This article was thoughtfully co-authored by SEO expert Adi Avraham and ASO expert Roni Bass, whose insights and expertise brought this piece to life.
As your business or passion project takes off, two important terms will invariably come up—ASO and SEO. While both contribute to your online presence, they focus on different platforms and require distinct strategies. ASO is aimed at increasing your mobile app's visibility in app stores, making it easier for users to find and download. Meanwhile, SEO focuses on improving your website’s ranking in search engine results to drive organic traffic.
As a business owner, knowing the difference between ASO and SEO is essential to reaching a broader audience. This article breaks down the key differences and similarities between ASO and SEO, helping you decide which one to prioritize based on your goals.
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What is app store optimization (ASO)?
ASO, or app store optimization, is the process of improving your app’s visibility within app stores like Apple’s App Store and Google Play. Its primary goal is to increase the number of downloads your app receives by improving its ranking within the store’s search results.
ASO involves optimizing both visible and invisible elements of your app listing, like:
App title
App subtitle
App description (for Android)
Keyword field (for iOS)
Tags (for Android)
Creative assets like icons, screenshots and preview videos
To truly master ASO, you must understand what app store users are searching for and with what intent—then take steps towards ensuring that your app appears for those keywords. For example, you wouldn’t want your app to rank for an unrelated keyword like “sleep app”—even though it has the highest search volume, it isn’t relevant to your business.
What is search engine optimization (SEO)?
SEO is the process of making your website easier to find on search engines like Google. The aim of SEO is to drive more organic traffic to your site by getting your webpages to rank higher on search engine results pages (SERPs) for relevant keywords.
SEO relies on two main facets:
On-page SEO: Optimizing elements directly on your website, such as content, HTML structure and technical aspects like site speed.
Off-page SEO: Building authority and trust for your website by acquiring backlinks, improving social signals and other external factors.
SEO is key for any business that depends on its website to drive sales, gather leads or promote content. But bear in mind that search engines consider hundreds of factors, and there’s no one-size-fits-all approach. Every keyword has its own intent, competitiveness and search volume. And more recently, AI has started playing a role too with AI overviews (AIO). Plus, it’s not just about your homepage—each page needs its own optimization to rank well.
Want to dive deeper? Learn the answer to "What is SEO?" and check out the best keyword research tools.
ASO vs. SEO: similarities and key differences
Here’s a breakdown of how ASO and SEO differ:
Ranking factors
Similarities
Both ASO and SEO are all about using the right keywords to improve visibility—ASO does this for app stores, while SEO focuses on search engines. It’s all about picking the terms your audience is searching for. Things like content quality, user reviews and ratings also play a role. The goal is the same: make it easy for your audience to find what they’re looking for.
Differences
ASO enhances your app's presence in app stores by focusing on elements like app title, descriptions and screenshots. Meanwhile, SEO increases website visibility through site structure optimization, backlinks and content targeting relevant keywords.
ASO relies heavily on visual elements like icons and video previews for downloads, while SEO emphasizes more site-wide signals, like mobile-friendliness, internal linking, topic clustering and page load speed.
Platforms
Similarities
Both ASO and SEO hinge on knowing individual platforms inside and out. You need to have a good grasp of the rules, algorithms and ranking factors of each platform; just like how every search engine works a little differently, each app store has its own quirks.
Differences
ASO targets app stores like Apple App Store and Google Play, which focus solely on mobile apps. SEO targets search engines like Google and Bing, covering personal or professional websites, blogs and eCommerce sites. ASO's focus is on overall app quality, app titles, descriptions, keywords and visuals, while SEO prioritizes content quality and backlinks.
SERP features
Similarities
Both SEO and ASO aim to stand out in search results by using features that grab attention. Think about AI Overviews (AIO), People Also Ask boxes and visual stories for SEO, or app packs and top charts for ASO. The goal is the same—make your content impossible to miss. By optimizing for these features, you’re not just increasing visibility—you’re actively encouraging users to click and engage. Both strategies let you use search results to your advantage and connect with your audience more effectively.
Differences
The SERP features in app stores are very different from the ones you might find on Google. For example, on Google, you have SERP features like AIO, People Also Ask, Featured Snippets, etc., which are all features that you can’t control. While you can make changes to influence your rankings, ultimately, Google decides who will show up in these places.
