Why Search Needs a Change

Photo by Clem Onojeghuo on Unsplash

Since its inception, search has changed they way we find information. It’s hard to remember the time when we didn’t have the answers at our fingertips. From LexisNexis to Netscape, we’ve come a long way and Search Engine Land's founder Danny Sullivan gives a lesson on the history of the revolution leading up to where we are today when it comes to search engines themselves.

As a data explorer, search tools are incredibly important and of course, I need the data that is brought back to be clean and reliable. However, search engines need to change to allow for better exploration and better reliability.

While Paid Search Has Improved, Organic Has Not

We live in a world of sponsored posts and native content which has come a long way.  In the early days, the top paid results went to the highest bidder. Then Google implemented the "Quality Score" based on "various factors." Over time, the veil was lifted and now there is so much more information about how paid search works which benefits the advertiser and arguably the user if done correctly and ethically.

But organic search hasn't drastically improved and in fact has suffered from the rise in search ads which have forced organic search results further down the page. The query process itself hasn't improved and the UI is stuck in the past. There has already been much said about the "Death of Organic Search."  

Yes, there have been algorithm changes over the years, but from the user's view, the Googling experience has not changed. We still need to sift through many options... we change our search terms.. we change the settings to get at the right results.

Improvements just around paid search results are not enough especially given that paid only amount to 6% of total clicks vs 94% for organic. Even though we get mountains of links back for each query, page one results receive about 95% of all search traffic. That's a lot of wasted results that never see the light of day. RIP pages 2+

Digital Snyopsis

With so many paid and sponsored links, organic search has never been so important. Now is its time to shine and show people a better experience. 

Looking Beyond “Search Moments”

Of course, Google and everyone’s mother wants to capitalize on the data & usage behind search engines which is why we’ve seen innovation around voice like Amazon Echo, Google Alexa.  But besides, voice or other ways of delivering results, I want better aka more accurate and relevant results first and foremost.

Voice search is great for those convenience "moments" but search is more than just a personal assistant. In those times of convenience/voice search, I'll expect Google to pull up the most popular result but if I'm really needing a reliable answer, then I'll want to know the source, the timeliness of that results, etc. Or if I'm more in a research mode, I'll want to dive in and explore different results first hand.

How Search Can Be Better

I would love a smarter search machine that doesn’t just deliver 5 pages of results back to me but provides a more personalized & immersive experience.

Advertisers are learning about my search habits but does Google’s organic search algorithm aka Hummingbird “learn” anything about me?  The next time I search for “simple salmon recipe” will it bring back the top 10 recipes with ingredients from recipes I’ve clicked on in the past, bookmarked, etc? That would be nice. I would love it if my preferences could be taken into consideration the next time I search for something or at least given the option as a tool setting.

Besides, personalization, I think search has a huge opportunity for a more immersive search experience. For instance, Google Maps has no real spatial search function for finding what you don’t already know. Most times you need to have accurate spellings of the establishment you're looking for as well as the right area. Imagine how cool it would be to discover a hidden hiking trail or use the search data of your friends to find new places.

Mobile search has done a better job at displaying information in better ways with carousel features but desktop search is still trailing behind with the "10 blue links"... Not a good look. 

Did you get that Google? ;)

Search is a Process

I look at "search” not just as a simple tool but as a process. Of course, no one tool is going to magically save the day or solve the problem and I wouldn’t want it to, but my hope is that technology, algorithms and search experiences improve so that strategists and marketers can dig deeper into data. Better search tools will allow for more questions to be asked and ultimately a more comprehensive understanding of and a richer consumer experience all around.