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ASO vs. SEO: Where to Invest More in 2025?
Most people assume that ASO (App Store Optimisation) is SEO (Search Engine Optimisation) for apps, but the truth of the matter is this is incorrect. While there re similarities, they are different with different objectives.
App Store Optimisation is optimising an app to maximise visibility in the app store, when users search and explore. Good ASO results in a boost in traffic to the app store listing, along with improved conversions, generating organic downloads.
It's about app visibility and conversion rates on downloading the app in Google Play and Apple App Store.
Search engine optimisation, on the other hand, is increasing the quantity and quality of website traffic through organic search results. It's all about boosting your website visibility in search results, encouraging your audience to click on your result.
While app store optimisation is specific for applications, it has very little connection with SEO. Google Play Store and Apple App Store are not search engines, they are merchandising engines, matching your app assets with the right audience.
Other differences include:
There is a significant different on how people search in the app store compared to how they search on the internet. Web users have four search intents:
App store users, on the other hand, aren't looking for information, they are looking for services, products, and features. Therefore the search results in app stores are different from online searches, even though the users use similar queries.
Should you be investing in ASO or SEO in 2025? Both are long term games.
In 2025, as a business with an app, we recommend using both ASO and SEO, even though they are different with different goals, they are designed for different situations. ASO and SEO do not compete, in fact, when done correctly, they can complement each other.
Combining these two strategies you will find some of your audience will discover your apps by searching on the web using their mobile device. When you combine the two, you optimise your app visibility in the app store and in search engine results pages (SERPs), ensuring you improve your online presence across both channels.
Here at Genie Crawl, we have been providing digital marketing services to businesses for more than ten years. We have been asked the question on whether to invest more in ASO or SEO this year, and we believe combining the two, along with a customised strategy, you can improve your visibility in search results and app stores. Contact us today to find out how.
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