In app stores, the only SERP features you’ll find are called app events (an event that you can create for your app search results or for a specific timeframe). App events are available to every app owner, but aren’t relevant to every app. You have the power to decide if you’ll use app events or not. For example, Netflix can do an in-app event for a new TV show they’re releasing. In this sense, ASO gives you more control over the SERP.
Conversion metrics
Similarities
Both ASO and SEO focus on user actions that drive business goals. Both aim to encourage valuable interactions—whether that's getting users to download an app in ASO, or prompting purchases or sign-ups on a website via SEO. These conversion metrics also provide insights into how often users engage with an app or website and how well these platforms turn visits into meaningful actions.
Differences
For ASO, important metrics include app downloads, which show when someone goes from viewing your app to installing it; post-download actions, like user retention; and how long people stay in your app. This is all about the app store experience.
With SEO, the focus shifts to things like clicks, sales and website sign-ups. ”Conversions” can be defined as product purchases, lead submissions or even demo requests. It all depends on what your website aims to accomplish.
Reliance on data
Similarities
In ASO and SEO, data is important for refining your strategy and getting more visibility. More specifically, analyzing keyword data is essential for optimizing your success, whether in app stores or search engines. You must understand search volumes and what users are interested in to choose the right keywords, and to ultimately make it easier for people to find you.
Differences
The scope of data available for ASO and SEO is significantly different. App stores offer insights like volume score and downloads. You can even link a user's app download to their in-app actions, such as what they did and what they purchased from your app. However, with ASO, you lack detailed keyword performance metrics; while you can easily segment traffic data by country, language and device, you can’t see which keywords drive the most traffic and downloads. This limitation makes it harder for ASO to measure the specific impact of each keyword on app performance.
On the other hand, SEO platforms provide average monthly search volumes for every keyword, as well as detailed insights into impressions, clicks and segmented traffic. This information allows SEO specialists to precisely analyze how keywords perform and adjust their strategies to improve rankings and engagement.
Optimization processes
Similarities
ASO and SEO are ongoing processes that need constant tweaking and testing. Adjusting things like keywords, titles and descriptions can help you keep up with changing user behaviors and algorithms—and, in turn, improve visibility, engagement and conversion. Regular updates and A/B testing are key to staying competitive in the ever-shifting digital world.
Differences
ASO and SEO have different approaches and timelines. ASO mainly focuses on optimizing app-specific elements like icons, screenshots and videos. Within app stores, keyword and metadata updates tend to happen every four to six weeks. It’s also common practice in ASO to A/B test textual assets like title and description, as well as creative assets like app icon and preview video screenshots.
While ASO focuses on adjusting visual and metadata in shorter cycles, SEO's optimization process has a wider scope, addressing both content and technical aspects for long-term growth in web visibility.
Quality monitoring
Similarities
ASO and SEO are pretty similar when it comes to keeping an eye on quality. Both involve regularly tracking things like keyword rankings, user engagement and conversion rates so you can tweak your strategies and stay ahead as algorithms change.
Differences
In ASO, app owners are expected to deliver smooth user experiences by minimizing crashes and preventing “app not responding” errors. Quality is reflected in user engagement—i.e., how long people spend in the app, how often they return daily and whether the app delivers on its promises. Downloads alone aren’t a measure of quality; just because an app is downloaded frequently doesn’t mean it’s good. True quality lies in how well the app performs and retains users. In addition, uninstall rates are a measurement of quality control.
In contrast, SEO considers the structure and quality of content, along with technical aspects like page speed and mobile-friendliness. These all play a part in search rankings.
Cost considerations
When it comes to deciding where to invest your resources, think about the costs associated with both ASO and SEO:
ASO: When you’re working on ASO, you’ll likely use keyword research tools like AppTweak, in addition to A/B testing platforms for creative assets (although you can perform tests directly through the consoles where you manage the app, sometimes third-party tools can also provide extra insights). You may choose to pay for app store advertising for quicker results, and don’t forget that you’ll have to make regular updates to your app listings, which will require time and expertise.
SEO: SEO expenses often include investments in tools like Google Analytics, Semrush or Ahrefs for keyword tracking, as well as content creation costs. Off-page SEO efforts, like link-building campaigns, may also require a financial investment.
