The first time we used Google, it marked the start of our online journey. What started out as a sort of online phone book that had a list of websites has now changed completely. Google can now be considered both the beginning and end of the online journey for most of us – it is the platform we use to ask questions, and is increasingly becoming a place to find the most relevant answers.
From a marketing perspective, Google’s ability to show adverts within search results is an exciting development. This has completely changed the way ads are seen. Google Ads provide much higher engagement than traditional print ads or SMS ads. Lately, for hotels, home service and alike, Google shows top results and the race to have visibility there is worthy to watch.
However, have you ever wondered what is the future? What is Google or Search as a whole going to be like in next 10 years? Let’s find out!
Context is going to rule the future of Search, whether it’s Google, Bing or any other search engine. For example, when you open Google Maps in the morning, it automatically shows you that it is time to go to work. But in the evening it shows you that it is time to go home. This in-context feature will be the forerunner in every domain and change the face of search altogether.
Mobile Search now accounts for over 50% of all search queries, so Google is all set to launch a “Mobile Indexing Algorithm” by 2018. Google has already announced Mobile First Index. If you have more content, more features, or more code on your desktop version and less content on your mobile version, Google will place the “mobile version” of your site in the desktop search results. The algorithm used here is called “Accelerated Mobile Page”.
Google uses a machine-learning artificial intelligence system called “RankBrain” to help it sort through search results. This is a part of “HummingBird”, the official Google Algorithm that provides us with relevant pages amongst billions of pages. The main component of HummingBird is “PageRank”, which gives a credit score to every page for a particular search query. In the future, Google will be enhancing its Rank Brain algorithm to personalize results.
Google Home is becoming increasingly popular, especially among driverless cars around the world. The Voice Search functionality will help in providing a seamless link between people and Google from home to car and to work. Google may also begin advertising or branding in voice searches. This can be done using Augmented Reality that Google is testing in a project called “Tango”.
There has been a remarkable rise in the use of ad blockers. So Google may now start allowing users to select the brands they would prefer to hear from. This would increase the relevancy of the audience for a brand and thus bring greater ROI.
You can expect to see a lot more images and videos in results, with Google integrating more of its image recognition technology and YouTube capabilities.
With so much data at its disposal, Google will be able to predict – and answer – queries before we become consciously aware of them. So based on the data of other Google products, Google will be able to throw results.
Google wants to make spam fighting a central, automated function of serving search results and clean up spammy backlinks. Getting rid of poor-quality content will bring faster and better results.
Google has already announced it’s intelligent personal assistant. It is different from Cortana or Siri. It shows results based on Machine learning. So if you say – OK Google, I need pictures from Japan, it will show you your own pictures clicked in Japan and not random images from Google Images.
Hyperlocal targeting will open a host of new opportunities to relate online data with the physical world around us. This will revolutionize the branding process.
Data taken from past searches, user preferences, and engagements with websites, will all play a role in shaping the results that we all see. In fact, Google may even start using Neuroscience and biometrics to understand what you want to see.
With each passing year, the advancement of technology is progressing at a rapid speed. It makes it very important, especially for online marketeers to be aware of the current updates and have their strategies tested accordingly. Ittisa has a team of thorough professionals, offering an integrated approach when it comes to search engine marketing. Leave us a message and we’ll be sure to get in touch with you!