This paper of 7000+ words was written by the author for his Marketing eFutures module when studying for his Masters in April 2010. The topic was chosen because Search holds such an important position in organisations’ attempts to gain or maintain a competitive advantage.
The rationale for this research paper is that so much has been, and is being, written and discussed about the future of Search, and that so many different opinions are being voiced, that an attempt should be made to collate the various material and present it in a concise, readable and fully-referenced format. In this paper ‘The Future of Search’, four evolving areas of Search are explored: Vertical Search, the Semantic Web, Personalisation, and the Social Graph. It is easily digestible by those new to the topic but will also be of interest to those who are practitioners or experts in the field.