App Store Optimization (ASO) is the process of increasing an app or game’s visibility in an app store, with the objective of increasing organic app downloads. Apps are more visible when they rank highly on a wide variety of search terms (keyword optimization), maintain a high position in the top charts, or get featured on the store. App Store Optimization is preoccupied with search results and top chart rankings; the former being the most powerful, and encourages downloads. The techniques associated with ASO can be broken down into 2 key areas are Keyword optimisation and Asset optimisation.