Download - The Future of Search
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WHAT IS SEARCH?
It’s more than a web destination and a few words plugged in a box
Search has become embedded in everything from apps like Yelp and Foursquare to Siri
Search is a program that organizes the world’s information/data and returns a list of results based on relevance to queries (Hopefully!)
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But what is search really?
Technically speaking, Search is actually Database Keyword Technology
And the other half (and most important part) of Search…is being Found!
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SEARCH PREHISTORY
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The olden days: BEFORE GOOGLE
• CIRCA 1990-1995
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WHAT’S CHANGED?
WE USED TO USE SEARCH ENGINES TO LOOK FOR INFORMATION
NOW WE USE SEARCH TO FIND US!
WHAT WAS ONCE TRANSACTIONAL NOW SEEMS AN EXTENSION OF OURSELVES
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THEN VS. NOW
CONSIDER FINDING THE CURRENT TIME IN AUSTRALIA:ONCE IT WOULD HAVE REQUIRED THE FOLLOWING STEPS:
1) KNOWING CURRENT TIME WHERE YOU ARE2) SEARCHING FOR A REPUTABLE APPLICATION THAT
TRANSLATED TIME ZONES3) ENTERING YOUR LOCATION AND CHOOSING AUSTRALIA FROM
A SEPARATE MENU
NOW ON GOOGLE, YOU CAN SIMPLY TYPE OR SPEAK AND GOOGLE DOES THE WORK AND UNDERSTANDS WHAT YOU WANT
+ =
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IT’S STILL NOT A PERFECT SCIENCE
AMBIGUITY IS THE ENEMY!“HOW BIG?” “ARE YOU LOOKING FOR LENGTH OR WIDTH?”“SHOW ME THE MONEY” VS. “SHOW ME AN IMAGE OF A DAHLIA”IT’S LIKE GOING TO THE DOCTOR AND SAYING, “GUESS WHERE IT HURTS?”THE PRESENT AND FUTURE:STRINGS ARE NOW “THINGS”GOOGLE IS INDEXING THINGS VS. WORDS
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ENTER THE KNOWLEDGE GRAPH
CREATED IN 2005 AS DATABASE OF WORLD’S MOST USEFUL INFORMATION BY METAWEB500 MILLION THINGS LISTEDALSO REPRESENTS CONNECTIONS BETWEEN THINGS CALLED “EDGES”TAJ MAHAL=BUILDING=MUSICIAN=BEER=RESTAURANT=CASINO, ETC.THE GOAL IS ANSWERS NOT LINKS
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HYPERNYMS!
WORDS THAT MEAN THE SAME THING AS A MORE SPECIFIC USAGE“JAGUAR” HAS 26 DIFFERENT MEANINGS:THE ANIMAL, THE MAC OS, A POPULAR SOUTH AMERICAN ARTIST, ETC.THE KNOWLEDGE GRAPH IS ATTEMPTING TO CHANGE OUR UNDERSTANDING OF HUMAN INTENT
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HOW GOOGLE SEARCH WORKS:#1 SPIDER DISPATCH
• ROBOT PROGRAMS SCAN NEW AND UPDATED PAGES AND INDEX EVERY WORD (EXCEPT “A”, “AN”, “THE”)
• GOOGLEBOTS FOLLOW LINKS FROM PAGE TO PAGE MAKING ITS INDEX MORE COMPREHENSIVE
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#2 INDEXING
KEYWORDS PLUS:• METADATA INFORMATION ON WHETHER
KEYWORDS CAPITALIZED
• FONT SIZE• WHERE FOUND ON PAGE (HEADERS, TITLE,
SUBTITLE) ALL ARE USED TO RANK IMPORTANCE OF A WEB PAGE
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#3 RANKING
UNIQUE FEATURE OF GOOGLE’S ALGORITHM IS PAGERANKRATES PAGE’S IMPORTANCE BASED ON: • NUMBER AND REPUTATION OF LINKS THAT
POINTED TO THEM• TRAFFIC• HOW OFTEN KEYWORDS APPEAR• FRESHNESS OF PAGE AND SITES THAT LINK TO IT
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#4 DEFINITION
GOOGLE’S ALGORITHM USES OVER 200 SIGNALS TO REFINE A SEARCH QUERY INCLUDING:
• WEB SITE’S PAGERANK• SEARCHER’S GEOGRAPHICAL LOCATION• WHICH LINKS A USER USUALLY CLICKS• HOW THEY MODIFY SEARCH QUERIES
WHEN THEY ARE UNSATISFIED• SEARCH HISTORY
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3 FURTHER SEARCHES
BING • RELATED SEARCHES APPEAR IN THE RIGHT- HAND COLUMN• VERY REFINED IMAGE SEARCH• INTEGRATES FARECAST GIVES BEST FARES• CANT SEARCH FOR SPECIFIC DATES• CANT FILL IN GAPS IF YOU GET SEARCH TERM
PARTY WRONG
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YAHOO!
