Google Inc. (NASDAQ:GOOG) has a $50 billion search engine business that it wants to protect. Unfortunately, that is becoming increasingly difficult with the rise of mobile apps unless Google starts modifying some of its current methodologies. Well, Google is, in fact, doing just that by altering some of its search engine results.
When mobile users search for sites or products, they usually want to find its associated app. Previously, the Google search engine was unable to do so, and searches were becoming less useful for the users. Given that Google touts itself as an information company; it had to do something to reach the mobile audience.
Now, Google has an initiative that allows them to have a better view of how smartphone and tablet owners use their devices. Their new processes have an index of content sitting within mobile apps with links displaying that content.
Google’s efforts have received the backing of several established sites such as Wikipedia, Open Table, Expedia and IMDB. Each of these companies has assimilated links within their apps. Facebook (NASDAQ:FB) is using a comparable tactic with ads that encourage users to install apps.
The way it works is when a user searches for airline ticket prices using their Google Search app on their Android devices; it may lead them to a link within the Expedia app. This is if they already have it installed. App links are more efficient than Web links because they are formatted for smaller screens.
Google still wants to be a search engine leader whether it is through apps or a website. Currently, Google has to review every app and then create deals with app developers to allow their apps to be indexed. So, Google is working on a way to allow developers to submit their apps Google, so that they can be crawled. Thereby making the process much simpler.
