ASO vs. SEO: key differences and why both matter for growth

In digital marketing — mobile marketing in particular — two key strategies play a crucial role: ASO (app store optimization) and SEO (search engine optimization). While both aim to boost visibility, maximize reach and drive conversions, they focus on different channels and rely on distinct techniques. We’ll dive into ASO vs. SEO in-depth in this article.

ASO enhances your app’s presence within app stores, ensuring it appears prominently when users search for relevant terms, ultimately boosting downloads. On the other hand, SEO focuses on optimizing your website to rank higher in search engine results, with the goal of drawing in organic visitors who will eventually convert into loyal customers.

Nevertheless, by working on both SEO and ASO, optimizing your pages both on the web and in the app stores, you can noticeably enhance app visibility — making it easier for your target audience to discover and choose your app over competitors.

In this blog, we’ll break down the differences between ASO and SEO, explore what they have in common, and explain why both are essential for mobile app growth. Plus, we’ll share best practices to help mobile app developers and marketers amplify their reach and drive greater results.

Key takeaways

ASO vs. SEO: what should you know?

• ASO and SEO optimize different platforms. App store optimization enhances your app’s presence in the app stores, while SEO strengthens the positions of your website in search engines.
• ASO increases an app’s discoverability, boosts conversion rates, reduces user acquisition costs, and improves user retention.
• SEO drives organic traffic, improves search engine rankings, ensures your website appears for relevant searches, and contributes to long-term growth.
• Use ASO tools such as AppTweak for keyword research and exploring competition.
• ASO and SEO should work together, since their collaboration ensures a mobile brand reaches its audience effectively across multiple channels.
• App Store Optimization best practices include continuously researching keywords and optimizing creatives, managing rating and reviews, grabbing seasonal opportunities, localizing for specific markets, collaborating with paid UA and leveraging Apple Search Ads and AI.

What is ASO vs. SEO

Let’s start by defining SEO and ASO, exploring their meanings, how they work, and the specific purposes they serve in boosting discoverability and maximizing reach for your app.

ASO vs. SEO: a breakdown

What is ASO (app store optimization)?

App store optimization (ASO) is an ongoing process aimed at enhancing a mobile app’s visibility within app stores. The goal is to drive more traffic to the app’s product page, improve conversion rates, and ultimately increase organic downloads.

An app becomes more discoverable when it ranks high for relevant search terms in an app store search, secures a top position in the top charts, or gets a coveted featured spot. All these are the direct results of a well-executed ASO strategy.

Objective of ASO

The primary objective of app store optimization is to increase an app’s visibility in the app stores (such as the App Store and Google Play) to drive more organic downloads.

App store optimization is a long-term growth strategy that ensures apps gain sustainable visibility, attract high-quality users, and maintain a competitive edge in the crowded app stores. By consistently refining an app store product page—optimizing keywords, visuals, and user engagement elements—mobile developers and marketers can significantly increase their app’s success without overrelying on paid ads.

ASO lays the foundation for organic, cost-effective, and long-lasting results.

Why ASO matters for mobile app growth

1. Increases app discoverability
The majority of app downloads come from organic searches on the App Store or Google Play. Optimizing your app for relevant keywords ensures it ranks higher in app store search results, maximizing its chances of being found by the right users.

2. Boosts conversion rates
A well-optimized app store listing—including an engaging app title, compelling descriptions, trending and relevant visuals, and positive reviews—encourages users to download your app rather than a competitor’s

3. Reduces user acquisition costs (UAC)
App store optimization directly impacts the results of paid advertising campaigns. The better an app store page is optimized—the more likely users are to convert after seeing an ad.

This not only boosts engagement and conversion rates but also reduces user acquisition costs, making your mobile marketing efforts more efficient and cost-effective.

4. Improves retention and engagement
An optimized app store product page not only attracts users but also ensures they stay engaged. Using app store optimization insights, you can refine your app’s features and messaging to better align with user expectations.

5. Enhances global reach
App localization, which is a part of app store optimization, allows your app to target users in multiple markets and languages, expanding your reach and driving international growth.

What is SEO (search engine optimization)?

Search engine optimization (SEO) is the continuous process of optimizing a website to improve its visibility and rankings in search engine results pages.

Objective of SEO

 The primary goal of SEO is to increase a website’s visibility in search engine results, driving organic traffic and improving online discoverability. By effectively implementing SEO, businesses can attract their target audience, increase website traffic, improve conversion rates, and battle competition.

How SEO helps drive organic traffic to websites

1. Improves search engine rankings

Optimizing content, keywords, and technical factors helps websites rank higher in search engine results, increasing visibility.

