To complete the picture of the mobile user experience, it is also important to mention App Store Optimization (ASO). Unlike mobile SEO, where the goal is to rank in various search engines on mobiles (not necessarily on Google), the goal of ASO is primarily to rank the app in the app stores, such as Google Play Store, Apple App Store, Galaxy Store, or Huawei App Gallery. The ASO activities are therefore not directly related to websites, but to separate apps instead.
However, part of the ASO and SEO synergies can be creating a special page dedicated to describing the app features and linking directly to the app stores. The page can then be optimized for branded words with the extension "app" ("zalando app") or generic industry relevant keywords ("fitness app").