One very big question to ask about the future is how much is Google going to figure in the future of search? The future is very much going to be decided on who can provide the best search results on the lesser traditional devices such as mobiles for example.
On one hand, Google is one of the largest (if not THE biggest) company in the world, with their seemingly unlimited resources in which they are able to constantly develop the technology out there and buy companies left right and centre. As an example Google have recently invested in Expect labs, a company responsible for developing the future of mobile search. However, on the other hand, Google’s traditional search model and content presentation at the moment are not well suited to the wide range of new search and discovery scenarios that are starting to come out. It is safe to assume that in the future no one out there will want to see Google’s SERP on their car dashboard.
If Google were to have their own way it will still be the main way that consumers out there gain the information that they require no matter the device in use, whether it be PC, Mobile, TV, Tablet, In-car, Wearable devices( Google Glasses for example), Kiosks and much more.
At this moment in time Google are very much trying to counteract any threats and competition that their business is receiving, that is very much being done by experimenting with new technologies and search scenarios. As an example of this Google are currently revamping their voice search and have expanded Google Now which is a response to Apples Siri. Along with this people are also able to obtain their online boarding passes by using Google Now, this is very much in response to Apples Passbook.
The NY Times has actually today ran an article which gives a general view on how mobile apps out there are competing with Google. The article actually points out that Google is more dominant on Mobile web that it is on the PC. Below you can actually see how much Google dominates the world:
As the charts shows, outside China, Google very much owns the browser based mobile search. A very large majority of the mobile ad revenue is within search and again most of it is Google’s.
Google’s large success within the mobile search industry is due to the aggressive mobile development efforts that are being made and have been made. A large amount of it comes from Android however. Android, which is controlled by Google, is now the world’s leading platform when it comes to smartphones. There still remains massive competition from the iPhones however with constant developments always being released ensuring each and every product is made to perfection.
Back to the traditional means of search however, Google still is the best way to ensure you get hold of the most up-to-date information. However, when it comes to it consumers ultimately do not want Google they want the websites that Google provides to them (except in the case of Google maps and some other areas). Google have recognised this however and are starting to acquire more content writers in order to supply the best answers, instead of the traditional links.
It is probably safe to say that Google will also be dominate within the search industry, however, Google may mess up at some point within the future allowing other maybe new companies to come in. If no new company comes into the fold, some of the older search companies, such as Yahoo for example may take advantage. If things were to change drastically in the future, another question to ask is “what does this mean for SEO and the techniques used?”. One definite answer to this is every website out there would have to be compatible with large amount of devices that will be out there, such as mobiles and tablets for example which seem to be the future of search at the moment in time.
In conclusion to this, it is very hard to guess what is going to happen in the future in regards to search. The only way to be sure is to wait and see.