Changing the Game of Search

Enquiro’s CEO, Gord Hotchkiss, was recently interviewed about the evolution of Search by Byron Gordon of SEO-PR. The video interview had very convenient timing as it was released just days before the official announcement of the Yahoo/Microsoft search deal.

A regular speaker at industry events and contributor to Media Post, Search Engine Land, and AskEnquiro, Gord has not shied away from voicing his opinions on the need for another dominant search engine. He challenges the engines to rely less on static technological advances to gain market share, and points out how neurology, psychology, and usability affects habits related to choosing a search engine.

“We need an arms race in search,” Gord states. “Search habits only change if there is a huge reason to do so.”
Gord goes on to discuss Microsoft’s attempt to acquire more of the search engine market share with the release of Bing. “The bar must be raised to a point where someone would never think of going back to Google [when performing a search] because the experience was so much better.” He questions Microsoft’s current advertising campaign as promising something that has not quite been attained, “If you use Bing you’ll have a good search experience, but you won’t have an amazing search experience that will make you go ‘Wow, I’m never going to use Google again’ and that’s what it’s going to take to change the game of search.”