Today I’m going to talk to you about the future of Google.
You keep using Google’s search engine because you typically find what you need when you use it.
If you don’t, you’ll start using a different one.
Google knows they need to always be getting better at getting you what you need.
Here’s how they’re going to do that via personalization. This is my prediction, based on some evidence below:
You’ve probably noticed this before, but what you might not be considering is the strategic implications of Google’s autosuggest and where it could be heading…
The autosuggest looks at what you recently searched to offer suggestions. Because I used “salon” in a previous search for marketing software and then started typing “SMS,” Google suggested “SMS salon” and “SMS client reminders” as keywords that would be relevant to me in the context of my search for salon marketing software.
Right now, Google just offers these autosuggestions in the search bar.
But I believe they’ve already started personalizing the results you see on the page based upon what they know about you…
For example, if you are a salon owner, Google probably already knows based on search history. And if you search just “SMS software,” then Google might eventually show you results for SMS software for salons, even if you don’t include the keyword “salon.”
And with that power, they’ll use it to help you find more relevant information on the internet, keeping you a loyal user of their search engine.
What This Example Means For You
If you offer any kind of product or service and help people in a particular industry (or group, generation, etc.), you need industry-specific landing pages.
These pages simply offer a better experience to the user because they are personalized for them. You might say that the information could be almost the same from one industry to another, but that’s not caring enough for the end users’ experience.
Empathize better, produce content from empathy, and you’ll solve a big part of the search engine optimization battle.