Google’s approach to the delivery and discoverability problem has relied on app indexing and linking. If the developer puts in the effort, users can see previously mobile-only content surfacing on Google search results. This is great for Google to stay relevant in a mobile market that is increasingly reliant on native app content instead of web search. But in countries like China and India, where mobile phones are the first computers for millions of people and mobile-only content is king, where does a search engine provide their links to begin with? Suddenly, “everything is just a Google search away” loses its magic.