Twitter can provide targeted, localized information for a user far more effectively than Google. This enables searches to generate more relevant results, regarding both information and advertising. <\/li>\n
\n<\/ul>\n
\nDespite its strengths, there are some potential stumbling blocks in Twitter\u2019s path toward becoming a respectable and reliable search engine. Search relevancy remains a sticky point; currently, search findings are sorted by date rather than by relevancy, which makes it difficult for users to determine the value of the returned information.
\n
\nThe swine flu coverage provided by Twitter users placed a spotlight on the social network\u2019s shortcomings in this area. Rather than moving to established and recognized authorities, Twitter users instead reacted to unsubstantiated claims via user tweets. Unlike search engine requests looking for more information, Twitter conversations about swine flu have been accused of being motivated by user desires to fit in, do what their friends are doing, or simply gain more popularity and followers. As a result, Twitter users misinformed other users and started a panic by broadcasting their fears rather than facts. For Twitter searches to be truly relevant, all participants must be genuine. The potential for Twitter to become a home for spammers and marketers who are merely pushing links and deals could potentially damage Twitter Search\u2019s results.
\n
\nFor its value as a search tool to grow, Twitter must first augment its search capabilities and build a reliable algorithm for its searches. Steps are being taken to enhance the system and provide the remedy to these ailments. The path to search respectability will also depend on whether its own users turn to Twitter for their searches. At present, most Twitter users do not rely on Twitter Search for a majority of their inquiries.
\n
\nTo address these concerns, Twitter is planning to include links referenced in tweets as part of its search function. There is a sizeable number of these links already, so if Twitter continues to grow as projected, these links could eventually represent a large portion of the web\u2019s overall content. This would make Twitter Search a far more effective and complete search engine capable of competing with Google.
\n
\nThere are also plans to add a reputation ranking system that will rank tweets by the tweeters\u2019 credibility ratings. Potential criteria for these rankings would include the number of followers and retweets the individual has, thereby enabling users to make more sense of their Twitter search results.
\n
<\/p>\n
BIG PLAYERS IN SEARCH: MARKET SHARE<\/h3>\n
<\/p>\n
THE DOOR\u2019S OPEN\u2014BUT FOR HOW LONG?<\/h4>\n
\nWhile the potential for Twitter to offer valuable, real-time search results exists, some areas of concern outside of the site\u2019s search capabilities cast shadows on the ultimate fate of Twitter Search. As of yet, Twitter has not caught on with younger users. According to a study performed by the Participatory Marketing Network, almost all 18- to 24-year-old consumers report participating in at least one social networking site, but only 22 percent of them mention using Twitter. In addition, comScore found that the majority of these users access the service primarily to follow friends or celebrities. Family members and company tweets do not generate as much interest.
\n
\nAnother problem lies in the long- term popularity of Twitter. While Twitter users in the United States are expected to exceed 12 million this year, Nielsen Online reports that usage might be as fleeting as its 140 character messages. According to Nielsen, 60 percent of U.S. users sign up for Twitter but then do not return to the social network the following month. This equates to a retention rate of only 40 percent.
\n
\nAs mentioned previously, Twitter is taking steps to verify the reliability of its users and, thus, substantiate the accuracy of user postings. If this hurdle can be cleared, it can open the door for Twitter to become a reliable search engine alternative with even greater popularity. Some critics, though, feel the true future of search will not be Google or Twitter but somewhere between the two, provided by a search engine that combines traditional local search with the social media stream of real- time discussions.
\n
<\/p>\n
\nMOBILE SEARCH: THE INTERNET IN THE PALM OF YOUR HAND<\/h4>\n
\nAn even more convenient form of localized search has begun to grow in popularity and is expected to have a real impact in the near future. More users are turning to their mobile devices for online searches, especially for local ones.
\n
\nThe ability to use a mobile phone to search the Internet has freed users from having to search for information about local businesses and services from their homes, while better devices have allowed a more seamless online experience on the road. As a result, more users are relying on mobile search to find local information. In fact, projections estimate that by 2013, almost 30 percent of mobile users around the globe will be using local mobile search services.
\n
\nMobile search is, at its core, very much local search. Businesses large and small can capitalize on it as a means to connect with consumers, and local search in particular will benefit a great deal from the qualities inherent to mobile devices. According to a study performed by the Kelsey Group, local search volume will rise from 28 percent to 35 percent of all mobile searches by 2013.
\n
\nThe trend toward mobile search is not without statistical precedent. Reporting by comScore at the end of 2008 found that there were 228 million mobile phone users. The number of phone users with Internet access rose by 47.4 percent from 2007 to 2008. The rising popularity of Smartphones like the iPhone has added to this, with the total number of U.S. mobile phone users with mobile browsers rising 43 percent from 30.7 million in June 2007 to 44 million in June 2008.
\n
\nIn addition, a 2008 study by the PEW Research Center found that 62 percent of Americans are members of a wireless mobile group and participate in digital activities away from their homes and work. M:Metrics also reported in 2008 that nearly 95 percent of iPhone users access the mobile web for news and information, and 60 percent use the mobile web for mobile search.
\n
\nThis growing number of mobile searches is expected to impact advertising spending down the road. The Kelsey Group released a study that projects mobile web and targeted advertising to rise from $20 million in 2008 to $1.3 billion by 2013. This represents a 130 percent annual growth for local search spending.
\n
\nWhile mobile search advertising is still considered experimental by some marketers, the expected growth of mobile search volume will attract more attention in the near future. And with this growth, mobile search will have to address the weaknesses it faces with regard to search relevance. In fact, the major search providers are making efforts to deliver a more contextually shaped, mobile search user experience. For example, Yahoo!\u2019s oneSearch service considers the location of the user\u2019s phone as well as the context of the search request. The information it then provides is prioritized with contextual relevance to help meet the demands of the user.
\n
\nGet ready for a wild ride in search circles for the next year.
\n
\nSo What does The Future Look Like? Some Predictions:
\n
<\/p>\n
<\/p>\n- By the time we watch the ball drop in Times Square this December, major shifts will have likely resulted in a Microsoft\/ Yahoo! combo that creates a powerhouse worthy of dueling with Google. <\/li>\n
\n<\/ul>\n
<\/p>\n
<\/p>\n- It is also highly likely that Google courts Twitter and brings real-time search results to their arsenal. <\/li>\n
\n<\/ul>\n
<\/p>\n
<\/p>\n- Mobile search will become a staple in search engine optimization and online advertising. <\/li>\n
\n<\/ul>\n
<\/p>\n
<\/p>\n- Universal Search will be present for all search results. <\/li>\n
\n<\/ul>\n
<\/p>\n
<\/p>\n- Categorized search will have passed as the hot new search buzzword. <\/li>\n
\n<\/ul>\n","protected":false},"excerpt":{"rendered":"
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