Buzzword buster: SEO vs ASO
October 17 2018

These short buzzword buster articles are inspired by questions we receive from clients and prospects here at the Studio. When you're running a startup, you need to have, at minimum, a basic understanding of every operational area of your business. Even if you're not a marketer, you've got to understand what's meant by these basic terms if you want your app to grab some market traction.


What is SEO?

SEO stands for Search Engine Optimization and refers to the process of optimising your web presence for easy discovery on search engines. In practice, SEO is a catch-all term incorporating a lot of optimisation techniques that operate both on and off your web site. Keywords and content play a big role, as do principles such as backlinking, link relevance, social sharing and content clustering. SEO is a big field, so spend some time understanding how it all operates. MOZ - the web’s SEO mastermind - is a great place to start.


What is ASO?

Whilst you may be familiar with SEO, ASO is where our clients often become confused. It stands for Application Store Optimization and refers to the process of optimising an app store entry for search within that platform. ASO also requires a rigorous keyword strategy to work. However, most of the other principles of SEO do not apply here. The iOS store will not use backlinks or social sharing etc. to rank your application page. Google Play does take backlinks into account, but that's about the extent of the similarities.


Which should you focus on?

Assuming your product is an app, you’ll need both. You need to have your app store entry optimised as well as you can for the platforms you're planning to use. However, SEO is a much more time-intensive and longer-term process than ASO, requiring months, or even years, of consistent content production, syndication and backlinking until you start to see results. You should be doing your best on both of these fronts.


We're planning on running some more in-depth content on Application Store Optimisation soon, so keep an eye on the blog. If you'd like some more information right away, please don't hesitate to reach out to us by phone or email.

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