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Understanding Search

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Understanding Search

  1. 1. Understanding Search
  2. 2. Search <ul><li>Search is a tool, important in every aspect of people’s lives </li></ul><ul><li>It is how people answer questions, find documents, and manage their increasing body of personal information </li></ul><ul><li>It need to be accessed everywhere people may need it </li></ul>
  3. 3. This is not search
  4. 4. This is search
  5. 5. Search is a system, not a page <ul><li>It underlies all activities on the web. </li></ul><ul><li>It is an environment people are learning to live in: ambient search </li></ul><ul><li>It will soon be accessed everywhere the user may need it, from desktop to treo to kiosk </li></ul>
  6. 6. Yahoo’s Journey <ul><li>Realized Search was critical </li></ul><ul><li>Built a team </li></ul><ul><li>Built a body of knowledge via research </li></ul><ul><li>Built a vision </li></ul><ul><li>Redesigned search </li></ul><ul><li>Bought a search engine (Inktomi) </li></ul><ul><li>Bought Overture </li></ul><ul><li>Utilized SEO to power business </li></ul>
  7. 7. Is search so different? <ul><li>User behave differently when searching </li></ul><ul><ul><ul><li>Much faster </li></ul></ul></ul><ul><ul><ul><li>Requires articulation rather than recognition </li></ul></ul></ul><ul><ul><ul><li>Expectations high </li></ul></ul></ul><ul><ul><ul><li>Tunnel vision </li></ul></ul></ul>
  8. 8. Search must be <ul><li>Fast </li></ul><ul><li>Easy </li></ul><ul><li>Magic </li></ul>
  9. 9. Speed of People Searching <ul><li>People take only a second to search </li></ul><ul><li>People want to take only a second </li></ul>
  10. 10. Researching Search <ul><li>Traditional research mars results </li></ul><ul><li>Requires different research methods </li></ul><ul><ul><li>Eyetracking </li></ul></ul><ul><ul><li>Bucket testing </li></ul></ul><ul><ul><li>Ethnography </li></ul></ul>
  11. 11. Search must be Fast <ul><li>Must retrieve results quickly </li></ul><ul><li>Must load results quickly </li></ul><ul><li>Must be read quickly </li></ul><ul><li>Scan time is as important as load time. </li></ul><ul><li>Every pixel has a job to do. </li></ul>
  12. 12. Query block?
  13. 13. Articulation Problems <ul><li>Average Search 2.5 words </li></ul><ul><li>30% of searches are 1 word searches </li></ul><ul><li>Another third at 2 word searches– often single concept search “New York” </li></ul><ul><li>This trend is not changing </li></ul>From E-Sex to E-Commerce: Web Search Changes -- Amanda Spink, Pennsylvania State University, Bernard J. Jansen, US Army War College, Dietmar Wolfram, University of Wisconsin-Milwaukee, Tefko Saracevic, Rutgers University
  14. 14. Search must be Easy <ul><li>Help overcome “query block” </li></ul><ul><li>Offer tools for articulation </li></ul><ul><li>Use disambiguation tools </li></ul><ul><li>Give answers, not just links </li></ul>
  15. 15. Mind-reading expected <ul><li>And increasingly delivered </li></ul>
  16. 16. Query helpers <ul><li>Popular searches </li></ul><ul><li>Vertical search </li></ul><ul><li>Related searches </li></ul><ul><li>Best bets </li></ul><ul><li>Inside yahoo </li></ul>
  17. 17. One More Word
  18. 18. Disambiguation <ul><li>Verticals add context </li></ul>
  19. 19. Vertical Search <ul><li>As part of the system, how does vertical search help? </li></ul><ul><ul><li>Disambiguation tool </li></ul></ul><ul><ul><li>Allows for greater precision </li></ul></ul><ul><ul><li>Some searches highly consumable </li></ul></ul><ul><ul><li>Raises awareness of offering </li></ul></ul>
  20. 20. Vertical Search- Challenges <ul><li>User tunnel vision </li></ul><ul><li>Adult content? </li></ul><ul><li>Competition </li></ul>
  21. 21. One more word Machine Disambiguation
  22. 22. Human disambiguation How do you use editorial to best effect? Humans don’t scale.
  23. 23. Best Bets (humans again) <ul><li>Analyze the head </li></ul><ul><li>Analyze content </li></ul><ul><li>Maximize the knowledge </li></ul>
  24. 24. Zipf curve (for search) Most common searches (head) Least common searches (tail) Maria Sharapova Jennifer Lopez Britney Spears Zipf Curve Tammy Baldwin Martin Nisenholtz
  25. 25. Inside Yahoo <ul><li>Search is a question whose answer is not always a website (or an article) </li></ul><ul><li>What ANSWERS are possible? </li></ul>
  26. 26. Answers
  27. 27. What unique answers does NYTD possess? <ul><li>Bio of news figures? </li></ul><ul><li>History of situations? </li></ul><ul><li>Weather, sports, events? </li></ul>
  28. 28. What else makes a good search? <ul><li>R elevance </li></ul><ul><li>C omprehension </li></ul><ul><li>F reshness </li></ul><ul><li>P resentation </li></ul><ul><li>RCFP </li></ul>
  29. 29. How is RCFP relevant to NYTD? <ul><li>Relevance </li></ul><ul><ul><li>Google and Yahoo do it with algorithms </li></ul></ul><ul><li>What makes a relevant result? </li></ul><ul><ul><li>Understand user base </li></ul></ul><ul><ul><li>Understand context </li></ul></ul>
  30. 30. How is RCFP relevant to NYTD? <ul><li>Comprehensiveness </li></ul><ul><ul><li>NYTD already has something on nearly every topic </li></ul></ul><ul><ul><li>What good is comprehensiveness of bad information? </li></ul></ul>
  31. 31. How is RCFP relevant to NYTD? <ul><li>Freshness </li></ul><ul><ul><li>Who can be fresher than the news? </li></ul></ul><ul><ul><li>NYTD has a unique understanding of what is timely, and what is outdated. </li></ul></ul>Written in ‘99 Went out of business in ‘01 Last updated June ‘02
  32. 32. How is RCFP relevant to NYTD? <ul><li>Presentation </li></ul><ul><ul><li>Result/ad ratio </li></ul></ul><ul><ul><li>Result/ad differenation </li></ul></ul><ul><ul><li>Result above fold </li></ul></ul><ul><ul><li>Links meaningful </li></ul></ul><ul><ul><li>Scanable </li></ul></ul><ul><li>Every pixel has a job to do </li></ul>
  33. 33. NYTD deconstruction No results above the fold! What does this do? Tabs unclear, invisible What is this doing? Could this be more relevant? Takes up a lot of room– is it being read?
  34. 34. Below the fold… Three columns! Is this the info people need to decide to click? Are these read? Are these read every time?
  35. 35. Bottom of page Useful– can I get it sooner? Slow pagination People reach this point because they have failed… how can you help them recover?
  36. 36. What is search’s role in the NYTD site? <ul><li>Locator </li></ul><ul><li>Articulator </li></ul><ul><li>Aggregator </li></ul>
  37. 37. Search as aggregator <ul><li>Search is a way to get all the stories on a topic </li></ul><ul><li>How can this be more helpful? </li></ul><ul><li>How can this be searchable… </li></ul>
  38. 38. Monetizing search <ul><li>Pay for inclusion </li></ul><ul><li>Pay for placement </li></ul><ul><li>Paid results </li></ul>
  39. 39. <ul><li>In an information environment, what is the role of NYTD? </li></ul>

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