IT manager world: Search in real time

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Google's dramatic exit from China Google's Chinese version unexpectedly released a new feature-just click on the "Dynamic Update" in the Treasure box, users can search the information published a few seconds ago, unless you click on the pause, the search results will be constantly rolling updates.

It was the feature that was launched earlier in its English version, allowing Google's search to enter a real-time search era. Just last March, Google's chief executive, Eric, mocked Twitter as the "poor e-mail system", but a few months later, Google was eager to forge partnerships with Twitter, Facebook and MySpace, Incorporate real-time updates from users of these social networking sites into their search results.

The search for real-time information is becoming the next commanding point for search engine contention. As Google announced its partnership with Twitter, Microsoft's search engine, Bing, also signed a partnership agreement with Twitter and Facebook. Yahoo also unwilling to be outdone, is busy with real-time search entrepreneurial enterprises OneRiot negotiations to launch a similar real-time search service.

Real Time Search

All this stems from the rise of social networks, which are represented by Twitter and Facebook, where information hubs are shifting from traditional news sites to these social networks, and the Internet is increasingly becoming a real-time network.

February 15, Facebook founder and CEO Mark. In the company's official blog, Zuckerberg wrote that Facebook's global user capacity would break 400 million within that week. In a report published March 16 this year, Hitwise has historically ranked Facebook as the largest U.S. site, with a 7.07% per cent visit to the U.S. website, the first time surpassing Google.

On the last March 21, Twitter also spent its 4 birthday and amassed a huge appeal like a magnetic field. The average number of tweets that Twitter users publish every day has risen from 2.5 million in 2009 to 5 million in January 2010. Even Bill. Gates joined Twitter on January 12 this year, predicting that Twitter's global number of independent visitors is about 75 million per cent this year, and that these users generate a huge flow of information in seconds by constantly publishing and forwarding them around the clock.

The rapid spread and sharing of information in real-time networks is hard to reach with Internet companies that edit content. Twitter users are more aware of the San Francisco quake than the news media, and are rushing to report to Michael in major news outlets. Jackson's death had begun to mourn him. Real-time information is not only faster than the information of traditional websites, but also can bring real help to people. For example, when traffic jams, users put the specific location of the traffic jam on Twitter, and constantly update the situation, it will be a benefit to others, a road report. The increase in real-time information has made people have new requirements for search. According to statistics, in 40% of search requests, people are more interested in finding a topic of the latest situation, the search engine outside the real-time network is obviously unable to do this.

At this time, a group of professional real-time search came into being, they are through the crawling Twitter, Facebook, Digg, Flickr users at any time to release the vast amount of information to provide people with the latest search content.

OneRiot, founded in 2008, hopes to become the world's most popular real-time search engine. Between June 2009, the United States also produced three real-time search engines: Topsy, Scoopler and Collecta. The biggest feature of these search engines is the ability to display real-time information at speeds comparable to instant-messaging tools, rather than just presenting " Recent message. The companies that "dug up the discussion" have drawn the attention of the industry and venture capitalists. OneRiot has gained 27 million of billions of dollars in venture capital, and the other three companies are backed by venture capital.

The advent of real-time search engines quickly made these real-time information platforms aware of their value. July 14, 2008, Twitter announced the acquisition of real-time search company Summize, and soon launched its own search engine Twitter Search. And Facebook is not outdone, in August 2009 also launched a real-time search engine, not only can search the user's status updates, but also to retrieve pictures, notes, videos and other content.

Twitter search quickly became the most common tool for users to learn about global events and the leader in real-time search because of Twitter's microblogging features. Within seconds of the 4.1 magnitude quake in the San Francisco Bay Area, Twitter was able to find a lot of information about the quake. Google tracked the quake 6 minutes after the quake, until 24 minutes after Google's search results gave the U.S. Geological Survey a link to the quake's message.

Defend the traditional advantage

The search giants are not unaware of the changes in the real-time search landscape. At Google's May 2009 zeitgeist Technology Conference, Google co-founder Larry. In the real-world search business, Google has yet to develop a number of truly useful products and services, and Google has lagged behind Twitter in its real-time search business, says Larry Page.

At this point, the speed of Google to improve the first element. "Search speed has two levels of meaning: one is the speed at which you get information, and the other is the speed at which we update it," according to Tom, Google's product operations chairman. "To meet the user's need for the latest information, Microsoft and Google have only one option, and that is to work with Twitter and Facebook." "People want cutting-edge information, and services like Twitter provide a good platform." So we're happy to work with them to get their message and put it in our search system cleverly. ”

Of course, working with Twitter and Facebook can only speed up the updating of information, but it still doesn't solve the speed of getting information. As we all know, the traditional search engine work principle is, search engine sends a reptile, the webpage is included into the index database of search engine, the search engine returns the related result from the existing index database when the user enters the keyword to search.

The problem is, from the generation of information to search engine crawler crawl A round of information is a time lag, for some large key sites, reptiles every few minutes crawl, for some small sites, search engines may be one weeks to patronize. As a result, the results of the user's search are always not up to date, as quickly as a few minutes ago. In the face of the impact of real-time information, Crawler crawl Web page model is facing challenges.

Currently, Google is developing a new RSS-like system that allows content publishers to instantly index content to Google. It employs the Pubsubhubbub (push) protocol developed by Google employee Brett Slatkin and Brad Fitzpatrick, which is the equivalent of an information interchange, which notifies the push when content publishers release new content, These new content will appear in the user's search results within a second. According to industry analysts, this will be Google's next-generation search engine, if the project succeeds, Google's real-time search will be more powerful than Twitter.

In addition to timeliness, relevance has become the biggest problem in real-time search. Some analysts believe that because these platforms allow users to publish a variety of content themselves, the information that really matters is quickly submerged in a lot of worthless junk information. In the face of continuous updating of all kinds of real-time information, it is difficult for search engines to filter out reliable and valuable information.

Eric, chief executive of Google. The core of Google's search engine, says Mr Schmidt, is its ability to sort the relative importance of different levels of Web pages. "How do you sort the real-time information on Twitter and make a sort of comparison to other search results? It's a job that we're already doing and going on. "And Twitter is trying to solve these problems," said Twitter chief executive Evan Evans. Mr Williams said Twitter was putting more research and development into its own search engine, and was looking at how to show users more relevance than just the latest Twitter news.

Better advertising?

In fact, the appeal of real-time networks to people is not just in breaking news. When it comes to shopping advice, people are less likely to get information and advice from general websites, but more inclined to find more vivid and authentic comments from the people-made community web site. On the other hand, search advertising has been the most effective marketing approach. Because the search entry embodies the user's specific intent, the web search company can at the right time to the appropriate people to release the most consistent advertising.

Therefore, the combination of both the real-time search has been given a great business imagination. A large number of real-time searches can be matched with ads.

February 27, Twitter announced the launch of the first half of this year's real-time search advertising business. When a user enters a keyword "notebook" for a search, the search results may include Dell's ads. The ads will also use Twitter's format, which is no more than 140 words, distributed through Third-party software and services using its API, users can choose whether to display ads, and select the display to share revenue with Twitter. It is believed that Twitter's real-time search ads will eat into Google's search advertising market.

However, as in the traditional search market, the commercial value of real-time search requires huge search traffic to support it. As a new business, the search volume of real-time search is far less than the regular search. Moreover, in real-time search more search is the event, only a very small number of topics with advertising potential, in this new, full of potential market, must find a more creative and real-time search business model.