App Store Optimization (ASO) is the process of improving the visibility and ranking of a mobile app in app stores like Apple's App Store and Google Play Store. By optimizing various elements such as the app title, keywords, description, and visuals, developers aim to attract more downloads and increase user engagement. Effective ASO involves researching relevant keywords, analyzing competitors, and regularly updating the app's metadata. This helps ensure that the app appears in search results when users look for related content, ultimately leading to higher conversion rates and better overall performance in the app marketplace.