If you want your app to rank higher in app store searches then you need to develop organic acquisition channels. In other words, make sure people can easily find your app on their own. It can be tempting to use a paid promotion, but the statistics show that paid campaigns offer a poor return on investment. Paid campaigns provide short term gains, but they also grate on users and be damaging to your brand. Organic marketing requires you to understand the behavior and tastes of your target audience. If you’ve succeeded to satisfy your audience then they can help push your app to the top by providing better ratings and word of mouth. Check out the other ways you can be optimizing your app to increase your organic traffic channels.
Read the full article here: App store optimization: climbing the app store rankings with organic marketing