2. Drives organic traffic

Higher rankings attract more visitors, leading to sustainable traffic growth.

3. Targets users actively searching for related products, services, or information

SEO ensures your website appears for relevant searches, connecting you with users actively looking for your products or services.

4. Enhances user experience

SEO brings in  high-quality, relevant content that meets user intent and needs. That, in turn, results in increased engagement and conversions.

5. Ensures long-term growth 

SEO provides sustainable traffic over time with continuous optimization and content updates.

Key differences and similarities between ASO and SEO

SEO and ASO are similar in concept but apply to different platforms. Let’s take a closer look at the unique features that distinguish SEO and ASO from each other.

Target platforms

In short, SEO is for websites and web search engines, while ASO is for mobile apps and the app stores.

• SEO focuses on optimizing websites to rank higher in search engine results (Google, Bing, Yahoo, etc.).
• ASO focuses on optimizing mobile apps to rank higher in app stores (the App Store and Google Play).

Search intent

When it comes to ASO vs. SEO in terms of search intent, users on the app stores are usually looking for specific apps or for apps that would meet their specific needs. So, their search queries are more specific.

Web users can be highly specific in their searches, depending on their intent, or they may also look for much broader topics. They can google just about anything.

• ASO: In the app stores, search queries are typically shorter and more focused. Users often search for specific apps by name or look for new apps that meet their specific needs. Thus, search queries tend to be related to specific features of an app. With mobile games, it can be a specific genre users are seeking.

• SEO has a broader target, aiming to attract users who are seeking information, services, or products.

Ranking factors

Ranking factors for SEO and ASO are similar, but, as you might expect, have key differences.

• SEO relies on keywords, backlinks, content quality, page speed, and user engagement.
• ASO focuses on app title, keywords, metadata, creatives, rating and reviews, and downloads.

But let’s explore ranking factors for ASO vs. SEO in more detail. Both SEO and ASO rely on on-page and off-page factors to improve visibility and performance. Here’s what they mean in each case:

SEO ranking factors

On-page SEO factors are the elements you can control on your website, while off-page SEO factors are external signals that affect your website’s authority and search rankings.

On-page (website) SEO factors that impact ranking:

• Keyword optimization: Using relevant keywords in titles, headings, URLs, and content.
• Content quality: Creating valuable, informative, and engaging content.
• Content structure and length: Well-structured and detailed content is more favored by search engines.
• Meta tags: Optimizing meta titles and descriptions for better click-through rates.
• Internal linking: Linking to other relevant pages within the website.
• User experience: Improving site speed, mobile-friendliness, and navigation.

Off-page SEO factors that influence ranking:

• Backlinks – getting high-quality links from other reliable websites.
• Social signals – engagement from social media shares, likes, and mentions.
• Brand mentions – references to your site or brand across the web.
• Domain authority – the overall credibility and trustworthiness of your website.
• Click-through rate and bounce rate – reflect how users engage with your web pages.
• Time spent on page – the more time users spend on a page, the more relevant the content is considered, and the higher it is ranked by search engines.

ASO ranking factors

On-page app store optimization factors are elements you manage within your app store listing, while off-page ASO factors are external components that also impact app store ranking.

On-page ASO ranking factors:

• App title and subtitle (for the App Store) – optimized with relevant keywords.
• App description (for the App Store), and short and long description (for Google Play) – well-written with keyword-rich content.
• App icon and screenshots – visually appealing, conversion-optimized, brand-related.
• App preview videos – showcasing key features and user experience.
• Keyword field (for the App Store)
• Promotional text (for the App Store)
• In-app purchases (for the App Store)
• Names of in-app purchases (for the App Store)
• Publisher name – can also affect ranking of your mobile game or app.

Off-page ASO ranking factors:

• Ratings and reviews – higher ratings and positive reviews boost visibility.
• Engagement and retention rates – more installs and user retention improve rankings.
• Total number of downloads and download velocity – important factor highlighting how popular an app or mobile game is.
• External traffic – website traffic, social media promotions, and backlinks leading to the app store page.
• Brand awareness and presence – more searches for the app name improve its ranking.
• Backlinks (for Google Play).
• Crash rate – highlights stability and reliability of a mobile app from a technical point of view.

Commonalities between SEO and ASO ranking factors

1. Keyword optimization: both SEO and ASO require strategic use of keywords.
2. Metadata optimization: titles, descriptions, and tags impact ranking on both.
3. User experience and engagement: engagement, retention, and usability affect performance of both a website and a mobile app.

Keyword research

For both ASO and SEO, keyword research is crucial. But the strategies and tools used for each differ due to their respective platforms and goals.

