1 00:00:00,280 --> 00:00:02,960 Speaker 1: Brought to you by the reinvented two thousand twelve Camray. 2 00:00:03,160 --> 00:00:08,880 Speaker 1: It's ready. Are you get in touch with technology with 3 00:00:08,960 --> 00:00:17,480 Speaker 1: tex Stuff from how stuff works dot com. Hello everyone, 4 00:00:17,520 --> 00:00:20,119 Speaker 1: and welcome to tech stuff. My name is Chris Poulette 5 00:00:20,120 --> 00:00:22,320 Speaker 1: and I am an editor at how stuff works dot com. 6 00:00:22,320 --> 00:00:25,000 Speaker 1: Sitting across from me is a man who needs no introduction. 7 00:00:25,000 --> 00:00:26,520 Speaker 1: But I'm paid to do it, so I'll do it anyway. 8 00:00:26,600 --> 00:00:31,280 Speaker 1: Senior writer Jonathan Strickland, Hey there, right. You know I 9 00:00:31,280 --> 00:00:34,040 Speaker 1: should have put that in context. Yeah. Yeah, it turns 10 00:00:34,080 --> 00:00:36,480 Speaker 1: out that without context, it can be a really confusing 11 00:00:36,560 --> 00:00:40,080 Speaker 1: thing for me, also for computers. Because you know, today 12 00:00:40,120 --> 00:00:42,159 Speaker 1: we wanted to talk a little bit about the future 13 00:00:42,479 --> 00:00:45,839 Speaker 1: of search on the Internet. And the reason why we're 14 00:00:45,880 --> 00:00:48,400 Speaker 1: bringing this up is the week that we're recording this podcast. 15 00:00:48,640 --> 00:00:52,520 Speaker 1: The today's date as we record is May eighteen. Now, 16 00:00:52,720 --> 00:00:55,000 Speaker 1: this past week, there was some news that came out 17 00:00:55,880 --> 00:00:59,600 Speaker 1: from Microsoft and from Google about some additions to their 18 00:01:00,000 --> 00:01:03,280 Speaker 1: their search products. So Bing and Google obviously those would 19 00:01:03,280 --> 00:01:07,000 Speaker 1: be the two UM and uh. And in both cases 20 00:01:07,520 --> 00:01:11,479 Speaker 1: there's some information about kind of a new approach to search, 21 00:01:11,520 --> 00:01:13,520 Speaker 1: and not not even that new, it's just that there's 22 00:01:13,560 --> 00:01:17,560 Speaker 1: sort of a new way of presenting the information. But 23 00:01:17,720 --> 00:01:19,800 Speaker 1: it's sort of a kind of a trend that we're 24 00:01:19,840 --> 00:01:24,520 Speaker 1: seeing building towards something we call semantic search, which is 25 00:01:24,520 --> 00:01:28,480 Speaker 1: sort of an intelligent search that's pulling information it's relevant 26 00:01:28,520 --> 00:01:31,800 Speaker 1: to your search query from multiple sources and putting it 27 00:01:31,840 --> 00:01:34,399 Speaker 1: together in a way that's understandable for you so that 28 00:01:34,440 --> 00:01:36,840 Speaker 1: you don't have to actually do all that work yourself. 29 00:01:36,880 --> 00:01:38,959 Speaker 1: Where you you know, when you typically do a search, 30 00:01:39,319 --> 00:01:41,080 Speaker 1: you get all the different results, and then you have 31 00:01:41,160 --> 00:01:44,000 Speaker 1: to go and visit the different sites find out if 32 00:01:44,040 --> 00:01:47,120 Speaker 1: the information you need is there. Maybe it has of 33 00:01:47,160 --> 00:01:49,040 Speaker 1: the info you need, but not everything, So you have 34 00:01:49,040 --> 00:01:51,040 Speaker 1: to go to another link and see if maybe that 35 00:01:51,120 --> 00:01:54,440 Speaker 1: has twenty of the fort that was missing. And so 36 00:01:54,640 --> 00:01:56,920 Speaker 1: you're piecing it all together bit by bit, and you're 37 00:01:56,920 --> 00:01:59,760 Speaker 1: having to make incredible notes and if this is really data, 38 00:01:59,800 --> 00:02:02,080 Speaker 1: and and so you might even have an enormous spreadsheet 39 00:02:02,200 --> 00:02:05,120 Speaker 1: right and it just it's a lot of work. Well, 40 00:02:05,160 --> 00:02:07,320 Speaker 1: the idea behind semantic search is a lot of that 41 00:02:07,360 --> 00:02:09,640 Speaker 1: work gets done for you, and you look for something 42 00:02:09,720 --> 00:02:12,640 Speaker 1: very specific and you'll get very specific results back, even 43 00:02:12,680 --> 00:02:15,960 Speaker 1: if those results are pulled from multiple sources. So in 44 00:02:16,000 --> 00:02:18,400 Speaker 1: other words, you don't have to do all that work. 45 00:02:18,840 --> 00:02:20,720 Speaker 1: There's still a lot of work that has to be done, though, 46 00:02:20,760 --> 00:02:22,560 Speaker 1: So we're gonna cover all of that. And I think 47 00:02:22,600 --> 00:02:25,080 Speaker 1: the best way to start is when we talk about 48 00:02:25,080 --> 00:02:29,720 Speaker 1: how typically a a search is done in the traditional 49 00:02:29,960 --> 00:02:31,600 Speaker 1: it's kind of weird to say traditional when you're talking 50 00:02:31,600 --> 00:02:35,200 Speaker 1: about the Internet, but traditional Internet search style. Yeah, yeah, 51 00:02:35,280 --> 00:02:38,240 Speaker 1: well you think about it. There there have been search 52 00:02:38,280 --> 00:02:44,560 Speaker 1: engines out since probably around um, the early early nineties really, 53 00:02:44,600 --> 00:02:47,560 Speaker 1: and that that was when we have been talking about 54 00:02:48,400 --> 00:02:54,160 Speaker 1: the public using the Internet as tool for information, a 55 00:02:54,200 --> 00:02:58,920 Speaker 1: tool for communications and entertainment really um. And these the 56 00:02:58,960 --> 00:03:04,480 Speaker 1: earliest search engine relied on some some pretty brute force technology, 57 00:03:05,280 --> 00:03:08,440 Speaker 1: one of which was was either a a a script 58 00:03:08,639 --> 00:03:12,959 Speaker 1: called a spider that would go crawling the web, you 59 00:03:13,080 --> 00:03:14,919 Speaker 1: get it. It would it would going here, yeah, it 60 00:03:14,960 --> 00:03:18,000 Speaker 1: would go link to link. It would actually follow links 61 00:03:18,040 --> 00:03:21,639 Speaker 1: and index pages. It would it would record the content 62 00:03:21,760 --> 00:03:25,160 Speaker 1: on pages. Now it did not understand that content, but 63 00:03:25,320 --> 00:03:27,560 Speaker 1: just merely said all right, these are the words that 64 00:03:27,639 --> 00:03:31,799 Speaker 1: appear on this particular web page, and so that gets indexed. 65 00:03:32,080 --> 00:03:34,520 Speaker 1: And then it would go to the next link and 66 00:03:34,600 --> 00:03:37,800 Speaker 1: it would index that one. And you know, there's what 67 00:03:37,880 --> 00:03:42,520 Speaker 1: I'm saying, one spider. Clearly, that are countless spiders crawling 68 00:03:42,560 --> 00:03:45,640 Speaker 1: the web, and there still are. Yeah, absolutely absolutely, And 69 00:03:45,680 --> 00:03:47,600 Speaker 1: a lot of the search engines, the ones that that 70 00:03:47,680 --> 00:03:50,200 Speaker 1: we use today, still use that technology, but they're not 71 00:03:50,240 --> 00:03:54,120 Speaker 1: necessarily as reliant on that technology alone as they used 72 00:03:54,120 --> 00:03:56,320 Speaker 1: to be. There's more sophistication on the back end. Yeah. 73 00:03:56,400 --> 00:03:58,840 Speaker 1: And then you have Yahoo, which used a very uh 74 00:03:59,680 --> 00:04:02,520 Speaker 1: It's genesis used a very um, I don't know, would 75 00:04:02,520 --> 00:04:06,160 Speaker 1: you say, a intelligent way of going about indexing web content. 76 00:04:06,360 --> 00:04:09,920 Speaker 1: Out of all the web indexes in the world, Who's 77 00:04:10,040 --> 00:04:14,680 Speaker 1: was the most Yes, exactly. They had people. It's a 78 00:04:14,680 --> 00:04:20,080 Speaker 1: little star trek to reference, going going through and recording 79 00:04:20,120 --> 00:04:24,440 Speaker 1: what was on web pages. Um, which is again you 80 00:04:24,440 --> 00:04:26,360 Speaker 1: think about it, that's an excellent way to do it. 81 00:04:26,360 --> 00:04:30,960 Speaker 1: It's also very time consuming and very expensive pay people 82 00:04:31,000 --> 00:04:32,880 Speaker 1: to do this, right, it turns out people will not 83 00:04:32,960 --> 00:04:34,760 Speaker 1: do this for free, all the kindness of their heart. 