Mobile Search
A mobile search is a search query of a user executed on a mobile device such as a tablet or smartphone. In addition to the search function via a mobile web browser, there are also special apps for mobile search. Compared to the traditional desktop PC search, the mobile version can also be distinguished with inclusion of local search hits.
Background
With the increasing number of mobile Internet users, search engine providers are increasingly having to deal with searchers who want to obtain relevant results for their immediate environment. This mainly concerns search queries that are associated with a buying or consumption interest. For example, if a user enters the search term "restaurant" in Berlin, they may be looking for a restaurant in the same city. Google, Microsoft or Yahoo have reacted to this fact and offer their users corresponding mobile search results.
However, this covers only a part of the requests via mobile devices, because the mobile search is usually also fed by a special index, which contains mobile websites or URLs with mobile optimized contents. In this way, users can be supplied with suitable content when they search via a mobile device.
A third possibility of mobile search is targeted navigation. For example, programs such as Google Maps can also provide the nearest stations for public transport or provide current information on traffic.
Characteristics
The mobile search has different features:
- search results are often optimized for the user's location
- the SERPs contain links to mobile content or the mobile versions of websites
- the search function is often controlled by an app
- The search is combined with other local services or apps; Google combines the mobile search with its service Google Now.
- a search query can also search the corresponding mobile device
Functionality
With the user agent query, a search engine can determine whether a mobile device accesses it. Similar to a website, a search engine can activate mobile search when it recognizes a mobile device. In order to generate local search hits within the mobile search, the search engines locate the user via the IP address or the GPS data of the device.
Benefits for Mobile Marketing
Advertising programs such as Google AdWords can be tailored specifically to the mobile search of the search engine company from Mountain View. In this way, users of smartphones or tablets can be targeted with online advertising. In addition to the possibility of tailoring the display of texts or banners specifically to individual devices, advertisers can also orient themselves regionally. Bing also offers its advertising customers the opportunity to advertise on mobile phones and tablets.