Where to Next? A brief summary from SES, the panel topic was the future of search.  Anne Kennedy from Beyond Ink moderated the session with a group of prognosticators on what they believe we will see on the horizon for search marketing.  Anne's primary question to the panel is "What is on the search radar for 2010 and beyond?"

Carla Borsoi- from Ask.com starts off the conversation and believes that the future of search is based on semantic and variance.  "Engines will be able to tell what the user intent is, when they ask the question and type in the keyword and query.  The engines will determine every possible way that someone will find that proper query.  It goes well beyond the ten blue links, beyond contextual and will involve location.  For example if someone asks, what is the best school for my kids? Question and Answer technology will determine the best answer."   

Stephan Spencer - Founder Netconcepts states, "You have to look at the Law of Accelerating Terms, we think in a linear fashion and it doesn't appear on the radar.   Look at the last five years in tech improvements and how rapidly we have forged.  The amount of innovation will not be the same.  At the rate of change the next 100 years will actually be in 20."

"LUI - or linguistic user interface (which has been a topic since the early 2000's) is taking search from a GUI to a LUI environment. The computer will determine your next action and you won't need to plug into the keyboard.  We will stop texting with our thumbs because we can speak into it."

Pavan Lee, a Research Manager from Microsoft  adds, "Voice recognition in certain markets is available. The focus is the consumer wants and needs across multiple devises of mobile.   Making a determination at point of purchase will grow, and help the advertisers understand the multi screen digital strategy in years to come."

"Research has shown, by adding Mobile to Mobile display it enhances the overall display and there is a 4x lift on the brand and ad recall adding Mobile Display and Search gives it a 6.5x lift on aided recall."

Heather Dougherty, Research Director at Hitwise claims, "Eighteen percent of search Queries had 5 or more words and those queries are becoming more complex.  Relevancy has become great importance.  It's good for consumers and bad for the business because as the variables grow there can be more personalization in ecommerce.  She goes on to mention that a company like Amazon will be able to offer more granularity on the recommendations it offers and many people don't want to share information.  Dougherty states, "They still want to be anonymous and it can be dangerous."

Chris Boggs  - The SEO Director at Rosetta points out.   "What is the action point or the hidden keywords that users are searching for with the semantic intent?  Include hidden keywords and the engines became smarter and hopefully with the smarter snippet they will catch up with the human logic.  If you have the gear and the semantic connection, the content and the crawlers grab the data, they will serve the proper result."
August 19, 2009





President and Founder Local Roll Call.

Local Roll Call is a search listing provider and consulting firm dedicated to helping businesses get in front of consumers and understand the complexities of the local search landscape. Carberry formed the company after realizing that many businesses large and small don't understand the depth of local search optimization across the search engines and vertical/yellow page directories.

Dave has worked in Search Engine Marketing since 2000 and has worked with organizations ranging in size from small businesses to the Fortune 100. Dave is actively involved in the SEM Community. He speaks regularly at various search marketing and online focused conferences and is a member of SEMPO and the IAB.

A recognized expert and educator in online marketing, pay-per-click advertising, search optimization and local search. Prior to starting Local Roll Call Dave was Director of Feed Management and Search at Advertising.com and Platform-A, delivering new opportunities to clients on an ongoing basis with Consumer Shopping Engines, Paid Inclusion Programs and Cross Channel Feed dispersion.

Dave also served as Vice President of Sales and Marketing for The G3 Group. Dave has launched several successful start-up business ventures during his career, including WJFK-AM, Targetware.com and InstantPosition.com.  He and his two children have also written and self published two children's travel books. Where Was I? New York and Where Was I? Washington D.C.






Comments(6)

I think we have only just begun with search. Some day our grand children will wonder how ever survived with Google that way it was right now. I think at that point search will be some that is vital to our business survival.

I agree, Nick, with the way technology advanced and is continuing to advance there is no question that search will become some sort of biological technology. In a sense. Hell, the search engine will probably know exactly what we want before we do.

Scott.

As I see it, SEO is going to go one of two ways depending on the technology advances.

Either search engines contine to develop new and improved ways of catagorizing results to a search term and so SEO will be constantly evolving...
or...
Search engines will hit a point where they become so cleaver or they create a technology that predicts exactly whet ther user is after that SEO as a business is no longer applicable.

We shall see! Either way...its exciting stuff!

Sounds interesting, the way i see it is for the types of advancements that people are imagining, it is going to require for us to meet it half way, in the sense that we have to be willing to give up some of our privacy for an improved way of doing things.

thanks Dave for the mention...good coverage glad to see you here at SEJ!

Search technology certainly has advanced but the "searcher" has also professed - longer search queries and performing new searches - to get the results they want and expect. So while the engines are trying to figure out what the searcher intent is, the searcher has already figured out how to get what they need. The engines may be destined to always be a step behind..

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Search Engine Guide > David Carberry > What Is On the Search Radar for 2010 and Beyond?