Google has stepped up promoting app content in the search results by now adding the ability to show content that is only available within an app.  Google is showing it in the search results even to those users who might not have the app installed.

Because we recognize that there’s a lot of great content that lives only in apps, starting today, we’ll be able to show some “app-first” content in Search as well. For example, if you need a hotel for your spur-of-the-moment trip to Chicago, search results will now include results from the HotelTonight app. Or if you’re thinking about visiting Arches National Park, you will now find details about the 18-mile scenic drive from the Chimani app.

Currently, app pages can only be indexed when there is a corresponding web page that matches it.  But this changes things and once again, could make apps crucial to the marketing plan for many businesses.

This is quite significant for those with apps, as it effectively reaches potential app users with content from the app, as well as making it convenient for searchers who might be looking for that specific content that is only available in an app.

Google streams the in-app content to the searcher, all without requiring the searcher to download the app.  However, there is a link for the searcher to then download the app if they find it useful.

In addition, you’re also going to start seeing an option to “stream” some apps you don’t have installed, right from Google Search, provided you’re on good Wifi. For example, with one tap on a “Stream” button next to the HotelTonight app result, you’ll get a streamed version of the app, so that you can quickly and easily find what you need, and even complete a booking, just as if you were in the app itself. And if you like what you see, installing it is just a click away. This uses a new cloud-based technology that we’re currently experimenting with.

According to Mariya Moeva, a Google Webmaster Trends Analyst, the launch partners are Chimani, Daily Horoscope, Gormey, Hotel Tonight, My Horoscope, New York Subway, Useful Knots, Visual Anatomy Free, and the Weather Channel.