The term "app store optimization" (ASO) involves enhancing mobile applications' visibility and ranking within app stores, aiming to increase downloads and user engagement. ASO includes strategies like optimizing keywords, crafting compelling descriptions, and designing eye-catching icons and visuals. By focusing on user experience and addressing feedback, developers can improve their apps' ratings and encourage positive reviews. Ultimately, effective app store optimization drives organic traffic and boosts the app’s performance in a competitive marketplace, supporting the overall success of the mobile application.