The future of search will be determined by these 4 factors

Universal search and content is king

You might have noticed that Google has started showing Google Map results on the first page of a Google search. These searches also include video, twitter and image results. Traditional organic listings are being pushed down below the fold. To get exposure, you have to start providing different types of content, e.g. video, social and local content. This is already big in the US and Europe, so it is best to get ready now before a full-scale rollout in South Africa.

Video Search

It was recently reported that your chances of ranking on the first page of Google are 50 times better for a video than a website. Interestingly enough, there are more videos viewed on YouTube daily than searches done in Google. In South Africa, we are starting to compete with international search results, so you have to consider a tactic to compete on a local and international level.

User behaviour

Search engines have long realized that people don’t always type in the right query to get the answer they want, resulting in multiple queries. With Google’s focus on a great user experience, they will provide results based on what you are looking for, and not necessarily the keyword you searched for. Google has also started to measure the number of visits on a website using the Google Toolbar, which shows importance. If more people visit the page compared with another, the more popular page is seen to be important and the ranking is increased.

Mobile applications are here to stay

Mobile applications are helping people find information without using a browser or a search engine. In the United States, an iPhone app called OpenTable will provide you with a list of the nearest restaurants and show availability. No Google. Keep your eye on the mobile app space and go buy an iPhone to see what’s coming.

Convergence

All media campaigns – off- or online – are developed to complement one another and drive interaction. Media is delivered directly to the television; you can watch a movie on your iPhone or Tweet from your fridge. There is a massive opportunity in South Africa as nobody is exploiting this to its full potential.