Although it has technically been in use for the last month, Google officially announced yesterday that their search engine has received a major upgrade. Affecting 90% of their search results, this revamp is set to shake up the world of internet and online advertising businesses.
Unveiling of the new upgrades was an event in itself as Google used the home of Susan Wojcicki, senior vice president of Google advertising, to make the announcement as well as commemorate the place where Google first got its start in 1998.
Dubbing the new upgrade Hummingbird, the new algorithm enhances search relevancy of voice based queries that often lead to more complex questions. This new search is more capable in its ability to understand not just words, but their concepts and relationships to each other.
During the presentation, a Google executive demonstrated this by asking her phone for a picture of the Eiffel Tower along with information about its height and construction and the search engine had no problem producing the requested information.
As smartphones, tablets, smartwatches and other wearable technology grow ever popular, users of mobile technology will interact with search and the web in several new ways. Google believes that their search infrastructure will be ready to handle it all.
Web based industries are always interested in Google's new approach to search as well. Not necessarily in a positive light as changes to how search results take place can have a major affect on a companies bottom line. According to Sameet Sinha, an analyst at B. Riley & Co, large web companies like Yelp and WebMD get a lot of their Web traffic from Google search results and past changes have affected them negatively.
Google is however, quite positive about the future of their search engine. "We think about having 100 years to create the most amazing search opportunity. So we are 15 years in," Wojcicki said Thursday. Google has also put up a special interactive homepage banner celebrating their 15 years in the search business,