Amplifying local business search by adding keywords for recommendations.
More than anything local businesses crave customers, classic search indexes may have fallen behind Google/Bing in usefulness. By conducting interviews at a local business SchmoozeFair we combined the results with research by Ed Chi, done formerly at PARC, Ed is now Research Scientist at Google.
About a dozen principles provided input that key words are key to their web business, further their focus is on their business web site, local marketing by schmoozing, and not maintaining other web search indexes directly. Very few pay attention to Yelp or review systems outside the main metropolitan downtowns (there are too few reviews and too many sites). We didn’t apply a rigorous interview process, just talked to local business principals, owners, heads of sales and marketing (any business able to spend $425 on a booth).
Applying the survey results to local business search, MrTaggy an experiment at PARC shows how search results were enriched by combining bookmarks into the search algorithm. In the same way combining keywords from local business websites can amplify specialist goods and services provided by local business making local business search far more useful and engaging.
The technologies to do this, involve moving Web 2.0 from inference to intention based search. Local business told us they spend as much as 15% on marketing their intentions, but the search algorithm often uses only public available data and not their keywords. We feel R&D to include keywords in the graph for search is necessary to improve local business search. A/B tests done in a chosen city and results measured before wider deployment. We are happy to advise and collaborate on product, technology algorithm for an impactful implementation. Please see MrTaggy for a conceptual demo.