UK Marketing How to Boost App Visibility with App Store Natural Language Search?

In the recent iOS 18.1 update, Apple introduced natural language search support in the App Store.

Perhaps overshadowed by the groundbreaking features of Apple Intelligence, this update hasn't received much attention.

Today, I'd like to share my insights on this update from an ASO (App Store Optimization) perspective.

In short, this presents a significant opportunity for small app developers. When used effectively, it can lead to substantial exposure.

In this blog post, as an app marketing professional, I will delve into why natural language search support in the App Store can enhance visibility and how to adjust app marketing strategies to seize the opportunity.

What is App Store Natural Language Search?

App Store Natural Language Search is a feature that allows users to search for apps using conversational and intuitive language, rather than relying on specific keywords or phrases.

This means users can input full sentences or questions, such as "What are the best apps for learning Chinese?" or "Show me fitness apps for beginners," and the search engine will interpret these queries in a way that mimics human understanding.

The feature is like having a conversation with the App Store. It tries to understand what you really mean, not just the words you use. It's smarter and more intuitive, making it easier for you to find exactly what you're looking for without needing to guess the right keywords.

What Changes Will Natural Language Search Bring?

App Visibility

Natural language search will dramatically change search results, so some "ASO tricks" may no longer be effective.


(Search result before iOS 18.1 update)

For example, before the iOS 18.1 update, a search for "social app similar to Twitter" might have returned various dating apps, since Apple matched results based on the keyword "social app."

Now, the search results "understand" the semantics, offering results that include X (formerly Twitter) and other social media apps similar to Twitter, such as Facebook and Threads.


(Search result after iOS 18.1 update)

Notably, in the updated search results, a small app with just 75 ratings appeared in the second position, even outranking Facebook, which has billions of users. So, natural language search can bring more traffic to apps, especially small apps.

Keywords

The impact of keywords on search rankings will diminish as exact word-for-word matching transitions to semantic matching.

For app developers and marketers, this means that developing an effective keyword strategy will become more complex.

To make your keyword strategies works, it's necessary to do in-depth keyword research for your apps:

💡 How To Enlarge Your App Store Searching Traffic With Keyword Research & Keyword Optimization?

ASO World Keyword Optimization

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How to Get More Traffic from Natural Language Search?

With the introduction of natural language search in the App Store, app developers and marketers need to rethink their strategies to tap into this new potential for increased visibility. Here are some actionable steps to optimize your app for natural language search:

1. User Intent Research

Following this update, user intent has become the crucial factor in search results.

As app developers, to achieve greater visibility, it's essential to thoroughly research how users search for your app and the common questions and phrases they use.

This insight will allow you to craft a more effective keyword strategy and attract healthy organic traffic.

2. Metadata Optimization

Once you've thoroughly researched user intent, make sure your app descriptions, metadata, and even in-app content align with the natural language queries users might use.

This will help you create user-centric content. Additionally, by directly addressing potential user questions in your app description, you can better capitalize on the advantages of natural language search algorithms.

💡 How to Maximize App Metadata in App Store & Google Play?



Natural language search in iOS 18.1 is a big win for app developers looking to boost visibility.

By focusing on user intent and tweaking your strategies, you can really make your app stand out.

Keep adapting and you'll be well on your way to reaching more users. Hope these tips help you get the most out of this new search feature!