The document discusses advancements in search engine technology, particularly Google's implementation of the knowledge graph to enhance search results by understanding relationships between terms. It highlights the integration of social networks into search engines, such as Microsoft's Bing incorporating Facebook recommendations, and emphasizes the growing significance of mobile searches and location-based services. Additionally, it notes the shift from keyword-based results to those based on user intent, which is projected to increase advertising revenue.

1. The future of
Search engines
knowledge graph
Google recently implemented “knowledge
graph” by using its massive database of
information to discern the relationship and
connections among terms and phrases.
For example, a search for “Los Angeles”
returns geographic and demographic
information on the city as well as places
of interest.
Social Integration
Microsoft has integrated Facebook into its
search engine, Bing.
when a user searches for a specic place or prod-uct,
a sidebar will show them if any of their friends
recommend it.
Search engines will increasingly cooperate with social networks
to enhance users’ search experiences over the next ve years.
Social network integration could vastly expand the scope of search
engines’ advertising operations, by combining the automated and
targeted marketing capabilities of search engines with the branding
campaigns that social networks are better suited for.
the internet will become in-creasingly
detached from the
traditional computer over the
ve years to 2018, greatly en-hancing
the reach of search
engines
Number of Mobile
Internet Connections
300
250
200
150
100
50
0
Such specialized search capabilities hold
the potential to siphon users away from
vertical search engines and may pressure
their growth in the future.
Google integrated its social network, Google+, with
its search engine.
mobile search
“ “ 50% of mobile searches have local intent.
- Andy Chu, director at Bing for mobile
In the mobile market, advertisers
are particularly keen to target users who
are very close to making decisions, such
as which restaurant to visit for dinner or
which product to buy at a store.
According to Google, among all the mobile
searches,
29% 15%
Restaurants Related Consumer Electronics Related
Mobile searches set to outpace the number
of computer searches by 2015.
Over the next ve years, locationbased services are expected
to play an icreasingly large role in this industry.
Search engines will be able to display
advertisements to consumers based on
their real-time location.
LOCATION-BASED
Advertisers could eectively
nudge consumers into purchasing
products or services at precisely the
most convenient time for the consumer.
user intent
The ability for search engines to more correctly determine a user’s search
intent will serve to increase advertising revenue further.
search engine technology is moving away from providing
results based on keywords and instead is being geared
toward discerning a user’s intent.
For example, a user searching for background informa-tion
on electronics would be presented with content
sites about electronic technology, while a user looking
to purchase an electronic device would be presented
with more commerce oriented websites
Google has begun to integrate vertical
searches into its search platform and has
made strides toward delivering search re-sults
based on a user’s intent.
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