Originally posted on Gigaom:
Google (s GOOG) is about to take a big step towards connecting the web with the apps on your phone. The company is scheduled to roll out in-app search, including app content in your mobile search results, by mid-November. In-app search is for now limited to about a dozen launch partners — but eventually, it could be key to transforming the Android ecosystem, while at the same time cementing Google’s role as a gatekeeper.
Google first announced in-app search when it introduced Android 4.4 aka Kit Kat two weeks ago, but the feature will be included in Google’s Search app and thus available on previous Android versions as well. Here’s how it works:
Let’s say you’re looking to rent an apartment, and you’re searching for open listings via Google. One of the first links is going to be a result from Trulia — and if you have Trulia’s Android app installed, it’s going to give you the option to open that specific result in Trulia’s app, where you can then take action on the content, including exploring the apartment’s neighborhood on a map or and contacting a real estate agent.