A new mobile flight search feature on Google mobile SERPs further illustrates the company's commitment to giving smartphone users the same experience as desktop users and should signal that SEO marketers must fight for their mobile search standing.

On its Inside Search blog, Google recently announced the inclusion of flight information on mobile SERPs. Users can enter a specific flight path, and available tickets on the web will appear directly on the SERP just above the organic results. This change might inspire marketers in the travel industry to redouble their SEO efforts as it pushes many page one results below the fold.

Users can click the links and land on a page where they can browse all flights from specific airlines. Moreover, results can be sorted by takeoff time, flight duration, arrival time, airline and the flight path.

The feature is essentially a fully capable mobile version of Flight Search, a tool Google launched in September. In December, Brafton reported that flight information would now be included directly on the SERP. Adding the capability to mobile search will make it even easier for users to access the flight information.

Mobile search has been a major focus for Google, as the company recently rolled out a new mobile search iteration that is as powerful as desktop search. Brafton reported that all Android smartphones received the upgrade. As Google makes its mobile search app more powerful, a focus on mobile SEO becomes an important element of business’ new media marketing strategies.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.