The Future of SEO: Apple vs. Google

Mobile and apps are increasingly important trends, and search engines are seizing on this to change SEO.  While search engines currently return only webpage results, they will soon begin returning app content as well.  Google is working to integrate its search capabilities with its Android operating system, meaning users will soon be able to search for both webpage and app content from Google search.  

Meanwhile, Apple recently announced it is entering the search space with its own search engine to be launched with iOS 9.  Apple's search algorithm will focus not just on which search results get clicked the most to determine search ranking, but on user engagement.  With mobile devices, Apple will be able to measure how long users engage with a piece of content.  

These changes in search mean better search products for consumers.  Search engines will be able to index content beyond just webpages and deliver even better results to consumers.  With engagement being a new data point for search rankings, quality content will be more important than ever.

Source:  http://venturebeat.com/2015/08/13/the-future-of-seo-apple-vs-google/