The term 'app store optimization (ASO)' implies the process of improving the visibility and ranking of mobile applications within app stores. ASO involves optimizing various elements, including app title, keywords, description, and user reviews, to enhance discoverability. The goal is to increase downloads and user engagement, making it essential for app developers and marketers to implement effective ASO strategies. By focusing on ASO, organizations can capitalize on organic search traffic and improve their app’s success in a competitive marketplace.