The Future of Search: Unleashing the Trillion Dollar Opportunity

The Future of Search: Unleashing the Trillion Dollar Opportunity

Introduction:

The world of search is evolving, and with it comes a trillion dollar opportunity. While traditional search engines like Google have dominated the landscape for years, a new type of search activity is gaining prominence - subjective searches. These queries seek ideas, opinions, recommendations, and advice, rather than concrete facts or specific results. This shift in user behavior opens up a world of possibilities for platforms that can cater to this demand.

The Power of Subjective Searches:

Subjective searches are a reflection of the diverse perspectives and interests of users. They often lead to deepening one's understanding and how we see the world. Unlike objective searches, subjective searches thrive on forums, long-tail blogs, social media, and review sites. These platforms provide a space for people to freely interact and share their thoughts, making them a goldmine for subjective search content.

The Trillion Dollar Opportunity:

As subjective search activity continues to grow, there is a trillion dollar opportunity waiting to be seized. Traditional search engines like Google, which rely on displaying a page of links and PPC ads, face the innovator's dilemma as they struggle to adapt to this evolving landscape. This presents an opening for innovative platforms to cater to subjective searches, particularly in domains where Google is weakest and accuracy is less critical, such as fashion, food, and entertainment.

The Rise of New Platforms:

Platforms like Reddit, Twitter, HackerNews, TikTok, and Pinterest are already capitalizing on the subjective search trend. These platforms offer a unique blend of search functionality and entertainment, allowing users to come in search of something specific but stay for fun and interactive conversations. By incorporating features like customizable user control, downvoting and upvoting results, and social integration, these platforms empower users to personalize their search experience and curate their own taste boards.

Aggregator Strategies for Integrators:

Another avenue for capitalizing on the evolving search landscape lies in aggregator strategies for integrators. The Athletic, a sports media platform, serves as an example of successful integration and aggregation. By creating all content in-house and organizing it into team pages, The Athletic satisfies strong user intents such as knowing when a team plays next or learning about player updates. Not every company can pursue an SEO aggregator strategy, but for those that can, treating the website as a product and focusing on user experience is key.

Understanding Supply for SEO Aggregation:

To determine whether a site has the potential for aggregation, it is crucial to understand the three types of supply for SEO aggregation: UGC, inventory, and programmatic. User-generated content (UGC) in the form of reviews, templates, or inventory can be valuable for aggregation. Integrators often start as point solutions that add a marketplace dynamic on top. Inventory refers to the creation of entities that can be aggregated and surfaced to search engines. Programmatic landing pages, such as directories, are an example of this.

The Role of Product Thinking:

To succeed in the world of aggregator SEO, a shift from marketing to product thinking is necessary. Builders must consider product value, business feasibility, and user experience. Additionally, the potential for significant traffic from targeted keywords through aggregation is a crucial factor to consider.

Actionable Advice:

• 1. Embrace the subjective search trend: Identify areas where subjective searches are prevalent and create a platform that caters to this demand. Focus on providing a personalized and interactive search experience.

• 2. Incorporate user control and social integration: Empower users to personalize their search experience and tap into the power of social connections. Implement features like downvoting and upvoting results, social sharing, and curated taste boards.

• 3. Shift from marketing to product thinking: Treat your website as a product and prioritize user experience. Consider the value your product brings, its feasibility in the market, and the potential for significant traffic through aggregation.

Conclusion:

The future of search lies in tapping into the trillion dollar opportunity presented by subjective searches. By understanding the evolving user behavior, embracing innovative platforms, and adopting product thinking, businesses can position themselves at the forefront of this transformative shift in the search landscape. The time to seize this opportunity is now.