Google buys GIF platform Tenor to build up its image search engine

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"We look forward to the next leg of our journey with Google as we grow Tenor to help anyone with a mobile device visually express the full range of human emotion", he adds. Mobile searches now far exceed desktop searches, and for more than a year Google has been experimenting with mobile-first indexing. Google also announced in 2016 that it was prioritizing sites built with the open source Accelerated Mobile Pages (AMP) in mobile search, so that may be a good place to start in developing a mobile strategy. Historically, the desktop version was indexed, but increasingly, we will be using the mobile versions of content. The search content now has a GIF filter in its toolbar.

Google stressed that those running sites with only desktop-friendly content needn't panic, as "content gathered by mobile-first indexing has no ranking advantage over mobile content that's not yet gathered this way or desktop content".

The Google acquisition will help Tenor roll out more improvements for users, API partners, and advertisers, Tenor CEO David McIntosh said in a blog post. The migrated sites will see significantly increased crawl rate from the Smartphone Googlebot. "Mobile-first indexing means that we'll use the mobile version of the page for indexing and ranking, to better help our-primarily mobile-users find what they're looking for".

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However, Google's change will eventually affect all websites competing for the coveted top spots in its search results on mobile devices.

To check whether a page is mobile-friendly, you can check out Google mobile-friendliness test here. Tenor sees itself as a search business that's central to mobile messaging, the company's Chief Business Officer Jason Krebs told Marketing Dive earlier this year. According to a report from the Android Community blog, Google is testing a new feature that completely eliminates pagination on mobile search pages.

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