The document discusses the evolution of search engines from first generation keyword-based systems to modern personalized and social search. First generation search relied on analyzing keywords on webpages, but led to spamming issues. Second generation introduced factors like clickthrough rates and PageRank to rank pages. Third generation includes personalized search that tailors results based on individual user preferences and search/browsing history. Social search aims to incorporate social connections and activity into rankings but has faced challenges in implementation. The future may involve search becoming more integrated with social networks like Facebook or shifting towards discovery-based models.
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Search To Social Search, Danny Sullivan
1. Search To Social Search
Danny Sullivan
Editor-In-Chief
Search Engine Land
http://searchengineland.com
2. 1st Gen: “On The Page”
Search engines “crawl” links to pages
They make copies of pages they find and
store in a book-like “index”
They find pages using words you
searched for
The location and frequency of words
influences which ranks tops
3. 1st Gen Spamming
Want to be
tops? “Stuff” a
bunch of
keywords into
your web page
7. 2nd Gen: “Off The Page”
Use factors off the page that webmasters
can’t manipulate (so easily)
Clickthrough
Links: “democratic nature of the web”
AKA PageRank though PageRank is
importance of links
Other key factor is anchor text, actual words
in the links
8. 2nd Gen Issues
People begin
overtly
manipulating
links – thinking
about votes,
campaigning
for votes and
even buying
votes…
9. 3rd Gen ???
“Vertical” search
Focus on a particular topic, such as news
Personalized & Social Search
Reshaping results based on…
What you personally do or visit
What others you know do or visit
What people in aggregate do or visit
10. Google Personalized Search
Results are
reordered
based on
what’s
deemed to be
your personal
preferences.
Pages move up,
down, in or out
of top 10
13. Social Search
Eurekster experimented with friend clicks
reshaping results in 2004
Yahoo My Web promised to let us tag and
use a network to reshape results…
17. Social Search Reality
Neither really has succeeded
The Promise & Reality Of Mixing The Social
Graph With Search Engines
http://searchengineland.com/070827-121805.php
Eurekster says “swickis” much better
Yahoo dropped many features quietly
But what about Facebook?
18. Facebook & Search
Social graph (ugh) / social network data is
potentially useful
Watch what others are searching on
Monitor clicks in a more “trusted”
environment
Reshape results based on what you friends
seem to like
But who are your friends…
20. Facebook & Search
Do you have to filter to “true” friends?
Do you then still need to consider what
you’ll share?
Does Facebook instead work on aggregate
level?
And what’s the underlying platform?
They’ll likely remain dependent on
someone else…
21. Facebook & Search
Go vertical? People search?
Plenty in the space, Spock among them…
http://searchengineland.com/lands/people-
search.php
Or events search
Upcoming rival
Others?
Or discovery…
22. Search Versus Discovery
Search is an on-demand, have particular
need to fulfill activity
Discovery is related but less specific in
what you want
StumbleUpon, Digg
iGoogle related magic tabs
23. Search Engine Land (http://searchengineland.com)
Stories and news from me and others
SearchCap (http://searchengineland.com/searchcap.php)
Daily email recap of search news from SEL & across the web
Daily SearchCast (http://dailysearchcast.com)
Podcast where I recap the day’s search news
Sphinn (http://sphinn.com)
Social site for search marketers: share news stories, talk in
forums, network and view upcoming events
SMX: Search Marketing Expo (http://searchmarketingexpo.com)
My conference series that focuses on search marketing topics,
with shows ranging from advanced issues to local, along with
country-specific and general events