It has been often assumed that promoting an app or website is one and the same thing. Both are the part of promotion services provided under Digital Marketing so that can’t be different right? No. Website and Smartphone App Promotion maybe a little similar but have a lot of other differences.
If you think that both Website and App marketing techniques are the same and plan to deploy the same techniques in the app and website promotion, then you may face loss, rather than gaining.
App stores and the search engines have their unique online space involving different restrictions, algorithms, and requirements. If you want to get the maximum benefits, try to leverage the techniques accordingly.
ASO vs SEO
SEO (Search Engine Optimisation) is the technique of optimizing the website to get a better ranking in the search results to increase the beneficial traffic to the website. There are a lot of ways through which you can increase the number of relevant users for the website.
ASO (App Store Optimization) is like SEO for apps but it does not focus on getting the traffic for the app but to get lasting and relevant downloads for the app by improving the rank of the app in the app store.
There are a lot of ways through which you can increase the number of downloads of the app but the most common technique is to improve the rank of the app in search results and the ‘Similar Apps’ window.
The above definition shows that both ASO vs SEO is quite different from each other.
While employing ASO techniques, one has to consider that there are some restrictions in the app stores that are required to be followed by the developers like characters in the title, screenshot dimensions, etc. Even the app stores have their separate requirements which can be different from others.
In Apple Store, the title and subtitle should have a maximum of 50 characters while in Google Play, the title can be of 50 characters and the description can be that of 80 characters. You have to adopt the techniques according to the platform and its requirements. SEO company in united kingdom provides a more flexible and wider way to perform the techniques.
But when it comes to search results, the roles are reversed. ASO provides more flexibility while employing search results techniques. You can work over icons, videos, screenshots, titles, and descriptions in the app stores for better ranks in results which is not quite possible in the case of search engines as they provide a lot of results. Visuals have a bigger role in ASO.
ASO is affected by title, description, screenshots, and other visual data while SEO is affected by user engagement, UX/UI, metadata, and various other factors.
How to Use the Keywords Right?
The proper use of keywords is very important in both ASO and SEO. No one wants to read paragraphs of text, so you must use precise and brief keywords for the content. Moreover, the app store has a word limit so you can’t fill unnecessary content in the description and search engines are too smart and understands what you are trying to say in most of the cases.
Your priority should be to provide the maximum and precise content in limited words instead of trying to max out the word limit. On the apps stores, using a single word, again and again, will not improve your ranking so try to be brief and don’t repeat the words. Whereas that is not the case in search engine results. The more you write, the better the rank. Using more keywords can boost your ranking in search engine results.
In the Apple App Stores, the app description can not be used for comparison so no matter how worldly the description is, it can not affect the ranking of ASO. However, the case is quite different in Google Play Store, the description affects the ASO. the same is the case with web pages, the more and the better you write, the better will be your ranking on the search engine results. The proper use of relevant keywords will help in getting a better ranking for your webpage.
Although the keywords in SEO and ASO affect the ranking of the app or webpage quite differently, the keyword research in SEO and ASO is quite similar to each other. This is because the validation of the keywords in ASO and SEO is quite similar to each other.
You can research online to see which keywords will get you a better ranking on the search results and use such keywords in the app or website content. Tools and platforms like SemRush, AppTweak, Ahrefs, MobileAction, and others can help in deciding the precise keyword for your app or website. The platforms will help in determining the difficulty of the keyword and how it will help in getting a better ranking.
These platforms might be different for ASO and SEO (ASO- AppTweak, SEO-Ahrefs), but their evaluation process is the same as the main purpose of the software is the same- to improve the ranking of the app or website through keywords.
User Behaviour and Marketing Strategy
As apps and websites are two different platforms, the behavior of their users is also different. Apps are generally used on smartphones only but the webpages are used on smartphones as well as desktops. The present age, mobile-friendly society spends a lot of their time on smartphones using apps. They even use websites on smartphones through browser apps.
Data has shown that most of the users first look for a product on the app and then go to the website to make a purchase. So it is necessary to change the market strategy according to the change in the platform (app to a website; website to an app).
At the same time, you also have to make sure that you don’t count the same user twice as he/she changes the platform. Most of the famous marketers use geo-marketing techniques to find potential users. Geo-marketing techniques find the users by analyzing their location and promote by techniques like sending push notifications if you are near a local store.
Timing also plays an important role in determining the time at which most of the users are active and work accordingly. All these user habits will prove to be very helpful while developing an app or website marketing strategies.
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Examine the Marketing Funnel
A funnel is created because the users can access the website anytime they want but to access an app, the user has to download it. This need to take action before accessing the app shows that the marketing funnel of the app moves faster. Whereas that of a website is slower as only one action is to be completed that of making a purchase.
