Google smartens up on mobile locations

Windows Mobile users in the US and the UK who search with Google will find their results more localized.The evolution of mobile search depends on bringing the individual a highly localized result for each query made. If I'm searching for pizza in Chicago, I'd better find Gino's East if I'm near one of their locations.

Such results should be more common through Google, according to the Google Mobile blog. They introduced Mobile Search with My Location for Google users:

Previously, when you went to google.com from your phone’s browser and performed a local search, the results were tailored to the last location you entered. Now, using the Gears Geolocation API, Search with My Location approximates your actual location using the same Cell ID technology used by Google maps for mobile.

Give Google credit for continuing to be aware of the privacy implications behind location data. Google said it won't associate your My Location data with personally identifiable information. They will even keep that separate for people who are logged in to a Google service through their mobiles.

Greg Sterling said at Search Engine Land the technology "saves keystrokes in mobile and also lays the groundwork for more precise mobile ad targeting at some point in the near future."

That's the real driving force behind improved mobile search services. Millions of people carry mobile devices, and the number of those with web capabilities increases all the time.

Google's familiar name makes it likely people will add the Google Gears framework to their Windows Mobile devices to enable services like this enhanced mobile search. With this groundwork in place, Google can pursue its mobile ad initiatives with greater enthusiasm.