The digital landscape is ever-changing, but Google is at the forefront. Google will be embedding apps right in search results. The links will look the same as the currently do, but once clicked, they will open to apps rather than websites.
Mobile has been a growing trend in recent years and consumers are being more demanding for companies to produce mobile-friendly sites. A Google survey showed that 72% of mobile users want mobile-friendly sites, with 67% saying they’re more likely to buy if a site is mobile-friendly, and 61% saying they will leave a mobile site if they don’t see what they want immediately. So what are the top features consumers are looking for?
- site speed – loading time of less that 5 seconds
- BIG mobile-friendly buttons
- limited scrolling and pitching
- quick access to contact information and click-to-call
- link to company’s social media accounts
What delivers all these requests seamlessly? An app.
Google wants to remain relevant, and this is the reason it chose to embed apps in its search results and deliver the most mobile-friendly results. However, this new technique would completely change the traditional concept of search engine optimization (SEO), and developers will be forced to create new ways to place their apps within top results. There are currently 9 companies who have agreed to participate in this new trend, however, these apps will display limited options to start. In the future, these apps will provide the full range of in-app experiences, and that is when they’ll become a huge threat for traditional SEO methods.
Sources:
http://digiday.com/platforms/search-engine-app-timization-google-puts-apps-right-mobile-results/
http://searchenginewatch.com/sew/study/2208496/72-of-consumers-want-mobilefriendly-sites-google-research