We see it all the time at Revuo.

A successful startup founder comes to us. They have a website that ranks #1 on Google for "Best FinTech Tool." They have a great blog, thousands of backlinks, and a solid domain authority.

So, when they launch their mobile app, they do the logical thing: They copy-paste their website strategy into the Play Store.

They use the same long keywords. They write a "story-telling" description. They focus on "content."

And then... silence. The app gets zero organic downloads.

Why? Because App Store Optimization (ASO) and Search Engine Optimization (SEO) are two completely different languages. Trying to speak "Google Web" to the "Google Play" algorithm is like trying to pay for coffee in Paris with Japanese Yen.

Here is why your website strategy is failing on the App Store—and what to do instead.

1. User Intent: "Learning" vs. "Doing"

The biggest difference isn't the algorithm; it's the human.

• On Google Web (SEO): People are looking for answers.

  • Query: "How to edit photos to look vintage." (Long-tail, Informational).

  • Strategy: You write a 2,000-word blog post to capture this traffic.

• On App Stores (ASO): People are looking for tools.1

  • Query: "Photo Editor." (Short-tail, Transactional).

  • Strategy: You need an app title and screenshots that scream "I do this one thing perfectly."

The Mistake: Using long, educational keywords in your App Title.

The Fix: Pivot to short, punchy, feature-based keywords. If you are a fitness app, don't rank for "How to lose weight." Rank for "Home Workout" or "Calorie Counter."

2. Backlinks Don't Matter (Here)

In the world of Website SEO, Backlinks are the holy grail. If 100 high-quality sites link to your blog, Google trusts you.

On the App Store and Play Store? Backlinks are barely a factor for direct ranking. Apple and Google don't care who links to you. They care about:

1. Install Velocity: How many people downloaded your app today?

2. Retention Rate: Did they keep the app, or uninstall it after 5 minutes?

3. Ratings: Is your average above 4.0?

The Mistake: Spending thousands on PR articles hoping it boosts your App Store rank.

The Fix: Spend that budget on Visual Optimization (Icons and Screenshots) to improve your conversion rate. A higher conversion rate leads to more downloads, which leads to higher rankings.2

3. The "Visual" First Impression

On Google Search, text is king. You read the headline, you read the snippet.

On the App Store, Visuals are king.

• The App Icon is responsible for 50% of your click-through rate.

• The First 3 Screenshots determine if a user downloads or scrolls past.

If your website SEO strategy relies on "great copy" but your App Store screenshots look boring or cluttered, you will fail. Users decide to download an app in less than 3 seconds based purely on visuals.

4. The Algorithm Cycle Speed

This is the good news.

• SEO is a marathon. It can take 3-6 months to see the results of a new blog post or backlink campaign.

• ASO is a sprint. You can update your App Keywords or Screenshots today, and see a change in rankings within weeks (sometimes days on the Play Store).

This means ASO allows for rapid experimentation. You can A/B test your icon this week, see the results, and try a new one next week.

The Revuo Strategy: The "Hybrid" Approach

Does this mean you should ignore your website? Absolutely not.

At Revuo, we use a Hybrid Growth Strategy:

1. Use SEO (Web) to capture "Top of Funnel" users who are asking questions (e.g., "How to save tax in India").

2. Drive them to a landing page.

3. Use ASO (Store) to convert them when they finally decide to download a solution (e.g., "Tax Saver App").

We don't copy-paste. We translate. We take your brand authority from the web and translate it into the visual, fast-paced language of the App Store.

Is your app invisible?

It might be because you are treating it like a website.

Book a Free ASO Audit and let's find the keywords your users are actually searching for.