Everyone knows Google dominates search. It usually has roughly 70% market shareof all search activity on the net. Microsoft’s Bing comes a distant second.
But Google is facing a series of challenges that could upset that dominance. The challenge comes with a new type of search, called “latent,” “abstract,” or “conversational” search.
Until now, if you wanted to search for something on the web, you typed in keywords. Google has trained us all to type in those words in order of importance, not the order in which they make sense.
In the future, that may change. Google, Facebook, and Apple are all developing tools that will allow us to search the way we speak naturally, even though searching for the kinds of non-specific, abstract, or latent concepts we use in real life – “where is a good place to eat dinner?” – generally produces useless search results.