ASO, app store optimization, SEO, search engine optimization, inbound marketing

Is ASO the new SEO? Lately I am hearing a lot about app store optimization and is often mentioned as the new SEO (Search Engine Optimization)

SEO and ASO are similar in concept, but not the same thing.

SEO stands for Seach Engine Optimization and is the processes of attracting visitors to your website via organic search.

ASO stands for App Store Optimization and is the process of attracting app store visitors (such as Google Play) to your app.

Think for a moment about how YOU search for things using your smart phone.

When you’re in an unfamiliar town and you’re looking for Thai food, do you search on Google or Yelp?

When you’re looking for cheap gas, do you search on Google or Gas Buddy?

When you’re looking for a place to buy a TV, do you search on Google or something else?

My point is that what you use to conduct your search depends on what you’re searching for. The same is true for others.

If you’re selling an app and you want it to be found, you put it on the App Store and describe it using terms you thing your desired audience is searching for. This is similar in concept to SEO but not as in depth as you can’t keep reposting the same app over and over again.

You may find that even with app sales, optimizing your app description for ASO (and whatever else is involved in ASO) benefits by being augmented by a parallel SEO campaign where you can attract your audience to your website via organic search, then directing them via a Call to Action to your app on the app store.

Whether this makes sense or not depends on how successful your initial ASO efforts are. If your app is truly unique and there is high demand and you’ve described it effectively, ASO may be all you need to attract 1 million users.

If it’s not, perhaps you fall back on more traditional marketing, which includes SEO (it feels a bit funny to describe SEO now as “traditional” since it’s not even 20 years old).

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