Google announces the death of the traditional search engine and the advent of the Support Age

by bold-lichterman

At the very select trade fair E-commerce One To One 2017, Google caused a sensation during its plenary by declining its new presentation “The age of assistance” (age of assistance – age of assistance). Credo of this determining axis in terms of communication, marketing and sales: Google is gradually extracted from the model of search engine as we still know it today to enter from the age of assistance.

The economy of assistance in 3 points

This new time is also the advent of a assistance economy which takes into account 3 main determinants in a renewed model of research:

  • customization the relationship with the mobile user (even more than the Internet user),
  • the Semantic Web: ask the question and we will answer you directly, also enabling you to anticipate your questions with an adaptive system that learns from your habits (machine learning – machine learning),
  • the voice web: 20% of queries made today on Google (via a mobile on Android) are vocal : a figure which will exceed 50% in 2020. In the United States, 25% of 16-24 year olds use voice search on mobile.

The voice becomes a full-fledged interface for searching, an interface which does away with composing a query via a tactile or physical keyboard and which goes so far as to forget to display the results in the form of a list; this to offer you a only result to hear and / or display: “There is no longer a research step, then a transaction step, but only one action step” indicates the speaker Guillaume Bacuvier from Google.

We better understand the upheavals in perspective, particularly in terms of SEO (and SEO – optimization for search engines) because this component has been immersed for more than 20 years via a textual approach and positioning image displayed in a list of results. And google will kill this results list.


From search engine to individual and personalized assistance

In parallel, the machine learning enters the business of the solution: for the translation of texts, images and voices or for the search for photos.

The google search engine has evolved over time: from the search for answers, today we are looking for solutions … From tomorrow, we will above all provide ugly.

Google is a life companion and assistance is more and more nested in differentiated connected objects: display cases, watches, home assistance (such as Google home) …

A pluralistic assistance at the heart of our lives

This help daily results in a individual and personalized assistant placed at the heart of our life and family. This is what the Mountain View firm offers with Google home (a competitor in focus: Echo by Amazon). Assistance in multiple formats: text, image, video, augmented reality / virtual reality that recognizes the voices of the family, presents and delivers a hyper-personalized response to each individual.

Check out this video to better understand how Google fits into our lives, our behavior and our choices… It’s a decision assistant to which we delegate a large part of our choices:

Assistance is ambient because it is part of our daily life at all times of life: professional life, private life (where it deeply permeates life at home) and leisure life. It breaks free from the barriers of these times of life.

Let’s no longer speak of the Internet user or the mobile user but of the social user

In this vision expressed and materialized by Google in terms of business, it is the ecosystem logic which takes precedence: the help is geolocated, personalized, takes into account your questioning and help habits (via machine learning) because the assistance “made in Google” is placed in a logic of learning: learn from the internet user and learn from the mobile user.

Moreover, at this stage, it is no longer a question of an Internet user or a mobile user but rather a socialite: an individual helped and “immersed” in a continuous Internet which of course evolves in society, regardless of the interface he uses.

In fact, we are getting out of this mobile cycle which becomes one interface among others.

3 main points to be agile in the Age of Assistance

In this age of assistance, what will matter? business term to really make a difference? 3 main points to which it will be necessary to adapt quickly (to “survive” indicates in watermark Google):


In the age of assistance, there is a problem / question to be solved via a query and with just one action step. This requires the company to trigger an instant response and very quickly. Waiting situations are no longer tolerated by the socialite.

Three digits that currently matter for sites e-commerce:

  • The average loading time of mobile sites is 19 seconds with a 3G connection,

  • 53% of visits are abandoned if the pages take more than 3 seconds to load on mobile,
  • The advertisers whose mobile site loads in 5 seconds earn up to 2x more mobile revenue than those whose sites load in 19 seconds.


We are now thinking in terms of flux and not of destination. The socialite does not start from situation A to arrive at situation B.

From the information that we give him, that we permanently suggest, it evolves in its approach and its choices in its daily life. The connection of the customer with a product or a service can be done at any moment of life.

For ecommerçants, it is therefore necessary to be seen to think continuously:

  • store flow: know your product stocks,
  • customer flows: use online and offline data,
  • product flow: be present in all formats.

3. The relevance:

When we help we don’t want and we can’t be disappointed. The strength is in the adaptation and theuser experience becomes essential. In the age of assistance, the social user is even more selective.


Deepening customer knowledge in 13 points

This age of assistance request to deepen customer and prospect knowledge on 13 essential points:

  • Login

  • Navigation history

  • Viewing time

  • Using the app

  • Demography

  • App Category

  • Sessions

  • Queries

  • Location

  • Schedule

  • Day

  • Age and gender

  • Videos Watched

… Without forgetting that the customer is necessarily a co-creator of his product / service as in the “Muze project” solution ofartificial intelligence from Google allowing you to create your own style according to your personality.

Recent experience “Muze project” conducted with Zalando thus allows via a “Fashion companion” online – actually an assistant – of “Discover an outfit created from your personality in 5 minutes thanks to artificial intelligence”.

In summary

The hour is serious because this new way of “research” will upset the world of e-commerce and more widely the economy of products and services in the years to come … with new skills and strategies to consider.

jean-luc-raymondJean-Luc Raymond is Senior Social Media Manager. He advises large companies, institutions and non-governmental organizations on their online presence strategy. It deals with professional digital trends and uses on his blog.

His account on Twitter

Photo credit: Nikos Aliagas

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