Everyone knows that Search Engines (especially Google) have become so sophisticated in the past couple years that it knows what you want better than you know it yourself. Search engines have slowly evolved from performing merely keyword based searches to intelligent knowledge engines.
The future of search engine is still uncertain, but it is surely going to impact many aspects of our daily life. Technologies such as Google glasses and “internet of things” will integrate search engines into our every day life and allow it to become so ubiquitous that participation will be taken for granted.
The infographic below shows a snapshot of direction that Search Engines (again, mostly Google) are heading and the potential it could bring to users and advertisers.
Don’t forget to learn about these amazing stats for Google, Bing and Yahoo: The Changing Landscape of Search Engines [infographic]
Google recently implemented “knowledge graph” by using its massive database of information to discern the relationship and connections among terms and phrases.
For example, a search for “Los Angeles” returns geographic and demographic information on the city as well as places of interest. Such specialized search capabilities hold the potential to siphon users away from vertical search engines and may pressure their growth in the future.
Google integrated its social network, Google+, with its search engine. Microsoft has integrated Facebook into its search engine, Bing. When a user searches for a specific place or product, a sidebar will show them if any of their friends recommend it.
Search engines will increasingly cooperate with social networks to enhance users’ search experiences over the next five years.
Social network integration could vastly expand the scope of search engines’ advertising operations, by combining the automated and targeted marketing capabilities of search engines with the branding campaigns that social networks are better suited for. .
The internet will become increasingly detached form the traditional computer over the four years to 2018, greatly enhancing the reach of search engines. “50% of mobile searches have local intent,” according to Andy Chu, director at Bing for mobile.
In the mobile market, advertisers are particularly keen to target users who are very close to making decisions, such as which restaurant to visit for dinner or which product to buy at a store.
According to Google, among all the mobile searches, 29% are restaurants related and 15% are consumers electronics related.
Mobile searches set to outpace the number of computer searches by 2015.
Over the next five years, location based services are expected to play an increasingly large role in this industry. Search engines will be able to display advertisements to consumers based on their real-time location.
Advertisers could effectively nudge consumers into purchasing products or services at precisely the most convenient time for the consumer.
The ability for search engines to more correctly determine a user’s search intent will serve to increase advertising revenue further.
Search engine technology is moving away from providing results based on keywords and instead is being geared toward discerning a user’s intent.
For example, a user searching for background information on electronics would be presented with content sites about electronic technology, while a user looking to purchase an electronic device would be presented with more commerce oriented websites.
Google has begun to integrate vertical searches into its search platform and has made strides toward delivering search results based on a user’s intent.