App store optimization (ASO) is a crucial and ongoing strategy for enhancing an app's discoverability and ranking on iOS and Android platforms, beyond just getting the app featured. The process involves several key elements, including crafting a compelling app title with high search traffic keywords, writing a clear and keyword-rich description, and using visually engaging elements such as logos, screenshots, and promotional videos. Effective ASO should focus on increasing installs and retention rates, as these metrics significantly influence app rankings. Different app stores have distinct ranking criteria; for instance, Apple considers data from the past 72 hours, whereas Google Play looks at data from the past 30 days. Maintaining positive ratings and reviews is essential, as they reflect user satisfaction and impact the app's visibility. App store optimization requires continuous effort, competitive analysis, and occasional innovative updates to keep the app appealing to both users and store algorithms.