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Summary:

It’s pretty amazing that raw Twitter posts already show up by default right on Google search results pages. Today at the Search Marketing Expo, project managers from the three major search engine gave insight into their companies’ approaches to the quickened pace of the web.

Perhaps inspired by the speed of the medium, the integration of real-time tweets and other updates into major search engines has happened more quickly than I might have expected. It’s pretty amazing that raw Twitter posts already show up by default right on Google search results pages (they’re a little more buried on Bing and Yahoo, but still quite prominent and also launched in the last couple of months). Today at the Search Marketing Expo in Santa Clara, Calif., product managers from the three major search engine gave insight into their companies’ approaches to the quickened pace of the web.

BING: Following a hearty endorsement by Microsoft CEO Steve Ballmer in a keynote interview — “I’ve fallen in love with our real-time search; there’s nothing better than our Bing Twitter search” — Sean Suchter, general manager of Microsoft’s Search Technology Center, talked about the value of analyzing not only tweets but links shared on Twitter and Twitter user sentiment about trending topics.

Bing at this point uses only Twitter for real-time search, though it’s supposed to have a deal with Facebook to integrate public status updates. Suchter had no comment as to when that deal would be implemented, but said the Bing team is evaluating how to share the many different ways Facebook users communicate, including giving signals about other people’s relevant real-time updates by saying they like them.

Suchter showed a cool graph (embedded above) of the difference between a network of tweets on an organic topic — the conference we were attending — vs. a spam topic — teeth whitening. It’s pretty easy to see the difference.

Suchter didn’t get very specific about Bing’s real-time special sauce, but he said one of the most interesting ways his team improves Bing real-time search is to look at the past. It takes snapshots of the information available in the world at any one time, evaluates what the biggest thing was, and tries to figure out how Bing could have surfaced that.

YAHOO: Yahoo’s Ivan Davtchev, senior product manager of search, gave a bit more insight into how that company is building a model to determine what tweets are relevant. He said Yahoo emphasizes speed in real-time search but also allowed that freshness is deceptive as a measure of real-time success. Yahoo, which is rolling out real-time search on many of its properties, has built an internal tool called TimeSense (illustrated below) to determine what topics are spiking in real time. It uses language models to group words and then compares them to the body of time before and after. Since real-time updates don’t often include “anchor text” to directly tell search engines what they’re about, promotional factors become more important.

Davtchev spoke more specifically about what Yahoo considers real-time spam: content with “multiple buzzing terms,” overuse of URL-shortening services and overuse of hashtags.

Even though he focused more on the research side of things, Davtchev was the only panelist to get specific about where revenue specific to real-time search might come from. He said he anticipates that one of the most monetizable areas would be local promotions around events.

Davtchev also said to expect Yahoo to use what it learns from real-time relevance on non-search properties — which seems fitting, given Yahoo’s search share and also the fact that so many people use Yahoo as a portal to what’s new on the web.

GOOGLE: Google senior product manager Dylan Casey offered some insight as to how the search giant determines if a real-time update is relevant. “How old was the account, how often do they post, were they often outlinking or inlinking, are they often pointing to the same URL?” He said that Google is trying to emphasize comprehensiveness by including non-Twitter providers such as MySpace and Identi.ca (but Google currently has less access to Facebook updates than Microsoft does, so that might not be his best selling point). However, Google plans to soon publish a standard way to publish directly into the Google indext using pubsubhubbub, he said.

Casey said perhaps the most complex project in real time is to determine when to trigger the appearance of real-time results in search results. “We have huge internal debates on: Is this a good answer to this question, or are we just creating a tool for low-quality content?” he said.

Casey spent some effort justifying Google paying to include Twitter’s real-time firehose of tweets, saying it was an intensive technical integration on both sides, and that tweets are a fundamentally different form of communication due to the restrictions of their form. For example, Google has developed a “complex system” for removing users’ public tweets that are later deleted or marked private.

But even as the giants are sprinting to keep up with real time, they come off as fairly conservative about tweaking their core search experiences. After hearing from the major search players, a mostly emptied-out room was treated to a second edition on the real-time track from four leading startups in the space: OneRiot, CrowdEye, Topsy and Collecta. Seeing things like Topsy’s image search compared to Google’s makes clear the big guys have a lot to learn from the little ones.

Related content from GigaOM Pro (sub req’d):

Report: The Real-Time Enterprise

  1. Tilla Torrens Tuesday, March 2, 2010

    Thanks for the post – interesting how companies, established and new, are dealing with the real-time search and discovery space. You also should check out http://www.yourversion.com – which is a real-time discovery engine. It helps me keep up on my interests, and deal with the firehose of information available – I can quickly scan the latest news, blogs, webpages, tweets and videos related ONLY to my interests. I can also share any worthwhile finds through email, Facebook and Twitter with auto-shortening of URLs. They also have a free iPhone app.

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    1. I just searched on “location-based services” in yourversion.com. Search yielded only 7 results and the most recent was from Feb. 13th. Adding “lbs” produced more results, but mostly related to weight loss.

      Is this typical? Coverage, timeliness and relevance appear to be lacking…

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      1. @Phil, that’s odd, I’ve never had something like that happen. I just tried ‘location based services’ without the hyphen and it yielded a lot of recent results. I think the hyphen must have caused the limited results. The product seems to work on literal searches, so in the beginning I did play around with several different terms for my topics, but now I always find recent, relevant content for my interests, such as web design, marketing metrics, iphone, local food, etc.

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  2. …the medium is the message- or in other context, it is!
    it is a process;a slow and gradual development,a paradigm
    upon discourse and several notable observations cannot be taken for long….

    spend time to notice. as in reflection, medditation and contemplations, we rise in the level of understanding that human conciousness is in the www, and the internet world…it is a prayer! in silence ,it must be heard.

    take time and listen; embrace the clarion call of change….youll see ;p.

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  3. datz cool post

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  4. [...] How Google, Yahoo and Microsoft Think About Real-Time Search People always tell me that they don’t get twitter and don’t understand what it could do for there personal or business brand. This article by Liz Gannes on GigaOM shows users why they should embrace Twitter as a great social media tool.  Read this article  How Google and Microsoft think about real-time search. [...]

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  5. Liz, since you have done some study on this, can you write about the challenges in the separation of signal and noise in tweets, and how different firms are handling it?

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  6. [...] How Google, Yahoo and Microsoft Think About Real-Time Search – GigaOM [...]

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  7. The common source these real time searches rely on for most part will be Twitter. I would love to learn more on what type of arrangements Twitter has with all these search engines becuase Twitter certainly is on the drivers seat here

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    1. Yeah, maybe Twitter offers up its full flow of tweets now and then, when Bing and Google have spent a couple years on “real time search” but in reality, “twitter search” then turn off the hose and demand a ransom.

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  8. On a whole all the major search engines are tightening knots to all spam content and trying to bring out the best! However, Twitter is the one that’s being benefited a lot!! I have also heard that there are some other partners with Twitter that uses “firehose” of Twitter data! One such is “Ellerdale”. When I visited this new Twitter partner I was surprised to see their interesting features!. As you said ‘big guys have a lot to learn from the little ones’, yes this is true!

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  9. [...] How Google, Yahoo and Microsoft Think About Real-Time Search – GigaOM [...]

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  10. [...] How Google, Yahoo and Microsoft Think About Real-Time Search – GigaOM [...]

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