App store optimization (ASO) is the process of improving the visibility of a mobile app (such as an iPhone, iPad, Android, or Windows Phone app) in an app store (such as iTunes for iOS or Google Play for Android). App store optimization is closely related to search engine optimization. Specifically, app store optimization includes the process of ranking highly in an app store's search results and top charts rankings. ASO marketers agree that ranking higher in search results and top charts rankings will drive more downloads for an app.
App store optimization marketers, such as SEO marketers, work by optimizing their content so the search engine position it higher on the search engine results page, driving more traffic to this content. While making their content achieve the first position on targeted search terms can sum their objectives, it's not required to evaluate the optimization's success. ASO marketers try to achieve goals such as:
Being found better by users in the app stores, due to the fact that App Store Search is the No. 1 source for people to discover new applications
Rank higher compared to competitors
Rank higher for specific keywords
Rank higher in Google´s semantic search for applications
Create appealing graphics (icon, screenshots and promo video) to increase the chances of being downloaded