In my predictions this week I seemed unusually glum about the state of search, writing: Traditional search results will deteriorate to the point that folks begin to question search’s validity as a service.
This statement did not go unnoticed by folks in the industry, and I received quite a few emails, Tweets, and comments asking what on earth I meant. Well, in the post I tried to explain:
This does not mean people will stop using search – habits do not die that quickly and search will continue to have significant utility. But we are in the midst of a significant transition in search – as I’ve recently written, we are asking far more complicated questions of search, ones that search is simply not set up to answer. This incongruence is not really fair to blame on search, but so it goes. Add to this the problem of an entire ecosystem set up to game AdWords, and the table is set.
Let me use this final BingTweets entry to expand on what I meant.
My statement about how we’re asking “far more complicated questions of search” is a riff on the writings I’ve done here on the BingTweets blog, specifically, my three part series on “Decisions Are Never Easy” (1, 2, 3). In short, I find that all of us are expecting search, a technology built to answer one-dimensional questions like “capital of Yemen”, to answer questions that have more than one semantic meaning (“Yemen al qaeda leadership diplomacy”). As a reader (and search entrepreneur) put it in an email to me: “When people move to complex queries (defined as two or more semantically disjunct terms), search breaks down. All it is really fit to do is deliver all the permutations. Imagine a 5-term query, all semantically disjunct. …. such as … “green tea, life quality, life expectancy, cancer, tumor”. Did you ever try and read 40,000 documents?”
Well no, none of us ever try to read all the documents search brings back – all the “permutations” that search faithfully (and rather unintelligently) renders to us. We all know by now that when we ask a complicated question of search, search will pretty much throw everything and the kitchen sink at us. And we don’t want all that information. We want our answer!
I have no doubt that such an answer is coming, but before it does, we have to go through a period of disappointment. ……. (continued …)