ASO (App Store Optimization) refers to the optimization of the landing page, title, icon, images, and keywords of any app page within the iOS and/or Google Play App Stores. Unlike traditional web based "SEO" which involves significant content creation, backlinks, and various methods to get ranked high in search engines - given that app pages within the app store feature limited features and capabilities. App developers will conduct rigerous A/B testing and optimizations to optimize their app store page.