Mobile search is growing rapidly, with searches up 500% in the past two years. Users approach mobile search differently than desktop search, typically seeking immediate, targeted answers to queries during short sessions while on the go. This favors navigational queries over informational ones, requiring search results and sites to be optimized for quick consumption on a small screen. Proper optimization for mobile includes ensuring relevant, well-formatted content; compliance with mobile standards; and recognition of mobile as a distinct platform through elements like subdomain targeting. Landing pages also need optimization for mobile, removing non-essential content and focusing on simple presentation.