![]() This places even more importance on the qualitative aspects of a business like reputation, authenticity and empathy and it changes the concept of “brand value” from a brand that is perceived to be big and important and therefore valuable to one that is felt to be useful and maybe even absolutely necessary. ![]() intent determined by context) felt by their audience. In practical terms it means that websites (and the businesses behind them) will surface only when they have correctly positioned themselves to address a need or a want (i.e. This is a significant shift which we shall see affecting more services and products than just Google’s. Whereas in the past context was powered by content which then surfaced in search and had to be sifted through by us, now it is our context that determines what will appear in search. During Google’s I/O this year the following trends became evident, many of which have been in the pipeline for some time which is what makes my book on semantic search appear so prescient and ahead of its time. This includes apps and virtual reality and augmented reality products. And both of these have significant, practical implications for pizzeria owners and those who sell pizza making equipment or publish pizza recipes.īecause search drives our world now more than ever it is important to understand that basically every technological development has lasting value only if it allows us to navigate the sea of data we are in, better and more effectively. As we moved from Boolean search of old with its “ten little blue links” and keyword-driven world to semantic search, the focus of the results provided has also shifted the nature of context itself.Ĭontext changes everything because it has the power to change the meaning of sentences and words “pizza” searched for at lunchtime, on foot, via a smartphone may have a very different meaning and intent than “pizza” searched for at 9.00am via a desktop computer. On page 170 of Google Semantic Search while covering the list of criteria a modern business needs to become more visible on the web I explicitly stated that “Semantic search maps meaning and intent.” The end result of that approach is context. Google’s current developments and announcements also act as the weathervane of the digital industry, pointing to what’s hot for developers and researchers as well as what we will be seeing emerging in the consumer electronics market. Its current set of announcements and presentations of products and services some of which are still in alpha is important not just because of what is currently being done but because they also reveal directions that will shape the digital landscape and determine consumer behavior and changes in the marketing of products. Google’s eminence on the web, its command of digital and its global marketshare of a space where eventually everyone will spend at least part of their life places us in uncharted waters in terms of the social structures we create and the peripheral economies that depend upon it. The last time a commercial company held this much power to directly affect the lives of so many people with the direction of its commercial decisions and social initiatives it was the 16th century, King James VI was on the throne and a Midnight Summer’s Dream was just a couple of years old. ![]() This Google I/O is the tenth since the event first started and like each one over the last few years, every announcement, strategic direction hint, vision statement and omission is endlessly poured over, speculated about and then discussed.
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