Microsoft Bing explores user markets with cultural differences.

Microsoft Bing explores user markets with cultural differences.-
Microsoft Bing Explores User Markets With Cultural Differences

Last September, Bing It On promotion campaigns in the United States were supposed to be launched to get users to search better without brand recognition.It is said that Bing was selected by more users than Google, and in other reports, users said that Google’s search results were better than Bing.The conclusions vary from person to person.

However, no matter which search result is better, a more important fact is that although Microsoft believes that more people choose to identify with Bing Shou search, the share of Bing Shou will not be significantly increased.This means that improvements in the homogeneity of regular search results have made it difficult to ripple the search market.

Differentiation becomes an exploration direction that you have to choose.

Social signals

This week, Shen Xiangyang, senior vice president of Microsoft, returned home every few months.When introducing the new changes that must be made in the near future, the introduction of social signals is mentioned first.In fact, about May last year, Bing Bing Search (in English) began opening a new column at the far right of the search results page to show social search results.

If your Facebook friends’information matches your search keywords, it will be searched.In the U.S. market, they must have an advantage because they are partners with Facebook, and Google and Facebook are more often defined as competitors.Google can only do it on its own.

Similar attempts are being made in China, where search engines have successively embedded content from social networks in their search results.The more radical route is cloud search, which no longer separately lists search results from social networks, but uses social signals to have a substantial impact on the ranking of search results.

This exploration is controversial.Shen Xiangyang also does not have a definite answer.

Why should social search be placed on the right side instead of merging into regular search results? “We tried a different way.” Shen Xiangyang said merging is the right way, but current test results show that the introduction of social search content into direct sorting does not significantly improve the overall relevance of search results.

What’s wrong, data sources or mining methods? Shen Xiangyang thinks: This is because social signals are not strong enough.In his view, the value of content streaming in social networks may only become more important if it continues to grow.Instead, it should continue to look at the geometry of social impact on search, an attempt that will continue in the United States rather than in China.

knowledge graph

In the Bing’s three-column search results, the left side is the web search results, the right side is the social search results, and the middle column is used to place the knowledge map results.This function can systematize the search results and get a complete knowledge system through any keyword.In May and December of last year, Google and Bing launched similar products.

For example, search for the keyword “Michael Jordan Berkerley”.Michael Jordan is often interpreted as the NBA star Jordan in the United States, but Berkerley is actually looking for a professor of the same name from the University of Berkeley.A knowledge map needs to find the right entity object based on this keyword.This is the first step.

The Map of Knowledge should then provide information about this Michael Jordan, such as a list of other professors who are closely related or close to him.This layer of interpersonal relationships was discovered, and user involvement was accompanied by a search for Professor Michael Jordan.

Search relies on interaction with users for relationship mining.The side effect of this approach is that the more you search, the more accurate your results will be, that is, the more obvious a single dominant Matthew effect will be.

It is also a challenge to find the right entity object, which is estimated to be 300 million, each with its own content.Another difficulty comes from the handling of natural languages and the fact that certain knowledge has multiple answers that are not unique, such as the question of India’s longest river.

However, these are not necessarily problems.In addition to market competition considerations, Shen Xiangyang also pointed out that “Search finally represents the accumulation of human knowledge, which is a very amazing thing”.

What about the Chinese market?

All of these things are happening in the United States, so what about the Chinese market?

This status and Microsoft’s decision a few years ago were all about fighting hard in the US market.More than that, we must also miss out on the opportunity window provided by Google’s China policy adjustment.Shen Xianyang, Senior Vice President of Microsoft Global and Head of Search Business, also admitted that “We are not determined enough and not invested enough in China”.

Now these two are not enough, and there are no signs of mitigation.Some hope should be placed on Chinese users who need to search in English (obviously this is not a huge group); at the same time, we should talk about intentional cooperation with domestic search engines (last six months with Baidu without any problems); debit browsers? Must not be clear yet.

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