In celebration of Google's 15th birthday last
week, we thought it would be appropriate to write about the history and future
of search marketing. Our thoughts, ideas and processes have changed throughout
those 15 years, as often as search algorithms have changed names and updates
have been added. As we begin to fully digest the effects and updates of the
Hummingbird update, we take this time to look where search is headed.
Keywords Change to
Conversations
In the beginning, in order for a website to be found in the
top search results, all a company had to do was insert keywords within the
copy, meta description and so forth on their web pages. As Google continued to
grow, their search algorithms became smarter, and so did technology. With the
invention of personal assistants such as Apples' Siri, your voice and
conversation became part of the search process. Through technology we no longer
search for results relating to "Date Detroit was founded" on our
mobile devices, instead we say "When was Detroit Founded?" this
changes the way Google's search engine works. Through "conversational
search" we are no longer just searching for results, but receiving a
direct answer and response to the question via voice. Going further, we can
begin to ask more in-depth questions, such as "Who was it founded
by?" and receive the correct results. The magic here is that the search
engine assumed the "who" in this case must be referring to the
founder of Detroit based on previous searches.
Search Now One Step
Ahead
When Google first started, visitors to the site would type
in what they are searching for, hit search, and results would then be
displayed. As Google grew, visitors looking to search for something would only
have to type a word or part of a word to see instant results. Now, as we go to
the Google page, the algorithm has an idea of where we are, what we have
searched for, and the potential results to answers we have barely even typed or
spoke of. As Google and technology continue to improve, Google founders expect
that search will get even more integrated within the general public, including
a possible implant in the brain, according to Google co-founder Sergey Brin.
The Future
As Google continues to improve upon its search engine,
advertisers and marketers must realize the potential of everything they do and
how they can relate to search results. For example, no longer does "Hump
Day" signify just Wednesday within the search results, but also the Geico
commercial and a camel, hashtag, and so much more. A search engine no longer
provide you with links to other websites, but provides the relevant posts,
pictures, videos and statuses from friends and family. The future of search is
bright, and Google is leading the way. How is your company adapting?
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