This video compares SEO for apps with app store optimization (ASO) to understand key differences.
- [Instructor] In the early stages of the app phenomena, many businesses focused on ASO, or App Store Optimization, because it was easy to get apps discovered on iTunes and the Google App Store. Some businesses temporarily escaped the hypercompetitive SEO landscape by focusing exclusively on ASO. As the market is now starting to mature, we see some important trends that affect how we need to adapt our app marketing.
App stores are now flooded with apps, which resulted in diminishing returns from our ASO efforts. And this does not mean that we discontinue with ASO but we need to find more ways to market our apps. Search behavior has become more fragmented resulting in a new long-tail of opportunities to get your app discovered. With this fragmentation, there're also the rise of search-centric apps, which are not app stores but rather apps and websites that are geared towards helping users discover new things that they search for.
Another factor is that with search behavior, if we look at where people search, it is estimated that up to 25% of searches for apps are done by Bing and Google as opposed to the app stores themselves. So that coupled with steep levels of competition on app stores is exactly why SEO for apps should be one of the main channels that you use to promote your app.
Now these trends can be seen as an opportunity. For example, by pursuing the fragmented market, there are two advantages. Each time their app is listed on smaller search apps, on websites and discovery engines, not only are we adding another channel through which the app can be discovered but also most of these properties provide another opportunity to gain search engine visibility.
Let's think about this logically. Google and Bing were missing out on a large part of the action by not indexing app data in the early stages of search. And at the same time, app stores earned massive revenues from app-related sales. So Google, Bing, and Apple want to make it easy for your app to be discovered. These days they are very keen to start indexing app data.
In fact, you will see later in the course that they're quite transparent, and they use developer guide to facilitate this process, which will become clear also in the example of Google Firebase. So to sum up, ASO and SEO are different activities. And indeed, they are the two main options available to market apps to new users. ASO focuses mainly on making sure that your app can be discovered by users who are searching through app stores whereas SEO will focus on a broad range of tactics to help discover your app when users search through search engines.
And whether that is by landing directly on our page or on other websites that appear in organic search results. Later in the course, I'm going to share with you the clear links between the benefits derived from ASO and SEO. You'll see that if SEO has led to more downloads and positive reviews, then automatically the app will also rank better in the app store.
And the inverse will apply. If an app did well through ASO, more bloggers and review engines will write about it which in turn strengthens your search engine visibility. The complexity of apps mean that it will most probably require a team effort in order to be successful with three different things, which will include technical SEO for apps, conventional SEO, and ASO.
- SEO vs. ASO
- Google and Bing mobile results for apps
- Google Now on tap
- Google micro-moments
- Google App Packs
- App ranking factors
- Search-centric apps
- Mobile affiliate networks
- Enabling app indexing: Android and iOS
- Creating an app content sitemap
- Boosting app download volume and velocity
- Considering star ratings and user feedback
- Social media links and app marketing