Blended Search: Local Media Content Discovery

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Sebastien Provencher's presentation at the European Association of Directory Publishers (EADP) conference in Barcelona (Spain) on May 29th 2009. It explores blended/universal search as it currently appears in a local context in search engines and local search sites. Provencher proposes that the evolution of blended search and content discovery will be through real-time feeds.

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  • Why is aggregated local search better for the use if it depends on applying 'filters' which as you point out, most people don't use within search engines? Genuinely interested in the aswer to this.

    Top of page/visible area still seems to be so much more valuable - if it's not there don't dig around too much, they just change the search terms (up to 3 4 or 5 words).

    Don't get me wrong, local business listings do great for my clients - and are free!
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  • A good place to check out presentations.
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Blended Search: Local Media Content Discovery

  1. 1. 1 Blended Search: Local Media Content Discovery Confidential - Distribution is strictly prohibited
  2. 2. Agenda <ul><li>What is blended search? </li></ul><ul><li>Why do we need it? </li></ul><ul><li>Examples </li></ul><ul><li>A new paradigm? </li></ul><ul><li>The future of local search </li></ul>
  3. 3. What is Blended Search? <ul><li>“ Universal Search replaces some of the web search results with listings that come from vertical sources, such as video, local, or news. The results are mixed in, blended as appropriate…” </li></ul>Source: Danny Sullivan, Search Engine Land, November 2007
  4. 4. Google Universal Search Explained Source: Danny Sullivan, Search Engine Land, November 2007 © Elliance Inc. www.elliance.com
  5. 5. Why do we Need Blended Search? <ul><li>People don’t click on tabs to explore vertical content </li></ul><ul><ul><li>35% of search engine users don’t use vertical search * </li></ul></ul><ul><ul><li>25% do not recall if they have clicked a vertical search result * </li></ul></ul><ul><li>It’s about surfacing valuable content when relevant </li></ul><ul><li>It’s about guessing user intent and managing the tension between users’ needs </li></ul>* Source: iProspect Blended Search Results Study, April 2008
  6. 6. <ul><li>Examples of Blended Local Search </li></ul>
  7. 7. Google <ul><li>Sponsored links </li></ul><ul><li>Business listings </li></ul><ul><li>Web results </li></ul>
  8. 8. Yahoo! <ul><li>Sponsored links </li></ul><ul><li>Business listings </li></ul><ul><li>Web results </li></ul>
  9. 9. Yahoo! Glue <ul><li>Map </li></ul><ul><li>Sponsored links </li></ul><ul><li>Business listings </li></ul><ul><li>Tourist guide </li></ul><ul><li>News </li></ul><ul><li>Pictures </li></ul><ul><li>Books </li></ul>
  10. 10. Local.ch <ul><li>Residential listings </li></ul><ul><li>Business listings </li></ul><ul><li>Classifieds </li></ul><ul><li>Map </li></ul>
  11. 11. Eniro.se <ul><li>Display ad </li></ul><ul><li>Business listings </li></ul><ul><li>Web results </li></ul><ul><li>Map </li></ul>
  12. 12. Gelbeseiten.de <ul><li>Business listings </li></ul><ul><li>Map </li></ul><ul><li>Product search </li></ul>
  13. 13. Yell.com <ul><li>Sponsored links </li></ul><ul><li>Business listings </li></ul><ul><li>Advice & links </li></ul><ul><li>Wikipedia </li></ul><ul><li>Web results </li></ul><ul><li>Images </li></ul>
  14. 14. Blended Local Media Content <ul><li>Merchant content (listings, ads, etc.) </li></ul><ul><li>User content (reviews, comments, images, residential, etc.) </li></ul><ul><li>Maps </li></ul><ul><li>Classifieds </li></ul><ul><li>Events </li></ul><ul><li>Editorial </li></ul><ul><li>Weather </li></ul>
  15. 15. <ul><li>Is blended search the only way to discover and surface local content? </li></ul>
  16. 16. Twitter <ul><li>News </li></ul><ul><li>Products </li></ul><ul><li>Classifieds </li></ul>
  17. 17. Twitter <ul><li>Events </li></ul><ul><li>Images </li></ul><ul><li>User reviews </li></ul><ul><li>News </li></ul><ul><li>Owners (!) </li></ul>
  18. 18. Newsfeeds: A New Content Discovery Paradigm Browse Search Newsfeed
  19. 19. The Future Will Be in Real-Time Blended Search Home Page Search Results
  20. 20. Key to Future Success <ul><li>Aggregate local content </li></ul><ul><li>Provide the “firehose” </li></ul><ul><li>Let users “filter” </li></ul><ul><li>Allow users and merchants to join the conversation </li></ul><ul><li>Embrace dynamic AND static search results </li></ul>
  21. 21. Thank you! <ul><li>Sebastien Provencher </li></ul><ul><li>Co-founder, Praized Media </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @sebprovencher </li></ul><ul><li>Blog: blogs.praized.com/seb </li></ul>

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