Promoting mobile websites and applications: the difference of marketing strategies

Promoting mobile websites and applications: the difference of marketing strategies

 

It is easy to assume that promoting applications and websites requires a similar strategy.

 

Everything belongs in the field of digital marketing, so how far is it, right? mistakes. Of course, there will be some overlapping terms, similar, and everything needs to be constantly updated. However, the method to solve this problem varies in almost every detail.

 

If you use the same marketing strategy for your application with your website, you will definitely miss some key goals. App store and search engine are two very different online spaces with different requirements, restrictions, and algorithms. Strategies for you can help them make the most of everything they have to offer.

 

We at Moburst mobile marketing agency are here to study in detail how to separate web marketing strategies and applications.

 

ASO and SEO: What is the difference?

SEO is probably a more well-known term than both. On the part of search engine optimization, this is the process of optimizing a website to get the highest ranking in search engines, thus driving the natural traffic of the website. You want to increase the number of website visits and related visitors. There are many ways to do this, but we will investigate them in depth.

 

ASO means App Store Optimization. Sometimes referred to as used SEO. Except that ASO does not attempt to direct natural traffic to the website, but directs the natural of the application to the website by optimizing the application to make it as high as possible in the app store. It is designed to increase the visibility of search results and browsing-related traffic (for example, category ranking and emphasis in the “similar applications” section on peer-to-peer application pages).

 

The most important thing to remember here is that you cannot use the same strategy at the same time.

 

With ASO, you are bound by various app store restrictions. Although between the two big winners, Apple App Store and Google Play, there are significant demand differences. For example, each application title has a character limit, the screenshot must fit a certain size, etc.

 

On iOS, “app names” and “subtitles” can hold up to 30 characters each. On Google Play, the “application name” can be 50, and the “brief description” 80. While using SEO, you are free to choose any direction to browse the website. While some technologies certainly perform better than others, there is no need to keep them in mind.

 

In the list of search results, the role is the opposite, while ASO is the role that provides more flexibility. In the app store, you can see icons, videos, screenshots, titles, and descriptions on search results pages. But when you do a Google search on the web, what do you see? Usually, there is only a long list of blue links and a lot of text. In ASO, vision plays a bigger role in this.

 

As for the factors that influence ASO and SEO, you can guess … they are also different. Both have large lists, and we will not discuss them one by one (this is a topic for another day). In other words, however, ASO is influenced by the localization of application titles and brief descriptions, screenshots and other visual elements, and the list goes on and on. SEO is influenced by factors such as UX, metadata, and user engagement.

 

As for the factors that influence ASO and SEO, you can guess … they are also different. Both have large lists, and we will not discuss them one by one (this is a topic for another day). In other words, however, ASO is influenced by the localization of application titles and brief descriptions, screenshots and other visual elements, and the list goes on and on. SEO is influenced by factors such as UX, metadata, and user engagement.

 

Keywords: Are you using it properly?

Whether in the field of app marketing or online marketing, you must have an understanding of strategies using keywords. No one wants to read text filled with keywords, which have little value other than providing every possible relevant keyword. In any case, for the App Store, this is not necessary, as it will be penalized; because Google is so smart and you can say what you mean, it doesn’t have to be on the web.

 

One of the biggest differences is that the app store only allows a certain number of characters for different metadata. For example, the App Store only allows subtitles for up to 30 characters, while Google Play only allows subtitles for up to 50 characters. This severely limits the number of keywords that can be used, especially when compared to endless web pages.

 

You can only use each keyword once to avoid too many characters. Therefore, please improve the strategy according to your choice. In the Apple App Store, using keywords repeatedly will not affect your ranking. This is not the case for the Google Play Store or the SEO world, where using more keywords can improve your ranking.

 

Interestingly, in the App Store, even though the app description is the main content of the text, it cannot be indexed and therefore does not affect the ASO level. Keywords are not important here.

 

However, in the Google Play Store, keywords are already indexed and affect ASO. The same goes for websites. In most texts, keywords will definitely be indexed and will affect ranking. Using relevant and popular keywords (very low difficulty) is one of the most important elements of SEO writing.

 

However, for keyword research, this is the only similarity between ASO and SEO. Why, you might ask? We can use specific metrics to validate keywords in ASO and SEO. These range from keyword popularity / search volume to keyword difficulty, between the two.

 

You can use online research tools to find these metrics and determine which keywords will give you the best ranking chances. Examples of platforms and tools we recommend include AppTweak, Ahrefs, MobileAction, and SEMRush.

 

Whether you are trying to rank in the app store or in a search engine, for example, keyword difficulty will indicate the difficulty of the keywords selected for you. This is the main goal of both.

 

Although the tools used for ASO and SEO keyword research may be different (e.g., AppTweak for ASO and Ahrefs for Web SEO), the metrics used and subsequent evaluation process are the same. This is because ASO and SEO both achieve the same end result in their respective fields — find the right keywords and get higher rankings.

 

How does user behavior affect marketing strategies?

Since the network and its applications are two different entities, it is naive to expect the same user. The application is only used on mobile devices and tablets, while web pages are also accessible on desktop computers. We live in a mobile-centered society where the average American consumer spends about four hours on a cell phone each day. During this period, research shows that almost three of these four hours are spent on applications.

 

This poses a challenge to track. In the end, research shows that many users will browse the app before going to the web to make a final purchase. If users switch between platforms (applications and websites), marketing strategies must treat them as a single user, so as not to increase the cost of expensive customer acquisition (e.g., when they switch from application to website, User the same is counted twice)

Leave a Comment