As developers continue to struggle to get their apps noticed, some are turning to a new discipline called App Store Optimization (ASO). Several companies have begun offering ASO services, but they caution that ASO is an ongoing process, not a one-time fix for poor discoverability.
"The biggest returns from ASO are going to come after the app is published, so building an app around ASO is putting the cart before the horse. It is a process of testing, continual improvement and adapting to the ever-changing conditions on the app stores," explained Hugh Kimura, content strategist at ASO firm Sensor Tower. "Some ASO should certainly be done before the app is published, but until it is tested in live conditions, there is no way to tell exactly how well it will perform."