84 00:04:34,880 --> 00:04:38,960 Speaker 1: And with quadrillions of web pages out there these days. Yeah, 85 00:04:39,000 --> 00:04:41,320 Speaker 1: back in the early days of the web, even then, 86 00:04:41,560 --> 00:04:44,919 Speaker 1: indexing everything was a was a huge effort, all right, 87 00:04:45,000 --> 00:04:46,880 Speaker 1: it was. I mean it's not like it's not like 88 00:04:46,920 --> 00:04:49,040 Speaker 1: they were man, I remember back when there were only 89 00:04:49,080 --> 00:04:51,599 Speaker 1: three web pages, so easy. I was like, how do 90 00:04:51,680 --> 00:04:53,279 Speaker 1: I find one? Oh? Right, I need to go to 91 00:04:53,279 --> 00:04:55,320 Speaker 1: this one of the three. Now it was always a 92 00:04:55,320 --> 00:04:58,640 Speaker 1: little more complex than that. And so by the time 93 00:04:58,880 --> 00:05:04,600 Speaker 1: that you know the the we get to Yahoo coming around. Uh, 94 00:05:04,800 --> 00:05:07,200 Speaker 1: it's it's a big job going through and checking all 95 00:05:07,240 --> 00:05:09,640 Speaker 1: these pages. And of course it gets even more complex 96 00:05:09,680 --> 00:05:13,479 Speaker 1: today when we have dynamic web pages. Because back in 97 00:05:13,560 --> 00:05:16,040 Speaker 1: the old days, when you would create a web page, 98 00:05:16,200 --> 00:05:19,000 Speaker 1: it was a very static document. Yeah, it was written 99 00:05:19,000 --> 00:05:23,240 Speaker 1: in in hypertext markup language STML, and for the most 100 00:05:23,279 --> 00:05:25,840 Speaker 1: part there you know, there weren't scripts in there. There 101 00:05:25,839 --> 00:05:30,200 Speaker 1: weren't server generated pages like you'd find with something like PHP, 102 00:05:30,360 --> 00:05:33,039 Speaker 1: for example, and people just didn't make that many changes 103 00:05:33,279 --> 00:05:36,280 Speaker 1: like you might you might make a reference page for something, 104 00:05:36,680 --> 00:05:39,200 Speaker 1: so it's almost like an article in a magazine or 105 00:05:39,200 --> 00:05:41,760 Speaker 1: a page out of a book. It did not change 106 00:05:41,880 --> 00:05:44,240 Speaker 1: very much once you put it up there. Now, of 107 00:05:44,240 --> 00:05:47,560 Speaker 1: course you would always have the the the required under 108 00:05:47,560 --> 00:05:51,280 Speaker 1: a construction gift in the bottom to let people know that, hey, 109 00:05:51,320 --> 00:05:53,040 Speaker 1: there's still more stuff I'm going to add to this, 110 00:05:53,040 --> 00:05:56,080 Speaker 1: so you should come back again, yes, usually accompanied by 111 00:05:56,120 --> 00:05:59,360 Speaker 1: a MIDI file. Also, there was very I can't believe 112 00:05:59,400 --> 00:06:01,680 Speaker 1: we've never been this. When we talk about the stereotypical 113 00:06:01,680 --> 00:06:03,760 Speaker 1: stuff you would find on the old web pages, there'd 114 00:06:03,800 --> 00:06:07,039 Speaker 1: be a visitor counter. Oh I forgot about the little 115 00:06:07,240 --> 00:06:09,920 Speaker 1: It would look like an old analog digit counter, and 116 00:06:09,960 --> 00:06:12,320 Speaker 1: it would go up each type someone would visit it, 117 00:06:12,440 --> 00:06:15,280 Speaker 1: and there were people who were really proud of their 118 00:06:15,440 --> 00:06:18,159 Speaker 1: visitor numbers and other people who are very upset that 119 00:06:18,200 --> 00:06:20,159 Speaker 1: they would be like hovering around seven and you know 120 00:06:20,240 --> 00:06:24,120 Speaker 1: six of those are your mom? So, um, yeah, what 121 00:06:24,240 --> 00:06:31,599 Speaker 1: not the it's the universal mom. Sorry sorry but but yeah. So. 122 00:06:31,600 --> 00:06:34,360 Speaker 1: So the typical way is that these spiders crawl out 123 00:06:34,400 --> 00:06:37,520 Speaker 1: across the web. They index the pages. That index is 124 00:06:37,560 --> 00:06:39,640 Speaker 1: built into the search engine, so that when you type 125 00:06:39,640 --> 00:06:43,359 Speaker 1: in a query, the search engine compares your query against 126 00:06:43,440 --> 00:06:46,039 Speaker 1: the database and it starts to try and pull the 127 00:06:46,080 --> 00:06:51,520 Speaker 1: pages that appear to correspond with whatever your query is. Now, 128 00:06:51,520 --> 00:06:54,240 Speaker 1: in the early days, this was very primitive, where essentially 129 00:06:54,279 --> 00:06:57,720 Speaker 1: you were just getting pages ranked, sometimes just by the 130 00:06:57,839 --> 00:07:00,600 Speaker 1: number of times a certain term might have here on 131 00:07:00,640 --> 00:07:03,279 Speaker 1: the page. Oh yeah, they used to uh the early 132 00:07:03,360 --> 00:07:07,760 Speaker 1: days of search engine optimization UM, which is basically if 133 00:07:07,760 --> 00:07:10,400 Speaker 1: if you're unfamiliar with the term a way to get 134 00:07:10,440 --> 00:07:13,600 Speaker 1: more people to visit your website, so they would mention 135 00:07:13,840 --> 00:07:17,760 Speaker 1: certain words over and over again. So it's a law firm, 136 00:07:17,760 --> 00:07:20,640 Speaker 1: where where are lawyers and attorneys are? Blah blah blah. 137 00:07:20,720 --> 00:07:23,120 Speaker 1: And if you have a legal case that needs lawyers 138 00:07:23,120 --> 00:07:25,640 Speaker 1: and attorneys at this law firm, this law firm can 139 00:07:25,760 --> 00:07:29,840 Speaker 1: provide you lawyers and attorneys for your lawsuit, you know, etcetera, etcetera. 140 00:07:30,120 --> 00:07:32,560 Speaker 1: And then you would even find on some pages there 141 00:07:32,560 --> 00:07:34,240 Speaker 1: would be like at the very bottom of the page 142 00:07:34,400 --> 00:07:37,200 Speaker 1: all this tiny, tiny, tiny tiny tech sometimes in the 143 00:07:37,240 --> 00:07:39,280 Speaker 1: same color as the background of the page, so you'd 144 00:07:39,280 --> 00:07:41,480 Speaker 1: have to highlight to see it, and all that would 145 00:07:41,480 --> 00:07:44,800 Speaker 1: be would be a list of unrelated terms. And it 146 00:07:44,880 --> 00:07:47,600 Speaker 1: was all about trying to game the system so that 147 00:07:47,680 --> 00:07:51,360 Speaker 1: the web search engine would point you at that page, 148 00:07:51,360 --> 00:07:53,800 Speaker 1: because the web search engine wasn't smart. It didn't know 149 00:07:53,880 --> 00:07:58,040 Speaker 1: that that page wasn't really about kayaking, Right, you type 150 00:07:58,080 --> 00:07:59,800 Speaker 1: in kayaking in this page pops up and you go 151 00:07:59,840 --> 00:08:01,760 Speaker 1: there and instead of it being a page about kayaking, 152 00:08:02,280 --> 00:08:04,360 Speaker 1: it's something else, like a car dealership, And you're like, 153 00:08:04,400 --> 00:08:06,600 Speaker 1: what the heck is this? Why is this on kayaking 154 00:08:06,800 --> 00:08:09,280 Speaker 1: right now. I guess I could fit a kayak on 155 00:08:09,440 --> 00:08:11,400 Speaker 1: some of these cars, but other than that, I don't 156 00:08:11,440 --> 00:08:13,600 Speaker 1: really get it. And it turns out they were trying 157 00:08:13,640 --> 00:08:16,080 Speaker 1: to just drive more traffic, which most of us. You know, 158 00:08:16,160 --> 00:08:17,640 Speaker 1: you sit there and you think about for two seconds, 159 00:08:17,720 --> 00:08:20,080 Speaker 1: you think that's a stupid way to drive traffic, because 160 00:08:20,080 --> 00:08:22,040 Speaker 1: if if you go to a page that does not 161 00:08:22,200 --> 00:08:24,280 Speaker 1: have the stuff you're looking for, you are not going 162 00:08:24,320 --> 00:08:26,360 Speaker 1: to stand that page for very long. But in the 163 00:08:26,360 --> 00:08:29,520 Speaker 1: early days of the web, people would do practically anything 164 00:08:29,560 --> 00:08:31,600 Speaker 1: to try and get you to their website and rename 165 00:08:31,680 --> 00:08:34,480 Speaker 1: photos so that they would work on search terms. The 166 00:08:34,559 --> 00:08:38,480 Speaker 1: kayak page, the kayak photo one. Also my favorite, which 167 00:08:38,520 --> 00:08:41,200 Speaker 1: is you go to bookmark a page and you realize 168 00:08:41,200 --> 00:08:44,679 Speaker 1: that the page was titled something about a paragraph long 169 00:08:44,720 --> 00:08:48,240 Speaker 1: with just search terms. Yeah, yeah, which just drove me crazy. 170 00:08:48,400 --> 00:08:51,360 Speaker 1: So at any rate, search engines have become much more 171 00:08:51,400 --> 00:08:54,360 Speaker 1: sophisticated since then, where they are able to weed out 172 00:08:54,480 --> 00:08:57,240 Speaker 1: a lot of that stuff. Google, for instance, it's very famous. 173 00:08:57,280 --> 00:09:01,320 Speaker 1: They have their algorithm and the Google algorithm page rank. Yeah, 174 00:09:01,360 --> 00:09:03,520 Speaker 1: the page rank is a lot different than just trying 175 00:09:03,520 --> 00:09:05,240 Speaker 1: to find a page that has a certain term A 176 00:09:05,240 --> 00:09:08,199 Speaker 1: certain number of times. In that case, page rank also 177 00:09:08,280 --> 00:09:12,920 Speaker 1: takes into account how many other sites link into that page. 178 00:09:13,400 --> 00:09:15,640 Speaker 1: So if a lot of sites link into that page, 179 00:09:16,160 --> 00:09:19,440 Speaker 1: the Google algorithm draws the conclusion that that page must 180 00:09:19,520 --> 00:09:22,160 Speaker 1: be good because a lot of people are linking to it, 181 00:09:22,640 --> 00:09:24,280 Speaker 1: and if they, if there are a lot of links 182 00:09:24,320 --> 00:09:28,080 Speaker 1: that point to that page, then by Google's definition, that 183 00:09:28,160 --> 00:09:30,720 Speaker 1: one must be more relevant than one that has fewer 184 00:09:30,760 --> 00:09:34,319 Speaker 1: links into it. Now we all know that doesn't necessarily 185 00:09:34,360 --> 00:09:38,440 Speaker 1: correspond with reality, but in general it's a fairly safe approach. 