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.
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.
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.