Interactivity and guidance built on what others have been searching for combined with a greater understanding of intent (Hummingbird and AI together) and acquired knowledge will see Google itself becoming the expert rather than the sites it gathers its knowledge from. This is likely to result in some real-estate changes on page one with doorways (snippets and blue links) increasingly giving way to answers and knowledge. Pages two onwards are likely to remain largely unaffected. Paid search will clearly benefit from this. This in turn will change our relationship with Google as it continues its transition from a collection of doorways into more of a helpful intermediary on our journey through life; there for us whenever we want, acting in part as an algorithmic gatekeeper, only sending us on to websites when it has either completed its work or exhausted its knowledge. Get the full story at Econsultancy