ASO and SEO: what's the difference?

A company's website may rank highly in Google, while its mobile app remains virtually invisible in the App Store and Google Play. This often stems from the differences between SEO and ASO—two approaches to search engine optimization that operate according to their own rules.

Both approaches help users find the products they need through organic search. However, their platforms, algorithms, search queries, and performance evaluation methods differ. Let's explore how ASO and SEO work, the tasks each approach solves, and when it's beneficial for businesses to use them together.

What is ASO and SEO?

ASO and SEO share common principles for managing search demand: audience research, keyword selection, competitor analysis, and improving content relevance. The difference begins with the platform where the user is searching for the product and the actions they intend to take.

In SEO, the primary focus is the website and its pages. In ASO, specialists focus on the mobile app's presentation in the store, where users learn about its features, evaluate its design, and decide whether to install it.

What is ASO (App Store Optimization)?

ASO (App Store Optimization) is the optimization of mobile apps to increase their visibility in the App Store and Google Play. This work is aimed at attracting users from search and other store sections, as well as increasing the proportion of store visitors who install the app.

The specialist researches search queries, studies competitors, and selects the app's name and metadata. Special attention is paid to the app's icon, screenshots, video previews, localization, and user reviews. These elements influence the app's discovery and installation decisions.

For example, a developer of an expense tracking app wants to appear for search queries like “finance tracking” and “family budget”. To do this, they need to test in-store demand, select appropriate wording, and properly design the product page. After publishing the changes, a specialist evaluates rankings, views, and organic installs.

What is SEO (Search Engine Optimization)?

SEO (Search Engine Optimization) is a website optimization process aimed at attracting organic traffic from Google and other search engines. A specialist helps search engines find, index, and correctly interpret pages, and helps users find answers to their queries.

The work includes technical SEO, website structure creation, useful content preparation, internal linking, and external link analysis. Mobile adaptation, loading speed, page accessibility for search engines, and correct indexing are also checked.

If a company offers a financial management app, SEO can help attract visitors with search queries like “how to manage a family budget” or “expense tracking software”. People can explore the product's features on the website, compare offers, and then proceed to install the app.

ASO vs. SEO: What's the Key Difference?

The main difference between ASO and SEO is related to the search environment. Google processes user queries and selects relevant pages from a vast number of web resources. App stores help find apps that meet specific needs and are supported by the user's device.

Optimization options also differ. The website allows you to create new pages and expand on topics, while the app card is limited to a set of fields and the specific store's requirements.

Where do ASO and SEO work?

SEO covers websites, informational articles, directories, landing pages, and other web resources accessible to search engines. Results can include regular links, images, videos, and specialized search elements if the page meets Google's requirements.

ASO works with mobile app cards and their presence within the App Store and Google Play. Users see the product name, icon, rating, images, and brief information, after which they can open the card and install the app.

App cards may also appear in regular Google search. However, an app's presence in web search does not automatically improve its ranking within the store.

How does user search behavior differ?

Google users often begin by researching a problem before deciding on a specific product. They might search for ways to control expenses, compare financial services, and read expert recommendations.

In an app store, the search query is usually closer to choosing an app. For example, a person searches for “budget planner”, looks at several cards, compares images and ratings, and then decides to install.

However, the distinction isn't absolute. Google also sees queries with a ready intent to download an app, while in the App Store and Google Play, users may explore different options for solving the same problem.

Therefore, the semantic core for each channel is compiled separately. Similar topics do not guarantee equal search popularity or identical audience behavior.

What factors influence visibility in ASO and SEO?

Both platforms evaluate a product's relevance to a user's query, but the set of signals they consider differs. In addition to search relevance, the product's quality and the ability of its presentation to persuade a user to take a desired action are also important.

Not all ranking mechanisms of Google, the App Store, and Google Play are publicly disclosed. Therefore, when optimizing, you should rely on the platforms' official recommendations, available analytics, and the results of your own audits.

App Search and Ranking Factors

In ASO, the app title, relevant metadata, and the correct category selection play a significant role. Depending on the store, different signals related to popularity, app quality, and user engagement with the product are taken into account.

Ratings, reviews, and the overall appeal of the card can influence user choice. The icon, screenshots, and video previews primarily help explain the app's purpose and increase install conversion.

When working with these elements, it's important to distinguish between their impact on search visibility and their impact on conversion. An increase in installs after changing an icon doesn't necessarily prove that the icon itself was the reason for the increase in search rankings.

