App Store Optimization – Increase Visibility and Acquire More Users. Off-metadata factors are the ones out of your control (but you can influence them): installs volume, ratings and user reviews. APP STORE OPTIMIZATION is a process. Later in this post we will take a close look in the details of ASO on-metadata and an anatomy of a perfect Google Play Store listing of an Android app. Google Play Store optimization. APP STORE OPTIMIZATION is a process.