Yahoo today launched its OneSearch mobile search application in Canada and five countries in Europe (U.K., Spain, Italy, Germany, and France). It’s been designed specifically for mobile device users, with the goal of providing more relevant results on the first page, such as local business listings (and local ads), weather, news headlines, and financial updates.
The application was launched with the Yahoo Go service in January, and made available to WAP device users in the U.S. in March.
In response to mobile consumers' propensity for app use over Internet browsers, advertising innovations such as search apps on Google Play carve out the latest niche in digital marketing.
While mobile apps seem to be monopolizing much of search, SEO and SEM are not going anywhere anytime soon. But industry participants agree that the execution of search marketing has to change.
According to recent research from IgnitionOne, paid search is up year-over-year, particularly in mobile. Meanwhile, Facebook's display growth continues to threaten Google.