Search: The Big Picture

Danny SullivanEditor-In-Chief

Search Engine Landhttp://searchengineland.com

In The Next 40 Minutes… Developments & Trends In Search

Skipping Mobile!

The Google Boogey Monster

Challenges To Google

Followed By Questions!

No longer just pages & ads

Each “vertical” is new path into top results

News, Shopping, Video, Books…

Getting Blended

“Sitelinks” under your description

Getting “Rich” Descriptions

You can flag ratings and prices

Getting Fancy Ads

Getting Fancy Ads

Everyone’s results personalized based on location & past 180 days of searches.

Signed in? Web history may also be used.

Getting Personal

Everyone’s still figuring it out, but there’s business in tweetbooking & searching it!

Getting Real Time / Social

The Google World

comScore: US Share Of SearchGoogle stable; Bing robbing Yahoo…

By Volume, Even Bigger

comScore: Billions Of US SearchesGoogle volume nearly doubled, 6 to 10B!

The Happy Google Habit

It’s a great product

Google loves search

Google has great signals to mine

Google’s business strategy is to work in (what it believes) is users’ interest Doesn’t believe it’s “out to get” anyone The Google Hive Mind

http://searchengineland.com/the-google-hive-mind-14832

The Unhappy Google Habit

There’s no particular need for people to “kick it” or switch

Chief competitors are weak, though Bing’s getting better

Result: Google stronger than ever And a bigger target for accusations of

being too powerful, dominant, controlling, a monopoly…

Favoring Itself?Then again…

Favoring Itself?

Then again…

Favoring Itself?

Then again, Knol hardly shows compared to Wikipedia, eHow…

Favoring Itself?

Want These On “Your” Page?

Then Again…Owner-Verified, and has added pics & vid

Give owners more control? Ability to eliminate a page, delete reviews (with note this was done?)

“Places” pages can be good search product for searchers – What’s the balance?

How Do You Beat This?

The Decline Of Yahoo

Believes can win by having a better search interface (search as “chip”)

Didn’t work for Lycos, AOL, others – not likely to work for Yahoo

Expect Bing to continue building self as Google alternative & robbing Yahoo share

Bada Bing

Growth still minor; will it continue when the TV ads stop?

Does have Google reacting!

With Yahoo out, expect it to be #2 in mindshare & eventually in marketshare

Enough With “Google Killers” No new start-up will best Google

Search is really, really hard

Bigger! Cuil played that card and lost hard

Natural Language! Powerset had to be purchased by Microsoft

rather than go it alone

Computational Knowledge Engine! Wolfram Alpha’s not on the radar

Perhaps Google Killerettes?

Not quite death by 1,000 cuts

More like let 1,000 flowers bloom It’s a big field!

Google isn’t the top tool of choice in everything…

UrbanspoonNever wonder where to eat again

iPhone app knows where you are, randomly selects a restaurant…

Behind the scenes – or on the web, huge database of reviews from newspapers and users

Yes, shaking is search

EventfulWhat’s going on, from music to community events and more

App knows where you are, suggests events in your area, as does web site:

Foursquare

Checking in is search!

Tips, advice, business offers … things you won’t find or find as easily in Google

Facebook’ll Beat Em!

Cause they know what everyone “Likes” Google can figure out “Likes” for the

entire web, not just pages with buttons

Cause they’ve got that “social graph” stuff so you know what your friends trust…

Social Search, Sans Real Time

Social graph (ugh) / social network data is potentially useful Watch what others are searching on

Monitor clicks in a more “trusted” environment

Reshape results based on what you friends seem to like

But who are your friends…

Fake Friends & Privacy

Do you have to filter to “true” friends?

Do you then still need to consider what you’ll share?

Do Facebook or others instead work on aggregate level?

Social Search Reality

Potential, yes

Killer, not likely

Instead, yet another of many signals

The Big Takeaway

Search is more than keywords in a search box, more than Google. It's anywhere & way people seek answers.

And those many ways are all diverse opportunities for marketers.

Search Engine Land (http://searchengineland.com) Stories and news from me and others

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Questions?