In the SES session “Search: Where To Next?” the panel discussed what the future holds for the search industry.
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Carla Borsoi
VP, Research & Analytics
Ask.com
Carla Borsoi, VP, Research & Analytics, Ask.com, spoke about search and user intent. You should focus on what the user is actually looking for and find new ways to answer questions. Keep in mind what the searcher really wants.
Stephan Spencer, Founder & President, Netconcepts, said to look at the last five years in search and how it has changed. Spencer said what happens in the next five years in search will be exciting. He expects more with voice and mobile search.
Heather Dougherty
Research Director
Hitwise
Eli Goodman, Search Evangelist, comScore, said search activity is judged by intent, not destination. Search will continue to grow as a branding vehicle. Search growth will be driven by increased intensity and increasing searcher base.
Heather Dougherty, Research Director, Hitwise, said companies need to be looking at their optimization and the content of searches. The actual content for every search is different with different angles. Twitter, Google, YouTube, Facebook all have different approaches.
