Useful apps

SEO for Mobile Apps: Why Does It Matter?

App stores serve as the primary source of traffic and downloads for mobile apps. However, search engines can also play a crucial role in app promotion by leading users to the app’s website and, ultimately, to the product itself. And both classic webmaster tools like and special app promotion techniques can help. In this article, we will delve into the importance of mobile SEO and explore the distinctions between the SEO and ASO processes.

Do Apps Utilize SEO?

In 2015, Google introduced app indexing technology, enabling the connection between websites and mobile applications. This technology is compatible with Android and iOS platforms. The concept behind app indexing is simple: when a user searches for something on their smartphone and the search result corresponds to a web page linked to an application, the operating system immediately offers to install and launch the app. This innovative technology makes it possible to integrate essential content directly into the application seamlessly. Thus, mobile apps do indeed leverage SEO.

SEO comprises various techniques and activities to enhance a website’s visibility on search results pages. Similarly, the SEO of an application refers to the optimization of an App Store or Google Play app to improve its ranking on search results pages.

So, why does SEO matter for mobile apps? When combined with App Store Optimization (ASO), SEO can significantly boost your app’s discoverability. By optimizing your product for both ASO and SEO, you increase the likelihood of attracting not only app store traffic but also search engine traffic.

A businesswoman optimizing her app for both ASO and SEO


ASO (App Store Optimization) is optimizing applications for app marketplaces. It is sometimes referred to as “SEO for apps.” The goal of ASO is not only to attract organic traffic but also to ensure a high ranking in the app store and increase the number of downloads.

Here are the key differences:

  1. Organic ranking algorithms. On the web, ranking is determined by the quality of content, incoming links, and engagement metrics like bounce rate and time spent. The most important factors in mobile apps are app ranking, reviews, category ranking (which affects keyword rankings), download speed, and application page conversion rate.
  2. Keyword selection method. ASO requires longer keywords, with at least 50% being brand keywords. ASO also has more restrictions, such as the maximum number of characters for the application title and description.
  3. Marketing funnel. In website marketing, conversion occurs at the end of the funnel (e.g., a purchase). In-app marketing, conversion is crucial at the beginning, during the download stage.
  4. Mobile device attribution. Mobile device attribution is more complex than web attribution, as there are more points in the user’s way where they can fall out of context.
  5. Landing page limitations. Website landing pages offer more freedom to define interaction points, whereas app landing pages have fixed points.
  6. A/B testing. A/B testing for the web provides more resource options. However, for iOS, there is no way to test apps for free, and even if you use the free Google Play Experiments platform for Android, more is needed.

By optimizing these factors, businesses can improve their app’s visibility and increase downloads, ultimately achieving success in the competitive app marketplace.