Is Your App Ready for Voice Search Optimization? An ASO Guide

Today, an estimated eight billion voice assistants are embedded in devices worldwide, reshaping not only how users search for information but also how they discover apps. Tools like Siri, Google Assistant, and Alexa now handle billions of queries daily, and those queries are fundamentally different from typed searches. As voice search becomes a default behaviour rather than a novelty, its impact on app discovery can no longer be ignored. For app store optimisation, this shift introduces both new opportunities and new challenges.

Optimising for voice search improves discoverability in Siri Suggestions and other voice-powered platforms. With over 50% of the global population using voice search daily in 2024, the need to anticipate these behavioural changes is essential, and will reshape app store search. To stay competitive, the apps that adapt now will be better positioned when app store algorithms evolve to handle conversational queries.

At Phiture, we’ve been exploring how voice search trends will impact ASO strategy. Our hypothesis: apps that begin optimising for conversational intent now – understanding how users speak rather than just how they type – will gain a competitive edge as app store algorithms adapt to natural language. Overall, this argument goes hand-in-hand with broader shifts we’re seeing across search behaviour, where long-tail, intent-driven queries are growing in importance.

In this article, we outline the key benefits of voice search optimisation for ASO, the data supporting this approach, and practical strategies for implementation within existing app store constraints.

Key Statistics About Voice Optimisation

Let’s start with observing the key trends in the data around voice optimization. Despite data in specific voice search in app stores remaining limited, the trends we’ve observed in web-based voice search provide strong indicators of where app discovery is heading. The trajectory is clear: voice interaction is becoming a default behaviour for a significant portion of users.

Here are some telling statistics:

• In 2024, over 50% of the worldwide population used voice search daily
• 24% of smartphone voice users use voice search to order food, while 38% use voice search to find local businesses 
• By the end of 2025, it is suggested that 75% of households own smart speaker devices with voice search capabilities 
• 28% of users call a business after finding it through voice search, indicating high intent 
• 8 billion digital voice assistants are currently in use globally

It’s clear that voice search has moved well beyond early adopters. We’d argue that it’s mainstream behaviour. Indeed, the gap between how users search the web and how they search app stores will narrow as platforms adapt.

Potential Benefits of Voice Search Optimisation for ASO

Voice search optimisation offers several advantages for app visibility and user acquisition. They are as follows: 

• Increased app visibility in voice-powered recommendations. As voice assistants become primary search interfaces, apps optimised for natural language queries will surface more frequently in voice-driven suggestions and results.
• Improved user acquisition through hands-free convenience. Users searching by voice often have high intent and immediate needs. Capturing these users at the moment of spoken inquiry can drive quality downloads.
• Stronger alignment with AI-driven trends and future-proofing. Voice search optimisation prepares your app store presence for the inevitable shift toward conversational interfaces across all digital platforms.

Apps that begin optimizing for these advantages now will hold a measurable edge when conversational search becomes standard.

Top Industries for Voice Searches

According to BrightLocal’s research, certain industries see disproportionately high voice search activity. These categories reflect the types of queries users make when their hands are busy or when they need quick, local answers:

• Restaurants and cafes
• Grocery stores
• Food and food delivery
• Clothing stores
• Hotels

Apps in these verticals should treat voice search optimisation as a priority. However, the broader pattern applies across categories. Any app serving immediate, location-based, or convenience-driven needs stands to benefit from aligning with voice search behaviours.

How to Optimise for Voice Search in ASO

Voice search optimisation in ASO centres on understanding user intent and using relevant keywords that reflect how people naturally speak. The goal is to prepare for a future where conversational search becomes dominant in app stores – even if current algorithms don’t fully support natural language queries yet.

App store optimisation operates within tight constraints. Character limits in titles and subtitles make it impractical to include full conversational phrases. Thus, voice search optimisation for ASO requires a different approach than web-based Voice Search Optimisation (VSO). The focus shifts to anticipating future trends and aligning with the intent behind voice searches, rather than matching queries word-for-word.

We believe the following strategies outline how to apply voice search optimisation within existing ASO limitations:

1. Understand the Intent, Not Just the Words

The primary application of voice search optimisation is grasping the why behind voice queries, even when you can’t fit the full phrase in your listing. Consider someone saying, “find me the best deals on groceries this week.” This query signals three things: price sensitivity (they want savings), product category (groceries), and time sensitivity (this week, not next month). Your app page should address these underlying needs. 

A title incorporating “Supermarket Deals” or “Grocery Savings” combined with “weekly offers” in the short description speaks directly to what the user actually wants. The tactic here is anticipating natural language usage rather than optimising solely for abbreviated search terms.

1. Focus on Long-Tail Keywords, Not Complete Phrases

You can’t fit an entire conversational sentence into your title or subtitle. You can, however, use the individual keywords that make up those sentences. From a query like “find me cheap organic groceries delivered fast,” extract: “deals,” “grocery,” “organic,” “weekly,” “savings,” “fresh,” “local,” “delivered.” Each of these keywords, when strategically placed across your metadata, contributes to discoverability for both typed searches and the concepts users express verbally. This approach bridges the gap between voice search behaviour and app store constraints.

