What are some underutilised opportunities in mobile search?

App indexing, currently, appears to be underutilised. We haven’t seen it generate a lot of traffic relative to web search, but only 30% of sites apparently are using it at the moment.
This means that if you have an app but it’s not indexed, you could make immediate gains by indexing. Though the traffic hasn’t been great relative to web search, we do get about 2% of our app installs from search now, which is an additional source of free traffic.
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