Keyword research for app store optimization

The goal of keyword research for app store optimization is to optimize app visibility in the app stores (Google Play, the App Store). It targets the most relevant search terms users are likely to type when searching for apps or mobile games.

Key steps in ASO keyword research

1. Identify core keywords

Focus on terms related to the app’s functionality, features, or category (e.g., “fitness tracker,” “photo editor”, “puzzle”).

Take advantage of AI-powered Keyword Research Tools by AppTweak.

2. Analyze competitors

Study the keywords your competitors are ranking for. Tools like AppTweak can help you identify their keyword strategies to get ahead.

3. Long-tail keywords

Include longer, more specific phrases (e.g., “workout app for beginners”, “free photo editor”, or “productivity app for teams”) that have lower competition but can attract highly targeted users.

4. Use app store tools

Use app store optimization tools like Apple’s Search Ads Keyword Tool or Google Play Console to get insights into what users are searching for.

5. Optimize title, subtitle, and description:

Integrate the identified keywords into your app’s title, subtitle, and description to improve discoverability.

Note: the App Store and Google Play have different limits on keyword field sizes.

6. Monitor and update:

App store optimization is a continuous process, so don’t forget to regularly monitor your app’s performance for the targeted keywords and make necessary adjustments to stay competitive.

For a deeper dive, check out our step-by-step app store keyword research guide.

Keyword research for search engine optimization

The aim of keyword research for SEO is to improve a website’s organic rankings on search engines like Google by targeting the right keywords that potential visitors use when searching for information, products, or services.

Key steps in SEO keyword research

1. Identify core keywords

Start by identifying broad terms related to your website’s main content (e.g., “e-commerce solution”, “best laptops for gaming”).

2. Long-tail keywords

Like in app store optimization, target specific and longer phrases (e.g., “top-tier e-commerce solution for a clothing store” or “gaming laptops under $1000”). These often have less competition but are more likely to convert.

3. Competitor analysis

Use tools like SEMrush, Ahrefs, or Moz to analyze competitors’ keywords and identify opportunities to outrank them.

4. Keyword intent

Understand search intent behind the keywords: are users looking for information , buying products, or comparing options? Rely on the user intent to create content that meets their needs.

5. Use Google’s tools

Utilize Google Keyword Planner, Google Trends, and Google Search Console to discover search volume, keyword difficulty, and trending terms.

6. Optimize content

Integrate keywords naturally into your website’s content, including titles, headings, meta descriptions, and body copy.

7. Track and adjust

Regularly check rankings and analyze organic traffic using Google Analytics to determine which keywords are driving traffic and which need improvement.

KPIs and metrics

Just like SEO, ASO is an ongoing process, and there are no one-time fixes or magical shortcuts to success.

A strong app store optimization strategy relies on consistent monitoring, data-driven optimization, and iterative improvements, all with the ultimate goal of enhancing app quality and visibility. Thorough keyword research is key to understanding user behavior in the app stores, uncovering opportunities to boost your app’s rankings over time, and ultimately get more downloads.

To measure the effectiveness of your ASO and SEO efforts, here are some key metrics you should track:

ASO KPIs

• Organic downloads and installs
• Conversion rate
• Keyword visibility and rankings
• Average ratings score and reviews

SEO KPIs

• Organic sessions
• Conversion rate
• Keyword visibility and rankings
• Bounce rate
• Pages per session
• Average session duration
• Page load time
• Number of backlinks and domains

Note: While search engine optimization focuses on CTR and dwell time, app store optimization focuses on app install rates and user retention.

In the table below, you will find different categories of SEO and ASO KPIs and how they differ.

ASO vs. SEO KPIs

Flipster achieved an 88% growth in organic downloads in just a month by improving its organic visibility with AppTweak. Want to achieve similar results? Try AppTweak ASO tools.

App versus website visibility

App visibility is determined by how easily users can discover an app within Google Play or the App Store. This depends on factors like keyword rankings, category rankings, featured placements, downloads, ratings, and reviews. The goal of app store optimization is to improve these factors to boost organic installs.

On the other hand, website visibility refers to how well a website appears in search engine results on Google, Bing or Yahoo when users search for relevant topics. SEO helps increase visibility by improving keyword rankings, website authority, backlinks, content quality, and user experience.

Both SEO and ASO aim to increase organic traffic, but app store optimization drives app installs, while SEO attracts website visitors who may convert into leads, customers, or subscribers.

Why ASO and SEO should work together

ASO and SEO should work together because they both focus on increasing visibility and conversion —just in different environments. Their collaboration ensures a mobile brand reaches its audience effectively across multiple digital channels. Here are five reasons why they should be aligned.