186 00:09:38,760 --> 00:09:42,040 Speaker 1: And another thing it does is uh it recognized as 187 00:09:42,040 --> 00:09:43,959 Speaker 1: attempts to try to game the system, like we were 188 00:09:44,000 --> 00:09:47,240 Speaker 1: just talking about. If you do the lawyers and attorneys 189 00:09:47,360 --> 00:09:50,000 Speaker 1: law firm thing that Jonathan was just talking about, it 190 00:09:50,040 --> 00:09:54,440 Speaker 1: will go wait a minute, you're obviously over linking. You know, 191 00:09:54,480 --> 00:09:57,480 Speaker 1: you're over quoting these terms, and I'm going to rank 192 00:09:57,480 --> 00:10:05,720 Speaker 1: you lower because you are obviously spamming essentially page ten 193 00:10:05,840 --> 00:10:08,200 Speaker 1: or eleven of the search results. And most people don't 194 00:10:08,200 --> 00:10:11,440 Speaker 1: go much further beyond the first page. Some people do 195 00:10:11,480 --> 00:10:13,840 Speaker 1: the first two or three. I because I do research 196 00:10:13,880 --> 00:10:16,679 Speaker 1: for a living, I will often dig fairly deep down 197 00:10:16,760 --> 00:10:19,000 Speaker 1: to try and find especially if I find something that 198 00:10:19,040 --> 00:10:23,760 Speaker 1: looks really uh like a remarkable fact, I kind of 199 00:10:23,880 --> 00:10:26,400 Speaker 1: want to make sure I get some confirmation that this, 200 00:10:26,480 --> 00:10:28,520 Speaker 1: in fact is true, and I want to see if 201 00:10:28,520 --> 00:10:30,800 Speaker 1: I can find anything that does not reference the same 202 00:10:31,640 --> 00:10:34,960 Speaker 1: source material as whatever I found, because you know, you 203 00:10:35,000 --> 00:10:37,240 Speaker 1: want to you want confirmation, but you don't want to 204 00:10:37,520 --> 00:10:40,800 Speaker 1: just like look at eight articles that are all based 205 00:10:40,840 --> 00:10:45,280 Speaker 1: upon the same news press release, right, because then you're 206 00:10:45,320 --> 00:10:48,000 Speaker 1: just like, well, all this is regurgitation of the same facts. 207 00:10:48,040 --> 00:10:50,880 Speaker 1: I need something. I need an independent confirmation that this 208 00:10:51,000 --> 00:10:54,600 Speaker 1: is true. So yeah, there's you know, but for most people, 209 00:10:54,600 --> 00:10:57,640 Speaker 1: they don't tend to go beyond the first couple of pages. Um, 210 00:10:57,679 --> 00:11:02,280 Speaker 1: but this is all still ultimately kind of a dumb search. Yeah, 211 00:11:03,080 --> 00:11:04,679 Speaker 1: go ahead, I'm sorry. Well, I was just gonna say 212 00:11:04,720 --> 00:11:08,560 Speaker 1: that Larry Page and Sarah G. Brand when they launched 213 00:11:08,559 --> 00:11:11,760 Speaker 1: Google they revolutionized search because it made it so much 214 00:11:11,800 --> 00:11:14,920 Speaker 1: more effective than it had been in the past, and 215 00:11:14,920 --> 00:11:16,680 Speaker 1: it really weeded out a lot of the people who 216 00:11:16,720 --> 00:11:21,440 Speaker 1: couldn't do something as sophisticated, uh search the web as 217 00:11:21,440 --> 00:11:24,600 Speaker 1: sophisticated as you know, in such a sophisticated way as 218 00:11:24,600 --> 00:11:27,520 Speaker 1: Google was doing it. Now. Of course, Microsoft came out 219 00:11:27,559 --> 00:11:30,920 Speaker 1: with Bing, which uh, if you pull out your fanboy 220 00:11:31,040 --> 00:11:32,920 Speaker 1: is um, you know, and put it aside for a minute. 221 00:11:32,920 --> 00:11:36,040 Speaker 1: From whichever of the major tech companies you prefer. I 222 00:11:36,080 --> 00:11:39,360 Speaker 1: think Bing and Google both do an excellent job of 223 00:11:39,840 --> 00:11:41,920 Speaker 1: searching the web. They do. You'll come up with different 224 00:11:41,960 --> 00:11:46,920 Speaker 1: results when you go between the two, but they'll both Um, 225 00:11:46,960 --> 00:11:49,040 Speaker 1: they'll both come up with excellent results, which is why 226 00:11:49,040 --> 00:11:53,120 Speaker 1: I like some search engines like Dogpile, which aggregate search 227 00:11:53,160 --> 00:11:57,679 Speaker 1: results from these different search engines. Um. But but yeah, 228 00:11:57,720 --> 00:12:00,800 Speaker 1: I mean they these guys are obviously the heavy hitters 229 00:12:00,840 --> 00:12:03,560 Speaker 1: because they're very good at coming up with results that 230 00:12:03,640 --> 00:12:07,120 Speaker 1: people find effective. And that's why they're the big, the 231 00:12:07,120 --> 00:12:09,720 Speaker 1: big guys in the market, if you will. Now, but 232 00:12:09,760 --> 00:12:13,040 Speaker 1: they're not stopping and resting on their laurels either. Right, Well, 233 00:12:13,080 --> 00:12:16,760 Speaker 1: we've pretty much covered what the present day search uh 234 00:12:17,200 --> 00:12:19,360 Speaker 1: landscape is. Now let's talk a little bit about the future. 235 00:12:19,360 --> 00:12:21,600 Speaker 1: And some of this is rolling out presently. In fact, 236 00:12:21,640 --> 00:12:23,480 Speaker 1: by the time this podcast goes live, many of you 237 00:12:23,520 --> 00:12:25,640 Speaker 1: may have access to the tools we're gonna be talking 238 00:12:25,640 --> 00:12:28,760 Speaker 1: about because Google, for example, is rolling out what they 239 00:12:28,800 --> 00:12:33,360 Speaker 1: call the knowledge graph and being has this nose as 240 00:12:33,400 --> 00:12:38,200 Speaker 1: in k in Ows approach, where it has three different 241 00:12:38,200 --> 00:12:42,679 Speaker 1: columns called search knows, being knows, and friends know and 242 00:12:42,880 --> 00:12:46,640 Speaker 1: um uh. In both cases, they're trying to incorporate a 243 00:12:46,679 --> 00:12:51,080 Speaker 1: little bit of what we think of as a semantic search. Now. 244 00:12:51,120 --> 00:12:55,000 Speaker 1: Semantic search is where the search engine has at some 245 00:12:55,200 --> 00:12:59,199 Speaker 1: level a comprehension of what it is you're trying to find. 246 00:13:00,080 --> 00:13:02,960 Speaker 1: And that's really important because, as it turns out, people 247 00:13:03,160 --> 00:13:06,520 Speaker 1: like to name stuff similar things, even if those two 248 00:13:06,559 --> 00:13:11,199 Speaker 1: things are themselves not similar. I'll give you a very 249 00:13:11,320 --> 00:13:15,040 Speaker 1: easy example. Let's say you're doing a web search on 250 00:13:16,160 --> 00:13:19,120 Speaker 1: son s u N. Well, that could mean the Sun, 251 00:13:19,440 --> 00:13:21,480 Speaker 1: as in the star that's at the center of our 252 00:13:21,520 --> 00:13:24,720 Speaker 1: solar system, or it could mean something like Sun Microsystems. 253 00:13:25,640 --> 00:13:29,880 Speaker 1: And without any other context the web, the search engine 254 00:13:29,920 --> 00:13:32,400 Speaker 1: doesn't know what you want. So it's going to start 255 00:13:32,440 --> 00:13:35,880 Speaker 1: pulling up stuff that ranks really high based upon whatever 256 00:13:35,920 --> 00:13:38,720 Speaker 1: algorithm they use, whether it's Googles or Microsoft's or whatever 257 00:13:38,760 --> 00:13:41,640 Speaker 1: search engine, and it's going to present those to you 258 00:13:42,080 --> 00:13:44,480 Speaker 1: on a page and and maybe mixed up it. Maybe 259 00:13:44,480 --> 00:13:47,640 Speaker 1: that you've got, you know, three or four astronomical links 260 00:13:48,080 --> 00:13:52,280 Speaker 1: and three or four technology links. And that's fine, but 261 00:13:52,360 --> 00:13:54,959 Speaker 1: let's say that you know you have a semantic search 262 00:13:55,000 --> 00:13:57,120 Speaker 1: where it can tell what it is that you want 263 00:13:57,640 --> 00:14:00,920 Speaker 1: and every single link on that page is relevant, Well, 264 00:14:00,920 --> 00:14:05,440 Speaker 1: that would be preferable and there it's tricky to do that, 265 00:14:05,559 --> 00:14:08,280 Speaker 1: especially if all you're doing is a one word search term, 266 00:14:08,400 --> 00:14:11,800 Speaker 1: because you know there's not there's no context there. If 267 00:14:11,800 --> 00:14:14,720 Speaker 1: you added more context in your search, then that would 268 00:14:14,800 --> 00:14:17,839 Speaker 1: narrow down the results. So the more terms you put, 269 00:14:17,880 --> 00:14:20,520 Speaker 1: in general, the more terms you put within a search bar, 270 00:14:21,080 --> 00:14:24,760 Speaker 1: the narrower the results will be when they're presented to you. 271 00:14:24,800 --> 00:14:27,360 Speaker 1: But you have to start trying to think the way. 272 00:14:28,840 --> 00:14:31,440 Speaker 1: You know, whoever is generating the information that you need, 273 00:14:31,520 --> 00:14:33,680 Speaker 1: you have to kind of think in their way in 274 00:14:33,800 --> 00:14:37,200 Speaker 1: order to get those search results narrowed properly, because if 275 00:14:37,240 --> 00:14:39,560 Speaker 1: you put something that's outside of that realm and it 276 00:14:39,600 --> 00:14:41,760 Speaker 1: makes sense to you, but it didn't necessarily make sense 277 00:14:41,760 --> 00:14:44,760 Speaker 1: to them, you might not get a result at all. Um. 278 00:14:44,800 --> 00:14:47,240 Speaker 1: I think it's important to note too that we're not 279 00:14:47,320 --> 00:14:51,760 Speaker 1: what we're talking about now is not necessarily the semantic web. Um. 280 00:14:51,880 --> 00:14:54,760 Speaker 1: The semantic web is uh, and I just wanted we're 281 00:14:54,760 --> 00:14:56,760 Speaker 1: not gonna get into that because that could be a 282 00:14:56,800 --> 00:15:01,640 Speaker 1: series of podcasts. UM but basically the idea is similar. 