In a recent blog I talked about three things users and mar­keters should expect for the future of search. In this blog I will expand on that topic and dis­cuss three more things to expect for the future of search.

1. Bet­ter Anticipation

Search as you type (SAYT) is not a new feature—it’s been help­ful to search engine users for years. If you don’t know, SAYT is the process of a search engine antic­i­pat­ing what you’re in the mid­dle of typ­ing and fill­ing in the blanks. It’s also the process of a search engine pulling up results for what you might be searching.

With recent advance­ments in SAYT, search engines can now antic­i­pate searches based on pre­vi­ous searches.

My previous searches are in purple.

My pre­vi­ous searches are in purple.

But what does the future look like for SAYT? If search as you type becomes a paid fea­ture, it will bring a whole new ele­ment to SEM. SAYT could pos­si­bly also allow users to view numer­ous searches at once. Maybe SAYT will simul­ta­ne­ously show results for both organic and paid search results, much like con­ven­tional search does today. We can­not yet antic­i­pate with any cer­tainty the future of antic­i­pa­tory search, but the pos­si­bil­i­ties are exciting.

2. Dethron­ing the King

As for con­ven­tional search engines, Google is far and away the king and every­one knows that. The sec­ond biggest search page (mea­sured by the aver­age num­ber of daily searches) is YouTube, a Google sub­sidiary. Google has almost 70 per­cent mar­ket share across the globe, and in the US and other coun­tries that num­ber is astound­ingly close to 100 percent.

So what might hap­pen to the king of search? Well, it wasn’t too long ago that peo­ple thought AltaVista was the future of search. What hap­pened there? Go ahead and try that link to see. As I’ve said before and I’ll say again, search is an ever-changing field.

If some­one comes up with an amaz­ing search tool, then peo­ple will migrate to it. Like the Inter­net itself, search is a democ­racy and a mer­i­toc­racy. The peo­ple choose the most pop­u­lar sites, and they choose (mainly) based on merit. Be on the look­out for some­thing bet­ter. It won’t be easy to dethrone the cur­rent king, espe­cially because Google’s got its hand in almost every facet of the Inter­net; but maybe that type of diver­sity will dis­tract big G from its orig­i­nal intent, search.

3. Hard­ware

It wouldn’t be sur­pris­ing if, this year, mobile queries sur­pass desk­top queries. Even if they don’t, the advent of mobile has cre­ated huge changes in search marketing.

Tech com­pa­nies are exper­i­ment­ing with new types of hard­ware every­day. And each of these types of hard­ware offers dis­tinct search mar­ket­ing prospects and poten­tial chal­lenges. How might search mar­keters incor­po­rate ads into devices like Google Glass or the wear­able tech from Sam­sung? Will search mar­ket­ing develop dis­tinctly on each new type of device? Or will there be a blend­ing of SEM tac­tics across hard­ware platforms?

It’s safe to say that the future will rede­fine search. With the impend­ing chal­lenges and oppor­tu­ni­ties, search mar­keters will have to adjust, as they always have, to cre­ate effec­tive, per­son­al­ized search expe­ri­ences for users.

6 comments
journik
journik

The Chinese, Koreans, and Japanese Don't use Google. Feeling like that 70% Google market share is high.

lindajoseph306
lindajoseph306

Hi

Lot of information....thanks for this post...Great work

Vishnu Vardhan G
Vishnu Vardhan G

i like this blog..its very well written with simple facts that people never care to bother.