Google’s (not so) new feature seems like it passed under the radar for some publishers, but the truth is that this feature is a game changer, here
Since the first iOS app store (which came along with iOS 2.0, before that all apps were available on the iTunes interface), there has been a dichotomy between the discovery of web properties (sites, pages etc.) and apps. While the web world enjoyed ever-increasing ways of content discovery (Google’s search and sitelinks, Taboola and Outbrain to name but a few), the mobile world was limited to discovery in the app stores.
This created a bias towards sites because the intuitive place to
look was Google’ search engine.
Nowadays, with app becoming a prominent format of software installation (see Windows 8 / 10 ‘s app stores), Google is leveling the field.
What does that mean?
Well, If you have an app, you should definitely index it. Your ASO / SEO team will thank you.
If you don’t have an app – be prepared for new SEO competition. Well, in a way – Google was already showing app results with a link to the play store, so just as with site links, you’ll get more of the same. Nevertheless, if your competitors have an indexed app and you don’t, you’re at a disadvantage.
Should I get an app?
I’ll address that in a different post, but the short answer
is: It depends. (here a hint)