Since mobile search algorithms work differently than desktop, Covario released a white paper Thursday to help marketers sort through SEO practices. The white paper walks through strategies to optimize sites. For starters, marketers should list companies in Google Places, ensuring that content systems used to serve Web pages detect user agents, so search engine crawlers can determine Web pages for mobile vs. desktop. Serving only redirects to a mobile sub-domain when a specific subset of pages are used for rendering on mobile search. While mobile represents a small percentage of advertising budgets today, Google's decision to acquire Motorola Mobility will change that in the coming years. About 77% of mobile device owners use their phone to conduct searches, according to Google. Mobile will account for between 3% and 5% of the overall market share in paid search in 2012 among Covario's clients, who globally spend about $400 million in annual paid-search programs globally, according to the company's Q3 2011 paid-search spend analysis. Get the full story at MediaPost