Difference Between ASO and SEO

ASO is defined as App Store Optimisation, which includes efforts to increase an App’s visibility in the app stores (Google Play, Apple App Store, etc.).

Similar to how SEO improves a website’s ranking in Google Search Results, ASO drives Apps to appear when consumers search in public app stores. Visibility is not the end goal; the ultimate objective is to drive additional downloads from target customers.​

ASO’s key elements include:

• App Title/Subtitle: It’s important to include in your app title/subtitle what your “primary” search term is, as well as your brand name when writing titles/subtitles.
• App Description: Your App’s description is designed to inform the end user of what the value of downloading your app is and should naturally “contain” as many valuable/descriptive keywords as possible, and you should also naturally integrate as many relevant keywords related to your App’s value, Etc.
• Keywords: For a more detailed explanation of what (and how) to use keywords, see our Keyword Research Article. Note: Users can define Keywords for their apps on Google Play and on the App Store. Keyword research is essential for ranking higher on both of these platforms.
• Visuals: For visual impressions of the app, High-Quality Images (Icons and Screenshots) have been demonstrated to increase the likelihood of users downloading your App; for example, 75% of App Store users will download an app based solely on its visual appearance of an App’s Icon.
• Ratings / Reviews: Ratings and positive reviews contribute to an increase in a user’s overall ranking and credibility.
• App Performance Metrics: Metrics that indicate how well the App performs (e.g., volume of downloads, user retention, user engagement, etc.) indicate the quality of that app to App Store Algorithms and are therefore also valuable resources to use when optimising your App’s App Store / Play Store Rankings.

Why does ASO matter

ASO is essential for an app that might otherwise be sitting on a shelf in the app store (due to a lack of marketing).

According to the App Store, around 70% of app searches are conducted on the store itself (rather than on websites), and store search results drive more than 60% of all app installs. Therefore, ASO is not just an optional service for those who can afford to pay for ads, but also one of the top methods for driving organic traffic to an app.

How do companies use ASO?

When a company develops an app for someone else (like a client), a common practice for top-tier companies like Cleveroad is to encourage clients to plan ASO activities before launching their app. In fact, many companies develop ASO plans by researching their competitors and performing keyword analysis to identify the best keywords for their app.

For example, if an app has lifestyle or productivity features, it may be important to identify specific keyword phrases, such as “daily planner” or “habit tracker,” and then provide visually appealing images that clearly and accurately convey the product’s value proposition.

The goal of ASO is to help users easily find your app, build trust in it, download it, and continue using it.

Search Engine Optimisation (SEO) helps websites increase their ranking on Google, Bing, and other search engines, driving relevant traffic. The ultimate goal of Search Engine Optimisation (SEO) is to have the most relevant traffic directed to your site through the search queries of people who are looking for information related to your business. Ultimately, your goal with SEO is to convert visitors into leads or customers.

What Are The Three Pillars Of SEO?

There are three major categories within SEO called the pillars of SEO. These three categories are: on-page optimisation, off-page optimisation, and technical optimisation.

• On-page optimisation refers to optimising the content that appears on the actual page, your keywords, meta tags, and headers, and the information contained in the images used on the page (the image “alt” text).
• Off-page optimisation refers to linking to other reputable websites that link to your website. In a sense, these links act as “votes” for your webpages.
• Technical optimisation refers to the quality of your website’s development. This includes ensuring that your website loads quickly, displays properly on mobile devices, uses HTTPS for security, and has a logical, well-organised structure.

At the core of any Search Engine optimisation strategy is the quality of the content that you provide on your website. Search engines are designed to provide users with the best possible answers; therefore, websites that offer thorough, organized, and trustworthy content will be rewarded with higher search rankings.

Link building & its importance for SEO

Link building is one of the most effective ways to improve your site’s ranking on search engine results pages (SERPs). This involves obtaining backlinks from authoritative sites to increase your domain authority and credibility.
A reputable site linking to your site indicates to the search engines that your site is trustworthy and, therefore, should be promoted to other users. As a result, over time, your position in SERPs will improve, and you will receive a steady flow of organic visitors.
While the number of links you have is important, it is far more important to have links to your site from high-quality, authoritative sites within your niche.
If you’d like to dive deeper into effective link-building techniques, explore this guide on link-building strategies. It covers proven methods to build a strong backlink profile without risking penalties or relying on spammy tactics.
Combined with solid on-page SEO, a thoughtful link-building approach helps your site gain authority and trust — two key signals Google relies on to decide who ranks on top.

How SEO impacts the growth of an online presence

SEO is an ongoing approach to increasing your website’s visibility and building credibility for your business compared to competitors. Unlike paid search ads, the organic traffic generated through SEO will continue to deliver a return on investment long after the initial outlay.
Because people use the internet to do everything, from searching for product information to solving problems, being on the first page of search results allows your business to reach potential customers at the exact moment they are searching for products or services you offer.

Although ASO and SEO share the same mission — visibility — they operate in entirely different environments.

Here’s a breakdown of how they differ:

ASO deals with user behaviour within app stores — short attention spans, quick judgments, and instant download decisions.

SEO focuses on broader web behaviour — reading content, comparing options, and exploring before converting. Both require strategic keyword usage, audience understanding, and consistent tracking.

Despite their differences, ASO and SEO overlap in several meaningful ways:

1. Key research is important for both. Keywords depend on understanding how your audience will search. If your audience searches for “photo editing app” rather than “online photo editor,” Being able to connect your audience with the correct terms for search will help create visibility.
2. Both SEO and ASO depend largely on user engagement to achieve positive rankings in search engines and app stores. Users who leave your website or uninstall your app can also cause unreasonable drops in rankings.
3. A large portion of both SEO and ASO is influenced by a user’s Action from Design, Visuals, Messaging (Sales, Marketing). If you have a strong Icon or Landing Page, it will likely lead to a significant increase in your Conversion Rate.
4. Neither SEO nor ASO is a one-time setup (Or will require Term Maintenance/Continual Updates). The Algorithms for both evolve and change over Time. In Addition to these things, which can affect the algorithms of both, change constantly based on Competitive Activity and what Trend is popular. Regular Analysis and Updates are Needed for Both.

To achieve the best results for your business that has both a website and a mobile application, you should look for ways to combine your ASO and SEO strategies.

For example, if you operate a fitness platform, you could use SEO to rank high for queries like “home workout plans” or “best fitness programs” via your website. Additionally, you could use ASO to optimise your app with terms like “workout tracker” or “daily exercise app.”

By linking the two channels (your website directing traffic to your app and vice versa), you’re creating a continuous loop of visibility that increases brand awareness across platforms.

ASO and SEO are two sides of the same coin.

• ASO is about optimising your app’s visibility in the app store: visuals, metadata, and engagement factors to get more downloads.
• SEO is about optimising the content on your website to stand out in search results: Content quality, authority, and performance.

Both of them are key to building long-lasting digital success.

Whether you’re releasing a new app or running a well-established business, understanding these two strategies will help you reach the audience most active in search results or app stores. And remember: optimisation doesn’t end after launch. The brands that keep testing, updating, and refining their ASO and SEO strategies are the ones that stay visible, relevant, and trusted over time.