UK Marketing Major Update to the iOS App Store Search Tab: What App Developers & Marketers Need to Know

Apple has recently implemented a significant update to the Search tab in its App Store, altering how content is presented to users.

This article will provide a comprehensive overview of these changes and offer optimization strategies for app developers and marketers.

Key Changes in the Search Tab

• Removal of Discover Section: The Discover section, which previously showcased popular search terms and keywords, has been eliminated.
• Prominence of Suggested Apps: Suggested apps are now prominently displayed immediately below the search bar, with an ad occupying the first position.
• Expandable Suggestions: Users can now expand the suggested apps section to view more recommendations.
• Direct Category Access: Users can browse app categories directly from the Search tab.
• Top Charts Relocation: Top charts and full category listings have moved to the Browse section.

How Will the Update Impact App Marketing and Traffic Management Strategies?

New Layout and Search Tab Ad

• Increased Visibility for Ads: The introduction of a search tab ad at the top of the Search tab significantly increases the visibility of paid ads. This means that investing in search tab ads could become a more critical part of your marketing budget to ensure your app stands out.
• Higher Competition: With the prime position of the search tab ad, competition for this spot will likely be fierce. Bidding strategies and budget allocation for search ads will need to be revisited to stay competitive.

Direct Category Browsing

• Targeted Category Marketing: Users can now browse categories directly below the search tab ad, making it easier for them to find apps within specific categories. This change emphasizes the importance of category-specific marketing strategies.
• Optimized Category Placement: Ensuring your app is well-positioned within its category becomes crucial. This may involve optimizing app metadata and increasing efforts to improve category rankings.

💡 Expert Tips: ASO experts at ASOWorld have found through practical experience that improving keyword rankings plays a crucial role in boosting your app's category ranking. By focusing on keyword optimization, you can significantly improve your app's keyword rankings, which in turn drives higher app rankings and visibility.

👉 Related reading >>> How to get more keyword installs for app and promote the app ranking safe?

Expanded Suggested Apps

• Enhanced Discoverability: The ability to expand the suggested apps section to view a full list can increase discoverability for apps that are featured here. This underscores the importance of optimizing for Apple's algorithm to get featured in the suggested apps section.
• Organic Growth Opportunities: Being featured in the expanded suggested apps list can drive significant organic traffic. Focus on quality app reviews, user engagement, and retention to improve chances of being featured.

Top Charts Location

• Shift in User Behavior: With the top charts moving to the top of the Browse section, users' behavior in discovering top apps may shift. This could mean a decrease in direct traffic from the Search tab to top-charted apps.
• Browse Section Optimization: The Browse section will now play a more vital role in app discovery. Ensuring your app ranks well in its category and appears in the Browse section becomes more important.

What Strategies Should Be Focused on and Adjusted for Effective ASO?

1. Make the Right Category Selection

Selecting the most appropriate category for your app is critical for enhancing its visibility and discoverability. Here’s how to ensure you’re making the right choice:

• Analyze Competitors: Study the categories where similar apps are listed. This will give you insights into where your app might perform best.
• Evaluate App Features: Match your app’s primary features and functionalities to the most relevant category. This ensures that users searching within that category find your app.
• Monitor Performance: Regularly review your app’s performance metrics within its category. If you notice a decline in visibility or downloads, consider re-evaluating your category choice.

👉 Related reading >>> How to Choose the Right App Category to Boost Organic Traffic

2. Increase Your Chances of Becoming Suggested

To become a suggested app, you need to optimize for Apple’s algorithm and focus on several key areas.

Stay updated with changes in Apple’s algorithm and adjust your ASO strategies accordingly. This involves understanding ranking factors and making data-driven decisions.

👉 For more in-depth strategies, refer to the iOS App Store Optimization Algorithms.



First impressions matter. Ensure your app icon is visually appealing and reflective of your app’s purpose. High-quality, engaging screenshots and videos can significantly boost download rates.

Encourage satisfied users to leave positive reviews and high ratings. Respond to feedback promptly to show that you value user experience. High ratings and positive reviews improve your app’s credibility and attractiveness.

>>> ASO Best Practices: How to Improve App Ratings & Reviews to Enhance Visibility in App Stores

Develop features that keep users engaged and encourage regular use. High user engagement and retention rates signal to Apple that your app is valuable, increasing the likelihood of being featured.

3. How to Reach the Top Charts

Getting your app into the top charts requires consistent effort and strategic planning.

>>> App Store Ranking Factors

👇 Here are some practical tips:

Maintain Regular Updates

Regular updates show that your app is actively maintained and improved. This not only keeps your app relevant but also encourages users to update and continue using it.

👉 Related reading >>> How Often Should You Update Your App Store Metadata?

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Localization

Localize your app to reach a broader audience. Translate your app’s content into multiple languages and adapt to cultural nuances to increase appeal in different regions.

👉 Related reading >>> App Localization: All-in-One Guide to Expand Market Reach & Boost User Engagement

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With our expertise, you can ensure your app resonates with local users, enhancing its visibility and engagement across diverse markets. Let us help you break barriers and reach a global audience effortlessly.



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Focus on Accessibility

Designing your app to be user-friendly and accessible to a diverse audience is crucial for enhancing user experience and broadening your reach.

Ensure your app’s interface is intuitive and easy to navigate. Simple and clear layouts help all users, including those with cognitive disabilities, to use your app effectively.

Regularly test your app with accessibility tools, this helps identify and fix any barriers users might face.

👉 Related reading >>> ASO Spotlights: How to Improve User Experience and Conversion with Usablity Testing?

By focusing on accessibility, you not only comply with guidelines but also enhance the overall user experience, making your app more appealing to a broader audience.

Adapt to Ecosystem Updates

To truly help your app climb the App Store charts, you need to make it adaptable. What does this mean? It means customizing the app experience based on the device the user is operating. Utilize the unique features of different Apple devices and operating system versions to provide a more valuable and tailored experience.

For instance, take advantage of the larger screen and multitasking capabilities of the iPad, or the health and fitness tracking features of the Apple Watch.

>>> Keep up to date with iOS app store updates



While adding new features for the latest iOS is crucial, ensure your app remains functional across older versions as well. This includes devices that can't update to the latest iOS. Regularly update your app to incorporate new features while maintaining backward compatibility, ensuring it stays modern and accessible to a wider audience.

Understand user preferences and behaviors on different devices and iOS versions to provide a valuable and satisfying app experience.

So, that's all the content. Your users will reward your dedication with downloads and positive reviews. Ultimately, all of this will gather like a tidal wave, propelling your app to the top charts.

Conclusion

The revamp of the Search tab by Apple presents both challenges and opportunities for app developers and marketers. By adjusting marketing strategies to focus on search tab ads, category-specific campaigns, and optimizing for the new layout, developers can leverage these changes to enhance app visibility and drive traffic.

Monitoring user behavior and continuously optimizing app performance will be crucial in adapting to these new changes effectively.