Search technology has transformed significantly from text-based queries back in the nineties to now, where there’s a wide range of interactive methods like voice, visual, and AI-driven tools. Here, we look at how these advancements are reshaping the way we search, with a focus on the latest innovations and trends in the search landscape.
The Changing Landscape of Search
Search technology is currently undergoing a rapid transformation, driven by fierce competition between major tech companies like Google, Microsoft, and Amazon. While Google remains the dominant force (processing over 8.5 billion searches per day), other players are innovating and closing the gap by integrating advanced AI capabilities and new features. Microsoft’s Bing AI is increasingly incorporating AI-driven results to enhance search relevance, while Amazon focuses on evolving its product search and recommendation algorithms, positioning itself as a major contender in the e-commerce space.
The Way We Search Is Changing
The way we search is also evolving. Voice search is becoming more prominent, with predictions suggesting that it will account for 30 per cent of all browsing sessions by 2030. Simultaneously, visual search, powered by technologies like augmented reality (AR) and image recognition, is emerging as one of the fastest-growing areas in search technology. These innovations are fundamentally changing user behaviour, as people move from traditional text searches towards more interactive and immersive experiences.
Competition Driving The Change
The competition between these tech giants is intensifying, with each company striving to create the most seamless, intuitive, and user-friendly search tools. This has led to the development of AI-powered chatbots, AR search experiences, and personalised recommendations that are reshaping the way users interact with search engines.
Now, we’re going to take a brief look at the many types of searches currently available, each offering unique ways to access information and interact with the digital world.
Text Search
Text search remains the most widely used and traditional search method, where users input keywords or phrases into a search bar on platforms like Google. Whether on desktop, mobile, or the Google app, this type of search allows users to retrieve vast amounts of information based on specific queries. It’s the backbone of modern search engines and is complemented by additional tools that enhance precision, such as advanced search operators.
Voice Search
With the rise of smart devices, voice search has become increasingly popular. Users can activate searches using voice commands by simply saying “Hey Google” on Android devices or through other assistants like Amazon Alexa or Apple’s Siri. Voice search allows users to ask questions, perform searches, or control their devices completely hands-free. This is particularly useful when multitasking or when typing isn’t practical, and the technology has greatly improved around understanding natural language and context.
Visual Search with Google Lens
Visual search, led by Google Lens, allows users to search using their smartphone camera. By pointing their camera at an object, text, or scene, users can instantly receive information about it, find similar products, or even translate text in real-time. Google Lens has opened new possibilities, allowing people to search for objects they don’t know the name of but can see. For example, by scanning a plant or an animal, users can identify the species instantly. This tool reflects how search is becoming more intuitive and integrated into everyday experiences.
Google’s New Video Search
Google is further innovating with its new Video Search feature, which allows users to point their camera at an object or scene, ask a question about it, and receive search results in real-time. This feature enables deeper interaction with the physical world, allowing people to get information on what they are seeing, whether it’s a historical building, a piece of art, or even a consumer product. This development is part of a growing trend where the boundaries between the digital and physical worlds blur, making search more accessible and context-driven.
Image Search
Image search has evolved to allow users to perform reverse image searches, primarily through Google Images. Users can upload an image or drag and drop it into the search bar to find similar images, verify the source, or learn more about the content. This is particularly useful for identifying things like locations, people, or products based on an image alone. It’s a key tool for anyone needing to trace visual content across the web.
Multisearch (Combining Text and Image)
Multisearch is an innovative approach that allows users to combine text and image input into a single query. This is ideal for instances where an image alone doesn’t provide enough detail. For example, users can upload a photo of a product and then add specific descriptors such as colour, brand, or style to refine the search. This combination enhances accuracy, especially when searching for specific items or variations that aren’t immediately obvious from an image alone.
Video Search (YouTube and Google Video Tabs)
Search has become more multimedia-focused, and video search is a huge part of this shift. On Google, users can switch to the “Videos” tab to find relevant content from platforms like YouTube, Vimeo, or other video-based sources. YouTube itself offers an internal search function, supporting both text and voice searches, allowing users to locate tutorials, entertainment, or educational videos based on their interests. As more content shifts to video formats, this type of search is becoming an essential tool for users.
Maps Search
Google Maps supports location-based searches, allowing users to find businesses, services, and landmarks in a specific area. With text or voice input, users can search for restaurants, shops, or attractions, while accessing additional features like reviews, photos, and directions. This has become an essential tool for daily life, integrating geographic data with business information, helping people navigate their world with ease.
