WHAT IS SEARCH?It’s more than a web destination and a fewwords plugged in a boxSearch has become embedded in everythingfro...
But what is search really?Technically speaking, Search is actuallyDatabase Keyword TechnologyAnd the other half (and most ...
SEARCH PREHISTORY
The olden days:BEFORE GOOGLE• CIRCA 1990-1995
WHAT’S CHANGED?WE USED TO USE SEARCH ENGINES TO LOOKFOR INFORMATIONNOW WE USE SEARCH TO FIND US!WHAT WAS ONCE TRANSACTIONA...
THEN VS. NOWCONSIDER FINDING THE CURRENT TIME IN AUSTRALIA:ONCE IT WOULD HAVE REQUIRED THE FOLLOWING STEPS:1) KNOWING CURR...
IT’S STILL NOT A PERFECTSCIENCEAMBIGUITY IS THE ENEMY!“HOW BIG?” “ARE YOU LOOKING FOR LENGTH ORWIDTH?”“SHOW ME THE MONEY” ...
ENTER THE KNOWLEDGE GRAPHCREATED IN 2005 AS DATABASE OF WORLD’SMOST USEFUL INFORMATION BY METAWEB500 MILLION THINGS LISTED...
HYPERNYMS!WORDS THAT MEAN THE SAME THING AS AMORE SPECIFIC USAGE“JAGUAR” HAS 26 DIFFERENT MEANINGS:THE ANIMAL, THE MAC OS,...
HOW GOOGLE SEARCH WORKS:#1 SPIDER DISPATCH• ROBOT PROGRAMS SCAN NEW AND UPDATEDPAGES AND INDEX EVERY WORD (EXCEPT“A”, “AN”...
#2 INDEXINGKEYWORDS PLUS:• METADATA INFORMATION ON WHETHERKEYWORDS CAPITALIZED• FONT SIZE• WHERE FOUND ON PAGE(HEADERS, TI...
#3 RANKINGUNIQUE FEATURE OF GOOGLE’S ALGORITHM ISPAGERANKRATES PAGE’S IMPORTANCE BASED ON:• NUMBER AND REPUTATION OF LINKS...
#4 DEFINITIONGOOGLE’S ALGORITHM USES OVER 200SIGNALS TO REFINE A SEARCH QUERYINCLUDING:• WEB SITE’S PAGERANK• SEARCHER’S G...
3 FURTHER SEARCHESBING• RELATED SEARCHES APPEAR IN THE RIGHT-HAND COLUMN• VERY REFINED IMAGE SEARCH• INTEGRATES FARECAST G...
YAHOO!• INTEGRATES RESULTS WITH ORIGINALCONTENT, AUDIO, VIDEO, IMAGES• CAN PERSONALIZE PAGE TO MAKE THE MOSTRELEVANT RESUL...
YANDEXYANDEX IS MARKET LEADER AND #1 WEB SITE INRUSSIA• LOCALIZATION IS STRENGTH FOR RUSSIANRESULTS WHEREAS GOOGLE FOCUSES...
BAIDU• 78% MARKET SHARE IN CHINA VS. GOOGLE’S18%• RESULTS CENSORED BY CHINESEGOVERNMENT• STILL BEST OF THE CHINESE DOTCOMS...
THE FUTURE: SEARCHEVERYWHERE• What is TIVO but TV Search?• What is iTunes but MusicSearch• Local and Personal
THE FUTURE NOW: KEY TRENDSTO WATCH• LONGTAIL KEYWORDS RULE• GEOLOCATION IS HERE• AUTHCODES ARE STEALTH• CLICKSTREAMS MAKE ...
THE FUTURE NOW:SEARCH IS SOCIAL• SOCIAL MEDIA SEARCH—TRUE FREQUENCY MARKETING VS.TRADITIONAL PAGE RANKING• REAL-TIME POSTI...
