ASO compared to SEO

Which organic growth marketing strategy is right for your mobile app? As a mobile app creator, you want your app to be easily discoverable and rank high in app store and search engine results. This is where app store optimization (ASO) and search engine optimization (SEO) come into play. While both strategies aim to improve visibility and ranking, there are some key differences to be aware of.

Mobile app creators have a variety of tools and strategies at their disposal to optimize their apps for discoverability and success. Two of the most important and widely used strategies are app store optimization (ASO) and search engine optimization (SEO). While there are some similarities between the two, they have key differences that mobile app creators should be aware of to make the most effective use of these strategies.

Differences between ASO & SEO

One of the main differences between ASO and SEO is the platforms on which they are used. ASO is specifically used to optimize apps for app stores, such as the Apple App Store and Google Play Store. On the other hand, SEO is used to optimize websites for search engines, such as Google and Bing. This means that the tools and strategies used in ASO are tailored to the specific algorithms and criteria of app stores. In contrast, SEO tools and strategies are tailored to the algorithms and criteria of search engines.

Another key difference between ASO and SEO is the type of content that is indexed and considered by each platform. App stores’ main elements that are indexed and considered for ranking purposes are the app’s title, keywords, and metadata (such as the app’s description, developer name, and user ratings). On search engines, a wider range of content is indexed and considered, including the text and media on a website’s pages and the website’s backlinks and social media signals.

ASO software vs. SEO software

When it comes to the tools and software available for ASO and SEO, there are many options to choose from. Some popular tools for ASO include Sensor Tower, Mobile Action, Appfigures, and App Radar. These tools provide a variety of features, such as keyword research and tracking, competitor analysis, and analytics. Popular tools for SEO include Ahrefs, SEMrush, and Moz. These tools provide keyword research and tracking features, backlink analysis, and website analytics.

Common ASO & SEO Metrics

One important aspect to consider when choosing ASO or SEO software is the metrics that are provided by each tool. ASO software typically provides metrics such as a search score, which indicates how well an app ranks for specific keywords; a chance score, which indicates the likelihood of an app ranking for a specific keyword; and a difficulty score, which indicates how competitive a keyword is. SEO software, on the other hand, typically provides metrics such as organic search traffic, which indicates the number of visitors a website receives from search engines; keyword rankings, which indicate the position a website occupies for specific keywords; and backlinks, which indicate the number and quality of other websites that link to a website.

How much easier is ASO compared to SEO?

Regarding the ease of use and effectiveness of ASO and SEO, there is no clear answer as to which is better. Both strategies require a certain level of expertise and understanding of the algorithms and criteria of the platforms on which they are used. ASO may be somewhat easier for mobile app creators to implement, as the content and metrics that app stores consider are more limited and specific than those of search engines. However, SEO may be more effective in driving traffic and visibility to a website, as search engines have a wider reach and consider a wider range of content and metrics.

Which is more competitive?

There are more competing websites on the internet than apps on app stores. This is because there are millions of websites on the internet covering a wide range of topics, industries, and languages. In contrast, there are fewer apps on app stores, as app stores have specific criteria and guidelines that app developers need to follow to publish their apps.

Additionally, app stores typically have a smaller number of categories and subcategories compared to the vast array of topics and industries covered by websites on the internet. Therefore, mobile app creators may face more competition from other websites when implementing SEO, compared to the competition from other apps when implementing ASO.

The Likelihood that Doing ASO Will Increase App Downloads

Implementing ASO does not guarantee that a mobile app will get more downloads. This is because the success of an app in app stores is determined by various factors, such as the app’s quality, user ratings and reviews, and competition from other apps.

However, implementing ASO can improve the chances of an app getting more downloads by increasing its visibility and ranking for relevant search terms. By conducting thorough keyword research, optimizing app metadata and visuals, and regularly tracking and analyzing app performance, mobile app creators can improve their app’s discoverability and attractiveness to potential users. This, in turn, can lead to increased downloads and success for the app.

ASO/SEO is an ongoing marketing process

Regardless of which strategy is chosen, it is important to note that ASO is not a one-time process but should be an ongoing effort to maintain and improve app rankings. This is because app stores regularly update their algorithms and criteria, and competitors are also constantly optimizing their apps. Therefore, mobile app creators should regularly track and analyze their app’s performance and their competitors to identify and implement changes that will improve their app’s ranking and visibility.

