App Store Optimization (ASO) is a tactic that improves an app’s visibility in an app store. App stores rank each app based on a variety of factors. By successfully using optimal keywords, useful images and localized descriptions, you can rank higher and drive more downloads due to that visibility. ASO is often compared to SEO, but the former only applies to an app store’s search function and ranking algorithms. That being said, there are several ways SEO and ASO overlap - which may help you when first looking into improving App store rankings. ASO is effectively a closed-site search engine. Just like SEO, it relies on the right indexation, discoverable content and manipulation of the App store’s ranking algorithms. If you can successfully communicate the uses of your app, both to the store and potential users, there’s huge potential to increase reach and drive installs.