Website ranking factors

In SEO, the usefulness and relevance of content, technical accessibility of pages, resource structure, and the quality of backlinks are of great importance. Search engines must access the page's content, understand its purpose, and match it with the user's query.

Particular attention is paid to indexing, mobile version, internal links, and the absence of technical errors. High-quality content helps to develop the topic, and clear navigation makes it easy to find the information you need.

However, bounce rate or time spent on site cannot be considered universal direct ranking factors. These metrics are useful for analyzing user behavior, but ranking conclusions require separate verification.

ASO and SEO: Comparison by Key Parameters

The difference between the two approaches is best understood through the tasks a specialist performs. ASO focuses primarily on the app's search visibility and its product page, while SEO encompasses a full-fledged website with numerous interconnected pages.

The comparison shows why identical optimization methods don't always yield comparable results. Even when a user searches for the same product, the query content, competitors, and available promotion methods can differ significantly.

The difference in the amount of available content deserves special attention. A website allows for creating informational materials tailored to different search intents, whereas an app card has limited text space.

In English-language publications, the comparison is often referred to as ASO vs. SEO, ASO and SEO, or SEO and ASO. Regardless of the formulation, the practical question remains the same: where exactly does the audience search for a product and which channel helps attract interested users.

Lead SEO specialist — Gennady

I differentiate ASO and SEO primarily based on user search intent. On Google, people often start by researching a problem, comparing solutions, and only then choosing a product. On the App Store or Google Play, they're often already searching for an app with a specific feature.

Therefore, I don't recommend transferring a website's semantic core to an app's profile without conducting separate research. First, you need to check demand in each channel, select relevant queries, and understand what actions we expect from the user.

When promoting together, I evaluate rankings, organic traffic, traffic between platforms, installs, and subsequent conversions. This allows me to truly understand the impact of ASO and SEO on user acquisition and avoid focusing solely on rankings.

What do ASO and SEO have in common?

Despite the differences between platforms, both strategies require an understanding of the audience, competition, and search demand. A specialist must determine what problems the user solves with the product and what queries they use to search for suitable offers.

ASO and SEO also require regularly updating content, verifying results, and focusing on user experience. A one-time metadata change or publishing a few pages doesn't guarantee sustainable growth.

Researching search demand and competitors

Work on both strategies begins with semantic data collection and competitor research. The specialist identifies relevant queries, evaluates their popularity, and checks which products or pages are already occupying prominent positions.

However, research tools and the resulting data will vary. Google search volume cannot be automatically taken as an indicator of demand within the App Store or Google Play.

Competitive analysis is also conducted separately. SEO examines website structure, content, and search pages, while ASO examines app metadata, app card design, and app rankings for target queries.

Content and user experience optimization

Both the website and the app card should clearly explain the product's benefits. Users make decisions faster when they can immediately see the service's purpose, key features, and answers to their questions.

For a website, page content, navigation, and user experience are of great importance. In app stores, users often evaluate a product based on its name, icon, initial screenshots, and brief description.

Therefore, visual optimization is necessary in both areas, although their objectives differ. On a website, images help people perceive the content, while in an app store, they often determine the first impression of the product.

Localization and continuous work on results

Localization helps adapt a product to the language and user habits of a specific market. Simply translating the text is often insufficient, as search terms, preferences, and competitors can vary across countries.

For SEO, separate language versions of pages are created with the correct URL structure and hreflang. ASO involves preparing localized titles, descriptions, keywords, and visuals, taking into account the store's capabilities.

After publishing, it's necessary to monitor rankings, impressions, clicks, and conversions. If changes don't produce the expected results, a specialist will review the semantics, product presentation, or other elements of the strategy.

How does ASO work in the App Store and Google Play?

Apple and Google have different requirements for app card design and metadata. Therefore, an ASO strategy must take into account the specifics of each store, even when a product has the same functionality on both iOS and Android.

When preparing your card, it's important to adhere to technical limitations and platform rules. Attempting to fill all fields with duplicate keywords reduces readability and may violate store requirements.

ASO Features in the App Store

In the App Store, text optimization is built around several separate fields. Their purpose and permitted length are determined by Apple guidelines, so the specialist pre-assigns the most relevant search phrases to them.

The card's design is considered alongside its content. Users should quickly understand what the app solves and why they should explore this particular option.