283 00:15:01,640 --> 00:15:07,040 Speaker 1: What what we're talking about is context, um and uh. 284 00:15:07,080 --> 00:15:10,800 Speaker 1: In the semantic web, you're trying to create context between 285 00:15:11,080 --> 00:15:14,880 Speaker 1: two entities, this person doing the web browsing and the 286 00:15:14,960 --> 00:15:18,240 Speaker 1: stuff on the other end. Um. And that requires use 287 00:15:18,280 --> 00:15:21,800 Speaker 1: of a markup language called r d F Resource Description Framework. 288 00:15:22,120 --> 00:15:25,160 Speaker 1: And uh. There's actually a very excellent article on how 289 00:15:25,200 --> 00:15:28,240 Speaker 1: stuff works dot com written by pop stuff host co 290 00:15:28,360 --> 00:15:33,359 Speaker 1: host Tracy Wilson, um and our lovely site director. Um 291 00:15:33,440 --> 00:15:35,440 Speaker 1: and uh. And if you want to learn more about that, 292 00:15:35,440 --> 00:15:37,520 Speaker 1: then I would recommend that you go read that article. 293 00:15:37,560 --> 00:15:39,520 Speaker 1: But um, you know, and at least until we talk 294 00:15:39,600 --> 00:15:42,800 Speaker 1: about it. But um, it's not and Google is careful 295 00:15:42,840 --> 00:15:45,560 Speaker 1: to make this note to They're not this isn't actually 296 00:15:45,640 --> 00:15:48,560 Speaker 1: the semantic web, but they are trying to create context 297 00:15:48,680 --> 00:15:53,000 Speaker 1: by referencing what they know about you and the stuff 298 00:15:53,040 --> 00:15:55,200 Speaker 1: that is out there on the web. So it is 299 00:15:55,280 --> 00:15:57,800 Speaker 1: it is similar in that sense. Yeah, it's kind of 300 00:15:57,800 --> 00:16:00,720 Speaker 1: a it's kind of a step towards the entic web. 301 00:16:01,080 --> 00:16:04,840 Speaker 1: I think of it as semantic search simply because ultimately 302 00:16:04,920 --> 00:16:08,360 Speaker 1: it is looking for bits of information about whatever the 303 00:16:08,400 --> 00:16:11,480 Speaker 1: subject is that you are interested in and presenting it 304 00:16:11,520 --> 00:16:14,040 Speaker 1: to you in a unified way where you so that 305 00:16:14,080 --> 00:16:16,040 Speaker 1: you do not have to do all the searching yourself. 306 00:16:16,240 --> 00:16:18,000 Speaker 1: It will actually get into why that might be a 307 00:16:18,040 --> 00:16:21,800 Speaker 1: problem too, because there's there's some very legitimate concerns not 308 00:16:21,880 --> 00:16:25,360 Speaker 1: from a technology standpoint, but a business standpoint about this approach. 309 00:16:25,880 --> 00:16:30,040 Speaker 1: But let's say that, Uh, a computer, for example, doesn't 310 00:16:30,080 --> 00:16:34,200 Speaker 1: know the difference between any two categories of anything without 311 00:16:34,280 --> 00:16:37,560 Speaker 1: you telling it what that is. So so let's say 312 00:16:37,600 --> 00:16:39,960 Speaker 1: that you know you've got a picture. Let's say that 313 00:16:39,960 --> 00:16:42,840 Speaker 1: you've got a computer that can scan things, and it knows, 314 00:16:42,960 --> 00:16:45,800 Speaker 1: like you can type in what that thing is. All right, 315 00:16:46,520 --> 00:16:48,880 Speaker 1: so you scan a picture of a puppy dog, and 316 00:16:48,920 --> 00:16:52,080 Speaker 1: you scan a picture of a locomotive, and you say, 317 00:16:52,120 --> 00:16:55,000 Speaker 1: this is a puppy dog, that's a locomotive. Well, the 318 00:16:55,080 --> 00:16:57,400 Speaker 1: computer doesn't know that a locomotive and a puppy dog 319 00:16:57,440 --> 00:17:01,720 Speaker 1: don't belong to the same category like other than stuff. 320 00:17:02,840 --> 00:17:04,680 Speaker 1: It doesn't know that a puppy dog is an animal. 321 00:17:04,720 --> 00:17:07,880 Speaker 1: Doesn't know a locomotive is a technology, it's a it's 322 00:17:07,880 --> 00:17:12,000 Speaker 1: a vehicle. Uh. It cannot make that determination until you 323 00:17:12,040 --> 00:17:14,919 Speaker 1: tell it. And then to get more complicated, let's say 324 00:17:15,359 --> 00:17:18,960 Speaker 1: William Shakespeare. You say, William Shakespeare is a playwright or 325 00:17:19,119 --> 00:17:23,159 Speaker 1: was a playwright, it's not currently working. William Shakespeare was 326 00:17:23,200 --> 00:17:26,440 Speaker 1: a playwright. William Shakespeare was a man. Well, you also 327 00:17:26,440 --> 00:17:29,200 Speaker 1: have to let the computer know that not all all 328 00:17:29,440 --> 00:17:32,640 Speaker 1: people who fit into the man category also fit into 329 00:17:32,760 --> 00:17:37,160 Speaker 1: the playwright category, right, Nor are all the playwrights men 330 00:17:38,240 --> 00:17:41,840 Speaker 1: like the computer does not know that automatically. Sorry, I 331 00:17:41,920 --> 00:17:47,560 Speaker 1: was something like Bacon. The point being that that very 332 00:17:47,600 --> 00:17:52,520 Speaker 1: small Shakespeare. I'm a mar Lovian myself. Actually it's not true. 333 00:17:52,560 --> 00:17:57,680 Speaker 1: I'm a stratford Ian. But the the entire, the entire 334 00:17:57,840 --> 00:18:01,040 Speaker 1: relationship of all these different categories are things that a 335 00:18:01,040 --> 00:18:04,440 Speaker 1: computer does not natively understand. So you have to actually 336 00:18:04,520 --> 00:18:06,840 Speaker 1: build this. We call these things, you know, we call 337 00:18:06,920 --> 00:18:10,320 Speaker 1: them taxonomy's, we call them ontologies. It's all about creating 338 00:18:10,359 --> 00:18:13,520 Speaker 1: these structures so that the computer can relate bits of 339 00:18:13,560 --> 00:18:16,399 Speaker 1: information to one another in a way that makes sense, 340 00:18:16,560 --> 00:18:18,920 Speaker 1: because otherwise, when you would do a search term, even 341 00:18:19,000 --> 00:18:21,399 Speaker 1: using one of these new products, you would just get 342 00:18:21,520 --> 00:18:26,200 Speaker 1: a a big batch of data that is not organized 343 00:18:26,240 --> 00:18:30,240 Speaker 1: in any meaningful way, you know. But this way, when 344 00:18:30,280 --> 00:18:34,600 Speaker 1: you actually categorize stuff and you build out these these structures, 345 00:18:34,600 --> 00:18:38,159 Speaker 1: within the computer system, so that computers can understand, all right, 346 00:18:38,440 --> 00:18:40,320 Speaker 1: we need to put this bit of information here and 347 00:18:40,359 --> 00:18:42,119 Speaker 1: this bit of information here, and that this is how 348 00:18:42,160 --> 00:18:45,320 Speaker 1: it's all going to be organized. Then it means something 349 00:18:45,359 --> 00:18:47,000 Speaker 1: to you when it comes back. So you might have 350 00:18:47,320 --> 00:18:50,600 Speaker 1: born on, died on, you know, famous works, that kind 351 00:18:50,600 --> 00:18:54,760 Speaker 1: of stuff. And in fact, both Bing and Google are 352 00:18:54,840 --> 00:18:58,320 Speaker 1: working on actually they're rolling out products that incorporate this 353 00:18:58,400 --> 00:19:02,239 Speaker 1: sort of result in searches. So with Google it's called 354 00:19:02,240 --> 00:19:05,119 Speaker 1: the Google Knowledge Graph, and it's a an idea where 355 00:19:05,359 --> 00:19:09,080 Speaker 1: if you were to do a search on any particular topic, UH, 356 00:19:09,200 --> 00:19:12,080 Speaker 1: you would have the main search results underneath the search bar, 357 00:19:12,200 --> 00:19:16,040 Speaker 1: just as as per normal, but on the right there 358 00:19:16,080 --> 00:19:20,080 Speaker 1: would be a little uh window that could open up 359 00:19:20,359 --> 00:19:23,280 Speaker 1: that would have information about whatever the subject of your 360 00:19:23,280 --> 00:19:27,000 Speaker 1: search was. And it's possible that the information you want 361 00:19:27,480 --> 00:19:31,480 Speaker 1: is contained within that window. So if you're doing a 362 00:19:31,480 --> 00:19:34,679 Speaker 1: search on someone famous Leonardo da Vinci, you could end 363 00:19:34,760 --> 00:19:36,240 Speaker 1: up which is actually an example