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Is SEO the same as ASO?

August 29th, 2025

Is SEO the same as ASO?
David Quinn

by David Quinn

VP of Strategy & Partnerships at Gummicube, Inc.

When business and app developers think about their visibility, Search Engine Optimization (SEO) is what often comes to mind. For websites, SEO is the backbone of organic traffic strategies, helping brands appear at the top of search results and reach new audiences.

When the focus shifts from websites to mobile apps, SEO is no longer the pillar to lean on. App developers need a specialized approach tailored to how users search for and discover apps. This is where App Store Optimization (ASO) comes in. 

Although SEO and ASO share some similarities, they are not interchangeable. Understanding the distinction between the two is critical in designing a growth strategy that works best for your platform.  This week’s ASO Tips and Tricks explores how SEO and ASO overlap, where they differ, and why both can play a role in your broader digital strategy.

DEFINING SEO

Search Engine Optimization is the process of improving a website’s visibility on search engines. The goal is to attract organic traffic without paying for ads. SEO achieves this by optimizing different aspects of your website, including:

  • Keyword research: Identifying search terms that potential customers use.
  • On-page optimization: Crafting titles, headers, and body content that align with those keywords.
  • Technical SEO: Ensuring your site loads quickly, is mobile-friendly, and can be indexed well.
  • Off-page factors: Building backlinks and increasing your domain authority to strengthen credibility.

A successful SEO strategy captures intent at every stage of a customer journey. Whether someone is looking for information, researching a product, or ready to make a purchase, SEO positions a website to try and meet that need.

DEFINING ASO

App Store Optimization (ASO) is the practice of making data-driven decisions within your app listing to help increase an app’s visibility and conversion rates within app stores. While the end goal is similar to SEO (greater app visibility and higher conversion rates), the environment, ranking factors, and optimization methods are unique to mobile apps.

ASO involves optimizing elements like:

  • App title and subtitle: these spaces are critical for keyword indexing.
  • App description: This area should immediately and easily highlight the app’s value.
  • App Creative Assets: App screenshots, icons, and app store videos influence download decisions. 
  • App ratings and reviews: While we cannot control app reviews, doing your best to address your ratings and reviews helps to prove to your audience that you are paying attention and dedicated to making changes based on their feedback. Social proof can positively or negatively influence a user’s decision to download your app.
  • App localization: Adapting your app listing to different regions and markets can help set your app up for further success. 

In short, SEO brings users to a website, while ASO ensures that users inside app stores can find and confidently install your app. 

WHERE SEO AND ASO INTERSECT

 SEO and ASO are distinct, yet they do share some common ground in their reliance on research and optimization. Recognizing overlaps can help teams create more unified strategies across web and app platforms.

  • Keyword optimization: Both ASO and SEO rely on identifying high-volume keywords that reflect user intent. 
  • Content clarity: Whether writing web page metadata or an app subtitle, concise keyword-rich messaging is essential.
  • Regular testing: Neither SEO or ASO is static in strategy. Algorithm updates, shifting competition, and changing user behaviors demand ongoing optimization. 

KEY DIFFERENCES BETWEEN SEO AND ASO

Although both practices work toward improving visibility, the mechanics behind ASO and SEO vary significantly. 

Search Environments

SEO operates within search engines like Google, where users query everything from local services to global products. ASO functions inside app marketplaces where the search intent is app-specific. These environments are distinct, and strategies must adapt to how each platform populates results.

Conversion Goals

In SEO, a conversion might mean completing a purchase, submitting a form, or subscribing to a newsletter. In ASO, conversions are measured in downloads. Because of this, every element of app store listings carries significant weight. 

The Role of Visual Assets

ASO uniquely depends on creative assets, along with other app listing elements. App icons, screenshots, and app store videos can significantly influence an app’s conversion rates. SEO typically emphasizes text and structural optimization, while visuals play a secondary role. 

WHY ASO IS ESSENTIAL FOR MOBILE APPS

The distinctions between SEO and ASO highlight why app developers need an optimization strategy tailored specifically to app stores. Mobile marketplaces are highly competitive, and without ASO even the most innovative apps can struggle to gain traction. 

The Role of ASO

The majority of app discovery stems from search. If your app is not optimized with relevant, high-volume keywords, it could often be left in the dark.  ASO ensures that your app aligns with real user search behavior, making it more likely to surface in search results. 

Beyond App Visibility

Securing app visibility is only half the battle. Once a potential user clicks on your app listing, the decision to download depends on how engaging and trustworthy your app listing appears. Every element of your app listing (app icon, screenshots, title, subtitle, description, and app store videos) contributes to the user’s perception of your app. Optimized visuals and messaging can turn a casual browser into a new user, while poorly executed app listing elements can push potential users away. 

ASO gives developers a competitive edge. Many app developers focus heavily on advertising alone, while overlooking the fundamentals of optimization. Apps that prioritize ASO can gain a competitive edge by capturing organic traffic and building user trust. In a crowded marketplace, crafting data-driven strategies and dedicating time to regularly optimizing your app listing can set your app apart from the competition. 

FINAL THOUGHTS

While SEO and ASO share certain similarities, they are not the same. SEO targets visibility on search engines, while ASO is dedicated to performance within app stores. Each requires specialized strategies, from technical site optimization to creative asset testing in ASO. 

For app developers, ASO is non-negotiable. Without it, even the strongest advertising efforts can fall flat. By prioritizing ASO, businesses can create a well-rounded approach that encourages app visibility, relevance, and create more opportunities for higher conversion rates.

LET’S CHAT!

Are you ready to elevate your app’s presence with data-driven insights? Gummicube’s ASO services and data-driven strategies can help boost downloads and improve your app's visibility.  Whether you’re new in the app marketplace or you’ve been around for a while, if you’re looking to boost your overall performance, we are here to help. Reach out today to start the conversation.

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