Consider that Google is aware of the device you use to search the web. Much of this is due to the introduction of mobile smart phones. The Google 3.0 era has brought about the intersection of searcher “intent”, “location” and “conversation”. This is great for users who just want a quick answer, but not so great for brands that were hoping to bring new prospects to their websites. Consider Google Answers and DuckDuckGo’s corresponding feature (screenshots below) in these cases, the search engine is productizing results from existing websites. The engines can also now provide a preferred user experience for answers. Using structured data and machine learning, they can identify content that answers questions. Search engines have taught their systems to understand the relationship between topics.

In the Google 2.0 era, it became possible for software to automate the answering of “questions” for humans. Over the last decade, lots of companies learned how to game Google 1.0: this led to lots of content that was “good enough” to get to page one. The Google 1.0 model established Page Rank as the authoritative measure for ranking pages on the web. Search engines have evolved to the point that good enough content is no longer enough to rank. The new web of content discovery is vast and exciting: mobile devices, social media and big data analytics are disrupting the way we will find information for years to come.īut first, some background on how we got here. 2 Billion of them have smartphones running iOS or Android.1 Billion of them are using Facebook on a daily basis.4 Billion people are on the Internet using mobile phones.It was also designed for people using desktop computers. Google’s solution used to need search queries. Further, it means figuring out what else you want but perhaps have not asked for, perhaps because you do not know how. It means that the computer would need to be able to figure out what information you need without you needing to ask for it.

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