Hum to Search
If you’re thinking of a song, Google allows you to hum, whistle, or sing the melody, and it can identify the song for you. Note, we have largely focused on Google for this text, although there are other specific platforms that allow users to search for specific sounds to identify their origin, such as identifying a species of bird via its birdsong (e.g. BirdNET or ChirpOMatic). Other specialist platforms doubtless exist for other animals and/or sources of noise.
Shopping Search
Google Shopping is another popular tool, helping users compare products, prices, and store availability. This search method is increasingly tied to AR (Augmented Reality) tools, where users can visualise products in their space before purchasing. Shoppers can now search for items, filter results based on price, location, or store, and even see product reviews and specifications. The combination of search with AR enhances the shopping experience, making it more immersive and informed.
In-App Search on Mobile Devices
On Android devices, in-app search allows users to locate content within specific apps directly from the Google search app. This includes finding emails, documents, or social media posts without switching between apps. It’s an efficient way to manage information across multiple platforms, ensuring users can access relevant data without leaving the search interface.
AR Search for 3D Objects
Augmented Reality (AR) Search has become a notable development, particularly in fields like education and e-commerce. Using Google AR, users can view 3D models of search results, such as animals, historical artifacts, or even products. This type of search is highly interactive, allowing people to see life-like models of objects in their real environment, enhancing the depth of the search experience.
Discover (Content Recommendations)
Google Discover shifts the search paradigm by offering content without the need for a direct query. This feature curates articles, videos, and other content based on a user’s interests and search history, presenting it in a personalised feed. It’s a proactive search tool, constantly updating to present users with new and relevant content as their interests evolve.
AI-Powered Search Using Chatbots
AI chatbots, such as ChatGPT, Bard, and Bing Chat, have revolutionised search by offering conversational interfaces. Rather than simply retrieving links, these chatbots can generate detailed responses, summarise information, and offer personalised recommendations. For example, users can ask ChatGPT to find information on a specific topic and receive a coherent, natural-language answer, instead of browsing through multiple web pages. These AI tools are rapidly improving, offering new ways to search, especially for more complex, nuanced questions that traditional search engines might struggle with.
What Does This Mean For Your Business?
The ongoing evolution of search technology presents both opportunities and challenges for businesses aiming to stay visible in this increasingly diverse landscape. As the methods people use to search diversify, companies must adapt their strategies to ensure they can still be easily found across all platforms and search types. It’s no longer enough to rely solely on traditional SEO tactics focused on text-based searches. To maintain or enhance their visibility, businesses now need to consider how they are appearing in voice, visual, and AI-driven searches, as well as adapting to the rise of augmented reality and interactive search experiences.
Voice search, in particular, has significant implications for businesses. As more users turn to devices like smart speakers and mobile assistants to ask questions and perform searches, optimising for voice queries is becoming more important. Voice searches tend to be more conversational and question-based, which means businesses need to adapt their content strategies to capture these queries effectively. For example, having concise, easily digestible answers to common questions about their products or services can help businesses rank higher in voice search results.
Similarly, visual search tools like Google Lens and augmented reality searches are transforming how consumers discover products. Retailers and brands need to ensure that their product images are optimised for visual search. High-quality visuals, detailed metadata, and clear product descriptions can help ensure that when users point their cameras at a product, the brand’s offering appears in search results. Also, augmented reality features, such as those in Google Shopping, allow consumers to visualise products in their environment before purchasing. Businesses that invest in AR-ready content and experiences can now tap into a growing consumer base that values immersive, real-time interactions.
The growing importance of AI-powered chatbots in search also means businesses will need to rethink how they engage with potential customers. AI tools like ChatGPT and Bing Chat provide more in-depth, conversational responses, making it essential for businesses to have well-structured and informative content that these systems can draw from. This means producing detailed yet user-friendly content that provides value and can be referenced by AI systems to give consumers the answers they seek.
For businesses operating in local markets, optimising for Google Maps and local searches is critical. Consumers increasingly rely on location-based searches to find services, restaurants, shops, and more. Ensuring that business listings are accurate, up to date, and include reviews, photos, and essential details is key to capturing local search traffic. Furthermore, investing in local SEO strategies to appear in voice searches for location-based queries will become increasingly important as consumers use voice assistants to find nearby services.