What Have The Search Juggernaughts Got In Store For Us?

Search Engine Marketing

As the battle of the search giants continues, R&D rolls on. Google and Microsoft have taken the war from search engines to our desktops, to our mobiles and into our marketing budgets with one prime objective – DOMINATION.

So whilst we all feel a bit violated by how far these brands are prepared to invade our privacy – as marketers we are all benefiting from a range of free tools and their innovation is also creating a wealth of new opportunities to connect and collaborate with our intended audience.

So what are some of the latest innovations and how will these change the marketing landscape?

Google Wave

Google WaveGoogle wave is in marketing speak a communications and collaborations tool but to simplify it, wave is email and instant messaging on steroids. Google Wave, which was produced by the same engineers as Google Maps, offers functionality like email playback, image sharing features, real time IM and a suite of other interesting functions. With a release date set for sometime in September, Google Wave may, if widely embraced, change the way email is as we know it.

How will this change the landscape?

Wave could transform the traditional email marketing campaign and this could be an exciting prospect for the email industry. Wave does have some very funky tools that will enable email to become more social thus it could mark the start of a new era in email tools. To preview the platform click here – note the video is 1 hour 20 minutes long but after 20 minutes you will get the jist.

Bing Vertical Search

With the introduction of its new search engine, Bing wants to do more than provide search results. As its positioning states, Bing is a decision engine, as it aims to help users to make decisions related to key problems. As a result Bing is investing heavily within its vertical search categories such as travel, shopping, medical and news (view Bing US to see what Microsoft is creating). Bing sees the future of search in aggregating content from various sources into one rich experience that is easy to navigate. Thus although Google is already doing it through universal search, the information is not structured logically to support a users decision process and this is where Bing could gain a significant advantage.

But with the Bing launch now old news, I am probably not telling you much more than you already know. So the question is where is this going? While this is largely speculative, it is believed that Microsoft will expand its vertical search by up to 12 separate channels. My guess is that Bing will build verticals across jobs/careers, education, property and finance at a minimum. So whilst Bing has its sights set on vertical search it seems Google has similar ideas. Google has already begun entering the vertical arena with Google Real Estate and also Google City Tour. And whilst at this stage it is difficult to tell how successful their vertical search strategies will be, I feel if Bing stays on route with aggregating content and steering clear of white labelling third party supplier products, they might have one up on industry leader.

How will this change the landscape?

Bing vertical search expansion to our shores will largely depend on the uptake of the Bing search engine as a whole. If the uptake is not there, we may not see the vertical search channels evolve locally, however I still expect to see Google rise to the challenge and focus even more heavily on this space. Thus with Bing now powering Yahoo, and plans for expansion into vertical search, along with Google’s progression in the area, vertical search engines – such as product comparison sites may decrease in popularity as search engines start to win back vertical search categories.

Want to know more about Bing? View this 2 minute overview

What else are these giants getting up to?

Google AnalyticsHere are some of the other tools that have recently been released or are in the pipeline;

Google Natural Search Ranking; Launched earlier in the year, but somewhat under the radar Google now provides the ability for Google Analytics users to not only view organic keywords which bought traffic to a site but to determine how those keywords ranked. As personal and local search has made ranking measurement tools less accurate, this provides SEOs with added intelligence to improve for their organic search strategies. For more information on Google Natural search rankings click here

Google Voice; Whilst in beta for a number of years, Google voice lets users manage their voice services online. With a single phone number, users can manage their voice services online – and the beauty of the tool is that the number is tied to the individual not a location like a home phone number or a device like a mobile. At this stage Google Voice is a free service, but is only available in the US. It is unclear when Google voice could make its way to our shores – but if it does one thing is for sure – Google need to find a way to monetise this product so no doubt there could be some interesting advertising models surfacing here.

Bing Tweets Results; Real time search has received a lot of attention over the past few months because of Twitters rise to fame. In early July Bing announced its first steps towards integrating real time tweet from prominent individuals into their search results. In addition Bing has announced that this is the first way they are dipping their toe into the water. Thus there is no doubt that this is one of the areas they will continue to innovate within in the coming months.

Have you come across any other key innovations by the search giants? If so add them below.

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