Search the Way You Talk on the App Store

Apple is continuing to push its “Search the Way You Talk” messaging in the App Store. Apple is encouraging users to search in a more natural, spoken, way. The example provided in their messaging is “apps that help me work out” versus searching just “workout” or “workouts”. Additionally, we’re seeing more and more long-tail keywords in autocomplete suggestions, encouraging users to get more specific.

The benefit to the users is that they will potentially see more diverse results of apps versus the same 3-5 apps on every query. For App Store Optimization professionals, this evolution opens up exciting opportunities—and challenges—in optimizing app visibility.

What do they mean “Search the Way You Talk”?

Traditionally, users have searched the App Store using straightforward keywords or phrases which are generally one or two terms. Apple’s new push encourages users to conduct searches conversationally, much like asking Siri a question or searching Google. For instance, instead of typing “fitness tracker app,” users might say, “top apps to track my fitness and dieting”, and ideally Apple’s algorithms interpret these queries to deliver relevant app results.

What Does This Mean for ASO?

1. Renewed Focus on Long-Tail Keywords
   With conversational queries likely becoming more popular, optimizing for long-tail keywords and natural phrases is more important than ever. Apps that incorporate these into their metadata and descriptions will likely rank higher in relevant searches.
2. Emphasize User-Centric Language
   Gone are the days of rigid, keyword-stuffed copy. Now, app descriptions and titles need to reflect how users naturally speak. Think about the questions users might ask to find your app and weave that language into your content.
3. App Store Page as a Funnel
   This feature will bring users closer to apps that genuinely match their intent. To convert this high-quality traffic, ensure your screenshots, videos, and reviews align with user expectations and provide immediate clarity. Focus on assets that answer user queries and introduce top features of your app.
4. Stay Ahead of the Curve
   Apple’s NLP capabilities will continue to evolve. Regularly analyze search trends and update your app’s metadata to stay competitive. Tools like Apple Search Ads can also provide valuable insights into new user queries.
5. New Apple Search Ads Opportunities
   Advertisers need to regularly audit their ASA campaigns to ensure proper coverage on these new long-tail and spoken keywords. Consistently updated exact match terms, or tightly targeted broad match can be an effective way to gain new exposure.

Final Thoughts

Apple’s “Search the Way You Talk” push underscores the importance of understanding your audience and how algorithms in the app stores may be changing with the advent and implementation of AI. By embracing conversational language and refining your ASO strategy, you can tap into the next wave of app discovery innovation.

Ready to take your app to the next level? Partner with The ASO Project, and let’s optimize for the future of search together.