ASO (App Store Optimization)

ASO is to mobile apps what SEO is to websites: a continuous discipline of improving the metadata, visuals, and signals that determine how often your app appears in search results and how often a viewer becomes an installer. The two pillars are *visibility* (how often your app surfaces) and *conversion* (how often a viewer taps install). Visibility is driven by keywords in your title/subtitle/description, your category, and your ranking velocity. Conversion is driven by your icon, screenshots, video preview, rating, ratings count, and reviews. Good ASO compounds: better visibility brings more downloads, more downloads bring more reviews, better ratings improve conversion, which lifts ranking further. The opposite is also true.