Wondering! Where SEO and ASO stand in the battle of optimization?

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SEO elaborated as Search Engine Optimization is a process of generating organic traffic without paying for ads where as ASO refers to App store Search Optimization which can bring people attention to the apps inside the Google Play or Apple App Store. In simple words SEO is for websites and ASO is for Mobile Apps. In brief, Search Engine Optimization manipulates the search algorithm to get better ranks for websites and is one of the easiest ways to get more organic traffic without spending a lot for ads with the help of Back links, Blog Posting and Social Media Bookmarks etc. ASO is used to increase rank over app stores through various methods such as Title Optimization, Description optimization, Screenshot optimization, Video etc.
In simple words, ASO is a process of optimizing and increasing the app visibility, discover ability and ranking on the app stores such as Apple App Store, Google Play Store, etc. SEO is a practice of optimizing and increasing the website discover ability and ranking in search results on search engines such as Google, Yahoo, Yandex, Bing, etc. ASO is used to rank app higher according to app store algorithms whereas SEO is used to rank website higher according to search engine result page. ASO is critically important for app developers because more and more people looking for and downloading apps through app stores. The ultimate goal of ASO is to increase number of downloads but the supplement goals include increased brand exposure, Positive app reviews and ratings, Audience engagement and Additional marketing channel diversification.

What is SEO?

Search Engine Optimization is a technique used for getting traffic from the free, editorial, organic, or natural search results on search engines like Google, Yahoo, and Bing etc. It is a technique through which search engines find and ranks a site higher than the millions of other sites in response to a search query. SEO is an internet marketing strategy which works when the internet user enters query or search term in their search engine and click on search button, then search engine will give a number of results related to the search term. SEO strategy solely depends on Keywords so as to optimize the website for search engines, speaks the same language that search engine understands.

SEO On-Page Ranking Metrics:

1        Title tag
2.       H1, H2, and H3 tags
3.       Keywords density
4.       Page speed
5.       Bounce rate
6.       Meta Description
7.       Meta Keyword Tag
8.       Meta language Tag
9.       Keyword Research
10.   SEO friendly URL Structure
11.   Body Tags (H1,H2,H3 etc)
12.   Keyword Density
13.   Internal Linking
14.   Sitemap Generation
15.   Analysis Tools Integration


SEO Off-Page Ranking Metrics:

1.        Social signals
2.       Guest Blog Posting
3.       Social Media Profiles
4.       Business Listing
5.       Social Bookmarking
6.       Profile Creation
7.       Forum Posting
8.       Article Submission Sites
9.       Blog Commenting
10.   Competitors Back links Analysis
11.   Broken Link Building
12.   Web 2.0 Sites


What is ASO?


App Store Optimization is the process of optimizing mobile apps and works on the SEO principles, for the purpose of achieving a higher rank in the app store search results and top charts rankings. It drives more traffic to your app’s page in the app store where visitors can take a specific action such as downloading your app. It is the largest discovery channel available to your app as it includes crucial factors like Semantic core preparation, A/B testing, Keyword installs campaign and visual optimization. In simple words it is to make your app easily identifiable for the relevant searches in the app stores like Google Play and Apple App Store.

ASO On-App Ranking Metrics:

1.       App Name
2.       App Description
3.       App Keywords
4.       App Screenshots
5.       Usage Metrics
6.       Uninstall Rate


ASO Off-App Ranking Metrics:

  1.     Downloads
  2.        Ratings / Review
  3.        Social Signals


Similarities between ASO and SEO:

  1.   Both are based on getting free organic traffic through a search queries
  2.   Both put huge emphasis on keywords
  3.   Both concentrates on relevance of the result on specific search query
  4.   Both ranking algorithms are affected by CTR
  5.   Both utilizes Back links in a very similar fashion
  6.   Both concentrates on ranking for highly relevant and low competition keywords


Why SEO is more complex than ASO?


Search Engine Optimization factors are more complex and take a lot of time to optimize. SEO is more complex than ASO because ASO only deals with optimizing for the app stores and in SEO, you have to master things like:
  1.   Keyword selection
  2.   Optimizing page speed
  3.   Multiple search engine optimization
  4.   On-page Back links
  5.   Off-page Back links
  6.   High-quality content
  7.   Website credibility
  8.   Page title optimization
  9.   Google penalties
  10.   Link relevance
  11.   Social Sharing
  12.   Content freshness
  13.   No follow links


Things to be considered in ASO:

  •   Choosing the right keywords
  •   Optimizing the app name and description
  •   Testing icons, screenshots and videos
  •   Optimizing the keyword field (App Store)
  •   Localization
  •   Back links (Google Play)
  •   Optimizing ratings and reviews


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