Right now, the thing that everyone’s buzzing about is semantic search. Search engines, we’re told, are getting smarter – better at providing us with precisely what we’re looking for. The prevailing slogan of this shift, trumpeted by the likes of Google, is “things, not strings.”
It’s pretty easy to see where all this stuff came from, too. Smartphones and tablets have become more or less ubiquitous in modern society. With their spread, we’ve seen an increased focus on conversational search – on people asking questions of their devices rather than keying in a few search terms.
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I suppose there’s a certain allure to algorithm chasing, really. You’re on the bleeding edge of search engine optimization; an expert that all other marketing professionals look to for advice on how they can game the system created by Google. You’re constantly adapting, modifying, and re-working your strategies to adapt to the latest algorithmic change. 