January is a special month in AI history. Because in both the novel and movie 2001: A Space Odyssey, January 12 is when the HAL 9000 sentient computer — (spoiler alert!) the story’s antagonistic artificial intelligence — goes live. Depending on whether you date HAL to its “birth” in the film, the novel, or when those media originated, HAL is anywhere between 22 years to 51 years old now (For trivia buffs, of which I’m one: The book and film were released in 1968, making HAL’s conception over 50 years ago; if you go by the dates given in the film or the book, respectively, HAL is either 27 or 22 years old). HAL is then placed aboard the Discovery One spacecraft to participate in a journey of, well, discovery to the planet Jupiter.
Can you imagine not caring about how you rank in Google? Maybe someday something will replace Google as what is arguably “the” most important source of top-of-funnel traffic but today much of your marketing activity is rightly focused on SEO and SEM. Having a strong Google game is critical to many companies success. But is Google your friend? I’d argue that Google as Frenemy is the proper way to look at the relationship; Google is critically important at some points but dangerous to rely upon later. Let me explain.
You know your site search isn’t good. You’re in good company. A recent survey we did of leading healthcare companies showed that 47% of the industry’s top keywords performed poorly on site search. That’s consistent across industries, more so in B2B enterprises. Why is it so bad? Well, some of that is because search owners don’t know what to fix. The good news is that getting started is easy and there are four things you can work on today that will improve your site search success rates.