Michael Richardson, cofundador y director sénior de Urban Airship
Google is including applications in mobile search results. Developers must now rethink their marketing strategies to reach the top. The app streams will appear as blue links like any other results, but will lead to apps, not websites, regardless of whether the person has the app downloaded on their phone. This preview of apps through Google will offer a limited range of options. When downloading the application, users will be able to access the full range of services. For example, someone can find a hotel through Hotels Tonight, but not make a reservation.Google will continue to develop more comprehensive integrations, but for now, the app stream results are in an experimental stage. Currently, only nine applications are taking part, including Hotels Tonight, the National Parks directory Chimani, Weather and the New York subway system.This is Google’s latest move to make their searches more compatible with mobile devices, where people invest most of their time on applications. “If youre able to surface some type of content and show what happens inside your app and get that first touch, it is a gigantic step forward” said Michael Richardson, Co-Founder and Senior Director of Product of Urban Airship, a mobile marketing firm.Developers and marketers have to think of new ways to be among the first in search results. “If you’re not the top page, you’re effectively invisible” added Richardson.
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