App Store Optimization (ASO) is a skill to change or modify the title of your app to get better result in the app store. Although, you can get better result in search it does not mean it will result in some extra revenue. It is advisable to do ASO by the App Developer rather than giving it to some professional.

According to Wikipedia, App store optimization (ASO) is the process of improving the visibility of a mobile app (such as an iPhone, iPad, Android, or Windows Phone app) in an app store (such as iTunes or Google Play for Android). App store optimization is closely related to search engine optimization. Specifically, app store optimization includes the process of ranking highly in an app store’s search results and top charts rankings. (Source: Wikipedia: http://en.wikipedia.org/wiki/App_store_optimization)

Both Apple and Google continuously make changes to improve the search quality in their app stores. Following are important aspects for ASO:

• App Name
• Keywords
• Ratings
• Number of Downloads

One of the strategies is to monitor and change keywords at the time of every update. Another way is to put a paid app into discount or free for few days. Also it should be done with proper announcement to improve it further.