Google's new feature, which allows users to search for content inside of apps on mobile phones running the Android operating system, should change the way marketers think about search.
A common search box the tool builds bridges across all services -- not just Google's -- making it easier to find information. It allows individuals to search for content inside the apps, although for now it is limited to a handful.
Think of deep linking, only for apps on Android phones. Rather than opening an email app or Spotify to search for the song "Die A Happy Man" by Thomas Rhett, the tool will let individuals search across all content running on the phone.
Today the feature works with Gmail, Spotify and YouTube. In the coming months, Google will add Facebook Messenger, LinkedIn, Evernote, Glide, Todoist and Google Keep.
The search occurs on the phone, so it's available to search even without a WiFi or a cellular connection. The results are private and
personal. The individual user controls what apps appear by going to Settings within the Google app.
Timo Mertens, Google product manager, wrote in a blog post that with the upcoming LG V20 phone, users can access the In Apps mode directly with a dedicated shortcut on the homescreen and Second Screen.
The LG V20 will become the first smartphone with this dedicated shortcut. In addition to searching apps on the phone, on the new LG V20 users also can search LG’s pre-installed apps.