I just went through Will Critchlow’s presentation on the future of search. The presentation is a great think piece on some big strategic changes that are driving how information is used.
Top level points are:
1) Google moving from indexing data to understanding context and delivering results based on a wider set of data (we’ve seen this coming for a while).
2) An always connected word means more implicit data to utilize to deliver information. Implicit data are things like your location, browse history, device you are on, etc. This is in addition to the explicit data you put into the query – great pizza!
3) Google will continue to reward good content and good marketing with visibility. We’ve seen improvements in content algorithms (Panda), link algorithms (Penquin) and soon some sort of merchant algo clean-up (TBD).