This week’s WebAgency search and social news roundup includes stories on incrementality testing, adding Google search capabilities to more apps on IOS and more.

• Google Is Extending Search Capabilities to iMessage and Other Browser Apps on iOS (Search Engine Land)
• Measuring Up: An Introduction to Incrementality Testing (Kenshoo, Ltd.)
• Google Is Trying to Make Its Fast-Loading Web Tech a Standard (Engadget)
• WeWork Acquires SEO and Marketing Company Conductor (TechCrunch)