SEO and ASO are two sides of the same coin when it comes to growing app downloads. SEO drives users to your website through search engines like Google, while ASO converts those users into downloads once they reach the app store. Here's the key takeaway: 70% of mobile users discover apps through search, and 40% of users find apps via web searches before heading to app stores. By aligning SEO and ASO strategies, you can reduce acquisition costs and create a smooth path from search to download.
Key Points:
- SEO focuses on broad, problem-based queries (e.g., "how to track expenses").
- ASO targets specific, action-driven searches (e.g., "expense tracker app").
- Google indexes app store pages, so SEO-optimized landing pages can improve app store rankings.
- Strong web traffic signals (e.g., page views, time spent) boost app store algorithm performance.
- Tools like Google Analytics and Firebase can track web-to-app conversions.
By combining SEO and ASO, you can attract more users organically while lowering reliance on paid ads like Apple Search Ads or Meta Ads. The result? A cost-effective, data-driven strategy to grow your app downloads.
SEO for Mobile Apps: Driving Explosive Growth Beyond App Stores
How SEO and ASO Connect
SEO vs ASO: Key Differences and How They Work Together for App Growth
What Is SEO and How Does It Drive Web Traffic?
SEO (Search Engine Optimization) is all about optimizing web content to rank higher on search engines like Google and Bing. For apps, this means creating landing pages, blogs, and other content that answers user questions. Think of searches like "how to track expenses" or "best fitness app" - these are opportunities to capture potential users during their research phase.
The goal? Attract users before they’ve decided on a specific app. SEO gives you room to explain features in detail, share tutorials, and establish trust. Once users are hooked, clear calls-to-action can guide them to the app store. This sets the stage for ASO to take over and turn interest into downloads.
What Is ASO and Its Role in App Downloads?
ASO (App Store Optimization) focuses on optimizing your app’s listing - title, subtitle, description, keywords, and visuals - to encourage downloads. It’s not just about being found; it’s about making users want to click "install".
"ASO is not just about discoverability. It's more like a sales pitch and how creative you're in doing it will invariably affect the number of users who click, install, and try your app." - Peter Kua, Author, MobileApps.com
ASO targets users who are already looking for specific features or solutions. For example, apps with keywords in their title tend to rank 10.3% higher than those without. Visuals are equally important - 60% of users won’t swipe past the first two screenshots. This makes those initial images and descriptions critical for making a strong first impression.
How SEO and ASO Work Together
SEO and ASO complement each other: SEO drives users to your web presence, while ASO converts those visits into downloads. The keyword strategies for each are different but interconnected. SEO focuses on long-tail, question-based queries like "how to edit photos on iPhone", while ASO zeroes in on short-tail, feature-specific keywords like "photo editor".
Interestingly, search engines also index app store pages. This means ASO-optimized titles and descriptions can enhance your web ranking, creating a seamless flow from a user’s search query to the app store. Additionally, app indexing through tools like Firebase allows Google to either open your app directly (if installed) or send users to the store listing. This connection between SEO and ASO is key to turning casual web searches into actual app downloads.
| Factor | SEO for Apps | ASO |
|---|---|---|
| Primary Goal | Drive web traffic to landing pages or store listings | Convert visitors into app downloads |
| Search Intent | Informational, research-based queries | High-intent, feature-specific queries |
| Content Type | Landing pages, blogs, how-to guides | App title, description, screenshots, videos |
| Key Metrics | Organic traffic, click-through rate, backlinks | Downloads, conversion rate, ratings and reviews |
Driving Web Traffic to App Landing Pages
Your landing page is where interest turns into action. With 40% of global users discovering apps through search engines like Google and Bing, it plays a pivotal role in converting web traffic into app downloads.
Creating Mobile-First App Landing Pages
Make it easy for users to download your app by placing download buttons prominently at the top of the page. Use direct, clear calls-to-action like "Download the App." Considering that 30% of smartphone users prefer mobile sites for one-time purchases, your landing page must load in under two seconds and display seamlessly on mobile devices.
For desktop visitors, include a QR code that links directly to the app store. Additionally, tools like Smart App Banners for iOS or Web App Install prompts for Android can gently guide mobile site users toward downloading your app.
Using App-Specific Keywords in Web Content
Your web copy should mirror the keywords used in your app store listings. Combine long-tail phrases like "how to track business expenses" with short, feature-focused terms like "expense tracker" to create a seamless transition for users.
A great example of this is Adidas’ Q4 2023 campaign, which integrated app deep links into Search and Performance Max ads. Led by Micah Charleston, Senior Manager of Paid Search & Feeds, the campaign delivered a 2.4x higher return on ad spend from app users compared to mobile web users, with 8% of deep link traffic going directly to the app. By aligning web keywords with in-app benefits, they created a smooth path from search to download.
Tracking User Intent Through Analytics
To refine your strategy, use tools like Google Analytics 4 and Google Search Console to track which keywords bring visitors to your landing page and how many of them click through to the app store. Focus on metrics like organic traffic, click-through rates, and conversion rates to pinpoint what’s working.
