Real Time Search – A Force of Nature

Yesterday I had a presentation at the Disruptive Media Really Real Time Conference about Real Time Search on how it works and why it’s not just a hype.

First of all I want to thank Annika, Björn, Jennie, Loretta, Therese, Johanna and all of the other people who organized this event! They truly deserve it because this was one of the best organized events I’ve ever spoken at. A lot of organizers of similar events have a lot to learn from the Disruptive Media team regarding this.

Now to the Real Time Search part. I had a presentation for about 10-15 minutes and questions afterwards about Real Time Search. In a world when more and more information is coming to us directly Real Time Search will be more and more important so it’s definitely not a hype, which I tried to point out in my presentation.

Paula Marttilas shot of my "Real Time Hands"

Because of the time limits for a presentation some I will try to explain some things more in detail from my presentation. You can see my presentation below and it will also be available in video format at Disruptive Media pretty soon.

What is Real Time Search?

There is a a lot of misconceptions regarding on what is or what is not Real Time Search. The thing here is that we as a constantly searching and finding persons want answers to our questions and queries. That’s why the difference between an open question in a Facebook Status form or a Tweet is very similar to the answer I want to get when I search on Twitter or for that matter Google.

In my presentation I used the example on how to find a NYC Hotel, and it’s quite true. The difference is not huge – but the real search query is only done on Twitter and on Gogle – therefore theses were the searches done.

Real Time Content?

You can now filter out results from a smaller time of period but it is mostly blog posts and news that are updated that you will find. But are these really real time? I doubt that because a news article or a blog post takes time to write and it’s not always directly at the moment. No, by searching in Google you don’t actually search real time content. Therefore Google lacks this kind of search regarding Real Time.

When do we search Real Time?

On live events like the Michael Jackson Event, The Baloon Boy, Idol in different countries, Hudson River Plane Crash,  when Gmail went down, to see what is being said on #realconf. I can go on and on about occassions when we do search real time and want information directly. Even on ”ordinary” searches like finding a hotel in New York we want answers real time and also want real time information and answers.

The important question here is – Can Google really answer this question? No, they can’t. For example when I tried to search for what happened when GMail went down the only answer I got from Google (because of their algorithms) where from a blog post from february that said ”Ask Twitter” and other irrelevant results. It took some time before news article where posted about this and even more time before Google could show News results in the SERP. Google were not the source where you could find information

Death of Google/Yahoo/Bing then?

Well, not exactly. The major Search Engines will have to adopt to this new landscape. The more information that is distributed through real time content we will need good Search Engines and filters to sort out the right information.

Twitter search (on Twitter.com and Search.twitter.com) have about three times more visitors than Blogsearch.google.com in the US*. This says A LOT.

It tells us that Real Time Search is for real and also that the major search engines like Google & Bing want a piece of that growing cake. Be sure that a lot of engineers at Google is trying to crack this nut and present the best real time results.

* Compete.com September data

Darth Vader, Luke Skywalker – The Good and the Bad

Because of the rise of Real Time Search there will always be persons that want to make money from this – how unethical it may be. In the SEO world we constantly have a lot of link spammers and of course there are spammers on Twitter Search as well.

I got a question from the audience if this filtering and Real Time Search would kill the spammers? Well, not exactly. It only took approximately two hours before the spammers found the #realconf tag and no matter how sophisticated Real Time Search will get there will always be spammers out there.

You can see this as evil Darth Vaders but I do believe that the real good Luke Skywalkers will be more successful. Why? Simply because on Real Time platforms like Twitter we search in our own neighbourhood to get the most relevant results.

Survival of the fittest

Real Time Search is here whether you like it or not. We ask, we filter, we search, we want personal answers and this is happening right now. Companies/Organisations that adopt to this new society will be more successful than the ones who doesn’t care about this. Darwin was a wise man when he said ”Survival of the fittest” - Yes, Real Time Search is a force of nature.

So start searching for what people ask Real Time and try to figure out what people in you business search for in Real Time. Simply – start becoming a Real Time SEO

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