1. A computer implemented method, comprising: accessing a mapping document that represents an organization of related network-accessible documents within a website, at least some of the network-accessible documents whose organization is represented by the mapping document being mobile content; receiving an indication that at least some of the network-accessible documents whose organization is represented by the mapping document are mobile content; selecting, based on the indication that at least some of the network-accessible documents whose organization is represented by the mapping document are mobile content, a mobile content crawling mode to crawl the network-accessible documents of the website that are mobile content; crawling the website based on the mapping document to obtain information from the network-accessible documents, wherein the network-accessible documents that are mobile content are crawled in the mobile content crawling mode; adding the information from at least some of the network-accessible documents to a search engine index; receiving a search request from a mobile device; and transmitting search results to the mobile device, the search results responsive to the search request and identified at least in part using information in the search engine index.
1. A computer implemented method, comprising: accessing a mapping document that represents an organization of related network-accessible documents within a website, at least some of the network-accessible documents whose organization is represented by the mapping document being mobile content; receiving an indication that at least some of the network-accessible documents whose organization is represented by the mapping document are mobile content; selecting, based on the indication that at least some of the network-accessible documents whose organization is represented by the mapping document are mobile content, a mobile content crawling mode to crawl the network-accessible documents of the website that are mobile content; crawling the website based on the mapping document to obtain information from the network-accessible documents, wherein the network-accessible documents that are mobile content are crawled in the mobile content crawling mode; adding the information from at least some of the network-accessible documents to a search engine index; receiving a search request from a mobile device; and transmitting search results to the mobile device, the search results responsive to the search request and identified at least in part using information in the search engine index. 7. The method of claim 1 , further comprising transmitting a promotional item to the mobile device in combination with the search results.