What is a Mobile Search?

Mobile search refers to searching the general Internet using mobile devices as terminals, thereby achieving high-speed and accurate access to information resources. With the rapid development of technology and the rapid expansion of information, mobile phones have become one of the main devices for information transmission. Especially in recent years, with the continuous improvement of mobile phone technology and the increase in functions, using mobile phones to access the Internet has also become a mainstream way to obtain information resources. In January 2013, TechWeb released results showing that Baidu Mobile Search ranked among the top ten most popular mobile applications in 2012. In fact, mobile search is just a continuation of WEB search. There are no breakthrough technologies and applications!

Mobile search overview

Part of the ICP business, using the content provider's engine to search the web.

Mobile search comics

There are two main implementation methods, one is to use WAP access to search WAP / WEB, and the other is to search for WEB content directly on 3G. Although the WAP network is relatively developed at this stage, there are not many search engines and the functions are generally insufficient.

Mobile search is a general term for search technology based on mobile networks. Users can search through multiple access methods such as SMS (ShortMessage Service), WAP (WirelessApplication Protocol), and IVR (Interactive Voice Response) To obtain information services such as Internet information, mobile value-added services and local information.

Mobile search app

Mobile search language search

During the iPhone 4S just launched, Apple also introduced a voice service Siri voice control function. Using this function, we can directly turn the iPhone in our hands into an intelligent robot, and let the phone perform weather queries, search queries, and other functions through voice. At the same time, Apple's rival, Android, also launched a voice operating system in the short term. This innovation in mobile phone functions will also change the search behavior of searchers. I believe that mobile search will incorporate voice search into an important search path in the future; and just a few words to search will make many search users abandon tedious keyboard input and use voice search.

Mobile search google search

Google search With Google launching a series of products such as encrypted search, Google+, search plus your world (SPYW), etc., to further narrow the personalization of search. The future of mobile search is no exception. The function of mobile search will become more personalized, and mobile search results will also be based on search location, search preferences, and personal social network information. At the same time, the author believes that based on the characteristics of mobile devices, the search results of mobile devices will be more localized, and the results of your search will be mainly related to the search results near you.

Mobile search Baidu search

Baidu search The main interface of Baidu search client includes four parts: search area (including vertical search switching + search box + voice input search), content navigation area (including news, post bar, novel, hot search list, navigation), Ding Widget switching area, functions Navigation area. The overall UI design is refreshing, and presets or local pictures can be selected as personalized wallpapers in the settings. It is worth mentioning that the search for voice input is quite good, and the Mandarin recognition rate is close to 100% in a relatively quiet environment. The dialect recognition test can recognize most of them, and the experience is really good.

The most attractive is the Ding Widget below the main interface. Ding is an important link that closely links Baidu's search engine advantage with users' information acquisition needs. The process of adding Ding is very interesting: when a user searches for keywords such as weather, stocks, and novels, the Ding result is displayed in the first item of the search result, and the user can add Ding to the client's homepage by himself. With Ding, users can get the latest status of the information they care about on the main interface of the Baidu search client.

In 2012, Baidu launched a multi-terminal layout in the field of mobile search. From the entrance point of view, it includes web-based mobile search, Baidu mobile search APP and mobile search boxes embedded in mobile browsers, WAP stations and other places. This allows users to The fast, comprehensive, and accurate mobile search service can be obtained from multiple channels, which also makes Baidu's entry position in the mobile Internet era prominent.

In January 2013, the well-known domestic IT website TechWeb released the list of the "Top Ten Most Popular Mobile Applications in 2012". After voting by users and the organizing committee, popular mobile Internet applications such as Baidu Mobile Search, WeChat, and Weibo rely on users. The personalized, intelligent and high-quality search experience provided has ranked among the top ten most popular mobile applications in 2012. ^[1]

Mobile Search Pangu Search

Pangu Search, a search engine jointly created by Xinhua News Agency and China Mobile Communications Corporation, was officially launched on February 22, 2011, covering news search, web search, image search, video search, music search, time search and A series of useful life information searches.

Pangu Search deeply integrates Internet services and mobile terminals, making full use of Xinhua News Agency's news information resources and China Mobile's technical advantages to provide a new search service experience. Among them, "Web Search" uses the service of "direct" desktop search results to mobile phone text messages the way.

Search in mobile search

On December 12, 2013, Beijing Zhongsou Network Technology Co., Ltd. released Soyue 3.0, a mobile personal portal platform. The platform is based on search technology and implements multiple entry-level functions for the mobile Internet. ^[2]

Its main functions include: search, reading, website navigation, app store, shopping, offline merchant evaluation, community, etc., and these functions have significant personalization features, such as personalized subscription for reading, electronic membership of offline merchants Card packs, personalization of URL navigation, and more. ^[2]

Mobile search prospects

Users may be even more pressing for a better mobile search service.

