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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.

Published in: Business, Technology
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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.
  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. <ul><li>Residential listings </li></ul><ul><li>Business listings </li></ul><ul><li>Classifieds </li></ul><ul><li>Map </li></ul>
  11. 11. <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. <ul><li>Business listings </li></ul><ul><li>Map </li></ul><ul><li>Product search </li></ul>
  13. 13. <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: </li></ul>