Title, subtitle, and Keywords field

An app name can contain up to 30 characters. It should help identify the product and explain its purpose, so the keyword is chosen with readability and Apple's limitations in mind.

The subtitle contains a brief explanation of the app's benefits or features and is also limited to 30 characters. The Keywords field is intended for relevant keywords and is limited to 100 bytes.

For example, a budgeting app might use the brand name, specifying a financial function, and use the subtitle to reveal an additional feature. Repeating the same words across fields should be avoided unless necessary.

Detailed restrictions are given in Apple documentation on card design.

Description, icon, screenshots, and reviews

A full description in the App Store describes the app's features and helps users evaluate it before installing it. Apple recommends writing clearly, highlighting key features, and avoiding unnecessary repetition of keywords.

The description should not be considered a primary field for direct search ranking within the App Store. However, its content can be used to display the app in regular web search.

The icon and initial screenshots should convey the product's purpose without complex explanations. Reviews and ratings help users evaluate the app's quality, and the developer can identify issues that hinder installations and continued use.

ASO Features on Google Play

Google Play uses a different set of fields for text optimization. Here, the specialist works with the title, short description, and full description, ensuring that the text matches the app's actual features.

When choosing wording, consider natural language and Google's metadata requirements. Repeating the same keyword multiple times doesn't make the description more useful to users.

Title, short and full description

The app title on Google Play is limited to 30 characters, the short description is limited to 80 characters, and the full description can be up to 4,000 characters. These fields serve different purposes when presenting the product.

The name helps identify the app, a short description quickly explains the main benefit, and a full description explains the functionality and usage specifics. Keywords should be distributed naturally, taking into account the content of each field.

For example, for a foreign language learning app, you might describe the available exercises, lesson format, and progress tracking features. A list of generic queries instead of a proper description won't help people evaluate the program.

Requirements for fields and content are published in Google Play Console Help.

Visual optimization and testing

Google Play lets you test how users respond to different variations of graphic and text elements on app cards. Experiments are available to help you compare designs based on available install data.

Typically, the icon, screenshot sequence, graphic materials, or text available for testing are tested. Before launching the experiment, it's necessary to determine which metric should change and why the chosen option might be more understandable to users.

When evaluating the results, it's important to consider the volume of data and statistical reliability. If there are too many variants or not enough installs, it's premature to draw firm conclusions about the effectiveness of the changes.

Why isn't one ASO strategy equally suitable for two stores?

The App Store and Google Play differ in their metadata structure, keyword management methods, and testing capabilities. Therefore, the same title, description, and design won't necessarily be equally useful on both platforms.

A specialist must separately check semantics, field restrictions, user demand, and competitors. At the same time, the product's core benefits and brand positioning must remain consistent.

For international apps, differences become more noticeable due to localization. Some search terms may be popular among iOS users, while Android users in the same region may choose different options.

How does SEO help promote a mobile app?

SEO is useful for companies whose audiences search for product information outside of app stores. A website can attract users through relevant search queries, explain the service's features, and direct interested visitors to the App Store or Google Play.

This approach is especially suitable for apps with complex functionality or a lengthy selection process. Before installation, users may need detailed information about pricing, security, compatibility, and usage.

App landing page

A landing page helps present an app in regular search results. It can include a description of its features, interface images, benefits for different users, and download links.

For example, for a banking app, it's useful to display available transactions, authorization methods, device requirements, and answers to security questions. Such a page helps users understand the product's capabilities upfront.

It must be optimized for relevant queries, ensure mobile adaptation, and ensure proper indexing. Store links must lead to the actual store pages for the corresponding app versions.

Content Marketing and Information Search

Users don't always start their search with the name of an app or a specific feature. Sometimes they first try to understand a task, for example, how to plan expenses or manage customer records.

Informational articles allow you to engage your audience during the problem-research phase. These materials can explain solution options and demonstrate which app features will be useful in a specific situation.

Content marketing requires a logical structure and internal linking. Articles should help users find detailed product information, and links to apps should be offered where they are truly appropriate.

Technical optimization and transitions to the application

To promote landing pages, it's necessary to check their indexability, correct HTTP responses, canonical tags, link structure, and mobile-friendliness. If the content is suitable, you can use SoftwareApplication structured data without adding fake ratings or reviews.

