In December, Google launched an updated version of their page-ranking technology to incorporate Twitter feeds and real-time search results. Once again, the search giant ended the year (not to mention the decade!) with an important breakthrough in the world of search engine optimization.

Search engines used to be an information seeker’s haven providing  “instant-access education”. But now Google’s algorithm update has turned the search engine into a valuable resource and means to simplifying life. The combination of algorithm tricks and filters, GPS technology, mobile use and real-time search results has resulted in a truly powerful next generation search engine. Suddenly the frustration of the daily commute to work can be reduced with the help of up-to-the-minute Tweets on traffic jams.

Next generation search has also become more intuitive.  According to an article by Technology Review, if you’re in Boston and you begin your search with the letters “R” and “E”, the results will suggest various “Red Sox” outcomes. Yet if you’re in San Francisco and type in the same two letters, the suggested results will give you the REI retailer.

Real-time search has also brought new geo-location marketing opportunities. For example a restaurant now has the opportunity to capitalize on time-specific, talk-to-the-tummy promotions just before lunch.

A study by the  Society for New Communications Research revealed that 74% of consumers choose companies and/or brands based on other customer’s experiences shared online.

Up-to-the-minute information on what the trend of the moment is through instant access to social media “talk” has become an interesting marketing opportunity. According to Bing, one of the hottest topics on Twitter at the end of January was Haiti. This is valuable information. Some companies capitalized on this “Buzz” by jumping “into the conversation” with an update on what they were doing as a company to help.

Real-time search marketing opportunities will continue to grow.  We are moving more and more towards an integrated world where everything is indexed and can be queried in any number of ways; and from a myriad of portable devices. From this perspective real-time search in the future will be about query “relevance”.