1. Cross-channel visibility and promotion

Search engine optimization helps your app get discovered through web searches, while app store optimization improves visibility in the app stores.

Many users search for apps on a search engine before going to an app store. Optimizing your website can drive traffic to your app store product page.

2. Keyword synergy

SEO and ASO both rely on keyword research. By identifying the best-performing keywords from SEO, you can optimize app titles, descriptions, and metadata for app store optimization.

Note: However, keep in mind that web and app store audiences differ. Before adding keywords to your app store listing, conduct thorough research, analyze competitors, and explore your niche on the App Store or Google Play.

Expert tip: Apply insights from app store optimization to broader keyword strategies for SEO, ensuring consistency across platforms and vice versa. For tips on how to drive organic traffic beyond the app store, read our article on SEO for apps.

3. Higher organic downloads and user acquisition

A well-optimized website with strong SEO can lead users directly to the app store, increasing organic downloads for your mobile game or app.

Blogs, landing pages, and backlinks help boost both web and app store rankings.

4. Improved brand authority and customer loyalty

A strong online presence via SEO increases brand credibility, making users more likely to download your app when they encounter it on the App Store or Google Play.

Positive user reviews and ratings from app store optimization efforts contribute to higher rankings in both search engines and the app stores.

5. Better retargeting and conversion rates

Search engine optimization can drive initial awareness, while app store optimization ensures users convert by providing an optimized app page experience.

Paid campaigns run on the likes of Google Ads or Apple Search Ads benefit from an integrated SEO/ASO strategy, lowering acquisition costs.

Instead of treating ASO and SEO as completely different strategies, integrating them can maximize reach, improve conversion, and create a seamless user journey from search to download.

Best practices for ASO and SEO in 2025

Now that we have discussed the commonalities and differences between ASO vs. SEO, let’s take a look at SEO and ASO best practices.

ASO best practices

Here’s a quick overview of our top ASO best practices.

1. Carry out thorough keyword research

• Focus on primary keywords directly related to your app’s core features and category.
• Incorporate long-tail keywords to target specific user intent.
• Take advantage of user behavior insights — think about the exact phrases potential users might search for when looking for an app like yours.
• Research which keywords your closest competitors are targeting.
• Compare your rankings vs. theirs to identify gaps and opportunities.
• Integrate those keywords into your metadata, app title and subtitle, long and short descriptions.
• Discover high-volume but low-competition keywords to maximize ranking potential.

2. Don’t forget to optimize your creative assets

We’re talking all your creative assets—icons, screenshots, and videos—should reflect your brand while considering visual trends and tendencies in your app category. Run A/B testing experiments to test your hypotheses.

3. Don’t neglect user reviews and ratings

• Always reply to reviews – both positive and, especially, negative ones.
• Integrate the feedback you get from users into your app’s functionality.
• Encourage satisfied users to leave positive feedback.

4. Localize your app store product page

When localizing for international markets, it’s important to not just translate the copy – but also adjust the whole page, including the creatives, to the cultural specificities of the market you are targeting. For example, see our article on how to localize your app for Japan.

5. Grab seasonal opportunities

Holidays or specific seasonal events can help boost engagement and attract more downloads if you prepare in advance by updating your store listing, optimizing creatives, and incorporating seasonal keywords to align with trends.

6. Align with paid UA

App store optimization and paid user acquisition teams should collaborate and share insights to maximize growth opportunities. For example, if certain creatives performed exceptionally well in a paid campaign, these high-performing elements can be adapted for the app store product page.

 How paid UA can positively affect app store optimization:

• Increases organic app installs: A surge in paid installs signals to app stores that an app is gaining traction, which can positively impact organic rankings.
  
• Boosts keyword rankings: Higher download velocity from paid campaigns can improve an app’s ranking for relevant keywords, making it more discoverable organically.
  
• Enhances app store algorithm signals: App stores factor in download volume, engagement, and retention rates. Paid campaigns can generate more engagement, helping app store optimization performance.
  
• Improves conversion rate optimization: With more paid traffic, developers can A/B test app store elements (icons, screenshots, descriptions) to refine ASO strategies and improve conversion rates.

Check out our best practices for CPPs with Apple Search Ads.

• Strengthens brand awareness:Paid ads increase exposure, making users more likely to search for the app organically later, which further supports app store optimization.

7. Leverage Apple Search Ads

On the App Store, if your app ranks number one in Apple Search Ads and has the first position organically, Apple often expands your organic search result by showing additional elements, such as screenshots or preview videos. This expanded display can increase visibility and click-through rates.

