Definition
The canonical answer.
App Store Optimization (ASO) is improving an app’s visibility and conversion inside the App Store and Google Play: keyword-informed metadata, screenshots and previews that convert, ratings velocity, and store experiments. It compounds with paid acquisition, because every install channel ultimately lands on the store listing.
Worked example
In practice.
An app ranks for its brand but nothing else. An ASO pass rebuilds the title, subtitle, and keyword field from a real keyword matrix, redesigns the first three screenshots around the core value moment, and runs listing experiments. Organic impressions and the paid conversion rate move together, because they share the listing.
Where this work happens: App Store Optimization
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