DIGITAL MARKETING: THE HISTORY OF SEARCH ENGINES

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Search engines have changed the way we relate and obtain information on a day-to-day basis. Technology has exponentially increased the potential of this type of tools that today are essential pieces in SEO positioning and the brand image of companies.

Archie, the first search engine

As soon as the internet emerged, the way to navigate through this new space was present, thanks to the first search engine. It was ” Archie” , a platform that perfectly exemplifies the concept of web 1.0: simple design and a system that required defining parameters to arrive at a result. Archi e’s biggest problem was that he only managed to track only from the titles.

“Archie” would be the ancestor of Yahoo, Altavista and later Google and Bing, who would surpass it in a basic aspect for any user: the speed with which a search is made.

The Web Directory, the predecessor of Wikipedia

Quite popular at the beginning of the Internet, it was a compendium of results ordered with the help of users, who added brief descriptions and useful data on a given topic. Even so, the best was yet to come, this would be the father of what we know today as Wikipedia.

The birth of AltaVista, the first content segmenter

We talked about the search engine that revolutionized the way users interacted with content on the network. AltaVista emerged in 1994, integrating natural language technology , which allows the user experience to be much faster and more satisfying.

In addition, it allowed multilanguage searches, a process that reduced the digital space more and more. Additionally, it is the first engine that in an attractive and functional way, divided its searches from the format of the contents, in sections such as images, audio files, news and video.

AltaVista disappeared from the digital space in 2013, but its legacy will remain in the history of digital technology for a long time.

BackRub, the predecessor of Google

Just before the appearance of Google, Sergey Brin and Larry Page created in 1996 their predecessor called “BackRub” , an engine that classified the websites according to the relevance of the incoming links, as well as the authority of the sites in the that were mentioned. Although this may sound somewhat antiquated today, such features would remain in the next version created by the two young people, Google, considered to date as the most sophisticated, useful and lucrative search engine in history.

The giant Google

In that same year, the talented entrepreneurs Brin and Page launched what we now know as Google. In reality, the notoriety and success that this project has achieved is not coincidence, since it differed from the beginning of the competition in some very important aspects. The most relevant of all, is its sophisticated and powerful algorithm, which is decisive for SEO positioning of all existing brands.

This combination of mathematical formulas expressed in data and variables, makes it possible for a user to obtain relevant and accurate results in just seconds. One example is the p age Rank , one of the first algorithms developed by this pair of genii technology. This formula proved to be much more adequate and efficient than that developed for BackRub and quickly influenced the digital marketing strategies of all the companies in the world.

Semantic search engines

In 2010 the first one appeared, known as “Inbenta” . These are engines that understand the context and intent behind a specific search, beyond the keywords. This process is very important for the marketing objectives of the companies, since it brings the user closer to a field of knowledge that offers authentic answers to real questions.

Google, for example, has taken advantage of these features to develop “Knowledge Graph” , its rich search function implemented in 2012.

Incorporation of voice search

voice recognition is one of the most recent technological functions in search engines. It was added to the Android operating system in 2010 and later in the Chrome browser the following year.

The intelligent technology behind this feature allows the search system to interpret the user’s intention based on the pronunciation of each word. This type of recognition has evolved in such a way that engines can now show results through voice consultation with up to 95% accuracy.

Chatbots and their importance in current digital strategies

Artificial Intelligence is the technology behind the new digital era and is perfectly represented by smart chats. This type of bots has revolutionized the way users search social networks and e-commerce platforms of thousands of brands, as they can provide support and resolve questions in a matter of seconds.

As with all cutting-edge technologies, chatbots will undoubtedly continue to evolve to a level of sophistication that allows for an increasingly dynamic and satisfying experience for users.

The different stages experienced by search engines, as we now know them, are an essential part of the history of digital marketing. Each of them contains valuable lessons that marketers must take into account with a fixed idea in mind: technology should be at the service of companies, but always focused on the real needs of users.

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