The seemingly endless media and industry fawning over Twitter has lead to the widespread debate over the merits of real-time search and the future of the search industry. Yes, Twitter is an amazing service that allows people to share their thoughts, however poignant, painful or pointless, on events as they happen. However, the hype is reaching a fever pitch only exacerbated by Google acquisition rumors. With that in mind, it’s time to try and figure out exactly where this wonderful new medium belongs in the world of search.

It has been suggested that Google is looking to acquire Twitter because it views it as a threat. That line of thinking is completely insane because Google isn’t going anywhere. The company is still the top dog in terms of financial stability, commitment to innovation and business strategy. Depending on what research firm you ask, Google owns roughly 80 percent of the search engine market and is still gobbling up market share. In terms of users, Twitter doesn’t even match Facebook’s potential as a rival. Twitter is simply not a threat to Google; in fact, the search giant could simply consume the Twitter API. The good news is that it probably won’t because Twitter is a piece of the greater problem Google is looking to solve.

There’s no question that the Web is getting crowded with content. The user-generated era is spawning such a huge amount of data that it’s nearly impossible to find anything with traditional keyword-based search anymore. The ideal search should be personalized and capable of referencing search history, relevance, social bookmarking, micro-blogging and contextual relevance with each search. Google has been working on this semantic Web model for a while because it will theoretically allow search engines to tell you what you’re looking for before you try to find it. As Twitter has created an online collective consciousness on virtually any topic, it makes sense that as Google labors toward its Web 3.0 ambition to organize all of the world’s data, that it would be interested in this new data stream. Real-time search is the catalyst to this goal, a cultural paradigm shift, but data without context is useless, and this is where Google excels.

Searching real-time content in its current state finds millions of stream-of-consciousness, rants, and blurbs that are largely irrelevant in their raw data format. However given the right context on the aggregated whole based on desired filters it could provide real-time opinions, sentiment, and behavioral data. If Google finds a way to track it back to the Web search it could be one of the aspects that help the semantic prediction model.

As online utilities, tools and content are created daily, search will have to adapt as well. Many people seem to think that Twitter will become the de facto medium of the common voice. This isn’t true. How does a 140-character opinion replace a full-length article on Wikipedia, a 30-second video spot, a corporate site or even financial or stock information? Humans interact with different channels because of varied contextual factors; relying on Twitter as the end-all be-all simply isn’t realistic.

Twitter is a single service, not the final piece of the puzzle for Google as an increasing number of companies publish real-time, user-generated content. A comprehensive real-time search engine would need to monitor a host of user-generated content from sites including Twitter, FriendFeed, Plaxo, Loopt, Brightkite, Facebook, LinkedIn, and MySpace as a baseline. There are companies already doing this but it’s still data with no context for the most part. These companies are currently charging some good money for their services, but it’s only a matter of time until someone like Google taps into this and makes it available for free.

Another fact that has flown under the radar is that Google has technically already entered the micro-blogging space via latitude. The service combines geographic data with micro-blogging and taps into the company’s existing gmail and Android platform user base as well as its deal with Apple’s iPhone. More than anything, this shows Google understands that context is king and will be the future of search.

Initiatives like micro-blogging, mobile and social media are helping companies get closer to the user experience to provide users with information when they need it most. Innovation is the key to success and whoever figures out how to combine social data with contextual information will have an opportunity to fundamentally alter the search engine landscape.

As featured on AdWeek.