Search is Changing Again
Since Google has been given the all clear signal from the FTC about the charges of them using anti-competitive behaviour, it loosens the reins a bit for the company. To be completely fair, the evolution of search and the ever present forward advancements should be evidence that the industry has never really stopped evolving.
Bing sold itself initially as a decision engine, conduct your search and you can make a decision then and there instead of digging through results pages. Then, just a short time later they started to re-brand themselves again, into the “do” engine. It’s been a year since then, and while they’ve had their hiccups (and tantrums) along the way, they’re also growing and changing with the web. It’s not just the internet that’s evolving, to technologies like IPV6, fiber connections and what not, users are evolving and changing at just as frantic a pace. Bing recognized this, and has been trying to tap into the market of people who are ready to make a choice now. Google has also recognized this in online users, when they introduced their “instant” version of search results. Instant search is basically a cached version of search results which begin to appear, if you have the feature turned on, as quickly as you can type your query. It was just one step of many to come, by both search engines to engage a quickly growing user base, those who want information now, not just options to dig through.
So what’s to come with search in the future? No one really knows for sure, but Google and Bing both have their teams working furiously to try and embrace the changing landscape. Amit Singhal, Googles head of search was even heard to say:
I would be so bold to predict that in the next two years, you’ll have a conversational search engine that you can talk to like you’re talking to me.
As much things change with the search world however, for the time being there are a few points you need to continue to work with. Remember the basics, and follow the best practices guidelines for building and maintaining your website. Your keywords are important, you can’t just slam a ton of text on your site and expect the search engines to sort it out for you, it needs to be properly written and useful to your users for the engines to take notice. Your website titles, they should follow some sort of relation to your business or service, but again, shouldn’t be filled to overflowing with keywords as that’s a no-no in the guidelines. Your URL structure is important too, as it can be used to create quick, and simple navigation for users and for crawlers as they go over your site. Having your pages properly named, and instead of using query strings for a dynamic site only helps your site gain brownie points online. As an example, what’s easier to remember on a website, an www.yourwebsite.com/about-us/ url, or www.yourwebsite.com/?q=7s9b992 . And lastly, it’s slowly making it’s way out, but your metatags still have some information to share with the search engines and your users, as you can layout what keywords you deem important and the description you use for your website. The future is definitely on the way for search, but you can’t move forward and completely forget what got you there in the first place.