THE FUTURE NOW• HUMAN CURATED SEARCH FROMBOTTOM UP NOT TOP DOWN(BLEKKO)• OWNED VS. EARNED VIEWS• MOBILE SEARCH (BOOPSIE)
THE FUTURE NOW• SENTIMENT ANALYSIS• SEGMENTED SEARCH ENGINES(PRODUCT SEARCH—DECIDE.COM)• CONTEXTUAL SEARCH(ADWORDS)
“THE FUTURE OF SEARCHIS VERBS”WHAT DOES BILL GATES MEAN BYTHIS?MAYBE IT’S THAT WE WANT TOSEARCH TO DO THINGS, AND NOT JUST...
THE FAR FRONTIERIS “UNIVERSAL SEARCH”WE THOUGHT THAT WHEN THE WEB UNIVERSEWAS COMPLETE THE ENTIRE WEB WOULD BESEARCHABLE:W...
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The Future of Search

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Presentation for USC class on "The Future of Entertainment" Spring '13

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The Future of Search

  1. 1. WHAT IS SEARCH?It’s more than a web destination and a fewwords plugged in a boxSearch has become embedded in everythingfrom apps like Yelp and Foursquare to SiriSearch is a program that organizes theworld’s information/data and returns a listof results based on relevance to queries(Hopefully!)
  2. 2. But what is search really?Technically speaking, Search is actuallyDatabase Keyword TechnologyAnd the other half (and most important part)of Search…is being Found!
  3. 3. SEARCH PREHISTORY
  4. 4. The olden days:BEFORE GOOGLE• CIRCA 1990-1995
  5. 5. WHAT’S CHANGED?WE USED TO USE SEARCH ENGINES TO LOOKFOR INFORMATIONNOW WE USE SEARCH TO FIND US!WHAT WAS ONCE TRANSACTIONAL NOWSEEMS AN EXTENSION OF OURSELVES
  6. 6. THEN VS. NOWCONSIDER 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 THATTRANSLATED TIME ZONES3) ENTERING YOUR LOCATION AND CHOOSING AUSTRALIAFROM A SEPARATE MENUNOW ON GOOGLE, YOU CAN SIMPLY TYPE OR SPEAK ANDGOOGLE DOES THE WORK AND UNDERSTANDS WHAT YOUWANT+ =
  7. 7. IT’S STILL NOT A PERFECTSCIENCEAMBIGUITY IS THE ENEMY!“HOW BIG?” “ARE YOU LOOKING FOR LENGTH ORWIDTH?”“SHOW ME THE MONEY” VS. “SHOW ME AN IMAGEOF A DAHLIA”IT’S LIKE GOING TO THE DOCTOR ANDSAYING, “GUESS WHERE IT HURTS?”THE PRESENT AND FUTURE:STRINGS ARE NOW “THINGS”GOOGLE IS INDEXING THINGS VS. WORDS
  8. 8. ENTER THE KNOWLEDGE GRAPHCREATED IN 2005 AS DATABASE OF WORLD’SMOST USEFUL INFORMATION BY METAWEB500 MILLION THINGS LISTEDALSO REPRESENTS CONNECTIONS BETWEENTHINGS CALLED “EDGES”TAJ MAHAL=BUILDING=MUSICIAN=BEER=RESTAURANT=CASINO, ETC.THE GOAL IS ANSWERS NOT LINKS
  9. 9. HYPERNYMS!WORDS THAT MEAN THE SAME THING AS AMORE SPECIFIC USAGE“JAGUAR” HAS 26 DIFFERENT MEANINGS:THE ANIMAL, THE MAC OS, A POPULAR SOUTHAMERICAN ARTIST, ETC.THE KNOWLEDGE GRAPH IS ATTEMPTING TOCHANGE OUR UNDERSTANDING OF HUMANINTENT
  10. 10. HOW GOOGLE SEARCH WORKS:#1 SPIDER DISPATCH• ROBOT PROGRAMS SCAN NEW AND UPDATEDPAGES AND INDEX EVERY WORD (EXCEPT“A”, “AN”, “THE”)• GOOGLEBOTS FOLLOW LINKS FROM PAGE TOPAGE MAKING ITS INDEX MORECOMPREHENSIVE
