Google, Microsoft scramble to incorporate real-time search into their results
Call it good or bad timing, but I just happened to finish a report on real-time search on the day that Google announced its rollout of its integrated real-time search results within its general search results. After some last-minute edits, the report is now done and I’m making it available to everyone for free. It’s titled, “Real-Time Search and Discovery of the Social Web.” You can download the PDF, or view it as a slide show on Scribd.
Given that I’m makiing the report available free, I ask just one thing in return: feedback. Positive, negative, it’s all welcomed — just please make it constructive. I’m eagerly learning as much as I can about this subject. This is an area that I think is going to grow like crazy, and we’re only looking at a thumbnail’s worth of what is yet to come.
Here are some highlights from the report.
- Real-time search could steal away as much as $40 billion from traditional search. Google and Microsoft’s announcement to incorporate real-time search results is a good first step to prevent losses.
- The definition of real-time search is far more varied than the definition of traditional search. You’ll see more variations in what is considered a real-time search engine.
- All real-time search engines are far from equal. The major reason is they don’t index the same content.
- Real-time search engines that index only Twitter are missing up to 90 percent of the real-time web.
- One exciting new aspect of real-time search is the creation of real-time programming that will be complementary and competitive with traditional programming (e.g. TV, radio, print and online).
Enjoy and let me know what you think. David
December 10th, 2009 CORRECTION: The article mentioned that real-time search engine Wowd required a plugin for its use. That is not true. Current report is updated to reflect that it’s not required.David Spark, a partner in Socialmedia.biz, helps businesses grow by developing thought leadership through storytelling and covering live events. Contact David by email, follow him on Twitter and Google Plus or leave a comment below.
Fantastic write up David. Going to link back from my MediaPost column I am writing now on the implications of real time search for marketers.
Hi David great post and report, it was really insightful. I have been debating with a team member on what the implications will be for optimising content. Will realtime search open the door to a new wave of black hat optimisation techniques and be real problem? Or due to the fact the content is currently streaming through from social media platforms that already regulate mis-use? would be really interested in your thoughts!
One of the aspects that came up in my interviews but we didn't get into heavily was spam. I make a mention of it in my report, the need to control spam in real time, but I don't go into depth. That could be another report in itself. And actually, the subjects of spam might actually have some interest in real-time information. Why are spammers spamming this stuff now?
It seems the real time search only takes up a minor part of Google and the search query page. Do you think this is strictly more for marketers? Because as a user I have no interest about real time Twitter/Facebook status searches.
You really have no interest in real-time status searches? You haven't been playing it around with it. It's actually immensely valuable and fascinating. If you're not interested because you don't want to know if everyone's eating a ham sandwich right now, I understand, but tweets and Facebook status updates actually give you real insight into the public interest right now. Start playing around with the real-time search engines and you'll see what I mean.
Good article David. I think that many of the start-ups that you mentioned replicate the traditional search experience: type keyword, see list of results. I think that in real-time three issues will be key: (1) search, navigation and discovery will tend to merge, (2) personalization will be a must and (3) an important social component will need to be incorporated. Tough work ahead !
These are very good points. But the “social” component is often all the real-time content since all of it is coming from some type of social media tool. What I think is going to happen is there will be more of a merger of the three different types of applications: real-time search, social media monitoring tools, and most importantly (and to your point) real-time interactivity tools such as Seesmic and Tweetdeck, but can do more than just Tweet at status updates.
Looking forward to reading it. Congrats on its completion.
Thanks bud. Yes, it took a while to just get the last items finished. Do let me know what you think.
David, nice! I don’t have any criticisms per se, just personal observations (predictions?) about monetizing the social/real-time web. With respect to the real-time web potentially accounting for up to 40% of all search activity and $40B in revenue, this assumes all 40% of that traffic is worth monetizing. Given the current “90/10” nature of the real-time web’s content you refer to, it is apparent that much of it is worthless (i.e. – unable to be monetized) noise. As Marketers move to the real-time web, they (and content providers) need to remember; it’s “Social” not “Commercial” Media. On the Social Web, there's an ultra-fine line between enhancing or intruding upon the user experience…and alienating consumers. Noise is noise regardless its source.
Like you, I see massive up-side for the real-time web in entertainment content. Continued luck; I’ll be sure to look for more of your work.
@Joe Marchese – Thanks for linking to the article.
That's a really good point. I guess I covered my basis by saying “up to $40 billion.” Although, the $40 billion is in reference to market valuation, not revenue the company is generating in a year. It's estimated that the entire market valuation of traditional search hovers around $100 billion. Using that logic, that's $1 billion for every 1%. And much of search is real-time search that Google and Microsoft weren't satisfying, and now to a degree are.