I spent a little time today with a client reviewing what this means now and in the future. "Realtime Searches" aren't just a few new buzz words, they will soon be the new standard for search engine results and SEO. The difference is dramatic and exciting!
If I am doing a search on ...let's say....."Monkey kills zoo visitor", not that this is an exciting topic, to most people....,outside my house or region, but let's just say so. OK. There are a few new key factors that figure into the results. I'll try to keep it simple and to the point.
In the current climate of Search Engine Results (SER), it might be reasonable to assume that the most trafficked and specific source about monkey attacks, despite 'Date/Time' and 'Geographic' would yield the better result. In traditional SER, history yields a better result if the other factors are similar. In the new climate of Realtime Search Engine Results (RSER), you would likely yield the result that was the most recent with modest activity. Then add into that the consideration of where the search took place and also where the result source originated. If the result source was located on the other side of the globe from where the monkey attack took place, it would be less relevant than if it were within the city limits of where the monkey attack actually occurred. This would mean that a local media source could possibly out rank CBS, MSN etc. Now, If the source happened to be linked to a social network as a tweet or post from within the social network and suddenly sparked some moderate activity with replies, reposts or retweets it would rise in relevance and rankings due to current relevance and activity.
This will impact search engine rankings for everyone dramatically faster than taking a few months to build specific traffic to a website using specific key phrases. We are talking about almost instant changes in a content relevance or feed relevance. The impact this also has on network advertising is AWESOME!. Let's say for instance I own a novelty shop that makes a "Have you hugged a monkey today" t-shirt. If I am tied into an ad network that feeds relevant advertising, then as the posts in social networking come alive, so do my sales and advert impressions. Yeah Baby! All instantly! No updating an ad placement or keyword feed.
This will continue to evolve even faster as cloud servers begin to take greater market share in how we store our data through websites, applications and even desktop environments. Imagine that your computer is just hardware with NO operating system. The OS is on a cloud server out in virtual space and that's also where your personal files and data is stored. Now imagine someone going through all that personal data and adding it to their formula for search engine results. It's happening right now as we speak and will happen even more in the very near future.