Currently Chomp offers a free app which is meant to help users easily and efficiently navigate the overcrowded App Store. While typical searches in iTunes must be conducted via app name, the Chomp app allows searches by keyword and function, as well as showing apps which friends have mentioned on Facebook and Twitter. Chomp algorithms currently drive the Verizon Android marketplace, and it’s also being reported that the company’s CEO Ben Keighran and CTO Cathy Edwards have already begun working at Apple.

Details of the deal are currently unknown, but if the TechCrunch report is correct about the level of integration and overhaul Apple is looking to achieve with Chomp we’re guessing a king’s ransom was exchanged. The common theme seems to be that this isn’t just a case of Apple buying out a rival or trying to stifle competition, but rather they’ve seen what Chomp has done and would like to fully integrate it into the very DNA of the App Store. This is likely music to the ears of anyone who has spent hours fruitlessly searching the App Store for that one program with the name they can’t quite remember and eventually giving up in frustration. Eventually users will be able to simply search by categories such as “puzzle games” or “trip planners” and sort through all the apps based on function, not name.

It’s also interesting that Apple chose to buy out another company rather than come up with a new and improved app search and discovery system themselves. The company that prides itself on being at the forefront of everything technological seems to be acknowledging that someone else is doing a better job at least in this area, and they’d rather partner with that company than compete with them. In the long-term this will likely prove to be a shrewd move, as locking Chomp in with Apple prevents them from working with Google, Microsoft or the rest of the competition. In that sense it seems Apple is paying a tidy sum now to prevent potentially having to deal with a big headache later on.

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In addition, Apple has made a restriction that the name of the application can no longer be changed between versions of the application. This change was made to keep developers from changing their name repeatedly to capitalize on search terms and alphabetical list position (i.e. AAA Game Name vs. Game Name). If a change of the application name is needed, a new binary will need to be submitted. This allows Apple to review the name when the app is submitted as well. Previously, name changes between versions were not subject to Apple review before they went live.

Keywords, much like the name of the app are not allowed to be changed between application versions. Reportedly for the same reasons, to allow Apple approval of them. Reportedly other application names and copyrighted terms will not be allowed in the keywords. How Apple will police this is unknown, but it will be yet another reason that Apple can reject an app submission.

An unconfirmed source has also told us, after talking with their app store contact at Apple, that the next step to be implemented will be to ignore the app description in search. Purportedly to cut down on so-called black hat SEO optimization that may lead to confusion by consumers due to one app mentioning other apps in it’s description. After this change, a search in the app store will only take into account the app name, keywords, and reviews. At the time of writing, app descriptions are still searchable.

These changes leave developers with less search optimization they can do with their apps, but perhaps cuts down on some misuse of the metadata as well.

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