Do you think your app is doing fine because it’s getting downloaded? Or maybe you think your website’s ranking is ‘okay’ because traffic hasn’t flatlined? If you said yes to either of these questions, you should know that neither ASO nor SEO works in isolation anymore. If you want to grow your product, you have to know which metrics actually matter and how they connect across platforms.
ASO, which is short for App Store Optimization, is great for getting your app in front of users who are browsing Google Play or the App Store. SEO, short for Search Engine Optimization, helps your website get visitors on Google. If you focus on one and ignore the other, you leave potential users (and revenue!) on the table.
In this article, you’ll learn what’s different between SEO and ASO metrics and what ranking signs to watch.
Core Metrics in ASO and SEO
ASO and SEO each have their own set of core metrics. For ASO, it all starts with organic installs, like how many people are finding your app in the store and downloading it without paid ads.
But you can’t base the whole story on downloads alone. You also need to watch conversion rates, which show how many users actually hit ‘install’ after they see your app page. Keyword rankings in app stores also play a big role because showing up for the right search terms determines how discoverable your app is.
Then there’s retention and engagement, which show how often users open your app, clearly show their in-app activity (all the valuable data points), and of course, ratings and reviews.
When it comes to SEO, the focus is on how well your website performs in search engines. Organic traffic measures how many visitors land on your site from unpaid search results.
CTR (click-through rates) show how often people are clicking your pages after seeing them in search results. Keyword rankings in Google or Bing matter, too, because they impact visibility for relevant search rankings. And to understand how users behave on your site, there are bounce rate and session duration metrics.
One key difference between ASO and SEO metrics is in the environments they’re in. The ecosystem is more closed in app stores, and the data is limited compared to the wide (and often more transparent) analytics available for websites.
What Impacts ASO and SEO Rankings
Knowing what to measure is only half the battle because you need to understand what drives rankings in the first place to get your app or website noticed.
Both SEO and ASO have their own sets of ranking signals, so let’s break them down.
1. Ranking Signals in ASO
For apps, ranking higher in the App Store or Google Play starts with your title and subtitle. These grab attention and tell the algorithm what your app does. If they’re unclear or don’t have the right keywords, it puts a damper on discoverability. App descriptions and metadata add more context for search relevance.
But user feedback is just as important because high rankings and steady positive reviews do wonders for trust and rankings. Download velocity (how quickly people install your app) is another factor to consider. A surge in downloads signals momentum, so your app is more likely to appear in featured sections.
2. Ranking Signals in SEO
SEO is not just one thing. It’s a collection of things that can be done to steer search engines in the right direction.
On-page factors like quality content, smart keyword placement, and optimized meta tags are the base. Backlinks are also huge, but only if they come from trusted sites. In that case, they’re like votes of confidence for your content.
You also have technical performance to think of. Slow load times or a poor mobile experience will hurt your rankings in the blink of an eye. Then there’s user behavior, which means search engines like it if visitors stay and engage with your site. If, on the other hand, they bounce back right away (pogo-sticking), it tells Google your page missed the mark.
If you want to pull all this together, you’ll need a very good strategy, which is where hiring a firm that offers SEO consultancy services is of big help. They’ll cover all your SEO needs (on-page, off-page, technical, local, mobile, e-commerce, voice, other types of content, global, etc.). Though some SEO firms won’t specialize in all types of SEO, it’s good to check before you commit.
Definitely check for link building, cause you’ll want that part of SEO to be extremely effective, especially when you want to stand out!
3. Comparing the Two
ASO and SEO have some similarities in the sense that they both value keyword relevance and user engagement. Their priorities, however, are different. SEO heavily leans on backlinks to prove authority, while ASO looks at ratings and download speed.
These unique signals mean you can’t use a one-size-fits-all approach but you need to understand both. When you do, you can create better strategies that will improve visibility in app stores and search engines, so it will be a lot easier to attract and retain users.
Conclusion
ASO and SEO are kind of like teammates; they just play different positions. They are by no means rivals, and you should never treat them that way. Together, they create this big funnel that brings people to your product, whether that’s through a download button or a click on a website.
If you’re serious about growth, learn the metrics, watch the patterns, and most importantly, connect the dots between app and web visibility.
