Ever since the early years of the 21st century, Google has dominated the search market and many analysts expect this to continue – but according to one observer, there are a number of important trends that could soon force all search engines to reinvent themselves.

Mike Grehan of Search Engine Watch said that perhaps the biggest challenge to the traditional search model is the increasing availability of real-time information, which is changing users’ habits.

Many search engines have started to include updates from social networking sites like Twitter and Facebook – portals that are also becoming more important to online marketing services – but this represents "tiny baby steps" in the right direction, he added.

The challenge for search sites will be responding to the need for up to the minute information without users having to "constantly ask for it in short-term bursts" and while still cutting through the "noise, spam and often totally non-authoritative content" that can clutter the web.

Brian Klais of Search Engine Land recently said that real-time social content can act as a dynamo to propel online marketing into new areas by providing new insights into the "voice of the customer".

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