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The Evolution of Search Marketing – From Keywords to Conversations

The Evolution of Search Marketing – From Keywords to Conversations

Google LogoIn celebration of Google’s 15th birthday last week, we thought it would be appropriate to write about the history and future of search marketing. Our thoughts, ideas and processes have changed throughout those 15 years, as often as search algorithms have changed names and updates have been added. As we begin to fully digest the effects and updates of the Hummingbird update, we take this time to look where search is headed.

Keywords Change to Conversations

In the beginning, in order for a website to be found in the top search results, all a company had to do was insert keywords within the copy, meta description and so forth on their web pages. As Google continued to grow, their search algorithms became smarter, and so did technology. With the invention of personal assistants such as Apples’ Siri, your voice and conversation became part of the search process. Through technology we no longer search for results relating to “Date Detroit was founded” on our mobile devices, instead we say “When was Detroit Founded?” this changes the way Google’s search engine works. Through “conversational search” we are no longer just searching for results, but receiving a direct answer and response to the question via voice. Going further, we can begin to ask more in-depth questions, such as “Who was it founded by?” and receive the correct results. The magic here is that the search engine assumed the “who” in this case must be referring to the founder of Detroit based on previous searches.

Search Now One Step Ahead

When Google first started, visitors to the site would type in what they are searching for, hit search, and results would then be displayed. As Google grew, visitors looking to search for something would only have to type a word or part of a word to see instant results. Now, as we go to the Google page, the algorithm has an idea of where we are, what we have searched for, and the potential results to answers we have barely even typed or spoke of. As Google and technology continue to improve, Google founders expect that search will get even more integrated within the general public, including a possible implant in the brain, according to Google co-founder Sergey Brin.

The Future

As Google continues to improve upon its search engine, advertisers and marketers must realize the potential of everything they do and how they can relate to search results. For example, no longer does “Hump Day” signify just Wednesday within the search results, but also the Geico commercial and a camel, hashtag, and so much more. A search engine no longer provide you with links to other websites, but provides the relevant posts, pictures, videos and statuses from friends and family. The future of search is bright, and Google is leading the way. How is your company adapting?