in one of the 364 00:19:36,320 --> 00:19:38,840 Speaker 1: videos they show if you do a search for for 365 00:19:39,080 --> 00:19:41,199 Speaker 1: the Google Knowledge Graph, there's a video and on the 366 00:19:41,200 --> 00:19:43,800 Speaker 1: Google blog. Let's say you do that that, well, you 367 00:19:43,880 --> 00:19:47,320 Speaker 1: might get um, famous works of art that Leonardo da 368 00:19:47,359 --> 00:19:50,440 Speaker 1: Vinci painted as well as some of his contemporaries. Uh. 369 00:19:50,560 --> 00:19:54,800 Speaker 1: During the Renaissance, he painted his contemporaries. Uh, if they 370 00:19:54,800 --> 00:19:58,240 Speaker 1: stood still long enough. He was a very busy man. Anyway, 371 00:19:58,600 --> 00:20:00,639 Speaker 1: you would get like little details about his life. You 372 00:20:00,680 --> 00:20:02,520 Speaker 1: would see that kind of stuff, and and maybe the 373 00:20:02,600 --> 00:20:04,639 Speaker 1: answer to your question could be right there. So you 374 00:20:04,640 --> 00:20:08,159 Speaker 1: don't have to go into a search result. Uh. Now, 375 00:20:08,200 --> 00:20:10,399 Speaker 1: if you wanted to know about the inventions Leonardo da 376 00:20:10,480 --> 00:20:13,200 Speaker 1: Vinci made, and all you're getting back is art, then 377 00:20:13,280 --> 00:20:16,480 Speaker 1: you would require you to do another search or to 378 00:20:16,560 --> 00:20:18,800 Speaker 1: actually go to one of the links that pops up 379 00:20:18,880 --> 00:20:23,240 Speaker 1: under the normal search results. Um. But the Google says 380 00:20:23,320 --> 00:20:28,280 Speaker 1: that they have already more than five million objects indexed 381 00:20:28,320 --> 00:20:32,399 Speaker 1: for this, with three point five billion facts about those 382 00:20:32,440 --> 00:20:36,120 Speaker 1: objects and about the relationship between objects, so that when 383 00:20:36,119 --> 00:20:39,200 Speaker 1: you do these searches, you're going to get the most 384 00:20:40,040 --> 00:20:43,040 Speaker 1: relevant information. And they say that the way that they're 385 00:20:43,080 --> 00:20:46,920 Speaker 1: determining what is relevant versus not relevant is they're actually 386 00:20:47,400 --> 00:20:51,160 Speaker 1: looking at what people are searching for. So if if 387 00:20:51,280 --> 00:20:53,920 Speaker 1: nine percent of the people who are searching for Leonardo 388 00:20:53,960 --> 00:20:57,320 Speaker 1: da Vinci are searching for information about his works of art, 389 00:20:58,200 --> 00:21:00,600 Speaker 1: that's the information that's gonna pop up, and you do that, 390 00:21:00,720 --> 00:21:05,080 Speaker 1: just do the search without any more modifiers, which makes sense. 391 00:21:05,520 --> 00:21:07,399 Speaker 1: You know, if the majority of the people are interested 392 00:21:07,440 --> 00:21:10,320 Speaker 1: in just that one aspect of him, then clearly that's 393 00:21:10,320 --> 00:21:12,320 Speaker 1: what should be presented to you. And then anyone who 394 00:21:12,320 --> 00:21:14,760 Speaker 1: needs more information just goes into the link, just like 395 00:21:14,800 --> 00:21:17,960 Speaker 1: you would on any other day. Well being is doing 396 00:21:17,960 --> 00:21:23,879 Speaker 1: a similar thing. Rhyme, rhyme um. They have instead of 397 00:21:23,920 --> 00:21:26,080 Speaker 1: instead of the two column approaches, because you know, Google's 398 00:21:26,080 --> 00:21:28,679 Speaker 1: got the search results under the main column, and then 399 00:21:28,720 --> 00:21:30,639 Speaker 1: to the right it's got the little window that pops up. 400 00:21:31,080 --> 00:21:34,680 Speaker 1: Being does three columns. The first column are the search results, 401 00:21:34,920 --> 00:21:37,560 Speaker 1: so just like a normal search, and then the middle 402 00:21:37,600 --> 00:21:41,359 Speaker 1: column is the contextual results where it will pull information 403 00:21:41,480 --> 00:21:43,560 Speaker 1: about whatever it is you're searching for. So let's say 404 00:21:43,560 --> 00:21:47,920 Speaker 1: you're searching for a city and you you do, um, oh, 405 00:21:48,160 --> 00:21:50,120 Speaker 1: let's see what would be a good one. Let's or no, 406 00:21:50,400 --> 00:21:52,200 Speaker 1: not a city. I'm not gonna go say, I'm gonna 407 00:21:52,200 --> 00:21:53,760 Speaker 1: go to a place that I visited last year that 408 00:21:53,800 --> 00:21:56,000 Speaker 1: I loved. Because one of my one of my family 409 00:21:56,040 --> 00:22:00,359 Speaker 1: members ruled it for a while, Malta, really Malta was 410 00:22:00,440 --> 00:22:03,720 Speaker 1: ruled by Strickland. Did you not know that? Yes, I 411 00:22:03,760 --> 00:22:05,560 Speaker 1: took my I got a picture taken in front of 412 00:22:05,560 --> 00:22:07,840 Speaker 1: my distant relative, and in fact he is part of 413 00:22:07,840 --> 00:22:10,560 Speaker 1: my branch of the family. So um, they did not 414 00:22:10,960 --> 00:22:15,040 Speaker 1: give me really awesome seats at restaurants or anything. I 415 00:22:15,080 --> 00:22:17,160 Speaker 1: was very disappointed in that they should have at least 416 00:22:17,200 --> 00:22:19,520 Speaker 1: given you a free Malta milk. I figured I should 417 00:22:19,520 --> 00:22:21,640 Speaker 1: have at least had a parade, at the very least 418 00:22:21,640 --> 00:22:24,040 Speaker 1: a parade anyway, but I enjoyed my time on Malta. 419 00:22:24,320 --> 00:22:27,080 Speaker 1: Let's say, type in Malta and you want to know 420 00:22:27,520 --> 00:22:29,680 Speaker 1: you know all the different little facts about like where 421 00:22:29,760 --> 00:22:32,679 Speaker 1: is it located, you know what what kind of climate 422 00:22:32,760 --> 00:22:35,600 Speaker 1: is it? And the contextual result within being will give 423 00:22:35,640 --> 00:22:39,000 Speaker 1: you basic information about Malta, and it might even tell 424 00:22:39,040 --> 00:22:41,520 Speaker 1: you what the weather's like on that day. That kind 425 00:22:41,520 --> 00:22:43,480 Speaker 1: of stuff. It's the and this is the stuff that 426 00:22:43,480 --> 00:22:45,639 Speaker 1: we've seen in search for a while. It's just that 427 00:22:45,680 --> 00:22:48,239 Speaker 1: now it's organized in such a way that it is 428 00:22:48,359 --> 00:22:51,200 Speaker 1: pulled out from the regular search results and put it 429 00:22:51,200 --> 00:22:54,119 Speaker 1: in its own column, so that way it's not interspersed 430 00:22:54,520 --> 00:22:57,639 Speaker 1: with the links to the different web pages. So it 431 00:22:57,680 --> 00:23:00,840 Speaker 1: makes it easier to see and then on the third 432 00:23:00,920 --> 00:23:04,600 Speaker 1: column it's your friends no column and that what that 433 00:23:04,640 --> 00:23:09,120 Speaker 1: does is it crawls social networking sites like Facebook, Twitter. 434 00:23:09,840 --> 00:23:12,880 Speaker 1: Eventually supposedly it will do Google Plus as well, and 435 00:23:13,080 --> 00:23:15,280 Speaker 1: you know you have to sign into being for this 436 00:23:15,359 --> 00:23:17,360 Speaker 1: to work. But when you sign in and you've got 437 00:23:17,400 --> 00:23:20,200 Speaker 1: linked to your accounts, it's going to search through all 438 00:23:20,240 --> 00:23:23,159 Speaker 1: the people that you're connected to through those accounts and 439 00:23:23,200 --> 00:23:26,399 Speaker 1: look for anyone who has posted anything about the subject 440 00:23:26,440 --> 00:23:28,880 Speaker 1: you've searched for. So, for example, with Malta, if you're 441 00:23:28,920 --> 00:23:31,399 Speaker 1: a friend of mine and you search for Malta, you 442 00:23:31,480 --> 00:23:33,240 Speaker 1: might see that it pops up that I've got some 443 00:23:33,280 --> 00:23:35,159 Speaker 1: pictures of the time when I was in Malta and 444 00:23:35,200 --> 00:23:37,600 Speaker 1: some some posts about what I did while I was there, 445 00:23:37,600 --> 00:23:39,720 Speaker 1: and maybe about a restaurant I went to. And that 446 00:23:39,760 --> 00:23:42,439 Speaker 1: would allow you to do things like touch base with 447 00:23:42,480 --> 00:23:44,679 Speaker 1: me and say, hey, you know you've been to Malta. 