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.
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Questions?