The Future of Search

Abstract

With the increases in on-line spending and with search being both the largest and the fastest growing source of referrals (i) , no company can afford to ignore changes in the search dynamic.

The increasing emphasis on personalisation, geo-targeting and 'web 2.0' within search engines (and particularly Google) is changing the face of on-line PR and marketing and, as accurate position reporting becomes harder and web-analytics rise to the forefront of many business development decisions, an understanding of the current position and a good idea of the direction search is taking is essential.

This paper will look at where search is now and how it has arrived at its current position. It will follow these trends on to extrapolate a likely direction for future developments, as well as discussing how to embrace the advent of Web 2.0 and turn it to your marketing advantage.

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Notes:
iNielsen - via PCWorld.com