10. THE SHAPE OF MOBILE SEARCH Back during the first internet revolution, there were many search engines. How did a search engine get better? Many decided it was all about more sophisticated searches. Instead of just searching for ‘burger’, they offered the option of searching for ‘burger’ but not ‘cheeseburger’. Some search engines went further. They offered searches based on complex Boolean logic. They were very sophisticated. But all were beaten by Google, which offered a simple search box, and no controls. The user didn’t want to be bothered with all the complex logical stuff. They just wanted to get what they wanted. And Google delivered it. But But there’s still one flaw with Google. It’s fine if you know what you’re looking for. But if there is one thing that has bugged humanity for
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YOUNG & RUBICAM