metaTXT is a free and open standard that enables search engines to index mobile sites regardless of their technology domains.

Supported by the Waterford Institute of Technologies research division, an information and communications technology research centre in Ireland, metaTXT is expected to foster mobile search by allowing all mobile sites to be discovered by mobile search engines regardless of their URLs, in turn increase brand consistency on the mobile Internet.

Mobile advertising providers and search engines including Abphone, Bango, JumpTap, Taptu, MCN, Medio Systems, Mobilytics, Nubiq, RingRing Media and founder visibility mobile have formed a working group to partner with Asia's search engine www.MCN-inc.com to leverage its mobile capabilities to its 15 million users. At present, the metaTXT standard is being implemented by 1,000 mobile sites. It is expected that the number will reach 200 million when metaTXT is deployed by the working group.

Gartner predicts that by 2013, mobile search will be worth US$12 million, demonstrating the enormous potential of the mobile search engine optimisation.