Marketing Logic

As a search engine addict, and a search engine marketer, I’ve been fascinated with the evolution of the search engine ever since I started marketing online, well over a decade ago. One search engine always attracts my attention, especially over the past two years, with great innovation and features. And no, it isn’t Google. It’s Ask.com.

Multimedia is Content
Ask got people talking early last year with its breakthrough 3-D interface. I was able to enjoy this interface to the fullest a few weeks ago when my child was doing a school report on Glenn Miller. From the Ask search results, we
were able to listen to his recordings, view video, read his biography and see pictures. We didn’t even click on any of the search results for the first 10 minutes!

The 3-D interface is one of the best innovations in search since the spider. It recognizes that images, video, and audio are content as well, and they have integrated multimedia into the search results. Maybe you’ve seen the latest commercials, which I have to say are a drastic improvement over past Ask ads. (Chicks with Swords, anyone?)

The results page now allows searchers to get information handily and preview other sites before they even click on the result. It is the first interface that truly recognizes the needs of the human searcher. We are not always looking for text, and the internet contains a multitude of good information just waiting to be found. Ask makes it easier to uncover that information.

Mobile Speech Interface
The latest Ask innovation made me stand up and take notice. Ask has gone beyond the browser boundaries with the newest search feature. Typically, mobile browsing has been a stripped-down version of the web interface, usually a simple list of links.

Last month, Ask unveiled a voice-activated feature for mobile directions. This feature allows you to speak the address when searching for directions. Within seconds, you receive your directions. Even better, you can choose driving or walking directions as a list or turn-by turn.

I can’t tell you how many times I have attempted to type in directions to a mapping program or the search interface (not while I’m driving, of course), or have been in a city and just needed to know where something was.

Ask has driven the human-computer interface deeper by allowing a more immersive experience, first with the search interface, and now with the Star Trek inspired speech interface. I am very eager to see what the Ask.com team will unleash next.

One for the Privacy Advocates: Search History
Oh, and by the way, Ask not only deletes your search history after 18 months, but allows you to step up your privacy with Ask Eraser. Your search activity is deleted within hours. Now this isn’t the search history on your browser, it’s the search history that EVERY search engine keeps on you in their database. Remember when AOL accidentally released user search histories? Other search engines haven’t been as honest about your search history, and how long they keep it.

take a look at the innovation over the past year at the Ask.com Blog. I am sure that you’ll be impressed with the dedication to the user experience.

If you haven’t used Ask.com lately, I challenge you to take a test drive for a week and use Ask as your primary search engine. Try the customization features and explore. It may not be for everyone, but it may be just right for you.

Related Posts:
Search Engines for Kids
The Basics of Search Engine Optimization
The 3 C’s of Marketing