448 00:23:44,720 --> 00:23:46,240 Speaker 1: I was thinking about going. I wanted to talk to 449 00:23:46,240 --> 00:23:48,080 Speaker 1: you a little bit about your experience and find out, 450 00:23:48,160 --> 00:23:51,040 Speaker 1: you know, what should I do? And uh So it's 451 00:23:51,040 --> 00:23:52,919 Speaker 1: an idea of making the search more relevant. Now this 452 00:23:52,960 --> 00:23:55,840 Speaker 1: is really interesting to me because this shows a divergent 453 00:23:56,080 --> 00:24:01,120 Speaker 1: future of search. Right, You've got the what I call 454 00:24:01,200 --> 00:24:05,080 Speaker 1: the semantic approach, where's the artificially intelligent approach, where the 455 00:24:05,080 --> 00:24:09,400 Speaker 1: computer is putting together information based upon algorithms and connections 456 00:24:09,440 --> 00:24:12,680 Speaker 1: between objects. And then you have the social approach, where 457 00:24:12,760 --> 00:24:16,119 Speaker 1: it's pulling information from your friends and and other people 458 00:24:16,160 --> 00:24:21,080 Speaker 1: you know and giving you sort of the personal approach 459 00:24:21,160 --> 00:24:24,800 Speaker 1: to search. Two different ways of doing this. I'm curious 460 00:24:24,840 --> 00:24:27,520 Speaker 1: to see which one's going to win out, and maybe 461 00:24:27,600 --> 00:24:29,840 Speaker 1: maybe win out is the wrong phrase. I'm curious to 462 00:24:29,880 --> 00:24:33,720 Speaker 1: see which one people will rely upon more frequently, and 463 00:24:33,720 --> 00:24:35,320 Speaker 1: it maybe that it all depends on what kind of 464 00:24:35,359 --> 00:24:39,640 Speaker 1: person you are. I also am sort of dreading this 465 00:24:39,880 --> 00:24:43,360 Speaker 1: in a way. The reason I'm dreading it is I'm 466 00:24:43,400 --> 00:24:48,320 Speaker 1: worried about people doing searches for It's lots of stuff 467 00:24:48,359 --> 00:24:51,000 Speaker 1: that I post about and then they get results about me, 468 00:24:51,119 --> 00:24:53,000 Speaker 1: and the next time I log into Facebook, I've got 469 00:24:53,000 --> 00:24:56,920 Speaker 1: seven and fifty three messages asking me about the restaurants 470 00:24:57,000 --> 00:25:00,560 Speaker 1: I eat at, the theaters I go to, UH support 471 00:25:00,680 --> 00:25:03,639 Speaker 1: questions about the multiple things that I've written about. For 472 00:25:03,680 --> 00:25:06,639 Speaker 1: how stuff works, I mean, you know, you could you 473 00:25:06,640 --> 00:25:08,800 Speaker 1: could see that for certain people who post a lot 474 00:25:08,880 --> 00:25:11,640 Speaker 1: to social networks. It could mean you get a flood 475 00:25:11,760 --> 00:25:15,360 Speaker 1: of folks contacting you about stuff that you either haven't 476 00:25:15,359 --> 00:25:17,720 Speaker 1: thought about in a long time or you know, yeah, 477 00:25:17,800 --> 00:25:21,040 Speaker 1: you just you're like, well, I don't mind sharing that information. 478 00:25:21,160 --> 00:25:26,080 Speaker 1: It just feels like I'm getting uh buried under requests 479 00:25:26,920 --> 00:25:30,600 Speaker 1: and UM. I talked about this with some some tech 480 00:25:30,640 --> 00:25:32,119 Speaker 1: friends of mine, and they all thought I was being 481 00:25:32,160 --> 00:25:33,880 Speaker 1: a bit of a grouch. But I said, no, seriously, 482 00:25:33,920 --> 00:25:35,719 Speaker 1: think about it. Think about all the things you do 483 00:25:35,760 --> 00:25:38,040 Speaker 1: and post about and so well, isn't that why you 484 00:25:38,080 --> 00:25:40,080 Speaker 1: post about these things like you post about it in 485 00:25:40,160 --> 00:25:42,080 Speaker 1: order to share the information with people? I said, sure, 486 00:25:42,640 --> 00:25:46,280 Speaker 1: But in that case, it's me shooting information out to 487 00:25:46,359 --> 00:25:50,399 Speaker 1: the world. It's not the world coming to me for information. 488 00:25:50,520 --> 00:25:54,800 Speaker 1: That's a very different thing. It's it's you know, taking 489 00:25:54,840 --> 00:25:58,239 Speaker 1: the bullhorn and saying something through that as opposed to 490 00:25:58,320 --> 00:26:02,320 Speaker 1: having to accept call. After all, after call, people don't 491 00:26:02,320 --> 00:26:06,000 Speaker 1: call me, do not call me. Well, there's also another 492 00:26:06,040 --> 00:26:07,919 Speaker 1: thing to be concerned about for a lot of people, 493 00:26:08,040 --> 00:26:10,960 Speaker 1: what um. In order to build a context between you 494 00:26:11,080 --> 00:26:14,560 Speaker 1: and the other web pages out there, it has to 495 00:26:14,600 --> 00:26:18,000 Speaker 1: know things about you, and some people are shall we say, 496 00:26:18,080 --> 00:26:23,720 Speaker 1: skittish about uh providing information about themselves. They might be 497 00:26:23,760 --> 00:26:27,240 Speaker 1: looking for more privacy understandable, and this is one of 498 00:26:27,240 --> 00:26:29,800 Speaker 1: those trade offs that that you have to make. Uh. 499 00:26:29,800 --> 00:26:31,840 Speaker 1: This is incredibly convenient in a lot of ways if 500 00:26:31,880 --> 00:26:33,720 Speaker 1: you think about it, but in order to do this, 501 00:26:33,800 --> 00:26:36,159 Speaker 1: you have to give up information about yourself. Otherwise the 502 00:26:36,160 --> 00:26:40,040 Speaker 1: search engines can't provide that context and the relevancy that 503 00:26:40,119 --> 00:26:43,760 Speaker 1: you would get with these enhanced search features. So you 504 00:26:43,800 --> 00:26:46,520 Speaker 1: have to make a decision do you want to share 505 00:26:46,800 --> 00:26:49,080 Speaker 1: this information with being Do you want to sign in 506 00:26:49,240 --> 00:26:51,600 Speaker 1: and let them peruse your accounts so that they can 507 00:26:51,920 --> 00:26:55,600 Speaker 1: find out that Jonathan knows something about Malta? Or do 508 00:26:55,640 --> 00:26:57,240 Speaker 1: you want to say, you know what, I don't want 509 00:26:57,280 --> 00:26:59,160 Speaker 1: to share that information with you, and I will take 510 00:26:59,280 --> 00:27:03,199 Speaker 1: my chances with the search results. And that's, you know, 511 00:27:03,320 --> 00:27:06,640 Speaker 1: something that that is an individual, person by person thing 512 00:27:06,720 --> 00:27:09,800 Speaker 1: to consider, but I think it is worthy of mention 513 00:27:09,960 --> 00:27:13,000 Speaker 1: because privacy, of course, is one of those things that 514 00:27:14,000 --> 00:27:18,679 Speaker 1: that is a greater concern for many people. UM and UH. 515 00:27:18,920 --> 00:27:22,760 Speaker 1: Another thing to consider is UH the filter bubble, which 516 00:27:22,800 --> 00:27:26,320 Speaker 1: is a term that Eli Harriser came up with UM 517 00:27:26,440 --> 00:27:28,080 Speaker 1: or at least he wrote a book about it, and 518 00:27:28,119 --> 00:27:30,520 Speaker 1: the idea being that the more you search, the more 519 00:27:30,600 --> 00:27:33,760 Speaker 1: your search engine knows about you, the more stuff you're 520 00:27:33,760 --> 00:27:36,560 Speaker 1: going to see that is uh, you know, tailored towards 521 00:27:36,600 --> 00:27:40,199 Speaker 1: your interests, which is okay in way good, But in 522 00:27:40,240 --> 00:27:44,400 Speaker 1: another way, it's not because you're not seeing uh, divergent opinions. 523 00:27:44,440 --> 00:27:48,280 Speaker 1: You're not seeing opinions from people who are not like you. Um, 524 00:27:48,400 --> 00:27:51,760 Speaker 1: if you are, say a Republican, you're gonna see things 525 00:27:51,800 --> 00:27:55,880 Speaker 1: that are more conservative and fewer things that are more liberal. 526 00:27:56,440 --> 00:27:59,400 Speaker 1: Just becomes an echo chamber. Yeah, and and so therefore 527 00:27:59,440 --> 00:28:03,040 Speaker 1: you are not proposed to opinions from people who are 528 00:28:03,080 --> 00:28:06,400 Speaker 1: not necessarily you know, don't necessarily hold the same beliefs. 529 00:28:06,480 --> 00:28:09,280 Speaker 1: And there are a lot of people. I used politics 530 00:28:09,280 --> 00:28:12,800 Speaker 1: as an instance because a lot of the the people 531 00:28:12,800 --> 00:28:15,640 Speaker 1: that I've sort of paid attention to in the political 532 00:28:15,640 --> 00:28:18,440 Speaker 1: world want to know what's going on on both sides 533 00:28:18,480 --> 00:28:20,919 Speaker 1: of the aisle. They want to know what people who 534 00:28:21,000 --> 00:28:22,640 Speaker 1: are like them think, and they want to know what 535 00:28:22,680 --> 00:28:25,680 Speaker 1: the other people think too, um, so that they can 536 00:28:25,680 --> 00:28:29,119 Speaker 1: make an informed decision, which I think is you know, 537 00:28:29,200 --> 00:28:32,800 Speaker 1: something to be something to be mindful of. Two. Um, 538 00:28:32,840 --> 00:28:36,720 Speaker 1: not that not that these these search tools are bad 539 00:28:36,880 --> 00:28:39,520 Speaker 1: in any way, But it's something to consider when you're 540 00:28:39,600 --> 00:28:42,120 Speaker 1: using them, is that you're trading off privacy to gain this, 541 00:28:42,200 --> 00:28:47,040 Speaker 1: and you're also UM insulating yourself to just things that 542 00:28:47,160 --> 00:28:50,960 Speaker 1: you like, which is frankly a very comfortable position. Uh. 543 00:28:51,000 --> 00:28:53,120 Speaker 1: You know, it's we're staying inside our comfort zone and 544 00:28:53,160 --> 00:28:56,800 Speaker 1: not and not treading very far outside it. UM. So 545 00:28:56,880 --> 00:28:58,840 Speaker 1: it's it's you know, those are just a couple