a given search query.

SEO

There are two components to on-page optimization for search engines: Copy comes first. Consequently, your website copy corresponds with your app store listing if you have a website for your mobile app. It is imperative that your website's title, meta description, URL, and other elements contain your target keywords.

Live content makes up the second section. It is essential that you regularly publish new blog entries on your website for optimal SEO. There are three advantages to such blogging for a mobile app website:

You can target even more keywords with blogging. If you have a lunar calendar app, for instance, you can write posts about upcoming eclipses or full moons and how to make the most of them. These blog entries have the potential to increase interest in your mobile app and eventually drive traffic to your app store listings. You can interact and keep your current users by blogging. One of the main reasons people download and use mobile apps is content. Additionally, blogging promotes multi-channel engagement. Many mobile app developers notify their users via email whenever they upload new content.

ASO : Ranking factors 

App stores choose which apps to display for a given search based on a number of factors. These comprise the keywords that appear in the app listing (in sections such as the description and title of the app). In order to decide whether to display an app as a recommended result for a search, app stores also consider engagement and download metrics. Important ranking factors also include user reviews and ratings.

ASO : Resources and budgets

When one discusses ASO, one major upfront investment comes into play. This covers every aspect, from doing the preliminary keyword research to creating visual materials (such as the app icon, screenshots, and videos) and copywriting. The majority of your ASO bandwidth is used for additional optimization after you've posted a listing, mostly through trial and error. You could, for instance, alter the app's icon or screenshots, or test a different, longer or shorter description. As an alternative, you could try using localized listings. It may be necessary for you to optimize your listing for seasonal marketing purposes as well. In-app events are yet another continuous ASO investment if you work with them.