A user can input a search query. By assessing terms in the search query, the search query can be categorized (e.g., as a navigational, functional or browse query). The categorization can depend on an analysis of terms in the search query, a preliminary search, and/or empirical data tied to previous and similar searches. For example, searches estimated to be directed to finding a specific app can be categorized as navigational, based on capitalized letters, quotation marks, a short number of words in the query, and a tight distribution of apps typically downloaded subsequent to viewing results from the search. Based on the categorization, a search strategy can be identified. Search strategies can differentially weight and/or use text-based strategies.