With more than 1 million apps in Apple's (NASDAQ: AAPL) App Store and Google's (NASDAQ: GOOG) Play store, having your app found by consumers is becoming incredibly difficult, especially for smaller developers and companies. While the goal for website creators is to appear in the first page of Google search results, in app stores there's even less real estate for mobile app developers to market themselves. That's why app store optimization (ASO) is beginning to evolve as both an approach to making what developers create more "discoverable" and a set of tools to automate the process. App Annie and MobileDevHQ are two firms focused on providing developers with ASO services. For more on this topic, check out this FierceDeveloper special report.