1. Magma Search Experience
The Best Mobile Search Experience 1
Google Confidential and Proprietary

2. Search Search Search Term: Define Yahoo
Google Search Interface
User enters search query
pizza
User can change location
Search page is pre-loaded with local weather, movies, stocks.
Google Confidential and Proprietary

3. Search Search Search Term: Define Yahoo
Search Term: Pizza Mountain View ü û
Local pizza places in MV are displayed first
First results are from websites û
Mobile web pages show results in MO (not CA) ü
Followed by web results (mostly review sites, including Yahoo! Local) û
Unrelated images follow ü
Images and news are only offered on demand
Local results are way below the fold
Google Confidential and Proprietary 3

4. Search Search Search Term: Define Yahoo
Search Term: 350 5th Ave, New York ü
Map location and directions shown on first screen û
First result is not the searched location. In fact, it’s not even on 5th Avenue ü
Info about building at that address (Empire State) û
Followed by business categories
Image maps of area are below the fold
Followed by links to map websites
Google Confidential and Proprietary 4

5. Search Search Search Term: Define Yahoo
Search Term: Pinkberry ü û
Local* Pinkberry stores show on first screen
First result: website mentioning Pinkberry in LA û
Next result is a link to the Pinkberry website ü
Next are links to the Pinkberry website, Citysearch, and college cuisine tips û
Mobile websites and images follow ü
Followed by a Wikipedia entry
Local* listings are several screens down
Google Confidential and Proprietary
*New York City is this user’s last researched location 5

6. Search Search Search Term: Define Yahoo
Search Term: BBC
Search Search Search Term: Define Yahoo ü û
First results are BBC’s mobile web offerings
Link to BBC desktop website is first result ü
Mobile webpages are highlighted with a green phone icon û
A link to the PDA version is below the fold
Followed by BBC’s New York* offices
Unrelated images are shown next
Google Confidential and Proprietary
*New York City is this user’s last researched location 6

7. Search Search Search Term: Define Yahoo
Search Term: eBay ü û
Stock info is displayed first, with link to details
Stock info displayed first ü û
Mobile eBay website is on first screen
Next is news about eBay ü û
Followed by the most-requested pages on eBay
eBay-related local* listings follow
eBay-related local* listings follow
eBay desktop site is several screens below fold
Google Confidential and Proprietary
*New York City is this user’s last researched location 7

8. Search Search Search Term: Define Yahoo
Search Term: France Map
Search Search Search Term: Define Yahoo ü û
Topline Ad for mapping/driving directions
Websites related to the query are shown first ü û
The second mobile query mistakenly shows code instead of a result title
Request delivers images of France first
Followed by web pages relevant to the query
Relevant images are several screens below the fold, followed by irrelevant results
Google Confidential and Proprietary 8

9. Search Search Search Term: Define Yahoo
Search Term: Images of Trees ü û
First screen is relevant images, as expected
Relevant web results are above the fold ü
Followed by web results highlighting nature and tree images û
A Flickr page with tree images is displayed here, not in the images section
Followed by non-relevant mobile web results
Google Confidential and Proprietary 9

10. Search Search Search Term: Define Yahoo
Search Term: Iraq ü û
Iraq news stories on first screen
Currency exchange is first result û
Followed by a link to the Iraqi government ü
Web results from Wikipedia, the CIA World Factbook, and New York Times û
Followed by Flickr photos of people ü
Iraq’s news agency and local* results below fold
Web results for Iraqi government and links to Yahoo news follow
Google Confidential and Proprietary
*New York City is this user’s last researched location 10

11. Search Search Search Term: Define Yahoo
Search Term: French Election ü
News results for the important current event û
Web results from Wikipedia and About.com are pushed to the top ü
Web links to Wikipedia, newspapers, the BBC, and a related blog û
Mobile web results and images follow
Images and local business results are only shown on demand
News results way below the fold
Google Confidential and Proprietary 11

12. Search Search Search Term: Define Yahoo
Search Term: 2004 Honda Odyssey ü û
Images of 2004 Honda Odyssey vans are first
Website comparing prices and reviews is first û
Followed by website for 2007 Honda Odyssey ü
Followed by web results û
Mobile websites mentioning the term follow ü
Followed by price comparisons
Images are several screens down
Google Confidential and Proprietary 12

13. Search Search Search Term: Define Yahoo
Search Term: US Post Office
Search Search Search Term: Define Yahoo ü û
First result is local* post office branches
Web results for the USPS and Zip code lookup ü û
Followed by USPS website and subsites
Unrelated mobile websites are next
Followed by Postal Store and info about passport applications at the post office
Pictures and unrelated news articles follow
Google Confidential and Proprietary
*New York City is this user’s last researched location 13

14. Search Search Search Term: Define Yahoo
Search Term: Define Secularist
Search Search Search Term: Define Yahoo û ü
“define” keyword clearly distinguishes word definitions
Search term not recognized û ü
Followed by relevant weblinks about “secularist” and “secularism”
First result is about abortion
User has the option of checking image, local listings, or news
Web, Image, Mobile results are mixed
Google Confidential and Proprietary 14