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Can not find the "Putian Department" headlines search, this time can replace Baidu?

via:航通社     time:2019/8/1 20:44:35     readed:252

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Shuhang was sent to Beijing on August 1.

Byte jump into the general search message finally "official declaration": this is the search box in the headline App today, which has introduced a lot of off-site results.

A lot of people are waiting for bytes to search for this message, so that it is natural to replace Baidu with bytes to become the B. of BAT. But the symbolism of the matter may be overstated. Whether you search or not, bytes or the original byte.

Let's start with the search box built in today's headlines, and start with the basic elements of search engine success, analyze the success probability of this search product in the future, as well as its significance for byte bouncing.

This is the byte-hopping search engine.

In terms of byte bouncing, the search product is online and users can try it out through the search box on App today's headline.

The headline search box started as early as March this year and has introduced some off-site search results. At that time, however, Wechat's "Search and Search" operation was the same, and the off-site search was not deployed to the Web, so it did not attract special attention.

Today, I tried to search with a few medical keywords that might be the most curious of people, and found some fixed suppliers of headline search.

The headlines have their own questions and answers (Wukong Q & A), Weibo (microheadlines) and short videos (volcanoes). These modules will be clearly displayed on the first page of the search results.

In encyclopedia, it cites interactive encyclopedia, just like other non-Baidu search engines (so now you know why interactive encyclopedia survived).

In the aspect of medical search, the headlines introduced "Dandelion Medical Encyclopedia", "Good Hand Doctor", "Spring Rain Palm Doctor" for encyclopedic definition, expert interpretation and other aspects of illness description; and through "Famous Doctor Hui", "Good Doctor Online", "Seeking Medicine Network", "Seeking Medicine Network" and other websites, introduced to find hospitals. Functions such as seeking doctor, online consultation, etc.

Such direct access to third-party services will not make its search results particularly good -- "Putian Department" doctor, even from other places to remove the question and answer information, copy and paste temporary workers [1], may go to third-party medical websites to post results, and be included.

But it won't be particularly bad -- because the biggest problem that causes Baidu's poor medical search results is its deliberate insertion of advertising space, not Baidu's inadequate capacity. You can think of the current headline search as a Baidu that has not yet implanted so many bidding rankings.

Search: Technology, Experience and Promotion

Next, I would like to say a summary of my own, not necessarily right.

I think to do a good job in search engine business, like many other products, we need to have technology (algorithm), product experience and promotion at the same time.

Perhaps one of the industry's most senior product managers, Liu Fei, has a very famous formula: product value = (new experience - old experience) - replacement cost.

Search algorithm determines the most basic accuracy, product logic and other details determine the other parts of the experience, and promotion ability is related to replacement costs, including both users, businesses and advertisers.

Compared with Baidu, 360, Sogou, Bing and other existing players, bytes are not bad in these aspects, and some even have very prominent advantages.

The first is technology.

No one can surpass the number of index of Chinese pages accumulated by Baidu, the pioneer. At this time, we should study how to use a smaller data set to start cold to achieve a higher accuracy.

When Tencent did its own search, although there were some top search talent dominant, but limited by the bottleneck of the overall technological development, the search accuracy and the amount of web pages were more closely linked, there was no possibility of using fewer records, which could be better than Baidu.

So when searching for "dead end", we can find many users'complaints about its search quality at that time.

Bytes now have a content pool with header numbers as their home base, and their recommendation algorithms are also validated. Most importantly, changes in the Chinese Internet environment give bytes the opportunity to "hide clumsiness" and reduce the proportion of out-of-site content in the results, while not affecting the quality of the results.

The second is experience.

Baidu is now learning the headline number in turn, and wants to keep more search results on the headline number. The more it does that, the more consistent it is with the headline search experience. Even if Baijia is not open to headline search, the content users see on the headline and Baijia is basically the same.

In terms of off-site content search, there are not so many byte tree enemies. For the time being, many content can be included in a relatively neutral position. Top Number One can even sell Taobao and Taobao at the same time.JD.COMCommodity links.

Once the headline search becomes bigger and replaces Baidu's position in people's minds, will Ali repeat his trick to shield some of the links from accessing byte products? Even so, the experience loss caused by headline search will not be worse than Baidu now.

Finally, the promotion.

For the consumer side, headline search obviously needs to be built into all products in the byte system. There are many examples to illustrate whether a new product can be distributed on the basis of existing products.

Byte tried to promote social products in the early part of this year, but the effect is relatively general, and it is still in a war of words with Tencent. Bytes of social attempts also include corporate IM product flybooks, and there is not much news at present, maybe general chat products flying chat.

Although this does not prove that bytes do not have so-called "social genes", it is enough to show that this amazed App production plant is not a Baikalin.

Headline search may be "out of the loop" because of the whole company's marketing efforts, into the products of some friends, or be recognized by more users. But more likely, it evolved to be used quietly in places you can't see.

