The evolution of search technology resembles aviation history. Think of it this way: Boolean is the equivalent of Clement Ader’s inaugural flight across open water, and semantic technology is a leap ahead to the arrival of stealth bombers.
Boolean expressions made searches more sophisticated with query modifiers. Narrowing or widening the parameters allowed users to find better results. Keyword searches matched results to specified phrases, and advanced algorithms made this the main approach for search engines. Context, however, was absent.
Enter Semantic Search
With semantic search, machine intelligence learned to determine the intended meaning of words, making searches more relevant. Semantic technologies had the ability to remake the Web, and make it easier to find, share, and interact with information.
Change didn’t happen overnight. Questions about the feasibility of semantic search arose, but conflict faded and innovation took hold eventually.
Now, millions of people are using semantic search, with most without even realising it. Popular search engines and social networking channels are using the technology to make it easier to make connections, learn, and explore interests. It became a part of human life, and innovative companies are now pushing the technology and industry toward new horizons.
Last year, 20 per cent of Google searches were new. This was due to people typing sentences and paragraphs into search engines, expecting queries to operate like natural language. Today, innovations like Google’s Hummingbird are satiating user demands for answers.
In the new world semantic search created, consumers are the winners. Users are now getting access to the precise information they’re seeking faster than before.
The introduction of smart phones influenced this urgent need. People started to want quick answers that content creators are finding hard to produce. This need also made most Melbourne search engine optimisation (SEO) and search engine marketing (SEM) strategies obsolete. As a result, it created a major impact on the way content creators draw traffic.
With answers to queries displayed on search engine results pages (SERPs), users no longer need to scroll through multiple links when searching. In a sense, this resulted in the death of SEO services in Melbourne and other localities.
As the nature of search changes, the number of users ending up on a content creator’s website will decrease. With that said, they should change their strategies and business models to survive.