How does Yahoo! surpass Google?

Google's beta version doesn't display the query results, just the suggested terms. In AlltheWeb Livesearch, the results are displayed for what it deems is the most popular term. The tool tries very hard to predict or anticipate your search behavior. For instance, as I type 'i', 'in', 'ins', 'insu', I get different suggested terms with the most popular of them being highlighted and its respective results displayed. As I typed 'i' and 'n', the highlighted keyword was 'internet explorer', after 's' it was 'INS,' and after 'u' it was 'car insurance.' In this case, my intent was to get to the search results for 'auto insurance' which is quite close to what AlltheWeb presented. Will it always be accurate, probably not, but it is eerily close.

But how does Livesearch determine what I'm thinking? How do they automatically determine which keyword to suggest? Is it based just on the popularity or density of previous searches, like a manifest social network, or through click-thru rates and relevancy algorithms?

What I would like to see, as a savvy searcher, are keyword suggestions that are proven - based on CTR or conversion rates (probably the best precursor to real relevance). I want to have the ability to determine the semantic settings through preference options. Unfortunately, AlltheWeb's Livesearch doesn't offer all the things I want... yet.

Google has the best chance of emerging with a semantic search feature, simply because of the prevalence of Google Analytics. As long as conversion funnels are defined in the analytics setup, Google is capable of determining keywords that lead to conversions from their own search results. Microsoft may also be capable of developing an equivalent algorithm, what with their recent acquisition of an analytics tool from DeepMetrix that will be integrated into their adCenter search advertising network. Unfortunately, Yahoo! is out in the cold since they currently don't own a complete web analytics tool that is free at a wide scale - instead, their marketing console/conversion tracking is stricly limited to PPC. Unless, of course, they have something else up their sleeve.

On the other hand, with Livesearch's introduction on AlltheWeb, Yahoo! has pointed out that they, unlike the other players, have multiple properties with which they can introduce new features as a litmus test. Only they can gather user feedback, improve on products based on real search behavior, and once a satisfactory level is achieved, introduce it in Yahoo!'s main search without the threat to their brand or market perception. Google and Microsoft may own half of the world, but have only one search engine a piece, with all their associated tools directly linked to one brand identity.

Interestingly enough, the term Livesearch conflicts with Microsoft's push for their online 'Live' services. Microsoft has been testing Windows Live Search for quite some time now. Also, Google has a patent on 'anticipated query generation and processing in a search engine' (how can you patent an idea?) that is similar to what AlltheWeb is doing. How Yahoo!, MSN and Google will resolve these conflicts still remains to be seen.

In the meantime, go to AlltheWeb Livesearch and play around with what the near future of search will be like - because given the highly competitive market between these three players, you can be guaranteed that both Google and MSN will have similar features by tomorrow at the latest (or maybe the day after).


Maizal Munif
Senior Software Developer
Enquiro Full Service Search Engine Marketing

Tags: Alltheweb Google MSN Web Analytics Yahoo


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