Tip: Check out this list of free SEO tools to help mitigate some costs, including Wix SEO. Or, go to the Wix SEO Learning Hub for detailed tips and processes.
Factor | ASO (app store optimization) | SEO (search engine optimization) |
Platform | App stores (mainly Apple App Store and Google Play) | Search engines (e.g., Google, Bing and DuckDuckGo) |
Search target | Apps and games | Websites, blogs and eCommerce stores |
SERP features | In-app events | People Also Ask, videos, discussions and forums, local pack, Things to Know, images, from sources across the web, People Also Search For, featured snippet, AI overview |
Ranking factors |
|
|
Conversion metrics |
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|
Data |
|
|
Optimization process |
|
|
Focus on user reviews | User reviews can influence rankings and visibility—and as an outcome, downloads
| User reviews are important for credibility and social proof, but not a direct ranking factor |
Quality |
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How ASO and SEO work together
Although ASO and SEO focus on different platforms, they can, in fact, complement each other. If your business has both a website and an app, combining your ASO and SEO strategies can strengthen your overall online presence.
Cross-promotion: You can drive app downloads via your website by integrating calls to action (CTAs) that direct users to app stores. Likewise, you can link back to your website from your app’s store page.
Ratings and reviews: Encourage app users to leave reviews and ratings through your website to promote your app’s visibility. Positive reviews on your app page can serve as social proof on your website.
Backlinks: Build backlinks to your app page from your SEO-optimized content, and vice versa, helping your app rank higher in app store search results.
Multiple web entry points for the app: Create multiple web pages for your app. For example, if you're a gym owner and you have an app that allows users to sign up to different classes, you can build web pages for yoga classes, Pilates classes, spinning classes, aerobics classes, etc.
Integrated ASO and SEO strategy: By using consistent messaging and branding across both your app and website, you ensure that your content marketing efforts support both SEO and ASO by targeting similar keywords and themes.
ASO and SEO best practices
Mastering ASO and SEO means optimizing keywords, content and user experience to enhance discoverability and stay competitive. Here are some best practices to keep in mind.
ASO best practices
Perform keyword research: Understand what users are searching for in each app store and what they’re looking to achieve. Are users looking to be entertained when they search a specific keyword? Or, are they looking for a helpful tool they can use?
Optimize all metadata fields: Include the most important keywords in your app or website’s metadata. Use the most essential keywords in the title, then subtitle and finally in the keywords list/description.
Keep things fresh every four to six weeks: Regular updates show that your app is actively maintained. In addition, it’s recommended to optimize your metadata to increase your rankings.
Don’t optimize iOS and Android the same way: These algorithms are unique from one another and weigh different factors. Taking a blanket approach to optimization may hurt your rankings.
Design attractive icons, screenshots and videos: Take it from The Advanced App Store Optimization book—this is what converts users the most. Keep your icon simple and memorable, and use your screenshots and videos to highlight the most important features of your app.
A/B test your creative assets: Test different versions to see which one drives more installs.
Localize: Localize and optimize your texts and creatives for different regions to suit local preferences and cultural nuances.
Pay attention to your ratings and reviews: Prompt satisfied users to leave positive reviews and address negative feedback constructively.
Keep your performance high: Monitor downloads, user engagement and crashes. A well-performed app has more chances of getting ranked in the app stores.
Keep an eye for algorithm updates: Be ready to adapt your ASO strategies to align with any Google Play policy updates or algorithm changes. If your app page doesn’t match the new policy, it may hurt your app’s visibility.
Pro tip: Check out these common ASO mistakes to avoid.
SEO best practices
Try testing out some of these marketing strategies as a part of your SEO effort, so your business can improve its visibility and climb the ranks in both app stores and search engines.
Perform keyword research
Identify target keywords: Tools like Google Keyword Planner, Ahrefs and Semrush can help you discover what people are searching for in your industry. This includes high-volume keywords, long-tail keywords and related terms.
Understand search intent: It's not just about finding the most popular keywords but understanding the intent behind those searches. Are users looking for information, trying to make a purchase or comparing products? Tailoring your content to this intent is essential.
Using keywords in the page's content: Once your keywords are identified, naturally integrate the chosen keywords into your content while maintaining readability. They should be used throughout your pages, such as the title tags, meta descriptions, headings, URLs and body content. Use Wix’s SEO features along with built-in blogging and text creation tools to optimize your pages content.
