With over a billion iOS and Android apps to compete against, startups need to think about every piece of their marketing strategy to gain an edge over the competition.

On the web, there’s Search Engine Optimization. On mobile, there’s App Store Optimization, which is discussed here:

http://techcrunch.com/2012/02/28/aso-app-store-optimization-is-the-new-seo-and-heres-a-tool-to-do-it/

http://www.mobiledevhq.com/app_store_optimization