Roughly half of my search activity is “subjective.” Meaning the queries are not for facts or specific results. “Subjective searches” don’t have cut and dry answers. They are Ideas. Opinions. Recommendations. Advice. Conversations.

The best subjective search content often lives on forums, long-tail blogs, social media, and review sites. It doesn’t live in SEO optimized websites or big media publications. It is not readily surfaced on Google.

My “subjective search” activity has been steadily shifting to Reddit, Twitter, HackerNews, TikTok, and Pinterest.

This is a trillion dollar opportunity. Google will face innovator’s dilemma as its business model hinges on displaying a page of links littered with keyword auctions and PPC ads.

It probably starts in “subjective search” domains where Google is weakest. And in categories where accuracy is less critical so the stakes are lower, like fashion, food, and entertainment.

Come with a question, stay for entertainment users come in search of something specific, but stay for fun and interactive conversations, entertainment, games.

Customizable user control empowers users to control their search experience by personalizing the algorithm, results, and UI (e.g. never show me recipes from Martha Stewart, surface more Reddit threads). Downvote and upvote results.

Social see what my friends or people I follow are searching and interested in. Let me curate cool information, sites, or content I find and share it publicly, creating an ongoing taste board.