of 546 00:28:58,880 --> 00:29:02,560 Speaker 1: the things mentioned. Also, I've heard critics say that they 547 00:29:02,600 --> 00:29:06,440 Speaker 1: don't like UM the idea of of what Google is 548 00:29:06,440 --> 00:29:08,640 Speaker 1: doing because they said, well, you know, you're you're putting 549 00:29:08,640 --> 00:29:11,520 Speaker 1: a lot of the information up on from these pages 550 00:29:11,560 --> 00:29:14,760 Speaker 1: on Google. What incentive do people have to click through 551 00:29:15,000 --> 00:29:17,280 Speaker 1: to the people you're linking to, Which is where I 552 00:29:17,400 --> 00:29:19,920 Speaker 1: was saying. You know, it's not a technological problem, it's 553 00:29:19,920 --> 00:29:23,880 Speaker 1: a business problem because if you're if your business is 554 00:29:23,880 --> 00:29:27,080 Speaker 1: web based and you depend very heavily upon ad revenue, 555 00:29:27,520 --> 00:29:30,440 Speaker 1: then that means you depend upon people visiting your site 556 00:29:30,480 --> 00:29:33,760 Speaker 1: to get information or to have an experienced whatever your 557 00:29:33,800 --> 00:29:36,920 Speaker 1: site provides you. You depend upon people coming to that 558 00:29:36,960 --> 00:29:40,760 Speaker 1: site in order for that impression to be made, and 559 00:29:40,800 --> 00:29:45,960 Speaker 1: that impression goes toward UM generating money through advertising. So 560 00:29:46,000 --> 00:29:47,920 Speaker 1: that because we we assume that if you're on the 561 00:29:47,920 --> 00:29:50,040 Speaker 1: page that you're seeing the ad or the ad is 562 00:29:50,040 --> 00:29:53,720 Speaker 1: somehow affecting you, and that that means the advertiser is 563 00:29:53,760 --> 00:29:58,200 Speaker 1: getting value for the money they're spending to reach you. Well, 564 00:29:58,240 --> 00:30:00,720 Speaker 1: if you never go to the site, then and that 565 00:30:00,960 --> 00:30:05,240 Speaker 1: impression never happens, which means that the the proprietor of 566 00:30:05,320 --> 00:30:09,840 Speaker 1: that site is out of advertising money, and in fact, 567 00:30:09,880 --> 00:30:12,760 Speaker 1: the advertisers aren't happy with it either, because it means 568 00:30:12,760 --> 00:30:16,440 Speaker 1: that their ads aren't being seen. So you know, you've 569 00:30:16,440 --> 00:30:19,600 Speaker 1: got the advertisers who are unhappy because their ads that 570 00:30:19,640 --> 00:30:22,760 Speaker 1: they're creating aren't being seen by anyone. If in fact, 571 00:30:22,920 --> 00:30:25,080 Speaker 1: you can get all the information you need just through 572 00:30:25,280 --> 00:30:28,640 Speaker 1: typing in some search terms into Google. Uh, and the 573 00:30:28,640 --> 00:30:32,120 Speaker 1: the proprietors the sites that actually are providing that information 574 00:30:33,160 --> 00:30:35,800 Speaker 1: that their owners aren't happy either because no one's going 575 00:30:35,840 --> 00:30:38,800 Speaker 1: to visit them. So then you think, well, would anyone 576 00:30:38,880 --> 00:30:42,480 Speaker 1: even bother to build a website? Um, once you got 577 00:30:42,520 --> 00:30:46,080 Speaker 1: to a search that was sophisticated enough that all the 578 00:30:46,120 --> 00:30:49,280 Speaker 1: information comes back upon the search, why would you bother 579 00:30:49,320 --> 00:30:51,320 Speaker 1: building a site at all? You're really all you're doing 580 00:30:51,360 --> 00:30:53,880 Speaker 1: at that point is just building a database for Google. 581 00:30:54,600 --> 00:30:56,480 Speaker 1: That's all it is. It's not you're no longer building 582 00:30:56,480 --> 00:31:00,480 Speaker 1: something for yourself. You're really just adding to Google's data storage. 583 00:31:01,080 --> 00:31:05,520 Speaker 1: So that's a legitimate question. I mean, uh, now, if 584 00:31:05,640 --> 00:31:08,880 Speaker 1: if the information the way Google is presenting this, it 585 00:31:08,960 --> 00:31:13,360 Speaker 1: tends to be not a huge amount of information. It's 586 00:31:13,400 --> 00:31:15,800 Speaker 1: it's stuff that's relevant to your search, and it might 587 00:31:15,920 --> 00:31:18,680 Speaker 1: answer very basic questions you have about that. But if 588 00:31:18,720 --> 00:31:22,240 Speaker 1: you want something more thorough than just like a birth 589 00:31:22,360 --> 00:31:25,400 Speaker 1: date to death date and some major achievements in a 590 00:31:25,560 --> 00:31:29,320 Speaker 1: in a particular historical person's life, then you would need 591 00:31:29,400 --> 00:31:31,200 Speaker 1: to go further in. It's not like you're going to 592 00:31:31,200 --> 00:31:35,480 Speaker 1: get a full biography with lots of detailed information within 593 00:31:35,560 --> 00:31:38,480 Speaker 1: that search. Right. What I've what I've seen Google say 594 00:31:38,600 --> 00:31:42,000 Speaker 1: is that they believe that it will wet people's appetites. Uh, 595 00:31:42,320 --> 00:31:44,320 Speaker 1: they'll get you started, but if you really want to 596 00:31:44,320 --> 00:31:46,600 Speaker 1: know more, you need to continue follow the link into 597 00:31:46,680 --> 00:31:49,680 Speaker 1: the what the other sites and see what else there is? 598 00:31:50,360 --> 00:31:53,520 Speaker 1: Um which you know for some of us, um you know, 599 00:31:53,600 --> 00:31:56,440 Speaker 1: not speaking necessarily for Jonathan, although I suspect it might 600 00:31:56,480 --> 00:31:58,320 Speaker 1: be the case, uh, you know, for people who are 601 00:31:58,440 --> 00:32:02,080 Speaker 1: intellectually curious you do start wanting more. It's like, okay, 602 00:32:02,080 --> 00:32:04,280 Speaker 1: well this is great, uh and it answers my question, 603 00:32:04,320 --> 00:32:06,000 Speaker 1: but now I want to know more. You kind of 604 00:32:06,000 --> 00:32:08,280 Speaker 1: fall down the rabbit hole where you just start chasing 605 00:32:08,320 --> 00:32:11,040 Speaker 1: more information and uh and offend. That will lead to 606 00:32:11,080 --> 00:32:14,680 Speaker 1: you looking at related things that had nothing to do 607 00:32:14,720 --> 00:32:18,240 Speaker 1: with your initial search but are interesting, so you want 608 00:32:18,280 --> 00:32:20,400 Speaker 1: to pursue them and find out more about them, which 609 00:32:20,440 --> 00:32:23,480 Speaker 1: is great. Uh, It's just that I know a lot 610 00:32:23,520 --> 00:32:27,320 Speaker 1: of I don't know. I suspect a lot of advertisers 611 00:32:27,320 --> 00:32:32,680 Speaker 1: and website owners are a little leery of this. I'm sure. 612 00:32:33,320 --> 00:32:35,640 Speaker 1: Uh yeah, that's that's one of the one of the issues. 613 00:32:35,720 --> 00:32:39,800 Speaker 1: And here's another problem. This one is more technological. So 614 00:32:40,000 --> 00:32:44,040 Speaker 1: building out these these results, these connections between objects. Like 615 00:32:44,080 --> 00:32:48,120 Speaker 1: I said, a computer does not natively understand relationships between 616 00:32:48,200 --> 00:32:51,600 Speaker 1: any two things, so you have to not yet they're 617 00:32:51,640 --> 00:32:54,440 Speaker 1: working on it, but that means you have to build 618 00:32:54,440 --> 00:32:56,520 Speaker 1: stuff out. And I wanted to bring something else into 619 00:32:56,560 --> 00:32:59,160 Speaker 1: the discussion to kind of give an example. There's another 620 00:32:59,320 --> 00:33:03,280 Speaker 1: project called the Silk Project, which is a I think 621 00:33:03,280 --> 00:33:07,800 Speaker 1: it was eleven developers, eleven Dutch developers who put this together, 622 00:33:07,880 --> 00:33:09,480 Speaker 1: and the idea is that it's a it's sort of 623 00:33:09,520 --> 00:33:13,800 Speaker 1: a database management system in a way not necessarily meant 624 00:33:13,880 --> 00:33:18,920 Speaker 1: for the Web, meant more for like an internal system. 