6 Tips to Get You Started With App Store Optimization

Launching your app? Learn the best app store optimizations to improve visibility and increase downloads.

The moment has come, you’ve put your blood, sweat and tears into building your app, and you’re ready to launch. Once it finally launches, there is nothing worse than all your hard work translating to disappointing performance. Downloads are stagnant, and what you thought would be a huge success is quickly fizzling out. What happened? Why do some apps take off quickly while others fail?

The answer is simple: It doesn’t matter how great your app is if customers can’t find it. The majority of apps, 63 percent, are discovered through app store searches, according to Forrester. With more than 1.5 million apps available, if you aren’t found through basic searches, you are missing out on a core segment of your audience. Rising to the top of search results, however, is made easier through app store optimization.

What Is App Store Optimization?

For years, developers have used search engine optimization (SEO) to drive more traffic to websites. ASO is similar in strategy; however, instead of driving traffic to a website, it’s focused on driving traffic to your app through increase rankings in app store search results. You can think of ASO as app store SEO.

The primary goal of ASO is to increase the visibility of your app. Once you start driving more traffic to your app page, downloads will naturally start to increase, which will provide additional traction for getting found in search results. But to accomplish this, you must understand the language potential buyers are using to find your app, and then carefully integrate those keywords into your app promotion.

Getting Started With ASO

Getting started with ASO requires you to stop thinking like a developer and start thinking like your customers. Really think about who you expect, or want, to download your app. And moreover, understand the words they will use when searching for your app. Once you have a grasp on this, it’s important to integrate that information into the right places. Here are a few app store optimization tips to consider:

Title. Keywords should be used in the title. In fact, apps that use keywords in the title rank 10.2 percent higher than those that don’t. But you might be wondering about keywords. Should you just use your best guess, or is there a more exact way to find them? One approach is to use a keyword tool, such as Sensor Tower and App Annie.

Description. When uploading your app, you can include descriptive content about your app. This is very important and serves two purposes: helping people find your app through using the right keywords, and encouraging people to fully commit download your app. Pepper keywords into the description, but also ensure that the content is engaging, informative, and provides enough information about your app to get users to download it.

Category. Apple recently broke its app store into subcategories, which allows apps to rank higher in search results for specific areas. Since you can select only one category, it’s important to select carefully. Look for categories less saturated with competitors that fit your niche market.

Getting Found: A Few Other Considerations

There are typical on-screen criteria for ranking high in search results, such as title and description. But other criteria can also weigh heavily on your visibility. For example, how many times has your app been downloaded? At first, this number will be low. But over time, as you get more downloads and that number rises, so will your rankings in search results.

Another important factor is ratings. When people download your app, what do they think of it? Are they giving your app a good rating? If so, this will also help you get found. One way to influence ratings is through the use of a plug-in that prompts users to review your app after using it. If your app has a solid user experience you should see some positive results!

Tips for Getting More Downloads

Downloads affect visibility, but how can you encourage more people to download your app? One strategy is creating a more engaging experience than your competitors’. Here are a few considerations:

Create an app video. Many people are visual. They want to understand the look and feel of your app before downloading it. Developing a quick trailer can move the sales process along. Be sure and showcase the usability and key features users will get when they download.

Provide a screenshot of your app. At a minimum, you should screenshot your app so people can quickly see what it looks like. From the buyers’ perspective, the less mystery about what they’re downloading, the better. Buyers want to be educated.

Create a demo. If your app is not free this is a key step. People want to play with your app before paying a fee to purchase. Create this experience through a demo, which will ultimately increase downloads — and rankings.

Upload an app icon. This will create a consistent brand experience for the user as they quickly recognize your app. This becomes increasingly important as you gain word of mouth traction and people begin to seek out your app.

The Next Steps

When thinking about ASO, it’s important to realize that it’s not a perfect science. You may not get it right the first time, and that’s okay. Using this strategy takes time and a lot of experimentation as you figure out which keywords your audience is searching for, and how best to enhance your app’s performance.

But the time you invest is worth it, because as you monitor and tweak over time, you’ll achieve the right balance. As a result, you’ll significantly enhance your app’s ability to get found in searches.

Key Takeaways

  • Be patient. Successful ASO requires experimentation, and trial and error.
  • Be willing to invest time. You likely spent a lot of time developing your app, and by investing time in ASO, you will solidify the long-term success of your app.
  • Make ASO an ongoing process. Continue to tweak the keywords that you’re using and see what performs best.
  • Keep tabs on the competition. What keywords are other people using in your niche? Could you borrow some? Or can you differentiate and use completely different keywords to get found?
  • Focus on a high-quality experience in everything you do. This will lead to more positive reviews and downloads, and help you rise to the top of search results organically.