1. Optimise the Short Description with Conversational Language

The short description offers more space than the title while remaining prominent in search results. Use it for language that sounds natural when spoken aloud. Rather than listing product categories with commas, go for something like: “Find the best weekly deals on fresh groceries and local produce.” This resonates with conversational queries while still incorporating relevant keywords. Include action-oriented terms (“find,” “discover,” “save,” “get”) that mirror how people phrase voice commands. These verbs also support conversion by prompting user action.

1. Prepare for the Future

The real value of voice search optimisation lies in positioning your app for algorithmic changes that haven’t happened yet. Yes, that may sound hard. But as voice search becomes standard on mobile devices and users grow accustomed to speaking rather than typing, app store search will evolve to better interpret natural language. The apps already optimised for intent and conversational patterns will gain an advantage when these changes roll out. Starting now means you’re building expertise and historical keyword data before the competition catches up. The work also improves traditional ASO performance in the meantime, and there’s no trade-off involved.

Keyword Data for Long-Tail Keywords

Current app store behaviour still favours shorter search terms. Users typing into search bars default to abbreviated queries. However, interest in niche, specific, longer-tail keywords is growing. The data below shows upward trends for more conversational search phrases, early signals of where user behaviour is heading.

App Store Long-Tail Keyword Trends

This table shows search volume and ranking data for conversational keywords in both iOS and Android app stores:

Source: AppTweak

Google Search Volume for Conversational Queries

Web search data also offers a preview of how users phrase natural language queries. These patterns typically migrate to app stores as voice interfaces become more prevalent. The following Google search volumes demonstrate significant interest in conversational and question-based queries:

Source: Google Search Data

The presence of question-format queries (“how does grocery delivery work,” “what is the best grocery delivery app”) in web search data is particularly relevant. These formats are natural to voice search and will likely appear in app store queries as voice interaction matures.

Conclusion

Voice search optimisation for ASO is a forward-looking strategy. The core principles, such as understanding user intent, incorporating natural language patterns, and targeting long-tail keywords, will improve your app’s discoverability today while preparing it for the algorithmic shifts ahead.

With over half the global population using voice search daily and billions of voice assistants in active use, conversational search behaviour is already mainstream. App store algorithms will catch up; the real question is whether your app will be ready when they do.

Implementing voice search optimisation doesn’t require abandoning traditional ASO practices. The strategies outlined here – mapping intent, extracting long-tail keywords, writing conversational descriptions, and leveraging the iOS keyword field – complement existing optimisation work. They add a layer of preparation without sacrificing current performance.

Regularly reviewing and adjusting your approach based on emerging data and keyword trends will ensure your voice search optimisation efforts continue to deliver results as the landscape evolves. The apps that start building the capacity now will hold a significant advantage when conversational search becomes the norm.

Before You Go

• Phiture’s ASO Team are experts at optimising app store presence across every dimension—including preparing for emerging trends like voice search. If you want to learn more about our service offering and how we’ve helped apps improve their visibility and conversion, take a look here.
• Our ASO Stack Framework provides a comprehensive methodology for app store optimisation. You can read it in its entirety here. 
• Custom Product Pages are a powerful way to align landing experiences with user intent—including voice-driven discovery. Our CPP Playbook offers best practice guidance on its implementation.

Frequently Asked Questions

What is voice search optimisation for ASO?

Voice search optimisation (VSO) for ASO adapts your app’s metadata to align with how users speak when using voice assistants like Siri or Google Assistant. It focuses on understanding the intent behind conversational queries and incorporating keywords that reflect natural speech patterns into your app store listing.

How does voice search optimisation differ from traditional ASO?

Traditional ASO targets short, high-volume keywords that users type into search bars. Voice search optimisation focuses on the intent behind longer, conversational queries. Both approaches work within the same metadata constraints, but the difference is that VSO prioritises natural language patterns and anticipates how search algorithms will evolve.

Why should I start optimising for voice search now?

Over half the global population uses voice search daily. 8 billion voice assistants are currently active. App store algorithms will adapt to handle natural language queries as this behaviour grows. Early optimisation builds expertise and positions your app ahead of competitors before these algorithmic changes arrive.

Which app categories benefit most from voice search optimisation?

Apps in restaurants, grocery, food delivery, retail, and travel see the highest voice search activity. These categories serve immediate, location-based, or convenience-driven needs that align with voice search behaviour. However, any app can benefit from preparing for conversational search trends.

How do I implement VSO with strict character limits?

Extract individual keywords from conversational queries rather than trying to match full phrases. Write short descriptions in natural, conversational language. Use the iOS keyword field for longer terms and question formats that won’t fit in user-facing metadata. Focus on user intent rather than exact query matching.

How can I measure voice search optimisation results?

Direct measurement of voice-driven app discovery remains limited. Track rankings for long-tail conversational keywords, monitor changes in organic downloads, and watch for increases in Siri Suggestions impressions. Comparing performance on natural-language keywords over time provides indirect indicators of VSO effectiveness.

Sources

ShyftUp: Future-Proofing Your App with Voice Search Optimization Strategies

FoxData: Voice Search Optimization for ASO

Neil Patel: SEO for Voice Search

Digital Marketing Institute: Prepare for the Future of Voice Search

Oberlo: Voice Search Statistics