App Store Optimization (ASO) is similar to SEO and shares its unstable nature. ASO is going to be another struggle against constantly changing algorithms that will have to monitored every day: the more things change, the more they stay the same.
So when monetizing and marketing mobile apps, you need to keep a vigilant eye out for the latest strategies as they emerge. But whilst it’s true that they will probably change faster than the tires on a race car, you need to know the basics so you can understand the changes. One word of caution though: watch out for black hat techniques popping up, similar to the way they did in the early days of SEO. As this marketing strategy gets off its infant legs and takes its first big boy steps, Google and other search engines will be ready to penalize you for any miss-steps.