As you launch your app consider all of the suggestions and refer back to this handy app store optimization guide to be sure you have all your bases covered.

5 Reasons Why Swift is Perfect for Beginners

“I’m new to programming — what’s a good language for me to learn?”

So you’ve just joined the world of programming. You got your introductory crash course, learned the basics, and got enough of a taste to know you want to do this. Now there’s just one question: where to start?

If this sounds like you, don’t worry — you’re not alone. Every new programmer has to face this question, and all too often the “right” choice isn’t right for what you want to get out of programming. If you’re new to programming and you want a language that’ll get you fast results, I recommend trying out Apple’s Swift language. Today, I’m going to give you five reasons why I think Swift is great for new programmers. Ready? Let’s get –

Hold on, hold on. Just a quick disclaimer before we start. There’s a lot of fame-and-fortune-related reasons to pursue Swift. Maybe you’re interested in creating the next phenomenon that takes the App store by storm. Maybe you’re interested in following in the footsteps of apps like Getty Images, Yahoo! Weather, or LinkedIn, all of which were created with Swift. Maybe you just want to get in on that sleek, smooth Apple aesthetic.

All of those are all great reasons to learn Swift, but that’s not what I want to talk about. I want to focus on why Swift isn’t just a great language, but a great language for someone who is learning how to code. Here’s five reasons why Swift will be a great fit for your programmer origin story, starting with:

1. Swift Was Designed to Remove Complexity

Created as a (long overdue) replacement for Apple’s Objective C, Swift is a coding language for the people, by the people. Okay, maybe it’s not quite there yet, but it is a system that was made with simplicity and efficiency in mind.

Its syntax was designed to close the gap between the human mind and the computer operations, getting rid of a lot of the moving parts that most other languages need to get off the ground.

Imagine, for instance, that you were coding with something from the C family. Before you could get the code to compile into anything remotely resembling a functional app, you’d need to master everything from functionals to optional chaining. Other languages might have you spend hours working the finer points of headers and compilers, and that’s all before you even feel like you’re getting started. The thing about programming is that you want to build something. So when you’re starting out with programming languages, it’s often a good idea to pick something that you can pick up easily, learn quickly, and build fast.

The thing about programming is that you want to build something. So when you’re starting out with programming languages, it’s often a good idea to pick something that you can pick up easily, learn quickly, and build fast.

2. Fewer Special Characters

If you glance at anything written in Objective-C, Swift’s predecessor, you’re bound to notice one thing all over the place: semicolons. Semicolons at the end of every single line. It’s a veritable flood of semicolons, a plague of semicolons. Just take a look:

That’s the way that many of the older coding languages work. Every line break needs a semicolon, except for the ones that need brackets, or square brackets, or curly brackets or who even knows anymore! And if you miss even a single one? Disaster strikes, and you get to spend the next three hours combing through your code. Swift does away with most of that nonsense, letting you focus on getting the computer to understand what you want it to do. (AKA: the important stuff.)

3. Try It in the Playground First

One of Swift’s greatest “no pressure” innovations is the inclusion of a playground feature to Xcode, the main development tool for the language. Here’s the basic idea: rather than throwing you into the deep end with a full-fledged app, Swift gives you a safe space where you can simulate the apps or programs you’re creating.

This makes an enormous difference in how you can play around with Swift. Go ahead, try out that gut instinct and see if it works. It doesn’t? No sweat, just try another tweak and see if that does the trick. The sandbox model is there to get you working quickly, and to eliminate the ever-present fear of, “Am I about to break everything?” Whether you’re taking the first tentative steps or trying out a hare-brained scheme, the Swift playground’s got your back.

Which leads us to…

4. Swift Gets You (Nearly) Instant Gratification

Think about the last time you were learning a new language. Or mastering a new dish. Or picking up any new skill. Now imagine trying out something new… and then not being able to see if you got it right. Or, even worse, not being sure where in a series of steps you went wrong. Doesn’t sound like a great learning environment, does it?

A lot of programming languages take time to bear fruits, or force you to jump through all sorts of hoops just to get your code to compile.

A lot of programming languages take time to bear fruits, or force you to jump through all sorts of hoops just to get your code to compile. But Swift was built with a sense of immediacy as one of its guiding principles. The playground lets you see what you’re building with just the touch of a button, and, even as a novice, you can put together a simple app in just a matter of days. You get concrete results, see your work in action, and get to hone your skills at a much faster pace.

5. Swift is About to Go Open Source

Earlier this year, Apple made a big announcement: Swift is will soon be made open source. That may sound scary, but it’s actually a really good thing for programmers everywhere. Long story short, it means that the source code for the language will be made public, contributions from the community will be accepted, and the compiler will be available for systems outside of the Apple family. Translation: the language is about to become much more open, much more exciting, and available to a lot more people.

