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BizReport : Search Marketing : January 07, 2015


Expert: Look for search to shift in 2015

Search has been basically unchanged for the past several years; yes, there have been advances in search measurement, but the main way people searched was through Google. According to one expert, we can expect a shift in search this year.

by Kristina Knight

Google has been the King of Search for several years now; according to comScore's research Google controls more than 65% of explicit core search queries; Microsoft's BING, by comparison serves about one-quarter (27%) of search queries.

That will change in 2015, according to one expert and the change will come because of mobile devices.

"It's pretty simple. Phones and tablets. We used to have one device type to access the internet. Now every device can access the internet. Smartphones have changed the search landscape faster that any new technology since the rise of the internet. Some people call it fragmentation. Some call it unbundling. All that really matters is that we literally have the world at our fingertips, and we don't need to go to a specific website on a specific device to search anymore," said Jamie Hill, CEO and Founder, adMarketplace.

What will replace desktop searching? Mobile apps. Because consumers have become so attached to their phones, Hill believes mobile apps will take over where desktop searches are leaving off, allowing consumers to navigate directly from an app to a product website or even purchase link rather than using browser windows.

"The desktop days are over. Phones are quickly becoming the first choice for search, even when a desktop or laptop is readily available in the same room. Mobile, in particular mobile apps, are exacerbating the shift from Google desktop by adding a whole new dimension to navigating or searching the web. Apps, as links to the internet, allow users to seamlessly navigate to their end goal, rather than using a browser," said Hill.

More from Hill and adMarketplace later this week, including how brands can get more from campaigns in 2015.






Image via Shutterstock

Tags: adMarketplace, mobile marketing, mobile search, search engine trends, search marketing








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  • RasputinSays

    Really? What an amusing analysis from an expert. I suppose he has not looked at the download rates for apps on mobile devices. Nobody downloads apps except kids playing games. Try again expert.

  • Danny Goodwin

    There were 17.9 billion desktop searches in the U.S. in November and I'm pretty sure people had smartphones way back then... BTW, one "expert" opinion does not a story make.





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