Search, Instant Business

The last thing to do in Sogou is the integration of keywords, the basic principle is based on machine judgment plus manual operation will be attributed to different search, and then in the main search (web search) on the corresponding vertical search results. It happens that this is also to Alibaba to do the first thing, the so-called Disambiguator project, that is, in the product search to give a different hint, or by the operator manually give a recommendation, or directly from the database to import data, its matching relationship can be classified according to the class of the word, attributes.
Later on, I didn't go on with the project, but I paid attention to some good cases, especially the business transformation.

Figure 1: Enter "dollar" first result in Sogou (click to view)


Figure 2: Search for the first result of "L ' Oreal" in Baidu (click to view)

First look at the two cases above, when the user input "dollars" and "L ' oreal" can match such a disambiguator, although the information on the information is better than give a non-interactive result, users can not only understand the exchange rate, and by using the exchange operation, The real time to see the different dollar prices into renminbi price, L ' oreal is to give the most recent activities of the selling point, users do not have to open a 1 minutes or so to download the landing page, can jump directly to the activities they want to see. The lower right corner of the "member landing" if made into an input box will be better, users do not have to point to the company's Web page can be landed, will increase its membership visits.

In fact, this is just the first step to touch business, as has been said, it is information on information, the advantage is to increase the process of persuasion, the user in your unknowingly persuaded to generate business needs, but this tends to form a PV funnel, users often can not hear your final step of persuasion-before the purchase behavior, Closed the fancy advertising big picture Flash (in the company's machine incredibly FF can not install Flash, so I even do not bother to see Flash). So, what to do?

Figure 3: Recharge Center from Taobao and Alipay (click to view)

Of course not to let you fill in the search results of the product name and price, the kind of unless it is a group buy/special products. Consider how the stored database is directly bound to the business behavior, for example, the above example, you can open Taobao home, on its right to see a region, you only need to enter the mobile phone number, the system can automatically match the name of the mobile, it is not difficult to imagine embedded in a mobile phone number corresponding to the region table. Continue, the system default user has several options, automatic recharge and denomination, what does this represent? Taobao mobile phone recharge before the users know, first select the amount, and then recharge the way, automatic recharge/Day/automatic shipping, will jump to a single page to let you select the region and confirm the amount. These operations are cost to the user, they are more accustomed to directly enter the number, recharge, unless they have to have other options. and recharge panel after the corresponding to add a recharge agreement merchants, the user may not know who is in the beginning of the service, as you go to the United States to buy electrical appliances do not know who is the supplier, you only think Gome is enough.

Figure 4: Wow! Alipay's consumption through Train ticket query (click to view)

Figure 5: Wow! Alipay's consumer through-Train movie ticket query (click to view)

The above two examples are the handset recharge the duplicate, the first is the train ticket booking, because the space reason is less important two columns, must emphasize here, one column is inquires that date the train's balance, one column is the immediate order (if has the ticket). We can compare Baidu, when you choose the train from Beijing to Hangzhou, you will only see that there are 5 times, it will tell you the departure time, ticket prices and so on, but the two key columns, "There is no ticket ah", "have a hurry to buy ah", in fact, this step. Next is the movie ticket, when you inquire about the movie of Beijing Huaxing Film City today, the impulse to watch the movie, the "Buy Electronic coupon" button is quite necessary, then the user will come to a selection interface, listing the Chinese star Studios coupons price (of course, cheaper than the market) and the number of purchases, After the user chooses, will receive the mobile phone text message, with this information may go to the Hua Xing movie city to see the film (to the ticket office to change the official ticket, and chooses the seat, if even this also does go in, more perfect)!

At this point, we have to ask a question, the search results center, or to the center of good. 10 years ago when I used the first generation search engine, in the search box directly input e-mail, the first result is 263 sites, followed by several popular mailbox home, this is walking back? To give a simple example, also said that mobile recharge, if not this box, users in Baidu or Taobao input "mobile phone recharge" keyword, can jump out of the thousands results, these results may be one-third can complete your need for mobile phone recharge needs (Taobao should be able to reach 90%), then you start clicking, Each site is likely to be dotted (this is a very low probability, as you can imagine), and you just want to find a unlikely seller to complete the simplest and fastest phone recharge. Baidu said, come on, bidding rankings, the site users in front of the number of clicks must be a lot, I will charge you. Alibaba also has similar P4P service, but this kind of solution only is advantageous to the Baidu, is not advantageous to the user, at least uses the custom not. In this case, the centrality must be beneficial to the user, he completed quickly with minimal cost. For Taobao, Baidu are there any benefits, also, it can focus on traffic, with a concentration of traffic with some sellers to sign an agreement, the seller will gladly accept the provision of services and pay advertising fees, because even if you buy a bid ranking, but it is possible because of the beginning of this article, the reasons, will be lost in a few pages, Still less than a shopping at the moment rely on unlikely.

Search Results Center is not a simple center, and is usually the result of aggregation, mobile phone recharge is aggregated sellers, movie tickets are aggregated cinemas, order tickets are aggregated each ticket agent point, Google started in 2007 Universal Search, the same emphasis on information aggregation.

Figure 6: Home in Beijing (click to query)

Figure 7: Where to search from Beijing to Shenzhen ticket results (click to view)

The above two examples capture the aggregation of data sources from internal data, because the site through a certain means to force the Publisher to fill in the data is quite complete, and then filtered a small amount of extreme data, can basically summarize the second-hand housing and ticket "market trend", it is not only a large market, according to administrative divisions and the community, It is also possible to generate a different area of the table, which is also the user's needs. Aviation is the same, at the same time, to provide the return of the overall data display, not only to facilitate the role of the query, but also to compare, sort. This polymerization can also be used in the raw materials industry, such as plastic industry, non-ferrous metals industry, buyers need to judge the overall market before they can effectively make business decisions.

About the Disambiguator project, from the beginning of contact to later, a total of about 1 years, although the mainstream is still entertaining today, but today I would like to more emphasis on its business functions and potential, especially from the flow of concentration to find suppliers to provide business services, and not so far, Search engines are loosening the bidding rankings and creating new opportunities for users of the site.

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