This means that there’s no time like the present to jump on board the Swift train. The community that surrounds the language is about to grow at an exponential rate. There’s about to be many more people coding in Swift, writing about it, teaching it, and more resources dedicated to it! It really is about to become a coding language for the people, by the people, and you want to make sure that you’re there to catch the wave when it does.

Swift Tutorial: Optionals for Beginners

Swift Optionals

Optionals are a powerful feature of the Swift programming language, but they can be difficult to understand and use effectively. Let’s review the essentials.

At a high level, what are Optionals?

Let’s say a mutual friend is throwing a Halloween party. The invitation outlines the pertinent details (e.g. time and location) and among other things it says, “bring a beverage, costumes optional.” Now if we wanted to represent this party and its guests in code, we might create a Party object and a Guest object, and we might translate the above details into properties on these classes. However, in order to accurately represent this Halloween party we want to express the fact that costumes are optional. We do this like so:

class Party{var time: NSDatevar location: CGPointvar guests: Array // …} class Guest {var beverage: String // Each guest must have a beveragevar costume: String? // Each guest can choose to come in costume or plain clothes (i.e. costumes optional)// …}

view rawswift-optionals-1.swift hosted with ❤ by GitHub

In Swift, the ? is how we designate a variable as Optional. And this just means that it’s okay for the variable to have a value costume = "Frankenstein" or to not have a value costume = nil. In contrast, every guest must have a beverage, this is expressed by the absence of a ?, and the compiler will enforce this for us.

A little background

Optionals work in tandem with variables. A variable is a construct that we use to hold onto a piece of data. At a minimum we usually give a variable a name, type and value.

// Here we explicitly specify the typevar beverage: String = “Leffe” // But the type can also be inferred from the fact that we’re assigning it a String valuevar name = “Leffe”

view rawswift-optionals-2.swift hosted with ❤ by GitHub

vars and lets

Swift offers us two distinctly different kinds of variables: vars and lets. In order to understand Optionals we must first understand vars and lets.

The primary distinction between vars and lets is that vars are mutable and lets are immutable. In other words, we can change the value of a var as many times as we want, but once we set the value of a let, we can never change it. Let’s look at some examples.

// varsvar mutableBeverage = “Leffe”println(mutableBeverage) // “Leffe”mutableBeverage = “Bud”println(mutableBeverage) // “Bud”mutableBeverage = mutableBeverage + “weiser”println(mutableBeverage) // “Budweiser”// letslet immutableBeverage = “Bud”println(immutableBeverage) // “Bud”immutableBeverage = “Leffe” // Compiler errorimmutableBeverage = immutableBeverage + “weiser” // Compiler error

view rawswift-optionals-3.swift hosted with ❤ by GitHub

Test these out in a Swift Playground and you’ll see that the compiler enforces these mutability rules for us. And in doing so it forces us to be explicit about our intentions. If we used vars alone we’d be wandering into a lawless land. Mad Max territory. Variables that we intend to be immutable might unintentionally be mutated. But in this day and age we can elect to use vars and lets where appropriate, and proceed with confidence.

Something and Nothing

Optionals add a layer of complexity to vars and lets. They modify vars and lets to make a distinction between variables whose value can be either something or nothing, and variables whose value can be something but never nothing. In the context of Swift, nothing is expressed with nil, the absence of a value. Let’s look at some examples.

// Non-optional varsvar mutableBeverage = “Leffe”println(mutableBeverage) // “Leffe”mutableBeverage = “Bud”println(mutableBeverage) // “Bud”mutableBeverage = mutableBeverage + “weiser”println(mutableBeverage) // “Budweiser”mutableBeverage = nil // Compiler error// Optional varsvar mutableCostume: String? = “Dracula”println(mutableCostume) // Optional(“Dracula”)mutableCostume = “Frankenstein”println(mutableCostume) // Optional(“Frankenstein”)mutableCostume = “Bride of “ + mutableCostume!println(mutableCostume) // Optional(“Bride of Frankenstein”)mutableCostume = nil // nil// Non-optional letslet immutableBeverage = “Bud”println(immutableBeverage) // “Bud”immutableBeverage = “Leffe” // Compiler errorimmutableBeverage = immutableBeverage + “weiser” // Compiler errorimmutableBeverage = nil // Compiler error// Optional letslet immutableCostume: String? = “Dracula”println(immutableCostume) // Optional(“Dracula”)immutableCostume = “Frankenstein” // Compiler errorimmutableCostume = “Bride of “ + immutableName! // Compiler errorimmutableCostume = nil // Compiler errorlet anotherCostume: String? = nil println(anotherCostume) // nil

view rawswift-optionals-4.swift hosted with ❤ by GitHub

Note the addition of a question mark to our variable declaration. The question mark signifies that the variable is an Optional, a variable that can be something (a value) or nothing (nil). Without the question mark these variables can never be nil. Note that declaring a variable as Optional does not effect its mutability. vars remain mutable and letsremain immutable.

