How to run ASO and SEO together
Follow these steps in order. Each one is something we do on client work.
- Share keyword research. Search terms people use on Google often overlap with store searches.
- Give each page one job. Website pages answer questions; store pages convert.
- Link the website to the store. Use clear App Store and Play badges on relevant pages.
- Remember the description is indexed on the web. Apple says it's used for web engine results after release.
- Measure separately. App Analytics and Play Console for stores; Search Console for the site.
- Review monthly. Move winning phrases between channels.
App Store SEO: key rules and context
Differences
| ASO | Web SEO | |
|---|---|---|
| Where | App Store, Google Play | Google, Bing |
| Text space | ~160 indexed chars on iOS | Unlimited |
| Links | Not a factor | Major factor |
| Behaviour | Installs, ratings, retention | Clicks, engagement |
Where they overlap. Keyword research, clear copy, and testing. Google also shows apps in web search results.
Using your website. A fast landing page per app, with store badges and structured data, can rank for your app's name and features (Google Search Central).
More. Mobile app SEO and the ASO guide.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Say PlantPal ranks on Google for "why are my monstera leaves yellow". That page can link to the app's diagnosis feature with a store badge, while the store subtitle targets "plant care reminders". Same audience, two different jobs.
Common mistakes
- Copying web copy into the store. Store fields have strict limits.
- Treating Play like the App Store. Play has no keyword field.
- No website at all. You lose web search entirely.
- One metric for both. Measure each channel.
For more on this topic, our ASO guides hub collects the rest of this series.
App Store vs Google Play: where your words go
The two stores index different fields. This is the comparison we use when we plan a listing for both.
| Element | App Store | Google Play |
|---|---|---|
| Title | 30 characters (app name) | 30 characters (app name) |
| Second line | Subtitle, 30 characters | Short description, 80 characters |
| Hidden keywords | Keyword field, 100 bytes | None; the visible text does the work |
| Long text | Description, 4,000 characters | Full description, 4,000 characters |
| Editable without review | Promotional text, 170 characters | Listing edits still go through review |
| Native A/B tests | Product page optimization (up to three treatments) | Store listing experiments (up to two variants) |
How we measure the result
Here is how we judge whether App Store SEO work is paying off. App Analytics in App Store Connect breaks impressions and product page views down by source, and App Store Search is one of those sources. On Google Play, the store performance and acquisition reports in Play Console show where visitors came from and how many of them installed.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Shared keyword list
- Website pages map to questions
- Store badges on site
- Store copy within limits
- Separate dashboards
Sources
- Apple: Search on the App Store (accessed 26 October 2026)
- Google Search Central: SEO Starter Guide (accessed 26 October 2026)
- Apple App Store Connect Help: App information (accessed 26 October 2026)
- Apple App Store Connect Help: Platform version information (accessed 26 October 2026)
- Play Console Help: Create and set up your app (accessed 26 October 2026)
- Apple App Store Connect Help: Overview of product page optimization (accessed 26 October 2026)
- Play Console Help: Run store listing experiments (accessed 26 October 2026)
Questions
Is ASO the same as SEO?
Same idea, different engines and signals.
Do backlinks help ASO?
Not directly.
Should my app have a website?
Yes, it helps discovery and is needed for policies.
Which first?
ASO, if installs are the goal.
Do you do web SEO?
Not as a package.
Is ASO part of SEO?
They're related but different: SEO targets web search engines; ASO targets app store search and conversion.