Review miningASO (App Store Optimization)
The work of making an app findable in store search on the right terms, and convincing the person who finds it to install.
ASO is two jobs, and they are fixed by different tools: indexation, meaning Apple associating your app with a word at all; and relevance, meaning where it decides to place you for that word. Metadata drives the first, behaviour drives the second.
That split also tells you where to spend. You cannot rank for a word you are not indexed for - there the work is a text edit. On a word you are indexed for but sit far down, the work is usually placement. If the word is already in your title and you still cannot reach the first page, the text is finished; screenshots and conversion are what is left.
ASO should not be confused with advertising: Search Ads is an auction, ASO is permanent work played by the store's own rules. Stop paying and the ad traffic stops; a metadata fix stays where it is.