Search by Gender and family

It is often overlooked that women shop more often for other people, as much as for themselves, therefore the search might reflect suggestions and inspirations beyond just single person algorithm, more on that in "Mobile in Retail" section.
Similar issue arises when a single login account is used for whole family as in case of movie renting services; based on the pervious choices the suggestion for a father might be whole bunch of children cartoons that lower relevancy of the whole search.
Finally, most of the men shop with clearly defined purpose. The have read the product reviews and they just want to buy it - in that case having them go thru multiple menu levels can be a painful experience.
The Search engine optimization should be done on the full Website from which user is redirected to the Mobile Web. The full site can be organized for SEO much better and contain many more relevant keywords.

Uki's Google Java Technology blog