App store optimization is the process of improving the visibility of a mobile app in an app store. Just like search engine optimization is for websites, app store optimization is for mobile apps. Specifically, app store optimization includes the process of ranking highly in an app store's search results and top charts rankings. Additionally, app store optimization also encompasses activities focused on increasing the conversion of app store impressions into downloads, collectively referred to as Conversion Rate Optimization. ASO marketers and mobile marketing companies agree that ranking higher in search results and top charts rankings will drive more downloads for an app.. Earning an app store feature and web search app indexing are two additional activities which may be categorized within the remit of app store optimization.