[SMK] Social Media Knowledge


Google IO and the Future of Search

At the recent Google I/O Developer Conference, almost nothing was mentioned about the one thing we all think about when we hear the name ‘Google’: Search.

Searching for answers

Although very little was spoken, perhaps Google’s plans were more implied. 
Reading between the lines, perhaps Aparna Chennapragada dropped some of the biggest hints of where Google Search could go from here – curiously by sharing the latest updates the Google Camera team have been working on.
Consider the two new updates presented – Walking Navigation and Realtime Lens.

Game Changers?

In both cases, users simply hold their smart phone up to anything – either a street view to learn more about their location in Google Maps, or any objects they might want to find out more about.
A continuous stream of 'search results' is overlaid in realtime via Augmented Reality.
In these examples, the user never actually types in a discrete search. In fact, a question is never formally asked at all – it is implied by the context and inferred by Google's AI.
In Aparna's own words: "The camera is not just answering questions, but it's pulling the answers down right where the questions are."

What does the future of Search look like?

It's all about context – who the person is, where they are, what device they're using and what they're doing at a specific moment of time. Keywords not required.

Adam Sugihto is founder of specialist, Melbourne based Pay Per Click agency and Google Certified Partner, Intentional. Since 2009, the Intentional team have driven online advertising for companies in global markets such as Prague, Paris, Tokyo, London, Shanghai, Bangkok, New York and LA; as well as being digital advisor and partner in the Australian domestic market for numerous household brands and NFPs.


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