App Store Optimization (ASO) works on generating more visibility for your app in the app stores like Apple’s iTunes App Store + Google Play. ASO focuses on organic user growth over paid advertising growth to gain users from the search on app stores on their devices.
Organically gained users tend to have a higher lifetime value over those who came in through advertising. Likewise, once advertising stops, users are no longer seeing your ads and downloading your app, whereas organic will remain while you’re focusing on other efforts.
App Store Optimization takes time and needs to be taken care of monthly to ensure competitors aren’t taking over your top spots for your target keywords. It also requires strategy to pick the right keywords to go after, as unlike a website, you need to focus on a few key terms.