Difference Between the Attribution of Mobile and Web
The attribution of the app is more difficult as it involves more steps (Campaign-> Store-. Download-> Engagement). But there is no attribution at Store as the source can not be traced back to the user. He might have downloaded the app days after watching an ad about the app. So to trace back the attribution, we have to take the help of third-party apps like AppsFlyer, Adjust, etc.
Mobile attribution should cover the whole aspect of user behavior. What were the reactions of the user after watching the ad, their behavior after doing so, whether they installed the app or not, and other factors.
On the other hand, web attribution is quite different from mobile attribution. You will be required to ascertain the whole journey of the user on the website through a desktop or smartphone browser. It tracks how the user came across the website. You can also attribute the data of a target user to get the information. Attribution can involve numerous steps, for example, if the user clicks an ad on an SMO services UK, he will come across various actions before reaching the website.
Web and mobile attribution can also work together to create a holistic attribution as the present-day user transcends channels, devices, and platforms so the process might be fragmented. The users might use the app on a desktop and the website on a smartphone.
Not only the users, but even the companies also use web platforms to promote their apps on a diverse platform.
How do the Landing Pages differ?
App landing pages can not be changed or converted as their point of engagement is fixed. The web landing allows you to determine the origin of engagement like a newsletter, social media, so you must set the right tone for both the web page and the app page.
You might add a read more tab on the homepage of your website or app but most of the users don’t get past this. So you should provide all the important and unique points about your website, on the page, before the user reaches the end of the page. Employ all the resources at your disposal to differentiate the web landing page and the app page.
The app page should have an area to fill the text and the web landing page should be more flexible, inclusive of everything through which the user can connect like make a purchase or subscribe to the newsletter, etc.
On the app page, the main goal is to get the user to download the app, and then comes the requirement for the user to surf the app pages, scroll the screenshots, go through the description, etc. this will help in ascertaining whether the user likes our app or not.
A/B Testing on Smartphones and Web
If you want to conduct an A/B testing on the app then you can do it through Google Play Store only as the Apple App Store does not have any A/B testing tools. You can use the platforms like SplitMetrics or StoreMaven as they provide more data-driven results for the testing. They provide the actual user experience on the app store and clear how it will feel to the user.
Tips for A/B Testing:
- Test the graphical interfaces like screenshots, videos, etc.
- Test the designs and copy against each other to check the similarity and differences between then.
- Analyze the result, make the changes, and modify the test according to the changes made.
The A/B testing for the web will help in showing different web page variants to different web visitors simultaneously and shows which one is better in getting the conversions. Tools like Optimizely can be used for A/B testing of the websites on different behavioral tendencies, devices, and platforms.
Similarities between App and Website Marketing:
- Organic Ranking Algorithms
Both take into consideration the reputation, popularity, and keywords of the platform.
- Keyword Research
Keyword research is very important in both cases. Keyword difficulty and search volume are kept the same for both.
Have to use a holistic approach in most of the cases for attribution, if common things toggle between both.
- A/B Testing
Has to conduct A/B testing in both apps and websites.
Differences between Website and App Marketing: (SEO vs ASO)
- Organic Ranking Algorithms
On the web, the focus is on the quality of content, links, and engagement whereas in the app, the focus is on reviews and ratings, downloads, and conversion rates.
- Keyword Research
ASO requires fewer keywords as there is always a limit. But SEO requires more thorough keyword research which includes everything.
- Marketing Funnel
Less action as conversion starts at the end of the funnel (like while making a purchase) whereas there is a larger funnel in the app marketing.
Mobile attribution is more complicated than web attribution.
- Landing Pages
More freedom and flexibility in determining the origin of engagement on the web as compared to that in apps.
- A/B Testing
Web marketing has more and better A/B testing techniques and attributes to choose from as compared to that in apps.
Both SEO vs ASO marketing techniques are more different than similar. The above-detailed facts and procedures show that the marketing of the app and/or website is far more complicated than it appears.
It is suggested that you hire a professional team of developers to market your app and website on a better and wider platform. If you want some help in marketing your app or website for better engagement, you can contact the experienced professionals at SAG IPL Uk.
SAG IPL is a renowned name in the digital market, providing app and web development company in UK , having the head office in Sandford. SAG IPL has more than 10 years of experience in the digital marketing business and has been providing top of the line services across the world.
We have a team of more than 250 professionals that works their best to provide the best Website and App Marketing services at affordable prices. Get a free quotation for the job by contacting us at firstname.lastname@example.org or +07950901227. You can also Whatsapp on +917023472073 to schedule a meeting with our team. We would love to help you.