For example, Ali's "Magic Horse Search" is like this. Yunos installedMobile phoneDefault browser, UC, quark browser and other places, default to use the Magic Horse search, but there will be no magic horse logo, which has brought it a certain market share. But users generally do not have brand awareness of Shenma, in other words, they may still think that they are using Baidu.

This may be a bottoming result, but I think bytes should not be satisfied with this, or certainly hope that the search can be further.

For businesses and advertisers, byte's ability to push and attract investment is one of its more powerful aspects.

When Baidu and Search were fighting, one of the factors that might be underestimated was the strong push team Baidu had at that time. At that time, people everywhere had a strong demand for online advertising, but Baidu first converted this demand into actual delivery.

However, Baidu's transformation of All in AI two years ago has seriously damaged the environment in which it and the stationmaster coexist, and the emergence of Baijia number is to intercept the traffic originally distributed to the stationmaster step by step. Many local marketing teams originally loyal to Baidu Alliance have made headlines and friends circle advertising agents, dancing with the market demand.

Headline search also has additional word-of-mouth advantages

March 11, today's headline officially promotes "Headline All-Web Search" in the open-screen advertisement. The same is selling keyword bidding advertising, unlike Baidu, the sales logic of today's headlines is more effect-oriented.

Baidu's bidding logic is that the higher the price, the higher the position of your advertisement; and in the headlines, the higher the price, the higher the degree of user matching, that is to say, the probability of being brushed by users interested in this topic is greater.

To be honest, this model of selling user portraits has been played to the extreme by Facebook overseas and has aroused widespread criticism. However, this moral offensive, as well as the legal difficulties represented by GDP R, is still out of date at home.

In the process of headlines expanding their advertising, as long as there is profit, there will naturally be distortion. In Baidu, it is selling Putian Medical Advertisement, which attracts many people's irony about Baidu's values. In the headlines, these are some links hidden in personalized push.

But it is particularly noteworthy that headline search still has temporary advantages in terms of morality and word-of-mouth.

Isn't it? People focus on Baidu and Robin Li, but they do not have the same firepower for headlines and some inappropriate links of WeChat public numbers. We have accurately positioned these issues to the author of the author instead of the platform.

So headline search has a much better environment for public opinion.

Is there a "search gene" for byte bouncing?

Do search engine, directly challenge Baidu, it is difficult not to associate Tencent's search.

Search struggled for seven years and finally merged into Sogou in 2013. In fact, I always think the opposite is true - but no one has the ability to predict the future. This decision was not a problem at the time.

At that uncomfortable point in 2013, the search business is at a time when it sees no future at all. Even Wu Jun, the head of the search business at that time, later fell into controversy because of criticism of his old owner.

I think that Wu Jun's criticism of public opinion reflects that the Chinese should understand the philosophy of "gratitude". However, Wu Jun did not have a specific business of in-depth search. From his point of view, he did not "keep taboos for those who respect him", but was worthy of respect in my opinion.

If according to Wu Jun's "gene theory", then is there a gene in the world that is searching for? If so, does byte beating have this gene?

Before we saw Baidu, 360 and Sogou Search, search engines have been, or are still its main business. The current business distribution of bytes has been very extensive, search engine is not its main business, this is a new situation.

In recent years, 360, which is a safety product, has decided to focus on government and enterprise customers and returned to the safety standard. But when search and browser promoted each other, both of them, including derivative pages and so on, once became the money-spinning tree that 360 attached great importance to.

As for Sogou, its input method is ultimately positioned on browsers and search services. Until recently, AI has been identified as a new direction of transformation. Together with Baidu, these two companies show that searching is really difficult and sometimes even needs other businesses to support.

Search engines made of bytes, like Wechat Search, also followMicrosoftThe situation of Bing Ying is most in line with: if it is not done well, it can be regarded as a public good (Mobai), but if it is done well, it can also play a synergistic role in the development of the main business.

Xiao Na and Xiao Bing are the products of Bing's team. The search capability has also been greatly improved.Windows,OfficeEnterprise-level product experience. At present, Microsoft is trying to unify the search box in all products into a global "Microsoft Search".

In terms of market share, Bing is not conspicuous, but its share is absolutely not low. Most importantly, it has found the right place in the company's overall layout, so it can survive.

If bytes develop general search, long-term survival and self-financing should be a bottoming expectation; if Baidu's status can be easily threatened, of course, the best.

If there was anything to reflect on in Search that year, it might also be here. The current situation of Wechat Search proves that when Search is not the main business of the company, it can get a steady development space step by step. But if we do it too quickly and invest too much resources to fight hard battles, we may lose a lot.

This is the advantage and challenge of byte bouncing in search. It is a natural extension of product logic after a long period of foreshadowing. Moreover, people should have expected that such a moment, its symbolic significance is not as great as some people say.

[1] https://finance.sina.com.cn/roll/2019-07-24/doc-ihytcitm4348896.shtml

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