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App Store Optimisation (ASO), is sometimes also known as App Store SEO.
It is the process of optimising your Android and iOS app to maximise its visibility in the app stores through ongoing iteration and optimisation.
High-quality ASO in turn brings you free, organic users for your app, maximising traffic to your product page as well as improving the conversion rate for downloads.
At the end of the day, ASO reduces your user acquisition cost per download.
The mechanics of ASO include optimising your on-metadata factors (e.g. product page, listings, keywords, URL) and off-metadata factors (e.g. video, speed of instals, ratings, reviews).
This is combined with market research, keyword research, A/B testing and monitoring of KPIs.