- Forrester Councils
- Councils Overview
- log in
Posted by Shar VanBoskirk on March 25, 2010
Today at SES in New York, Microsoft announced some further refinements to its Bing search engine. MS will flight the following changes to users over the next several weeks:
I see Microsoft’s enhancements to Bing as further evidence of a whole-scale shift in search engines away from cataloging Websites and toward providing answers, a trend I’m going to study next quarter in research for my planned report “The Future of Search.” My plan is for this research to address evolutions in search engines like those above announced by Bing, as well as next steps for Yahoo! and Google. But I’d also like to look at how search on non-PC devices will develop and how trends in other media – like the rise of biddable display media – will influence search use and advertising.
Right now, I don’t think marketers need to overhaul their search marketing plans; the best practices for bid optimization and SEO they work toward today will still apply in the environment Bing is pushing toward. But I do think that SEO ultimately gets a big adjustment. What Bing (and Yahoo!) are moving toward is an environment where keyword density and link popularity don’t determine page rank. In fact the end goal won’t be “page rank” anyway. Instead, marketers will want to optimize content to help search engines easily sort it into categories.