Expect the activity of searching on a search engine to gradually disappear, to be replaced with the functionality of search as an underpinning to the workings of many things on the Web. Search will become the engine that drives the semantic web, which Esther Dyson talks about. She?s looking for search to move beyond ?search and fetch? to her ideal, ?deliver, act and transact.?

Search will be the connector between what we want and what best matches our want out there on the Web. And rather than a singular task (i.e. go look for this query) it will become a self-guided series of tasks, with intelligent agents in between to set search on its new direction. An entire trip, include flight reservations, hotel bookings, ground transportation, notifications of friends in the area and restaurant reservations, could be booked by intelligent Web agents, powered by search. And as came up in a panel discussion with the Search Insiders, when the presentation of commercial messaging appears in this context, it?s not advertising, it?s a helpful recommendation.

The piece that drives this is personalization, and that?s why Google?s moves are potentially so important. They take us much closer to the semantic web that Dyson envisions. This is the first ?c?: connections.

Get the full story at MediaPost