• INTEGRATES RESULTS WITH ORIGINAL CONTENT, AUDIO, VIDEO, IMAGES
• CAN PERSONALIZE PAGE TO MAKE THE MOST RELEVANT RESULT TO YOU APPEAR FIRST
• USER INTENTION ISSUE—OFTEN GIVES LINKS TO IRRELEVANT SITES WHILE GOOGLE GIVES SHOW-TIMES IN YOUR CITY
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YANDEX
YANDEX IS MARKET LEADER AND #1 WEB SITE IN RUSSIA• LOCALIZATION IS STRENGTH FOR RUSSIAN
RESULTS WHEREAS GOOGLE FOCUSES BROADLY ON COUNTRIES
• FAR FEWER SERVERS/DATA CENTERS THAN GOOGLE & CANNOT INDEX ENGLISH LANGUAGE PAGES AS FAST AS GOOGLEBOT
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BAIDU
• 78% MARKET SHARE IN CHINA VS. GOOGLE’S 18%
• RESULTS CENSORED BY CHINESE GOVERNMENT
• STILL BEST OF THE CHINESE DOTCOMS AND #5 RANKED WORLD WEB SITE
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THE FUTURE: SEARCH EVERYWHERE
•What is TIVO but TV Search?•What is iTunes but Music
Search• Local and Personal
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THE FUTURE NOW: KEY TRENDS TO WATCH
• LONGTAIL KEYWORDS RULE• GEOLOCATION IS HERE• AUTHCODES ARE STEALTH• CLICKSTREAMS MAKE SEARCH THE NEW
INTERFACE• THE SEMANTIC WEB
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THE FUTURE NOW:SEARCH IS SOCIAL
• SOCIAL MEDIA SEARCH— TRUE FREQUENCY MARKETING VS. TRADITIONAL PAGE RANKING• REAL-TIME POSTING• COMMUNITY-BASED SEARCH (MOG,
SPOTIFY)• SOCIAL INTELLIGENCE AND REPORTING (RELISHMIX.COM)
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THE FUTURE NOW
• HUMAN CURATED SEARCH FROM BOTTOM UP NOT TOP DOWN (BLEKKO)• OWNED VS. EARNED VIEWS• MOBILE SEARCH (BOOPSIE)
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THE FUTURE NOW
• SENTIMENT ANALYSIS• SEGMENTED SEARCH ENGINES
(PRODUCT SEARCH—DECIDE.COM)• CONTEXTUAL SEARCH
(ADWORDS)
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“THE FUTURE OF SEARCH IS VERBS”
WHAT DOES BILL GATES MEAN BY THIS?
MAYBE IT’S THAT WE WANT TO SEARCH TO DO THINGS, AND NOT JUST SUGGEST THINGS TO US
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THE FAR FRONTIER IS “UNIVERSAL SEARCH”
WE THOUGHT THAT WHEN THE WEB UNIVERSE WAS COMPLETE THE ENTIRE WEB WOULD BE SEARCHABLE:
WITH DIGITAL LIVES FRACTURED—IN APPS, WALLED GARDENS LIKE FACEBOOK, CLUNKY INTERFACES—REUNITING IN ONE UMBRELLA PLATFORM THAT IS SEARCHABLE IS LARGEST PROBLEM TODAY
(ACCORDING TO JOHN BATELLE, AUTHOR, THE SEARCH)