Take inspiration from AirAsia MOVE, which leveraged AppsFlyer's Smart Banners and deep linking to track web-to-app migrations. Their efforts, led by Growth & Digital Marketing Manager Yen Huan Tai, resulted in a 19% increase in flight booking rates compared to organic benchmarks and a 5% boost in app installs.
"With AppsFlyer's Smart Banners, we no longer have to wonder if our web traffic is converting to app users. The ability to measure migrated users from web to app has been a game-changer for us." - Yen Huan Tai, Growth & Digital Marketing Manager, AirAsia MOVE
Optimizing App Store Listings for SEO-Driven Traffic
When users move from your landing page to the app store, you only have a few seconds to turn their curiosity into action. Your app store listing must deliver on the promises made on your website. This smooth handoff between web content and app store presentation is critical for keeping conversion rates high.
Aligning Web Content and App Store Metadata
Consistency is key when it comes to messaging. The language and tone on your landing page should match what users see on your app store listing. For example, if your website emphasizes a "budget planner" feature, that exact phrase should be prominent in your app’s title or subtitle on the app store. This not only reassures users but also improves keyword rankings.
The way keywords work differs between platforms. Apple's App Store uses a hidden 100-character keyword field and doesn’t index the app description for search purposes - it’s there purely to convert visitors. Google Play, on the other hand, indexes the entire description, so repeating important keywords 2–3 times can improve visibility. For Google Play, focus on the first 167 characters of your description, as this is what users see before clicking "read more".
"The top position is like having a restaurant right in the middle of the busiest street in town... the fifth page of the search result is the hidden alley tucked away in the shadows." - AppsFlyer ASO Guide
Using Screenshots and Videos to Improve Conversions
Visuals play a huge role in convincing users to download your app. Research shows that 60% of users won’t swipe past the first two images in your app store gallery. This means your first screenshot needs to highlight the feature you emphasized on your landing page. This alignment reinforces the SEO-ASO connection.
Adding short text overlays to your screenshots can help users quickly understand your app's features. For example, Duolingo saw a 40% increase in App Store conversions in 2025 by aligning its visuals with high-intent keywords, which contributed to an estimated 2.3 million additional downloads per month.
Preview videos can also boost conversions, but their impact depends on execution. While only 7% of users watch a full video, the poster frame - the static image displayed before the video plays - gets seen by almost everyone. Make that frame as eye-catching as your top screenshot. Keep videos short (15–30 seconds) and put your most compelling features in the first five seconds.
Using Reviews and Ratings to Build Trust
Social proof is another critical factor. A high star rating - ideally 4.4 stars or higher - signals quality and builds trust. Encourage users to leave reviews right after they experience a key feature, and make sure to respond to negative feedback promptly. This not only shows you care but can also improve your app's credibility.
You can also showcase positive reviews and high ratings on your landing page to create a "trust bridge" for users heading to the app store. When they see consistent quality across your website and app store listing, they’re more likely to download.
"ASO isn't something you do once and forget. It's an ongoing process. Keeping your listing fresh - guided by data and trends - helps maintain your position where it counts." - Romina, SEO Sherpa
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Measuring the Success of SEO-ASO Efforts
When combining your web and app store strategies, keeping a close eye on performance is essential. Tracking the right metrics ensures you're making progress and highlights areas that need improvement.
Key Metrics to Track
Start with SEO metrics like impressions, clicks, and click-through rates (CTR) to understand how many visitors are reaching your app store listing. On the app store side, focus on keyword rankings, store listing views, and install conversion rates (CVR). For instance, if you're getting plenty of views but few installs, it’s a sign that your screenshots, descriptions, or other creative elements might need adjustments.
Don’t stop there - monitor in-app engagement metrics, including ratings, review sentiment, uninstall rates, in-app purchases (IAP), and lifetime value (LTV). Technical performance, like app crashes and Application Not Responding (ANR) rates, also plays a role in user retention and satisfaction.
"Rankings tell you where an app stands in the store; download estimates tell you how much that standing is translating into actual users."
– MobileAction
These metrics will help you refine your strategy and identify what’s working.
Using Tools for Unified SEO-ASO Analysis
To get a full picture of your SEO and ASO performance, leverage analytical tools. Google Search Console is excellent for identifying which web search queries drive traffic to your landing pages. Pair this with tools like MobileAction's Download Report, which combines data from Google Play Console and App Store Connect to reveal whether downloads come from search, browsing, or web referrals.
A mobile measurement platform like AppsFlyer can connect in-app events back to your SEO efforts. For example, by implementing smart scripts on your landing pages, you can track the user's journey - from a search query like "budget planner app" to an eventual app install. Use UTM parameters on app store links to pinpoint which landing pages or articles are driving the most traffic to your app store.
These insights create a roadmap for refining your strategy over time.
Iterating Based on Data Insights
Compare your app’s performance to competitors to find gaps in visibility or conversion. For example, if you rank well for a keyword but downloads are still low, your store listing creative may need improvement. Break down your keyword performance into branded and non-branded terms. A drop in branded traffic might suggest reduced ad spend or higher competition, while a decline in non-branded traffic could mean it’s time to revisit your keyword strategy.