Subject to a variety of objective factors such as battery, bandwidth, screen size, etc., the way PC search engines allow users to find a target result in a bunch of search results is no longer adapted to the needs of mobile users. From Google s continuous exploration and experimentation on mobile search results pages to the stunning Siri launched by Apple, it has become a trend for mobile search services to provide users with the answers they want directly.

China's mobile value-added service market, which is strongly supported by China Mobile and SP, also has a rapid growth trend. The development trend of mobile and Internet integration destined that mobile search is the future development direction, and the emergence of new search platforms will inevitably inspire the industry A new war.

On August 10, 2012, iResearch released the "2012 China Mobile Search Market Research Report". The report shows that in 2011 China's mobile search users reached 221 million and the mobile search market size reached 570 million yuan, a year-on-year increase of 96.6%.

In addition, surveys show that search engine services accounted for 61.5% of the mobile Internet behavior of Chinese mobile Internet users in 2011-2012. At the same time, 69.7% of users said they use mobile search engines every day.

It is obvious that investment prospects and potential are huge.

Mobile search difference

Difference from desktop search

Mobile search is easier to find local search results, but it is not yet possible to filter searches by brand and store, because most people use their mobile phones to search for points of interest on local information.

Compared with desktop search users, mobile search users pay more attention to search results, but due to the limitation of the screen, few users use the drop-down bar. The click rate between the first and fourth ranking on mobile search results may be Decrease by more than 90%.

Mobile search results rarely use filtering. The search engine will record your habits, give customized search results and display the results. Click rate and bounce rate are a keyword factor that determines the ranking of mobile search results.

Keywords are rarely used in mobile search. The "location" of the user is the key, while desktop search is much broader, the content is universal, and the location is not that important. Therefore, if you want to optimize your mobile site, Optimization is essential, and even requires you to modify the geographic location of your website. ^[3]

Mobile search search optimization strategy

There are no more restrictions on mobile phones to answer calls and send messages. In fact, their use has expanded to more than just communication. People use their phones all day to stay in touch with friends through social networking sites on the Internet. The online business that now offers mobile search engine optimization services in many companies has become the best host.

Experts in this field take a completely different world mobile launch of mobile search engine services. Service providers ensure that their masses use mobile phones, and they have come up with different strategies. It provides a mobile search engine for those who don't have time to market themselves using a computer or laptop.

Many new companies are trying to target mobile users when they are about to launch a new product or service. Marketing via mobile search engine marketing is cost-effective while getting greater coverage and millions of people have a mobile today. Sending promotional messages is easier for the masses and can be compared via mobile phones to any other communication tool.

If you are planning to start the optimization process, make sure that the form and content of the desktop-based website you see is completely different. The information that mobile users want is simple and clear, while meeting their needs. After doing proper research on the needs of SEO service provider users, develop and design optimization strategies. They also saw that its search is based on location, we saw Google, and they introduced different concepts in order to make mobile marketing unique and irreplaceable. At the right time, "it always stays ahead!"

For mobile search, 360, Baidu and Tencent, China search each have their own approaches. 360 still collects traffic through clients such as security guards and mobile assistants. In view of Baidu's weakness in the mobile Internet, it is still the traditional CPC business model, that is, diversion from the PC to the mobile phone; Tencent's approach is similar to 360. Users are directed to mobile search through the client to direct traffic. ^[4]

How mobile search marketing works out a reasonable budget

Entering the mobile Internet era, all merchants will have closer marketing channels to users: mobile phones! How to promote the product more effectively, increase the company's brand awareness, get more attention from the audience, and meet their needs in a timely manner, mobile search marketing will be a key point! As you prepare to rush into this mobile internet marketing battle, you may want to think about two questions:

1. Compared with other marketing channels, is mobile search advertising more cost-effective? Have a higher ROI?

2. If the next budget is invested in mobile search advertising, how much can ROI increase?

Facts have shown that few people can think in this way. Then we can look at the confusion of most people:

"I know that putting money into mobile search ads will not bring me any orders, but we still have to burn out the last 10,000 yuan!"

When you know the loss, why are you still throwing money into it?

"I know that when I invest 10 dollars for promotion on mobile search, we will get 11 dollars, but I'm sorry, we only have so much budget ..."

When you have a very good input-output ratio, why don't you continue to invest?

The above two situations are frequently encountered problems, and you may not know how to solve them. But if you think about it, you will find the crux of it-the budget! Before your ads run, your budget is "locked up." If you have a clear goal and want to do search advertising on the mobile Internet, you should re-examine your marketing strategy with new ideas, adjust and optimize on the search platform to maximize the effectiveness of advertising, and bring more revenue. Ideas.

Mobile search staged the "Tiger Mouth"

"Cutting culture" is very popular in China, but these are based on the culture of acquaintance circles, which is almost non-existent among strangers. Although Internet companies are familiar with each other, the "cutting line culture" and life are somewhat different. I call it "catching for food".

The mobile search market is similar to news clients, mobile social media, mobile music, etc. All parties are eager to try. There are mainstream platforms, but the dust has not settled. At least when another party starts to step in, at least one party that has the mainstream status and There is no direct control over the "third party".

