Microsoft

We do see a stark increase in mobile in our website analytics data but the PC will be around for a while. You have to consider the fact that Microsoft flat out gave away Windows 10. Not only did they give it away, but according to most, it's been the most successful release of Windows...not just in terms of numbers but also in terms of acceptance and usability. So what's in it for Microsoft? In a word, it's Cortana! In my estimation, Windows 10 is nothing but a Trojan horse that brings with it direct access to the consumer. Microsoft will continue to grow it's search market share by embedding it in the devices you use every day - namely, the PC, XBox and Windows based phones. There are ways to make Cortana use other search engines but let's be honest - Bing isn't bad. Unless there is a compelling reason to switch, Microsoft wins this battle.

Microsoft has always had a pretty decent MAPS application and this is extremely important when you consider the local business market. 

Apple

We've already seen Apple pushing into the market with their own MAPS application. I'm sure they're not going to let that ball drop although the initial rounds went to Google. Look for Apple to embed versions of Apple MAPS in iPhones and somehow, I think you're going to love it when they get it right.

Apple Siri has recently made the switch to Bing as it's default search engine. I wonder if Apple users really care? Or even know?

FACEBOOK

We all knew it was coming. Facebook competes with Google YouTube for video and by many estimates is beating them. Ads now show up in your timeline and people actually click them! What is it that Facebook can give you in the PayPerClick arena that Google struggles with? In a word: demographics! Every anonymous user of Google is just that, anonymous. Every user of Facebook has a profile. Every ad in Facebook has the ability to appeal to a specific profile. Google soooo wanted Google+ to be the next Facebook and I suspect this is why! Facebook works because it's users constant interact with the app. And guess who Facebook uses for search? Facebook uses Facebook!

Amazon

There is a dark horse in the search engine race and if you think Amazon is the last place you'd go for search, you might be surprised. Alexa is flying off the shelves (I have two) and Alexa is the closer to Star Trek's "Computer" then anything I've toyed with. Alexa is positioned to work with you without requiring you to pull it out of your pocket, boot it up or click anything. I even say "Thank You" after telling Alexa to do something. Not quite there in the search arena, how would being able to say "Alexa, I need a plumber now!" and it would dial up the nearest plumber with good reviews for you. Well that's just speculative interaction but the possibilities are endless. Alexa can already play your favorite music, control you home lighting and add stuff to your grocery list. (What if that same list was automatically sent to Kroger for payment and delivery? ... again just speculating).

UPDATE: Alexa now uses YELP for local search! How's that for changing who you get your search results from?

SEARCH IS INTERACTIVE

The point should be obvious. How you interact with your digital world will change how search is used and who is used in the search process. There still has to be a repository of knowledge at the other end but the storage and retrieval of information is no longer driven by a monopolistic search pattern through a ubiquitous little box just waiting for a question. It's even simpler than that! Just ask!

The one take-away here is a simple recommendation. Don't put all your eggs in the Google basket. As you become more aware of how you search, you need to also become aware of how your customer searches - and be there.