17 January 2013

Google basically owns your life. Your Gmail account. Your calendar. Your online Drive. Your YouTube videos. Everything you search for. Oh, and that svelte Nexus you’re using to read this article. Yeah, they made that, too.

So, what does the Palo Alto giant have up its sleeve for 2013? Only the tight-lipped demigods in the exec offices of the Googleplex truly know. The rest of us are left to prognosticate, but there are a whole lot of exciting things that could happen. Here are five things to watch for.

 

1. Google+ will get bigger than ever.

Google+ has proved to be way more than a cute social media trick. A competitor with Facebook it is not. Google+ is a whole new game that defines the way we search, changes what we find, and affects how we strategize about SEO. Already, Google+ is tipping the SEO scales, placing high priority on Google+ results in personalized searches and right-column information. That little +1 button is more like multiplication than addition when it comes to SEO power. In one investigation, an online company discovered that 72 +1s gave them a 22% CTR increase rate. Google+ is comprised of disparate parts, one of them being Google Local. Already, a company that’s not on Google Local is essentially obsolete. As Google rolls out more algorithmic changes this year, we predict that they will give more and more power to the big Plus.

2. Google will own mobile search.

If you’ve been paying attention, you may have noticed that your mobile browser is confronting you with this message: “https://www.google.com” Would Like To Use Your Current Location. Whether or not you tapped “Ok” or “Don’t allow” is irrelevant to this discussion. The truth is this; Google dominates the mobile search market. Want proof? Just look at Android sales. Now, there are more Android phones than any other variety. With the explosion of the Nexus onto the scene, the situation is even more obvious. Developers have taken the hint, and are making Android apps before they make their iOS versions. The flood of new hardware onto the market is an indication that Google has a relentless grasp on mobile search. Our prediction: This year, Google will become more integrally involved in your mobile search life, whether or not you have an Android phone.

3. Google Now will go mainstream (or prompt imitations).

Along with Google’s dominance of mobile comes the rise of Google Now. Google Now gives you the information you need without your even searching for it. When you wake up in the morning, you know to pack your umbrella. When you hop in your car, Google Now shows you an alternate route to avoid the traffic snarl on the Interstate. When you head downtown, Google Now recommends a deli and even suggests that the club sandwich is a real winner. Google Now will even pull up your boarding pass when you cruise into the airport for your flight. If this isn’t awesomely intuitive enough, you’re going to see it get better in 2013. (And we thought auto complete was cool.)

4. Knowledge Graph will get even more awesome.

When the Knowledge Graph rolled out in May 2012, the world was wowed. We all felt that sizzle of intellectual thrill when we searched for “Plato,” and saw his bio, dates, and pictures in the right column of the search results. Who knew that research could be so freaking easy? Knowledge Graph is getting bigger and better. We predict that these developments will make it less likely that we’ll have to click more than once to get the information we want. Historically, we’ve seen Google products hit their first growth spurt six months after their initial release. For Knowledge Graph that would be right about, um, now. So, hang on and let’s see where the Knowledge Graph will take us. (All of a sudden, Wikipedia seems kind of passé.)

5. A massive antitrust might kick them (again).

Google may have just sidestepped a massive antitrust bullet, but the story is not over. 2013 may bring the advent of an intense legal challenge for the search giant. The big beef that the world has with Google is that they’re favoring their own products in searches, thereby abusing their market dominance. Though the ruling right now is in Google’s favor, the unabated growth of their products may compromise the very victory that they just won. Whatever the ruling was, we can’t believe that the settlement is going to please everyone for all time. The Huffington Post is predicting a patent war in the aftermath of the FTC decision. Microsoft is mounting their forces for a new charge against Google. And the U.S. Department of Justice is feverishly reviewing antitrust cases to prepare for what is inevitable. Google is biding its time, just casually unleashing a dazzling array of technology.

Perhaps 2013 will introduce a rush of new products that only the wizards of Google could dream up. Perhaps not. Whatever the case, it’s going to be a fascinating twelve months in the life of Google.

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