Mobile browser "grabbing" Baidu mobile search

The operating system is the entrance to the PC, the browser is the entrance to the search engine, and the search engine is the entrance to the Internet. The browser "cut off the Hu" search engine happened on the 360 browser and Baidu. Now, Baidu can do nothing about it. There are too many "Xiaobai" users in China, and "Xiaobai" users will not go directly. The difference is whether it is Baidu search, so the "superior" of 360 is nothing.

When it comes to the mobile end, especially when the development of the mobile Internet is based on the development of the Internet, even many leaders including UC CEO Yu Yongfu have mentioned that the mobile Internet is completely different from the Internet. However, the Internet company's gameplay on the PC side can be "copy" to the mobile side.

The search methods of Shenma search and Sogou search are almost similar to those of PC 360. Browser manufacturers directly launch their own search engines and no longer give market dividends to Baidu. The default search engine of UC browser is Shenma search, the system default search of Sogou and QQ browser is Sogou search, and the default search of 360 mobile browser system is 360 search.

In the browser "grabbing" search engine, Baidu is actually "long-term memory", launched the mobile phone Baidu directly, the search engine is the browser, the browser is the search engine, several major mobile browser manufacturers have not yet launched When it came to its own search engine, Baidu first offered its own banner to avoid being "cut off" by the mobile browser like a PC. When the mobile Baidu announced that its installed capacity exceeded 400 million, it had already succeeded. For the most part, there is no need to worry about being "threatened" by mobile browsers, and with the cooperation of Baidu Browser, at least in the browser war, it is not afraid.

The mobile browser directly "grabbed" mobile search, the PC-side gameplay, mobile-side play, even the "ad-free" approach is exactly the same. For users, the important issue is not the advertising issue. The problem is the authenticity and effectiveness of the advertisement. The user is concerned about whether the Beijing registered company found on the mobile phone search is good. As for whether it is an advertisement, it is not the user's concern. As a result, it is particularly important for mobile search to confirm the authenticity of the information in the advertisements. Each company that places the advertisements is actually authenticated to ensure the authenticity of the information. At the same time, a relevant credit system is introduced to ensure the authenticity of the advertising information.

Input method "grabbing" mobile browser

If the mobile browser "grabbing" mobile search is an "innovation", then the input method "grabbing" mobile browser is a more advanced innovation, only with the browser can search, but only with input Method, the browser is only valid.

Early Sogou CEO Wang Xiaochuan mentioned Sogou s three-stage rocket strategy. From Sogou input method to Sogou browser, from Sogou browser to Sogou search, it turns out that after passing through the three-tier rocket, the conversion rate will show a level. It fell, and in the end the conversion rate was very low.

On the mobile side, Sogou's gameplay has changed again. No matter what browser the user uses, as long as the user uses Sogou input method, in the associative word, the user can search directly by clicking on the word, the browser or the browser, and the user clicks on Baidu, Shenma Search, etc. Any mobile search product, as long as it is entered, click on the right side to enter the search results page of Sogou.

The overall strategy of mobile Sogou has only two levels. The input method and search engine are the same as the two levels of browser and search engine, but the mobile browser must be ranked behind the input method, and the starting point is higher than the mobile browser. If the search engine is the one who understands the user's most desired result, then the input method is the one who knows where the user wants to go. The input method is as intelligent as the search engine in terms of association words, error correction, long tail words, two Anyone can.

Vertical search "predatory" comprehensive search

The difference between Pea Pod's on-site search and mobile search such as Baidu Mobile Search, 360 Mobile Search, and Shenma Search is very large. If Baidu Mobile Search is mainstream, Pea Pod is more like a vertical search. Based on e-books, Vertical search for videos, mobile apps, etc.

When users want to know What delicious foods are there in Suzhou and What's in Guo Jing s Internet circle and other information, pea pod search is useless at all, while related videos, e-books, mobile applications, etc. are completely okay Application, it is not a product that competes positively with mobile phones such as Baidu.

Its role is to "grab" traffic from Baidu mobile search and other comprehensive search hands, and "grab" traffic to vertical content including videos, e-books, mobile applications, etc. At its core, it is the mobile application distribution platform for pea pods. .

No matter how powerful the mobile browser and input method are, they need to be distributed from the application distribution platform, so it is still preconceived.

If you want to find the total entrance from the browser, input method, mobile search, and application distribution platform, it is the mobile phone itself, so if one day you send a domestic smartphone user to exceed 100 million, launch Your mobile search product is not uncommon, because others are grabbing the fruits of its victory. Since you can give this part of the fruit to others, you can do it yourself when the amount is sufficient.

Mobile search is a technical task. It s impossible for Yu Yongfu to sell a spook, but it s not true. It s done in a pragmatic way to make the results more accurate and effective. Compared with the more and more invalid and unrecognizable truths introduced by PC As a result, users prefer search results with only one or two truly authoritative results. ^[5]