Slowly but surely, the official App Stores of iTunes, Google Play and Windows Phone Marketplace have transformed into a digital battlefield. App developers have to fight for recognition or otherwise be drowned in an ocean of competing mobile applications. App Store optimization (ASO), a strategy similar to SEO but specifically applied to the app pages in app stores, has become a handy addition to an app developer’s marketing plan, and promises to help increase visibility – and, as a consequence, downloads – of a mobile app.