The growth of mobile device usage has driven a significant lift in app-related searches. This is giving rise to mobile app search as a vertical within traditional universal search. While it has been clear for some time that mobile search is important, that importance has been more heavily emphasized by Google recently, as they continue to push mobile-friendly labels in SERPs, and are likely increasing mobile-friendliness's weight as a ranking factor. The future of search marketing involves mobile, and it will not be limited to optimizing HTML webpages, creating responsive designs, and optimizing UX. Mobile SEO is a world where apps, knowledge graph, and conversational search are front and center. Get the full story at Moz