Search engine giant Google has announced changes to its privacy policies in order to enhance the user experience and further search intuitiveness – but what does this mean for the future of search?
Essentially this means that Google can pull information from one service and deliver it to you via another – fusing all of the Google products such as Gmail, YouTube and Google+ together to create a simpler more intuitive Google experience.
Chris Liversidge founder of QueryClick suggests that while these changes ultimately benefit the search engine user, the customisation it offers for individual search results is a fantastic opportunity for businesses looking to reach a more targeted audience.
He adds: “The new changes present a whole host of opportunities for businesses looking to better their online search performance, as over time they will result in better search results and Google ads for users.
“What this means is that businesses will have the chance to reach a more targeted audience via Google ads – better justifying ad spend and improving the reach of online ad campaigns.
“Google will be able to figure out what users want and lead them directly to it. So if they are looking for a hotel in Edinburgh, Google will lead them to an ad which best suits their preferences, based around information from the Google products they use.
“Businesses should look to invest in Google ad campaigns now, so that when the new privacy policies come into play in March they are best placed to take advantage of the search opportunities it will provide.”
With 2012 set to be a big year for mobile search marketing Chris also indicates that the policy changes will help improve search engine results for smartphone users, as Google is able to share more data across more platforms.
He adds: “Currently the biggest search value is thought to be in desk top searches, as mobile search is viewed as less profitable due to the fact that it is still in its infancy.
“With the enhanced share-ability of the new policy, there is a chance to share information across even more channels, meaning mobile search can work better helping this part of the market mature and increase in value.
“Overall Google’s ‘one for all’ privacy approach means good news for the search marketing industry – but there are still questions being raised as to the ethicality of their approach.
“First of all Google is set to rake in a lot of extra revenue via the increased number of advertising opportunities. Secondly Google has opened itself up for yet even more scrutiny thanks to the promotion of serendipitous search.
“Serendipitous search means that Google has greater control over our needs and wants, suggesting things we never really realised we wanted – raising questions as to where the boundary between useful and creepy really lies.
“For now Google is resting on the right side of that barrier as they are being fairly upfront about the approach they are taking, but how long before it develops into something more sinister and monopolising?”
QueryClick is a full service search marketing agency, providing expertise in Search Engine Optimisation (SEO), Pay Per Click (PPC) and Conversion Rate Optimisation (CRO). Clients include a range of blue chip and multi national companies across Europe, including Mint Hotel.
More information about QueryClick and the services they offer can be found at http://uk.queryclick.com