12. How Search Became Invisible

From its inception to the present, search has been getting smarter and smarter. One effect of this inexorable march to intelligence is that as it grows in complexity search becomes less and less obtrusive, less and less visible. What is great for users who simply get to discover what they want without much apparent effort makes it harder for marketers who want to optimize their website to rank high in search.

In this chapter you learn how the implications of a smarter search affect your marketing and what you can do to make sure your website ranks well not just now but also in any future incarnation of semantic search.

The Disappearing Search

All technology follows a predictable development arc. First it appears. ...

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