Google Testing App Installs Direct From Mobile SERPs

[engine]

According to Android Police Google is testing app installs directly from mobile SERPs. I'm not sure why Google would want to bypass the Play store, so i'm assuming the company has built in some sort of protection from malicious apps which might make it into the SERPs, but not get into the Play store.

It's clear that the mobile SERPs are changing significantly, and, if you have an app, this will really help increase installs, imho.

You can test this yourself by opening the Google app and searching for the name of an app. It will appear at the top of the results with an install button—this part is true for everyone. However, most people are booted into the Play Store when they tap it. Those with the new feature will see a permission popup just like they would in the Play Store, then a miniature Play Store frame appears so it can be installed. It's really neat. Google Testing App Installs Direct From Mobile SERPs [androidpolice.com]

[goodroi]

Not enough site owners are realizing their visitors might be better served via an app. For some sites you really need an app to best serve visitors on small screens. I'm working on a site with a bunch of table data and switching to a mobile app let's us become more creative in keeping the visitors happy.

[MrSavage]

This must be where the ad money is headed. No ad blockers for apps yet are there? Maybe the new horizon. Good direction to head, so time to start strategizing. I'll gladly take a different funnel.