It's Time to Optimize for Google As a Recommendation Engine

Ask anyone what Google is and the most likely answer will be that it's a search engine, which is pretty hard to argue with. The tech giant's most important platform is called Google Search, where people type in queries and get search results in return. Except the nature of search is drastically changing, as Google further integrates machine learning and artificial intelligence into everything it does. We now get personalised search results based on our location, user history and content preferences. We get content recommendations popping up on our phones and alerts for the latest news, sports results and travel updates.