Why Search Marketers Should Follow Google From Search To Results Engine

Star-Trek-AContent at the Google i/o conference fills the heads of developers with ideas about innovative and semi-futuristic applications that will change the world, but how do search engine marketers absorb all this Trek-like stuff and stay focused on how shipping prices or copy converts, or when to serve content?

I understand you need to remain focused on the fundamentals related to product listing ads and paid search through Google, Bing, Yahoo, and adMarketplace -- but search marketers need to understand the implications of mobile and social, and how push technologies found in Google Now and Google Glass will change your job.

So this self-proclaimed tech geek (me) reached out to a couple of experts give you a little insight. In the future, I'll provide more. Bottom line, according to The Search Agency SEO Director Grant Simmons: search marketers need to focus on the fundamentals like better understanding intent and context. They need to step back and analyze research and data, even test new ideas, so they can begin planning for the next phase of search, beyond just the intent and context.

Google Now aims to anticipate events before they happen based on initial requests. It reminds Simmons of a personal butler who can think one or two steps ahead of what you're planning to do. The Knowledge Graph provides better answers and structured data input, he said.

Google is trying to provide better answers and second guess what you might be looking for through associated elements. Like Google Now, supported by Knowledge Graph. "Google is a search engine, but we'll soon view it as a results engine, because it will understand what you’re saying, requesting, and/or should do in the future, before you even ask for it.

Not having the ability to serve as many paid search ads because more people will rely on push technologies will have life-changing influences on the advertising industry. Krishna Subramanian, CMO at Velti, points to a similar scenario for display and banner ads. He said the change will force advertisers to look outside the box and find a new way to target consumers. The ability to embed ads in user photos is one digital ad trend that has been noted in relation to Google Glass. This approach will seed a fundamental shift in the types of ads served to consumers, but not without drawbacks.   

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