Note: This is not confirmed by Apple, but many ASO experts and mobile marketers have observed such a positive impact.

8. Incorporate AI in your ASO strategy in a smart way

Use AI-powered tools (like AppTweak) for keyword research:

• Identify high-converting keywords based on search trends and competitive analysis.
• Discover long-tail keywords and less competitive phrases to target for better ranking.
• Analyze keyword volume, difficulty, and relevance to optimize your app’s metadata.

Utilize AI for optimizing app title and descriptions to:

• Leverage natural language processing to analyze top-performing app descriptions and titles in your category.
• Optimize your app store description by identifying key phrases and tone adjustments that resonate with users and search algorithms.

Leverage AI for ASO competitor analysis

• AI can help you analyze competitors’ keyword strategies, download trends, and ranking behaviors.
• You can use this data to adjust your strategy and spot gaps in the current app store optimization efforts, helping you stay competitive in your app category.

SEO best practices

• Keyword research: Use tools to find high-volume, low-competition keywords.

• Quality content: Create valuable, engaging, and relevant content that addresses user intent.

• Meta tags: Optimize title tags, meta descriptions, and header tags with primary keywords.

• Backlink building: Develop a strong backlink profile by earning links from reputable sources.

• Technical SEO: Ensure the website is fast, mobile-friendly, and free from technical errors.

• User experience: Focus on site navigation, readability, and overall user satisfaction.

• AI for SEO: Use AI to identify content gaps, analyze top-ranking pages, suggest topics, and more.

Bonus: AI tools for SEO

Natural language generation tools like Jasper AI and Copy.ai can help you create content faster while optimizing it for search engines.

• Content suggestions: AI tools can analyze high-ranking content in your niche and recommend content strategies that align with users’ search intent.

• Topic clustering: AI can organize your content into topic clusters to create authoritative and comprehensive pages around core themes, improving SEO.

Additionally, you can run AI-powered SEO audits.

• AI tools like Screaming Frog and Sitebulb crawl your website and provide detailed reports on areas like site structure, technical SEO issues, broken links, or missing metadata.
• AI can analyze your website’s performance and provide recommendations to improve site speed, mobile usability, and user experience—all of which are ranking factors.

Conclusion

To sum up, both app store optimization and search engine optimization should be key components of your growth strategy. They both play crucial roles in driving visibility, engagement, and downloads for your mobile app.

By utilizing SEO and ASO in tandem, you create a powerful cross-channel approach that maximizes your app’s reach. SEO can direct traffic to your app store listing, while ASO ensures your app is discoverable within the app stores when users are ready to download. Additionally, insights from one strategy can complement and enhance the other—whether it’s using high-performing keywords from SEO in your app’s metadata or testing successful ASO creatives in web ads.

Keeping in mind both strategies can create the synergy between ASO and SEO. That will help you build a cohesive mobile growth strategy that fuels higher rankings, increased downloads, greater user engagement, and improved brand awareness. So, both SEO and ASO are essential for growth.

P.S. Never call ASO “SEO for mobile apps”. Seriously, never.

FAQs

We’ve answered your top FAQs about search engine optimization and app store optimization.

What is the main difference between ASO and SEO?

ASO (app store optimization) focuses on improving an app’s visibility and rankings in the app stores (Google Play, the App Store), driving organic downloads.

SEO (search engine optimization), on the other hand, is aimed at optimizing websites to rank higher in search engine results such as Google orBing to increase organic web traffic.

While both strategies involve keyword optimization, their platforms and ranking factors differ.

How do ASO and SEO ranking factors differ?

While both depend on keyword relevance and engagement metrics, app store optimization places more emphasis on in-app elements, whereas search engine optimization relies on web content and authority-building.

ASO ranking factors: App title, keywords, descriptions, user ratings and reviews, app downloads, app updates, and visual assets (icons, screenshots, and videos).

SEO ranking factors: Website content, backlinks, keyword optimization, page speed, mobile-friendliness, technical SEO, and user experience signals (bounce rate, dwell time).

Can SEO help improve ASO?

Yes! A well-executed SEO strategy can support app store optimization efforts in several ways:

• Driving traffic from web search to app store pages through blog posts, landing pages, and backlinks.
• Improving brand awareness, making users more likely to search for your app in the app store.
• Boosting credibility and trust, as users often research apps online before downloading.

How often should ASO and SEO strategies be updated?

App store optimization should be updated regularly. These updates should include app features changes, new keywords trends, or other ASO areas to improve conversion rates based on performance data.

Search engine optimization should also be optimized continuously, as search engine algorithms evolve frequently. Content updates, backlink audits, and technical improvements should be done at least every few months to stay competitive.