ASO stands for App Store Optimization, and it is a strategy used to increase your view order as users search for specific keywords in the App Store or Google Play Store. Like the more popular SEO, or Search Engine Optimization, the retrieval of data from an app database can be affected by the words and phrases that you use in parts of your app upon release. These include your app name, the developer name, and its description. Like SEO, you can try and compete for the usual keywords, or you can also try and improve your chances on less common. You can also add these same keywords in your URL upon publishing (as in the case for the Google Play Store) in order to boost your rankings even further up.
Keywords such as “fun”, “free”, “near you”, “top”, and “new” are really popular, but you can also mix in some popular keywords (and even some less popular ones) depending on your app’s specific niche or genre. In any case, there are services that can help you with this so that their expertise can help you in implementing the best practices to be used for better search results. Of course, this comes at a price.