Search service Evolution a question about products and content

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[Core Tip] The Internet is undergoing change, and the user-led prominence has prompted every service provider to serve the user. That is, search is not only a technical problem, but also a product and content of the problem.

This season is the major Internet companies to recruit, the author will be prepared for a long time on the search for a little thought put will come out, do not want to BAT school recruit defeat, buried fallout.

The theory of Service

Looking to the direction of the Internet, the Internet is undergoing a change, and the prominence of the user's dominance has prompted each service provider to serve the user. The user's dominant behavior is to turn Internet products into services.

According to China's three industrial classification standards, the Internet industry itself belongs to the third industry, also known as the "service industry." Compare some of our more familiar service categories, such as haircuts. Barber This service occurs when the user needs to do is to hand over their needs, to the barber, by the barber to the demand, and the people who are being served do not need to consume anything, the only consumption is to pay for the service, there is the consumption of time. The catering industry is similar, different is the user needs to release their own needs to the existing or restaurants have the ability to do out of the product, the same is the need to submit, customers eat on the line, need to pay only money.

Although there is still controversy about the definition of service in the theory circle, analogy most of the service industry we can say that the service industry to do is to liberate the customer, the user needs to become the process, do not need too much participation of customers, customers directly enjoy the demand after the service can be. According to this kind of conclusion, when the Internet product evolves into a kind of service, it needs to eliminate the unnecessary consumption of the user, which conforms to the definition of service.

Long Tail

Search engine from the product form speaking, is a long tail "aggregator". The main embodiment of the demand for user delivery is serious, but some of the Internet product Classification can not be subdivided into the needs of the general search engine for a preliminary solution. Baidu in the mobile platform to push the "light application" can be understood as its PC-side product concept at the mobile end of the performance, and not get rid of its as a long tail "aggregator" can not be differentiated needs in-depth satisfaction. So, search engine product form in an awkward position, for the content, can crawl to, but the content is not its own generation, so in the content processing, with limitations.

Search engine Comprehensive speaking, is a coverage of the entire Internet activity products. In terms of demand, the majority of users ' needs in the Internet can be achieved through search engines. Requirements can be divided into: strong demand and weak demand. The popular interpretation of strong demand should be a certain regularity of the group needs, of course, including the "Just need" has been talked about; weak demand is more like the demand in the long tail of demand, relative to strong demand, demand side volume small, low demand frequency. According to the theory of long tail, the demand is divided into two parts: Head and tail, corresponding to strong demand and weak demand respectively. The head demand covers the Internet entrepreneurial activities in the user needs as a starting point to build products, a bit like Tencent's business system, as well as the vertical search field.

The tail is for the head can not take into account the needs of the individual defined as: personalized requirements. The obvious long tail effect on e-commerce Web site, from the demand level, is caused by the difference of individual needs. Of course, similar to the long tail demand can still be defined as having a certain regularity of the group needs, because the commodity of the audience under normal circumstances is not a single situation, and the need for mixed emotions, personality and other factors, the search for the law is very difficult.

Take music products For example, according to genre, mood and other subdivision conditions for music classification is a scientific point of view of the logical classification, each element to quantify, with logical "yes" and "no", and there is no "uncertainty" in the division, so from this level, The logic of the computer is still linear, but the logical way of the human brain is not confined to the linear logic. This creates a need for personalization that may exist only in the individual, not in a large or small group.

The head demand and the tail demand constitute all of the search engine demand, and also generalize the content source of the search engine. The content source corresponding to the head demand is the vertical search field, which is a relatively mature requirement satisfying process, and the resources can be released under the artificial rule. Baidu is similar to the "box computing" part of the implementation of the main focus on the existing resources can be well resolved areas, and for some broken tail demand is to be technical means to analyze the "demand expression", and then moved to the corresponding content source for processing extraction. At the same time, the energy released by the tail demand is due to "personalized" differences, the analysis of the intent of a single user determines that the search needs to serve every user as a "natural person", so it will be a long and difficult process to involve the user's full network information in the analysis.

Forward or back

The above mentioned that support search engine content sources face the problem of marginalization, and Baidu and other search engine existing profit model is through the search results list of advertising to support (of course, the ad league, such as temporarily not be considered). Such a profit model depends mainly on the flow channel, the search engine to control the flow channel, and then distribute the traffic, so that the search engine can be charged to the content source. This is the typical "back charging" model.

But we carefully read the previous article mentioned Baidu "box calculation" and "Service theory", user needs in the search results page can be very well satisfied, users no longer need to go through the search results page to a site, not to a content site to make substantial traffic contribution, then the flow distribution for search engines will be weakened. In the whole chain of search engine main profit way will have a substantial change, and this change is bound to have a major profit model migration.

We know that the profit model of the service industry under the line is to collect service charges from the service providers, which is a typical "forward charging" mode in terms of the Internet profit model. The three major Chinese internet giants, each of the main methods of profit have their own characteristics, Baidu is a typical back to the charging mode, Tencent is a typical forward mode, and Ali more mixed, mainly to the merchant charges after the charging mode. From this point of view, the Internet products in favor of the service category is to rely on the forward charging model, and more in favor of the tools of the product is a back-charging model. If Ali can meet the individual demand for the purchase of goods, then this module can be charged to the user, or through value-added forms to enrich the profit module, these are conceivable.