Experiment with creative elements using A/B testing tools like Google Play’s Store Listing Experiments or Apple’s Product Page Optimization. Test different screenshots, icons, and descriptions to discover what resonates most with users. Additionally, check the "other" category in the Google Play Console to uncover mid-to-long-tail keywords that, while individually low in volume, can collectively drive meaningful downloads.
Finally, prioritize responding to negative reviews. Research shows that users often increase their app rating by an average of +0.7 stars after receiving a thoughtful reply, which can improve both your app’s credibility and rankings. By consistently acting on these insights, you can fine-tune your approach and drive better results.
Using Adalo for Web-to-App Publishing
Adalo makes it easier to connect SEO-driven web traffic with app downloads by using a single-build platform. With Adalo, you can create an app that works as both a web application - perfect for search engine visibility - and as native apps for iOS and Android. Here's how Adalo simplifies cross-platform development and speeds up the process of getting your app live.
Building Cross-Platform Apps with Adalo
Adalo's single-code setup lets you publish simultaneously on web, iOS, and Android. This approach bridges your SEO efforts with app store optimization, ensuring your web version captures organic traffic while your native apps perform well in app store searches. Over 1 million apps have been built using Adalo, collectively handling more than 20 million daily data requests with an impressive 99% average uptime.
The platform also takes care of the complex process of app store submissions, managing certificates, provisioning profiles, and compliance with store guidelines. This frees you up to focus on designing features and refining the user experience. This streamlined process is especially useful during marketing campaigns, ensuring your app is ready and accessible on both iOS and Android from day one.
Using Adalo's AI Tools for Faster Launches
Adalo's AI-powered tools make launching apps faster and easier. Magic Start generates a fully functional app foundation from simple text prompts, while Magic Add allows you to implement new features using natural language commands. These tools can cut development time from months to just days.
Another standout tool, X-Ray AI, scans your app's layout to pinpoint and fix potential performance issues before launch. Thanks to the Adalo 3.0 infrastructure upgrade in late 2025, apps now run three to four times faster than before, with CPU usage reduced by 40–70%. This speed boost isn't just technical - it directly improves user experience, search engine rankings, and app store visibility, all of which are critical for conversions.
"Adalo 3.0 is here! Republish your apps for a 50->100+% speed lift!" – James Crennan, CEO, Adalo
Maintaining Consistency Across Platforms
Speed is important, but so is consistency. Adalo ensures your branding and user experience remain seamless across web, iOS, and Android platforms with unified updates. Features like integrated push notifications, geolocation, and referral program tools help keep users engaged no matter where they interact with your app.
Adalo offers a free tier to get started, with paid plans beginning at $45 per month. These plans include publishing to the web, Google Play Store, and Apple App Store, making it a cost-effective solution for cross-platform app development.
Conclusion
SEO and ASO work together as a powerful growth strategy. SEO captures users during their search for solutions on Google, while ASO converts those with high intent who are ready to download in the app store. By aligning keywords, messaging, and visuals across both channels, you significantly increase your visibility and chances of success.
The numbers back it up: treating SEO and ASO as a connected system - using tools like deep links, consistent metadata, and mobile-first landing pages - creates a smooth journey from web searches to app downloads.
A great starting point is to optimize your app store listing to attract users already primed to download. Then, focus on building your web presence to capture a broader audience. Tools like Google Search Console can help you identify web queries that drive traffic, which you can then integrate into your app store metadata. Engaging with reviews boosts your ratings, while targeting long-tail keywords - responsible for up to 80% of searches - can drive even more visibility.
Platforms like Adalo make it easier to put this unified approach into action. With the ability to publish across web, iOS, and Android from a single codebase, you can maintain consistency while testing and refining your strategy. The quicker you can launch and adapt, the sooner you’ll see results.
FAQs
How can combining SEO and ASO strategies help lower app acquisition costs?
By combining SEO (Search Engine Optimization) and ASO (App Store Optimization) strategies, you can increase your app's organic visibility across both search engines and app stores. This approach brings in more targeted traffic while cutting down on the need for paid advertising.
A higher website ranking in search results naturally draws in users who are more inclined to download your app. At the same time, a well-optimized app store presence ensures your app stands out as relevant and appealing to these users. Together, these efforts not only lower the costs of acquiring users but also attract a more engaged audience.
How do landing pages help turn web traffic into app downloads?
Landing pages play a crucial role in turning web visitors into app users. They serve as streamlined entry points, directing attention toward downloading or opening your app.
An effective landing page is mobile-friendly, visually appealing, and includes a strong call-to-action that nudges users to move forward. To boost conversion rates, focus on showcasing the app's main benefits, keeping the messaging short and to the point, and minimizing distractions. Adding elements like testimonials, app screenshots, or a brief demo can help build trust and inspire confidence in potential users.
How can Google Analytics help track app downloads from web traffic?
Google Analytics lets you monitor app downloads by linking user activity on your website to app-related events, such as installs and in-app actions. This connection helps you understand how your web campaigns influence app conversions, offering a clear picture of user behavior and campaign effectiveness.
With this data, you can fine-tune your strategies to boost downloads and gain a deeper understanding of how web traffic translates into app engagement.
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