Roundtable: The search for better search

Today the search bar rules supreme. Shoppers can shop from anywhere and organic search is still a massive driver of traffic – accounting for 76% – but things are changing. The ability to literally find anything at any time online has seen big brands that once dominated markets lose market share to a very long tail of challenger and niche product brands.
This has seen search shift, with as much as 70% of searches now containing what today are very much longtail search terms &ndas