It’s not the same old searches which should concern us

Yesterday I reminded us all that being number one in Google for ‘blue widgets’ is becoming less relevant all the time. But as anyone who studies their search engine performance or runs a search advertising campaign knows, maybe it never was as important as people thought. To back that up, I want to present a statistic which Google itself has just quoted: “15 percent of searches we see every day are new”.

Just think about that. For all Google’s efforts to learn from previous searches and what people wanted, every sixth or seventh query it gets doesn’t have any direct historical precedent which can help it decide what results to serve up.