Search Engines and Real-Time Search

I recently read an article from GigaOM about real-time search, and it got me thinking (once again) about the value it brings for search engine users. Dylan Casey, Senior Product Manager at Google, asks the question, “is this a good answer to this question, or are we just creating a tool for low-quality content?”

The question he is referring to is: how can we continue to improve the dynamics of search pages in a way that blends multiple components and species of information, seamlessly in one place, all while maintaining the best overall results? Changes that may seem small (such as adding tweets to search results) can drastically change the priority and balance of an engine that is already established and sophisticated. Casey’s concern about content quality is significant enough to scrutinize the return value for searchers.

First and foremost, there is an issue of web spam to handle. This Web Pro News video from December ‘09 discusses the initial problems with spammers potentially inserting links or distributing unapproved (or dangerous) content via social search spamming. I have done a number of test searches and haven’t experienced a lot of the slips noted in the video. As diligent as they are about security, I’m sure Google jumped on filtering during and after launch, but the questions are still there from a user perspective. What content gets through?  How is it being filtered? What users and topics are restricted, and if the funnel is that tight, how is it still driving value for general search behavior?

Below is a Google search results page for ’st patrick’s day.’ Some of the initial social results contain information for local parades, or Facebook event links for pubs celebrating the holiday – both of which are excellent uses of real-time social search. However, there is also a mix of other social updates about drunk college students and general shenanigans (not pictured). These results may not necessarily be offensive – and are perhaps even humorous to some – but I’m sure some parents and college deans are none too pleased about the reputation, message, and behavior. I’ll bet there is a lengthy content flag list, but how close do some of these results get before they become offensive or spammy? Also, as a note, I was able to get one of my tweets in the real-time results for ’st patrick’s day’ in a matter of seconds (not pictured).

Make no mistake, as a digital media professional and enthusiast, I am excited about testing the depth and breadth of search engines. I think there is tremendous value for brands and users, as far as connecting consumers with products, opinions, trends, current events, etc. Certainly, the search engines must maintain a safe environment for users (particularly children), but what good would the digital world be if we weren’t always pushing to take it to the next level? Also, when you add in the fact that users are taking more and more control over their own personal media, and interacting with branded media on a deeper level, it makes sense to adjust search in the same fashion.

I’m curious…how have real-time social results in search engines affected you, if at all – what are your impressions?

Image by danard vincente