If an app supports deep links, users can navigate directly from a website to a specific section of the installed app. Universal Links on iOS and App Links on Android are used for this purpose.

When setting up such transitions, it's important to consider situations where the app hasn't yet been installed. The user should receive a clear path to the desired content or installation page, and analytics should accurately record the available actions.

How to combine ASO and SEO into a single promotion strategy?

A combined strategy begins with understanding the user journey from the first search query to app installation and use. For some products, this journey begins through Google, while for others, it begins directly in the app store.

The specialist's job is to define the role of each channel, align messaging, and set up performance measurement. SEO and ASO can develop at different rates and require separate resource allocation.

Step 1: Research your audience and search queries

First, it's necessary to determine what problems the product solves and how users describe these tasks in search results. To do this, study search queries, competitors' offers, reviews, and available analytics data.

The semantic core for Google is compiled separately from App Store and Google Play queries. Queries are then grouped by user intent, level of specificity, and the appropriate page type or metadata field.

For example, the query “how to control family expenses” is suitable for an informational article. The phrase “budget app” can be researched simultaneously in web search and app stores, comparing demand and the competitive landscape.

Step 2: Prepare the website and app cards

The website should contain useful information about the product, its features, and usage scenarios. App stores should also provide relevant metadata, clear screenshots, and proper localization.

At the same time, the messages should correspond to the actual functions of the app. If the website promises a certain feature, the user should find it in the product, and the description in the store shouldn't create the opposite expectation.

In practice, it is convenient to coordinate several basic elements:

• The product name and its intended purpose must remain recognizable on the website and in application cards.
• Key benefits should be described with the platform in mind, while maintaining a common understanding of the product's functions.
• Screenshots, images, and text should show the current version of the interface and available features.
• Links to stores and the app should be checked after updates are published and addresses are changed.

This consistency reduces unnecessary questions before installation. Users receive the expected information regardless of where they first encountered the app.

Step 3: Link user acquisition channels

One possible scenario begins with a Google search. The user opens an article, reviews recommendations, navigates to the app page, and then installs it through the app store.

User Flow Diagram:

Another scenario begins immediately within the app store, where a user searches for an app based on a functional query. In this case, ASO helps drive organic installs without first visiting the site.

Companies operating across two channels should support both routes. However, specific priorities depend on demand and actual audience behavior.

Step 4: Set up analytics and improve results

Google Search Console and GA4 are used for SEO, and App Store Connect and Google Play Console data are used to analyze app listings. Mobile analytics and install attribution tools are also integrated when necessary.

UTM tags help differentiate the sources of website traffic. Appropriate mobile attribution mechanisms are used to track subsequent journeys to the app, taking into account platform limitations and user consents.

Once the data has been collected, you can compare the results of different search queries, landing pages, and card variations. It's best to implement changes sequentially to understand which actions may have impacted the performance.

How to evaluate the effectiveness of ASO and SEO?

Search and app store rankings help track product visibility, but they don't provide a complete picture of its effectiveness. To evaluate results, it's necessary to consider user actions after a product appears in search results.

Therefore, ASO and SEO metrics are analyzed separately and then compared across the overall user journey. This approach helps identify areas where potential audiences are lost before installation or conversion.

Key ASO metrics

ASO measures an app's search visibility, rankings for relevant queries, and the number of product card impressions. This data helps understand how often users discover a product within the store.

The next set of metrics relates to clicks, card views, organic installs, and conversion rate (CVR). If an app is getting a lot of views but few installs, it's worth checking its design, description, rating, and whether it meets user expectations.

Reviews and ratings also help identify product quality issues. Regularly analyzing feedback is useful for improving the user experience and understanding the reasons users decline to install.

Key SEO metrics

Websites are tracked in Google Search Console for impressions and clicks, average positions, CTR, and pages driving search traffic. These metrics show visibility trends and help identify the queries that drive visitors to the site.

GA4 additionally analyzes organic sessions and user target actions. For an app page, these actions may include clicking through to the store, submitting a request, or other predefined events.

A high search ranking doesn't always lead to the desired result. If search traffic is growing but users aren't engaging with your product, it's important to check whether the page matches their intent and the ease of their subsequent journey.

How to compare the contribution of two channels?

Let's say a user found an article about family budgeting on Google, navigated to a financial app's website, and then opened its product page in the store. In this scenario, SEO led the user to the product, and ASO helped introduce the app to the user during the installation process.

