The Future of Search: Engaging, Personalized, and Contextualized


Hatched by Glasp

Sep 29, 2023

4 min read


The Future of Search: Engaging, Personalized, and Contextualized


In today's digital age, search engines have become an integral part of our lives. We rely on them to find information, answer our questions, and discover new content. However, the traditional search experience provided by platforms like Google is starting to evolve. A new wave of search engines is emerging, offering a more engaging, personalized, and contextualized experience for users. This article explores the potential of this trillion-dollar opportunity and delves into the hierarchy of engagement in search.

The Power of Subjective Searches:

Roughly half of all search activity falls under the category of "subjective searches." Unlike queries for factual information, subjective searches don't have clear-cut answers. They involve seeking opinions, recommendations, or personal experiences. The best content for subjective searches is often found on forums, long-tail blogs, social media platforms, and review sites. Recognizing this, the next generation of search engines aims to tap into this wealth of subjective knowledge and provide users with a more comprehensive and diverse range of search results.

Moving Beyond Google:

While companies like DuckDuckGo and Neeva offer alternatives to Google, primarily focusing on privacy, the future of search goes beyond replicating the Google experience. The next Google will be more engaging, personal, and contextualized. Imagine having your own search bot, accessible through a browser extension, seamlessly integrating into your workflow. This bot would generate information without the need to open a separate browser or disrupt your daily activities. Additionally, search engines like Alexa, with their ambient presence, could function as an intelligent layer on top of your daily activities, providing relevant and timely information.

Active User Participation:

One exciting aspect of the future of search is the ability for users to actively participate in the search process. With the ability to downvote and upvote search results, users can have a say in the ranking and relevance of content. This not only empowers users but also ensures that the most valuable and trusted information rises to the top. Furthermore, incorporating social elements into search allows users to see what their friends or people they follow are searching for and interested in. This social aspect adds a layer of trust and personalization to the search experience.

Curating and Sharing:

Another key feature of future search engines is the ability for users to curate and share information. Imagine having a taste board where you can collect and showcase cool websites, content, or information you come across during your searches. This ongoing curation and sharing can create a viral aspect to search, encouraging users to discover and share valuable resources with their networks. By making search inherently viral, search engines can tap into the power of sharing and messaging to create a more dynamic and engaging search experience.

Actionable Advice:

  • 1. Embrace subjective searches: Recognize the value of subjective search content and actively seek out platforms like forums, blogs, and social media for opinions, recommendations, and personal experiences related to your queries. This can provide a more comprehensive and diverse range of search results.
  • 2. Explore alternative search engines: Don't limit yourself to traditional search engines like Google. Experiment with privacy-focused options like DuckDuckGo or emerging platforms that offer more engaging and personalized search experiences. Stay open to new possibilities and embrace the evolution of search.
  • 3. Participate and curate: Take an active role in shaping the search experience. Vote on search results, share valuable resources, and curate information that you find interesting and useful. By actively participating in the search process, you can contribute to the ongoing improvement and personalization of search engines.


The future of search is evolving, and the next generation of search engines holds immense potential. By focusing on engaging, personalized, and contextualized experiences, these search engines aim to provide users with a more comprehensive and diverse range of search results. Embracing subjective searches, exploring alternative search engines, and actively participating in the search process are three actionable steps that users can take to make the most of this evolving landscape. As we move forward, the search experience will continue to transform, offering us new ways to discover information, connect with others, and navigate the digital world.

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