Lost and Found

The performance of a website is often determined by one key factor: the speed at which it can be found on major search engines. Today, design, content and layout are geared towards this one key outcome. Last year, we shared a few ideas on building content rich websites, helping to increase performance, and traffic, targeted to your marketing plan and business needs. But what does the future hold for the way in which we initiate searches, and seek to maximise website performance?

Last month, exciting developments at Google were shared by Chief Engineer Amit Singhal, including search beyond text and language, and the ability to improve and develop tailored online search activities. Singhal also talked about search beyond search, the idea being that  your phone may in the future be able to synchronise between your to do list, your diary, and your location to offer specific information about how to complete your to do list in the time you have, and in the area you are based.

While on the one hand this could seem a little overkill, the idea could also be seen as natural progression. In 2006, research indicated that over 70% of search activity was undertaken to find local businesses and services, and in the last four years, it is unlikely that this trend has become any less purposeful.  The new concept put forward by Google simply accelerates the process - joining up location, buyer needs and suppliers more quickly and efficiently. 

So, while this might improve the information that you are able to find, what might be lost? Arguably, with research indicating the exacting nature of search, the original concept of ‘surfing’ the web – inquisitive, non committal browsing, may already be a thing of the past. Undoubtedly, trust might also be a casualty, as existing concerns about internet security and personal information could continue to increase. This will require businesses and brands to build new innovative ways of creating customer loyalty. Going forward, consistency of customer experience in online and offline interactions will be critical. Smart organisations will look to reinforce this in the design, development and creation of their web platforms, inevitably leading to a more authentic web performance as a result.

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