To evaluate the contribution of channels, it's necessary to properly configure events and available attribution. A simple coincidence of increased website traffic and app installs doesn't prove a direct link between these metrics.

It's important to keep in mind that app stores and analytics platforms may classify installs and referral sources differently. Therefore, for regular reporting, it's essential to agree on metric definitions and calculation methods in advance.

What to choose for your business: ASO, SEO, or both?

The choice depends on where the audience is searching for the product, what problems the company solves, and the user's path to the target action. The competitive environment, budget, and the website or app's readiness for promotion are also important.

For a new product, it's helpful to identify priority channels before undertaking large-scale work. This helps direct resources to areas with proven demand and clear ways to measure results.

When is ASO a priority?

ASO often becomes a priority for apps that users primarily discover through searches in the App Store and Google Play. This is especially true for products with a clear function, such as task planners or photo editing apps.

If a company doesn't yet have a developed website, optimizing its product page can be the first step in organic promotion. This begins with researching search queries, preparing metadata, and improving product presentation.

At the same time, having a high-quality app remains a prerequisite for long-term development. Issues with stability, functionality, or user experience can hinder results even with a properly designed card.

When is SEO a priority?

SEO may be prioritized when a user begins their search by searching for detailed information on Google. This scenario is typical for complex services, professional software, and products that require preliminary comparison.

The website explains functionality, publishes instructions, compares plans, and answers frequently asked questions. This allows users to become familiar with the product before visiting the app store.

If the main product operates directly through a browser, SEO may remain the primary organic acquisition channel. In this case, a complementary mobile app is promoted based on its role in the overall product strategy.

When should you use ASO and SEO simultaneously?

Co-promotion is suitable for companies that offer a full-fledged digital service through a website and mobile app. For example, a bank can attract customers through informational pages about financial products while simultaneously driving installs of its own app.

SEO helps cover queries at different stages of the user journey, while ASO focuses on search and app presentation within stores. Both require separate analytics but can support a consistent user journey.

With a limited budget, it's wise to start with an analysis of demand and current results. Then, you can determine which changes will have the greatest impact on user acquisition and what work needs to be done first.

What are the most common mistakes made when combining ASO and SEO?

Mistakes arise when methods from one platform are mechanically transferred to another or when success is assessed solely by the growth of specific metrics. Problems are particularly common with keyword selection, metadata quality, and insufficient analytics.

Preliminary research and a clear process for reviewing changes help avoid such situations. Each action should have a specific goal and a metric by which to evaluate the outcome.

Using one semantic core for different platforms

Search terms in Google and app stores may overlap, but their popularity and competition don't necessarily align. Users may also have different intents for similar queries.

For example, the phrase “workout app” may appear on both platforms. However, related informational queries about workout programs are more suitable for individual website pages, while queries with specific features require verification within the stores.

Therefore, semantics must be collected and grouped separately. This helps avoid optimization for wording that doesn't correspond to the actual demand of the chosen platform.

Overloading metadata and texts with keywords

Repeating keywords multiple times makes descriptions difficult to read. In app stores, such actions may also violate metadata formatting guidelines.

The same problem occurs in SEO when page text is filled with repetitive search phrases. The user receives less useful information, and the content appears artificial.

For both strategies, it's best to choose natural descriptions with a clear structure. Keyword phrases should be relevant to the product's content, and each section of the text should help users understand its capabilities.

Not measuring conversion and the quality of the attracted audience

An increase in impressions or rankings indicates a change in visibility, but says nothing about the quality of subsequent interaction with the product. A user may open a page, explore the offer, and leave without installing or taking any other action.

Therefore, it's essential to track the entire user journey: search impressions, clicks, card views, installs, and subsequent conversions. Data quality depends on the correct analytics settings.

If a company only evaluates rankings, it risks allocating budget to queries that generate almost no interested users. Regularly analyzing target actions helps refine promotion priorities.

ASO helps users find and install mobile apps through the App Store and Google Play. SEO attracts audiences through search engines, where people research problems, compare offers, and learn about products.

If a company has a website and a mobile app, both can work seamlessly together. This requires separate demand research, content and metadata preparation, linking user traffic, and setting up analytics.

Want to improve your mobile app's visibility in store searches? Check out the service ASO promotion in Seo-Gen and submit a request for an app analysis. Our specialists will analyze your current profile, competitors, and search queries to identify priority areas for optimization.