Also note the use of an exclamation mark in select locations. The exclamation mark is a heavy-handed way to unwrapi.e. gain access to the value that an optional variable holds.

Unwrapping Optionals

Allowing variables to be either something or nothing injects risk into our programs. If we assume a variable is something and it turns out to be nothing, our program might behave unpredictably or worse yet crash. To mitigate this risk and avoid having to make assumptions, we want to know definitively whether a variable is something or nothing before working with it. Anyone who has worked with Objective-c is familiar with this upfront runtime check.

NSString *costume = @”Dracula”; // …if (costume == nil) {// Do something for this plain clothes guest} else {// Do something else for this costumed guest}

view rawswift-optionals-5.swift hosted with ❤ by GitHub

Swift Optionals allow this check to happen at compile-time. If we attempt to use an optional variable withoutunwrapping it, the compiler will throw an error instructing us to first unwrap the value. Which means that the compiler will never let us use an optional value without first being certain that it is something or nothing.

We can safely unwrap optionals like this:

var costume: String? = “Werewolf”println(costume) // Optional(“Werewolf”)costume = costume + “ dressed as Michael J Fox” // Compiler Errorif let something = costume {// The value is not nil, use it with confidencesomething = something + “ dressed as Michael J Fox”println(something) // “Werewolf dressed as Michael J Fox”} else {// The value is nil}

view rawswift-optionals-6.swift hosted with ❤ by GitHub

A heavy-handed way to unwrap an optional is to make use of the exclamation mark. This is called force unwrapping:

var costume: String? = “Werewolf”println(costume) // Optional(“Werewolf”)costume = costume! + “ dressed as Michael J Fox” println(costume) // Optional(“Werewolf dressed as Michael J Fox”)

view rawswift-optionals-7.swift hosted with ❤ by GitHub

The former is greatly preferred to the latter. By force unwrapping the optional we’re asserting that we’re positive the variable is not nil. But if we’re wrong our program will crash. Force unwrapping puts the onus back on us humans to keep track of what is nil and what is not, and in doing so brings all of the risk and assumptions back into our code.

Optionals in Practice

So when do we use Optionals? We use Optionals when a nil value is meaningful.

Consider the case of a model object in our iOS app that represents a video on our server. If the video’s image_urlproperty is non-nil we know it has a thumbnail image that we can use. And if it’s nil we know it doesn’t.

Or consider the case of an NSError object passed as an argument to a network call’s completion handler. Not every network call will return an error, so it makes sense for this error object to be Optional.

On the other hand, our program might make use of a Person object. And it might require that every Person have anage. In this scenario age would be non-optional, passed into the Person constructor and never allowed to be nil.

In Summary

In Swift, we have four different kinds of variables at our disposal:

  • vars (mutable, never nil)
  • Optional vars (mutable, nilable)
  • lets (immutable, never nil)
  • Optional lets (immutable, nilable)

This simple toolset empowers us to write clearer code and more stable programs. And it allows the compiler to be a better partner in helping us achieve these goals.

What is iOS Development?

Key Takeaways

  • Swift is the language used to make apps for iPhone, iPad, and Mac OSX (desktop) apps.
  • Why Swift? Well, You don’t really have a choice. Apple decided that part for you. The rule is: if you want to make an iPhone app, and get it into the Apple Store, then you’re going to have to develop it using Apple’s Swift programming language.
  • Before you start learning Swift, ask yourself: do you really need your project to be an iPhone app? If not, a prototyping tool might be the quickest way for you to develop a Minimum Viable Product. My first choice for iPhone prototyping would be Keynotopia, but also there are some great questions to check out over at Quora.

What is iOS? How to Learn Get Started Today

  1. Read Swift vs. Objective-C (5 minutes)
  2. Download Xcode from Apple’s App Store. Note: you’ll need an Apple computer to develop iOS apps. Windows won’t work (20 minutes).
  3. Browse the additional resources below, and choose the one that’s best for your next step!

Additional Resources to Keep You Learning

  1. “The Swift Programming Language” (iBook): published by Apple
  2. “Start Developing iOS Apps Today” (website): some programming experience will be helpful to understand these two resources.
  3. One Month iOS: Build an Instagram-like iPhone app, and learn Swift in less than 30 days. With Alfie Hanssen, mobile engineer at Vimeo.