This document discusses app store optimization (ASO) which is important for app marketing and rankings. It notes that apps are increasingly how people access the internet, with over 2,300 new apps published daily. Good ASO includes optimizing an app's metadata like name, description, keywords and screenshots to target relevant searches and rank higher in app stores. The top mobile platforms are iOS, Google Play, and others. ASO considers on-page elements like these as well as off-page factors like ratings, downloads and social signals.