The best resources to learn about and implement ASO

  1. The guidelines and best practices are provided by the app stores themselves, such as the Apple App Store and Google Play Store. These guidelines provide valuable insights into the algorithms and criteria app stores use to rank and recommend apps, as well as specific recommendations on optimizing an app’s title, keywords, and metadata.
  2. ASO blogs and websites, such as Apptamin, Splitmetrics, ASOdesk, and Phiture. These resources provide valuable insights, tips, and strategies for implementing effective ASO for mobile apps. They also provide regular updates on the latest trends and developments in the world of ASO.
  3. ASO software and tools, such as Sensor Tower, Mobile Action, and Appfigures. These tools provide a variety of features and metrics that can help mobile app creators to conduct keyword research and tracking, analyze competitor apps, optimize app metadata and visuals, and track and analyze app performance.
  4. Professional ASO agencies, such as Outrank Apps. Agencies provide expert services and advice on implementing effective ASO for mobile apps. They can help mobile app creators to conduct thorough keyword research, optimize app metadata and visuals, and track and analyze app performance in order to maximize the discoverability and success of an app in app stores.

Biggest Mistake Made with ASO

Many mobile app creators make the mistake of not conducting thorough keyword research or not regularly tracking and analyzing their app’s keyword performance. This can result in the app being optimized for irrelevant or low-volume keywords, negatively impacting its ranking and visibility in app stores. Therefore, mobile app creators should make sure to conduct thorough keyword research and tracking and regularly analyze and update their app’s keywords to maximize its discoverability and success in app stores.

Measuring Results For Both ASO & SEO

To measure the results of ASO compared to SEO, mobile app creators can use a combination of app store analytics, ASO software, and SEO software. App store analytics, such as those provided by the Apple App Store and Google Play Store, can provide valuable insights into the performance of an app in terms of its ranking, visibility, and user engagement in app stores. ASO software, such as Sensor Tower, Mobile Action, and App Annie, can provide metrics such as search score, chance score, and difficulty score, which can indicate the app’s ranking and visibility for specific keywords in app stores.

SEO software, such as Ahrefs, SEMrush, and Moz, can provide similar metrics for a website’s performance in search engines. These tools can provide metrics such as organic search traffic, keyword rankings, and backlinks, which can indicate the website’s ranking and visibility for specific keywords in search engines. By comparing the metrics and insights provided by app store analytics, ASO software, and SEO software, mobile app creators can measure the results of their ASO and SEO efforts, and make informed decisions on how to improve and optimize their app’s and website’s performance in app stores and search engines.

The downside to Doing ASO yourself

Unfortunately, doing ASO yourself can be time-consuming. This is because ASO involves a number of steps and strategies that require careful planning and execution. For example, conducting keyword research and tracking, analyzing competitor apps, optimizing app metadata and visuals, and tracking and analyzing app performance all require significant time and effort.

Additionally, ASO is not a one-time process but should be an ongoing effort to maintain and improve app rankings. This means that mobile app creators who do ASO themselves need to regularly monitor and update their app’s optimization efforts in order to stay ahead of their competitors and achieve the best possible rankings.

Why it is difficult to hire an App Store Optimization expert

It is generally easier to find SEO specialists compared to ASO specialists. This is because SEO has been around for much longer and is a more established field, with a larger pool of professionals who have experience and expertise in this area. ASO, on the other hand, is a relatively new and specialized field, and there are fewer professionals who have experience and expertise in this area. Additionally, the tools and strategies used in ASO are specific to app stores, whereas SEO tools and strategies can be applied to a wider range of platforms and industries.

ASO-lutely essential for mobile app success

ASO is an essential strategy for improving the discoverability and success of an app in app stores. By optimizing an app’s title, keywords, and metadata, mobile app creators can improve their app’s ranking for relevant search terms, making it more likely for users to discover and download the app.

By regularly tracking and analyzing an app’s performance, mobile app creators can identify and implement changes to their app’s optimization efforts to maintain and improve its ranking. Overall, the time and effort invested in ASO can increase the visibility and success of an app On Google Play and the App store.

 

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