Then when a search engine developed to directly address the needs of users, then rely on the search engine of the single profit model will usher in a variety of outbreaks, and rely on the combination of search and content will constitute a search engine profit of the vast imagination space.

On the entrance

Entrance is a very difficult topic, the entrance of the argument for too long, there are too many products eager to become an entrance. As far as I'm concerned, most people who talk about portals are the portals of the PC Internet age. PC Internet age is the most important we know is the flow, and the entrance is the carrier of flow, a product is the entrance is to see the volume of the carrying capacity. In the mobile internet age, the play changed, no longer is the flow of the old means, but rely on services to the user charges.

What is the entrance, as far as I understand, the entrance is you see a very positive sister, and then through a variety of ways to know the sister, whether it is a street chat, social network, or through the help of friends, is your understanding of this sister a way. Any "gap" has the potential to be a "door", but her personal preferences determine which gaps are available, where the advantages are obvious, and which are shattered by a touch.

The entrance in the final analysis is only a "enclosure movement", and then the field for stocking, can raise fat and strong affirmation is good, even if you can not get out, to occupy the other people to raise is not.

In terms of products, an internet company whether in the enclosure movement or in the stocking, the product is still bad, whether enough to attract users, to solve the real problem for users is the focus. So in essence, commercial means are not as deep as the product.

Enter

From the perspective of the need to understand the Internet world, the Internet can be summed up as: input-processing-output, the process. Here I'm talking about the "input" process alone. "Input" is an interactive process, the interaction between the user and the computer, how to tell their own needs to the computer. And this process is the "input" process.

Whether the search engine needs to enter the text and then return the results, or users open mobile applications to obtain content, from the demand level, are input ports, the need to input the computer carrier, so as to get the information they want. Of course, the user's spontaneous information filtering after input is the process of processing.

For example, the user opens the Baidu News app on the smartphone, users will want to see the needs of the news on Baidu News This product, this behavior is "input", and users choose which news is their own want to read, which look at the title is enough, these are "processing" process.

Thus, the "input" port can be "imported" has a similar meaning. But "input" as a separate individual, its importance is reflected in the user's needs are communicated to the computer in some way. One of the ways is worth the search engine to carefully ponder the place. We know that universal search is a requirement statement through text, the most appropriate human nature to interact with machines, later in the image search can be uploaded to the local picture, and then search the original image, and so on, speech recognition technology mature, so that voice as a demand "input" way to make "input" way closer to human natural behavior.

And how to make the "input" way more natural, more suitable for human natural behavior, not only can make search more comfortable, at the same time can not be expressed in the language of the search requirements liberated. From this point of view, although the Google glass in the product form is still immature, but its "input" to the natural behavior of mankind, the spirit of exploration is respectable.

I understand the search engine

No matter what products, as long as the user-oriented, can pull out a line: User-centric. In the final analysis is to solve the user's needs, but also to break the user pain point. So it can be said that "demand" is throughout the product process and life cycle.

The image above is the author's own understanding of the search engine architecture. The whole structure is divided into one body plus four parts. The subject is to clarify such a clue from the level of demand. And four part is to consider how to integrate resources to better for the needs of users and new, constantly welcome to the user's G-point.

The entire process can be summed up as:

The first step: users through the most suitable for the current environment input mode to carry out demand input;

The second step: the requirement input is to analyze the intention of the user's demand through the technical means, and to analyze the user's behavior intention by combining with the regular user's intention and the individual user's data in the user's behavior library;

The third step: the technology in the process of analyzing the user's intention, will direct the user's needs to guide, the video category needs direct video content, life class questions and answers directly to the corresponding columns (such as Baidu know, know that such a professional question and answer system);

Fourth Step: Content (vertical search), will be used to extract the content involved, while processing;

Fifth step: After the previous treatment, the result has been out, at this point, in view of the user needs involved in the content of the carrier is different, may be news, video and so on, so the presentation of the results, in each of the different content of the presentation of the difference in the way; Taking into account the environment and scenarios that users use, such as PCs, Mobile end, intelligent TV, and so on, so there are differences, the combination of the two, which can be as comfortable as possible to present the results to the user.

The whole process should continuously reduce the need for users to choose the matter, which is mentioned in the previous focus on services. Users directly enjoy the results, efficiency first.

The internet world is the real world map, the user is the main body of Internet products, the existing Internet business model also requires products to understand the user, in the specific premise of the user needs, the output of satisfactory results, such products can become a popular product users. So the search engine needs to optimize the two processes of user input and result output to the user, so that the way of use is more natural and the way of obtaining the result is more natural.

In the process of demand processing by search engines, technology is the foundation and the content is the necessary condition. The focus is on how to use technology to arrange the content, which results in the most suitable user needs. The previous article said that the search engine solves is "the long tail" the demand, but the search long tail demand involves in the content can from the long tail corresponding "the head" the demand to produce. To the head of the need for effective induction and resolution, and then extended to the tail demand, at this time need to the user's in-depth understanding of the search needs to differentiate into each of the corresponding products, through the individual product to the needs of digestion to feed the search needs.

That is, search is not only a technical problem, but also a product and content of the problem.

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Original address: http://www.geekpark.net/read/view/190457