Spencer said what happens in the next five years in search will be exciting.

He expects more with voice and mobile search.Heather DoughertyResearch DirectorHitwiseEli Goodman, Search Evangelist, comScore, said search activity is judged by intent, not destination. Search will continue to grow as a branding vehicle. Search growth will be driven by increased intensity and increasing searcher base.Heather Dougherty, Research Director, Hitwise, said companies need to be looking at their optimization and the content of searches. The actual content for every search is different with different angles. Twitter, Google, YouTube, Facebook all have different approaches.