  11. 11. #2 INDEXINGKEYWORDS PLUS:• METADATA INFORMATION ON WHETHERKEYWORDS CAPITALIZED• FONT SIZE• WHERE FOUND ON PAGE(HEADERS, TITLE, SUBTITLE)ALL ARE USED TO RANK IMPORTANCE OFA WEB PAGE
  12. 12. #3 RANKINGUNIQUE FEATURE OF GOOGLE’S ALGORITHM ISPAGERANKRATES PAGE’S IMPORTANCE BASED ON:• NUMBER AND REPUTATION OF LINKS THATPOINTED TO THEM• TRAFFIC• HOW OFTEN KEYWORDS APPEAR• FRESHNESS OF PAGE AND SITES THAT LINK TO IT
  13. 13. #4 DEFINITIONGOOGLE’S ALGORITHM USES OVER 200SIGNALS TO REFINE A SEARCH QUERYINCLUDING:• WEB SITE’S PAGERANK• SEARCHER’S GEOGRAPHICAL LOCATION• WHICH LINKS A USER USUALLY CLICKS• HOW THEY MODIFY SEARCH QUERIESWHEN THEY ARE UNSATISFIED• SEARCH HISTORY
  14. 14. 3 FURTHER SEARCHESBING• 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 TERMPARTY WRONG
  15. 15. YAHOO!• INTEGRATES RESULTS WITH ORIGINALCONTENT, AUDIO, VIDEO, IMAGES• CAN PERSONALIZE PAGE TO MAKE THE MOSTRELEVANT RESULT TO YOU APPEAR FIRST• USER INTENTION ISSUE—OFTEN GIVES LINKSTO IRRELEVANT SITES WHILE GOOGLE GIVESSHOW-TIMES IN YOUR CITY
  16. 16. YANDEXYANDEX IS MARKET LEADER AND #1 WEB SITE INRUSSIA• LOCALIZATION IS STRENGTH FOR RUSSIANRESULTS WHEREAS GOOGLE FOCUSESBROADLY ON COUNTRIES• FAR FEWER SERVERS/DATA CENTERS THANGOOGLE & CANNOT INDEX ENGLISHLANGUAGE PAGES AS FAST AS GOOGLEBOT
  17. 17. BAIDU• 78% MARKET SHARE IN CHINA VS. GOOGLE’S18%• RESULTS CENSORED BY CHINESEGOVERNMENT• STILL BEST OF THE CHINESE DOTCOMS AND #5RANKED WORLD WEB SITE
  18. 18. THE FUTURE: SEARCHEVERYWHERE• What is TIVO but TV Search?• What is iTunes but MusicSearch• Local and Personal
  19. 19. THE FUTURE NOW: KEY TRENDSTO WATCH• LONGTAIL KEYWORDS RULE• GEOLOCATION IS HERE• AUTHCODES ARE STEALTH• CLICKSTREAMS MAKE SEARCH THE NEWINTERFACE• THE SEMANTIC WEB
  20. 20. 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)
  21. 21. THE FUTURE NOW• HUMAN CURATED SEARCH FROMBOTTOM UP NOT TOP DOWN(BLEKKO)• OWNED VS. EARNED VIEWS• MOBILE SEARCH (BOOPSIE)
  22. 22. THE FUTURE NOW• SENTIMENT ANALYSIS• SEGMENTED SEARCH ENGINES(PRODUCT SEARCH—DECIDE.COM)• CONTEXTUAL SEARCH(ADWORDS)
  23. 23. “THE FUTURE OF SEARCHIS VERBS”WHAT DOES BILL GATES MEAN BYTHIS?MAYBE IT’S THAT WE WANT TOSEARCH TO DO THINGS, AND NOT JUSTSUGGEST THINGS TO US
  24. 24. THE FAR FRONTIERIS “UNIVERSAL SEARCH”WE THOUGHT THAT WHEN THE WEB UNIVERSEWAS COMPLETE THE ENTIRE WEB WOULD BESEARCHABLE:WITH DIGITAL LIVES FRACTURED—IN APPS, WALLEDGARDENS LIKE FACEBOOK, CLUNKY INTERFACES—REUNITING IN ONE UMBRELLA PLATFORM THAT ISSEARCHABLE IS LARGEST PROBLEM TODAY(ACCORDING TO JOHN BATELLE, AUTHOR, THE SEARCH)
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