W3W SEASON#02 WEEK#17
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Google is increasingly prioritizing mobile-friendly content in its search results, with updates announced on April 21st, 2015, that favor mobile compatibility and promote relevant applications. This shift is a strategic move to regain control over mobile traffic and enhance advertiser appeal, especially as a significant portion of mobile traffic now comes from applications. Meanwhile, Facebook's React Native project offers a framework for building native mobile applications using JavaScript, although it has performance drawbacks and may require separate maintenance for iOS and Android versions.
W3W SEASON#02 WEEK#17
- 1. 1 THE WEEK IN 3 WORDS
- 2. 2 SEASON #02 – WEEK #17
- 4. 4 Google has slowly shifted its search engine paradigm to increasingly promote mobile-friendly content in the search results – see next slide. On April 21st, this strategy lead to two main announces: 1. Search results will rank better if they are mobile-friendly: sites that do not comply w/ Google’s policy will likely disappear from best ranked results 2. Search results will promote applications which content (indexed from deep-linking) are relevant for the current search, even if the application is not yet installed on the user’s device Those two announces replace Google at the heart of the mobile search war and make the giant a serious contender for the podium.
- 5. 5 Google slowly shifting to mobile preference in search results June 2012 Google recommends Responsive WEB Design June 2014 Google indicates if the indexed URL would lead to a mobile- friendly homepage rather than the expected content (aka: faulty redirect) July 2014 Google indicates when an indexed page contains technologies that may not be compatible w/ user’s device (aka: killing Flash…) April 2015 Google ranks mobile-friendly content higher that non-friendly content in search results Google promotes Android application in search engine results, even if the user hasn’t installed the app yet October 2013 Google promotes Android application in search engine results, if the user has already installed the app
- 7. 7 Along with the announcement that native applications will appear in its engine search results, Google has also released a new version of Chrome supporting Push Notification*. This enables mobile websites to better engage with its users by sending push as it’s possible with native mobile applications. And on Android, Push Notifications can be received even if Chrome is not running. Google is striking back hard to re-center the search on its own engine. As more than 80% of the rapidly expanding mobile traffic is driven by applications, Google’s core business is left apart (and Google’s advertisement revenues are impacted). Such an announce is a way for Google to regain advertisers attraction in mobile websites (because mobile websites now have a major capability only native apps had so far) and, therefore, in their search engine for discovery. Mozilla has also started working on the W3C Push API standard implementation**.(*): http://googlechromereleases.blogspot.fr/2015/04/chrome-for-android-update.html (**): https://bugzilla.mozilla.org/show_bug.cgi?id=1038811
- 9. 9 React Native* is a project initiated by Facebook and that has been release Open Source on March 26th. It aims at providing developer with a JavaScript framework to build native mobile applications. In other words, developers develop their application using JavaScript and React Native compiles it into native language. So React Native is actually providing a layer of abstraction to map native components and libraries into JavaScript. The business layer is executed by a JavaScript interpreter. This initiative is not quite new in the app world: Apache started hybrid development a long time ago with Cordova, and, closer in their approach from React Native, Titanium Appcelerator and Xamarin both provide frameworks to build mobile applications leveraging native components from a layer of abstraction (JavaScript and .NET, respectively). The advantages of such an approach? Well, you only code your application once and compile it for iOS and Android (at least): it will use native UI components, which are faster and closer to the OS. But pitfalls are far more impacting: • Not all the native UI components are mapped into the layer of abstraction • The interpreter that runs the business layer is a performances killer, whatever the approach (asynchronous in the case of React Native) • Despite all efforts, iOS and Android are NOT the same: developers will quickly end up having to maintain two branches for both platforms, especially if they are using external libraries • If developing with JavaScript makes it possible to use standard WEB development methodologies, development tools (such as graphical IDE to build the application views and debugging facilities) provided by Apple and Google are even better when it comes to step-by-step debugging or identifying memory leaks React Native is not a vain initiative and may be useful for some specific projects, but even Facebook does not use it for its main mobile application: native development still is the best option for most of the applications, especially when focusing on user experience and quality. (*) https://code.facebook.com/posts/1014532261909640/react-native-bringing-modern-web-techniques-to-mobile/