Enhance SEO title tags: Write title tags that are concise, keyword-focused and reflective of the page's content. Remember to keep it up to 60 characters max.
Write engaging meta descriptions: Craft meta tags that are compelling, include keywords and encourage users to click through from search results. Remember to keep it up to 160 characters max. You can use Wix’s AI meta tag creator tool to streamline your efforts.
Implement structured data: Structured data is a set of HTML code that helps search engines understand your content better. By adding schema markup to your site’s code, you make it easier for search engines to categorize and display your information on search results. This can amplify visibility and click-through rates. Use tools like Merkle schema generator to create the necessary code for your site.
Focus on mobile- friendliness: The majority of internet browsing—over 61%—happens on mobile devices, outpacing desktop and tablet use. Plus, Google prioritizes the mobile version of your website, making mobile-friendliness essential. Focus on providing an intuitive user experience for visitors on mobile to stay ahead.
Utilize internal linking: Internal links are the links that your visitors can click on to get to another page on your site. When crafting your page's content, think about how to insert links to other relevant pages of your site so that it’s easy for visitors (and web crawlers) to find them and spend more time on your site.
Optimize anchor text: Optimize your anchor text (the clickable text in a hyperlink that directs users to another page) by including keywords related to your website’s niche. For example, using “SEO tools” as anchor text linking to a page about SEO tools can help improve your ranking for that keyword, while also making it clear what the linked page is about.
Elevate your images: This is essential for improving your website's speed, user experience and increasing your image search visibility. Two important factors are compressing images and providing relevant alt text.
Compressing images: Large image files can slow down your website, leading to poor user experience and lower rankings. Aim for 80 KB to 100 KB per image for most website use cases, like product photos, blog graphics, or thumbnails. This strikes a balance between quality and performance. Tools to try: TinyPNG or Befunky.
Alt text: Read by screen readers for visually impaired users and helps search engines understand the image content. Describe the image’s content and try including keywords naturally. For example, if your page targets "vegan cake recipes," a good alt text might be "Slice of vegan chocolate cake topped with fresh strawberries.”
ASO or SEO? How to make the right choice for your business
The decision to prioritize ASO, SEO—or both, depends on your business model and your specific audience.
When to focus on ASO
If your business primarily revolves around an app, focusing on ASO is important for increasing visibility and downloads within app stores like Google Play or the Apple App Store.
When your primary goal is to drive more app installs, use ASO to optimize for app store rankings and conversions.
If you notice that your app is not ranking well for relevant keywords in the app store or that competitors are outranking you, it's time to focus on ASO.
If your audience primarily engages with mobile devices and apps, invest more effort in ASO to ensure you capture those users directly within app stores.
When to focus on SEO
If you have a website as a core asset, like an eCommerce website or a blog, SEO is essential for driving organic traffic from search engines like Google.
When your goal is to increase website visits, generate leads or convert users online— focus on SEO to improve your rankings for relevant keywords and attract targeted audiences.
If you aim to reach users across devices (desktop, mobile or tablet) and different touch points (blog, social media or search engines), prioritize SEO to cover all aspects of your digital strategy.
When your focus is on creating content to educate, inform, solve audience problems or entertain users, and you're competing for rankings on search engines, SEO will be key.
When to focus on both
If your business operates through both an app and a website, be sure to prioritize both ASO and SEO simultaneously to make sure that users can find you through search engines and app stores. In addition, if you're launching a new app and a website together, creating a unified ASO and SEO strategy will get more eyes on your business and attract new customers.
When your goal is to drive app downloads through your website or vice versa, aligning your ASO and SEO strategies sharpens your approach, improving user experiences and increasing conversions across both app stores and search engines.For example, a yoga studio owner with an app primarily used for class signups and check-ins could enhance its value by sharing additional resources. They could include a link within the app to provide more information, promote new deals, share yoga tips or offer courses. Another idea is to use member profile pages to share personalized updates or exclusive content.
Match made in heaven: combining ASO and SEO for a holistic strategy
As in many types of marketing, a unified strategy is often a winning strategy. When combined, ASO and SEO can offer even greater visibility and conversions by helping your business capture a broad audience across both channels.
By understanding the unique and overlapping elements of ASO and SEO, you can make informed decisions that will increase your digital presence and ultimately grow your business.