625 00:33:19,000 --> 00:33:21,640 Speaker 1: Like let's say that Chris and I, you know, we 626 00:33:21,720 --> 00:33:23,920 Speaker 1: work for how stuff works. Let's say that we build 627 00:33:23,920 --> 00:33:26,520 Speaker 1: out a um like We're going to build out a 628 00:33:26,520 --> 00:33:30,240 Speaker 1: wiki that contains all the information about our company and 629 00:33:30,760 --> 00:33:35,040 Speaker 1: processes within our company, the procedures you're you're supposed to follow, 630 00:33:35,560 --> 00:33:39,920 Speaker 1: basic information within the company. The Silk Project would allow 631 00:33:40,000 --> 00:33:42,840 Speaker 1: you to classify the information in different ways. You tag it, 632 00:33:43,280 --> 00:33:47,880 Speaker 1: you create meta data. Now, meta data is information about information, 633 00:33:48,520 --> 00:33:52,440 Speaker 1: and this allows you to to classify the information in 634 00:33:52,480 --> 00:33:56,720 Speaker 1: ways that the computer can on a very surface level 635 00:33:56,800 --> 00:33:59,960 Speaker 1: understand understands really the wrong word, but it can work 636 00:34:00,120 --> 00:34:04,360 Speaker 1: with that classification system. So, for example, if I were 637 00:34:04,440 --> 00:34:09,239 Speaker 1: to have a whole site about dogs, then you know, 638 00:34:09,400 --> 00:34:12,720 Speaker 1: dog might be one category. I might even go further 639 00:34:12,840 --> 00:34:15,560 Speaker 1: up and say it's a mammal and that means that's 640 00:34:15,560 --> 00:34:19,160 Speaker 1: an animal, etcetera. But then I would have breeds underneath 641 00:34:19,160 --> 00:34:20,919 Speaker 1: the dog, and each of those breeds would go back 642 00:34:21,040 --> 00:34:26,000 Speaker 1: up to ultimately two dog. Right, Well, that would help 643 00:34:26,000 --> 00:34:28,840 Speaker 1: me build out these relationships between whatever it was that 644 00:34:28,880 --> 00:34:32,400 Speaker 1: was in my database. So Silk, what you do is 645 00:34:32,400 --> 00:34:37,080 Speaker 1: you get this tool you classifile the information within your system. 646 00:34:37,120 --> 00:34:38,840 Speaker 1: So let's say it's lots of different numbers, lot's of 647 00:34:38,840 --> 00:34:42,400 Speaker 1: different like sales figures and advertising figures, that kind of stuff. 648 00:34:42,920 --> 00:34:45,799 Speaker 1: You would classify all that information and then whenever you 649 00:34:45,880 --> 00:34:50,399 Speaker 1: needed to pull data from your database, you would type 650 00:34:50,400 --> 00:34:54,600 Speaker 1: in a query into the soap Projects search tool and 651 00:34:54,719 --> 00:34:58,360 Speaker 1: it would automatically aggregate all the information for you and 652 00:34:58,400 --> 00:35:00,440 Speaker 1: put together in a way that makes sense and make 653 00:35:00,440 --> 00:35:04,319 Speaker 1: it easy for you to generate graphs and charts, sometimes automatically, 654 00:35:05,400 --> 00:35:08,040 Speaker 1: so that you could have a visual way of presenting 655 00:35:08,040 --> 00:35:11,920 Speaker 1: that information to someone, so you can make a larger impact. Uh. 656 00:35:11,960 --> 00:35:14,000 Speaker 1: And this makes a lot of sense because otherwise, again, 657 00:35:14,040 --> 00:35:15,399 Speaker 1: what you have to do is you have to do 658 00:35:15,480 --> 00:35:19,560 Speaker 1: searches into all of these individual documents, pull the relevant information, 659 00:35:19,960 --> 00:35:22,839 Speaker 1: put it into a spreadsheet, manipulate it to the way 660 00:35:22,880 --> 00:35:25,960 Speaker 1: that you need it, and then create whatever graphics that 661 00:35:26,040 --> 00:35:29,400 Speaker 1: you want from that. This does it all automatically. However, 662 00:35:30,200 --> 00:35:32,080 Speaker 1: the first thing you have to do is you have 663 00:35:32,200 --> 00:35:36,240 Speaker 1: to tag all that information. If you're building out from scratch, 664 00:35:36,239 --> 00:35:38,560 Speaker 1: it may not be a big deal. You know, you 665 00:35:38,840 --> 00:35:41,080 Speaker 1: just it's just part of the building process. You know, 666 00:35:41,120 --> 00:35:43,800 Speaker 1: you create information and you tag it, and you create 667 00:35:44,360 --> 00:35:47,480 Speaker 1: a way of tagging it that's consistent across the company. 668 00:35:47,520 --> 00:35:49,960 Speaker 1: Because here's another thing. The way Chris thinks and the 669 00:35:50,000 --> 00:35:55,000 Speaker 1: way I think are not perfectly aligned, and so sometimes 670 00:35:55,040 --> 00:35:57,839 Speaker 1: he might tag a certain kind of information one way 671 00:35:57,840 --> 00:36:00,319 Speaker 1: and I might tag it another way, and that might 672 00:36:00,400 --> 00:36:05,080 Speaker 1: be problematic depending upon how the computer handles tags and classifications. 673 00:36:05,280 --> 00:36:07,279 Speaker 1: So that if I were to do a query and 674 00:36:07,360 --> 00:36:09,080 Speaker 1: Chris were to do a query, and we're doing the 675 00:36:09,120 --> 00:36:11,560 Speaker 1: same query, but we've both set up our systems in 676 00:36:11,600 --> 00:36:14,560 Speaker 1: different ways, even though we have the same basic information 677 00:36:14,600 --> 00:36:16,840 Speaker 1: in both of our systems, so we're pulling from the 678 00:36:16,880 --> 00:36:19,320 Speaker 1: same pool of data. We've just built out our systems 679 00:36:19,320 --> 00:36:22,440 Speaker 1: slightly differently, my query might pull up a different result 680 00:36:22,440 --> 00:36:26,400 Speaker 1: than his because we use two different tagging systems. I 681 00:36:26,440 --> 00:36:29,200 Speaker 1: think the Silk Project actually tries to take that into account, 682 00:36:29,600 --> 00:36:33,600 Speaker 1: but even so, it's a little tricky. So anyway, that's 683 00:36:33,600 --> 00:36:36,120 Speaker 1: a lot of work for a person to do, because 684 00:36:36,160 --> 00:36:41,560 Speaker 1: again the computer cannot determine automatically yet what categories certain 685 00:36:41,680 --> 00:36:45,320 Speaker 1: tags fall into, or certain certain terms fall into not tags. 686 00:36:45,320 --> 00:36:49,120 Speaker 1: I'm sorry, So without knowing that that means someone else 687 00:36:49,120 --> 00:36:52,440 Speaker 1: has to go in and tag it themselves. If your 688 00:36:52,480 --> 00:36:56,160 Speaker 1: database is enormous, then that can be a really long, 689 00:36:56,280 --> 00:36:59,480 Speaker 1: work intensive process. And you know, you keep in mind 690 00:36:59,520 --> 00:37:03,680 Speaker 1: that most companies, most organizations are continually adding to that. 691 00:37:03,680 --> 00:37:06,120 Speaker 1: That means that you are not just trying to get 692 00:37:06,160 --> 00:37:08,000 Speaker 1: all the information you already have, you have to do 693 00:37:08,040 --> 00:37:11,440 Speaker 1: all the incoming information as well. So it can be 694 00:37:11,560 --> 00:37:15,560 Speaker 1: quite uh an extensive problem. And what you're really doing 695 00:37:15,640 --> 00:37:18,239 Speaker 1: is your frontloading all that work that you would be 696 00:37:18,280 --> 00:37:21,200 Speaker 1: doing if you were to do it the old fashioned way. 697 00:37:21,280 --> 00:37:24,239 Speaker 1: So by frontloading it, you've made the actual handling of 698 00:37:24,280 --> 00:37:27,520 Speaker 1: the data further down the line much easier. But it 699 00:37:27,520 --> 00:37:31,000 Speaker 1: means that those early days are going to be kind 700 00:37:31,000 --> 00:37:35,640 Speaker 1: of painful, a lot of a lot of data entry stuff. Yeah, well, 701 00:37:35,680 --> 00:37:38,520 Speaker 1: I think this is it's good to talk about these things. 702 00:37:38,560 --> 00:37:42,760 Speaker 1: I mean, for most of us, using the search engines 703 00:37:42,840 --> 00:37:46,719 Speaker 1: as they have been has been pretty effective. But you know, 704 00:37:46,920 --> 00:37:51,040 Speaker 1: I do think it is good that Google and Microsoft 705 00:37:51,120 --> 00:37:53,840 Speaker 1: and and the other companies who are doing search are 706 00:37:54,440 --> 00:37:56,719 Speaker 1: are not sitting around and and saying, well, you know, 707 00:37:56,760 --> 00:37:59,359 Speaker 1: we're making billions of dollars as we as we are 708 00:38:00,200 --> 00:38:03,040 Speaker 1: making search you know, doing this and selling advertising along 709 00:38:03,080 --> 00:38:06,800 Speaker 1: our our search results. They're actually trying to find ways 710 00:38:06,840 --> 00:38:11,520 Speaker 1: to make search more efficient and more relevant to those 711 00:38:11,560 --> 00:38:14,360 Speaker 1: of us. So I think, um, despite you know, the 712 00:38:14,440 --> 00:38:17,600 Speaker 1: shortcomings or potential shortcomings depending on on your take on 713 00:38:17,640 --> 00:38:21,480 Speaker 1: the issues, UM you know, those things, I think have 714 00:38:21,680 --> 00:38:24,400 Speaker 1: a very real trade off. I don't think that what 715 00:38:24,520 --> 00:38:28,319 Speaker 1: you're giving up is for nothing. I think, you know, 716 00:38:28,800 --> 00:38:33,800 Speaker 1: having the ability to have personalized search results can present 717 00:38:33,840 --> 00:38:38,680 Speaker 1: an amazing positive experience. UM So, so please don't take 718 00:38:38,719 --> 00:38:42,640 Speaker 1: my my mention of those criticisms as you know, necessarily 719 00:38:42,640 --> 00:38:44,080 Speaker 1: my opinion on it, because I do have sort of 720 00:38:44,120 --> 00:38:47,360 Speaker 1: mixed opinions about about these things. But I do most 721 00:38:47,360 --> 00:38:50,920 Speaker 1: of all, I think I appreciate that they are trying 722 00:38:50,960 --> 00:38:54,680 Speaker 1: to find ways to improve um and I think that's 723 00:38:54,680 --> 00:38:58,399 Speaker 1: always a good thing, especially in technological circles, because these 724 00:38:58,440 --> 00:39:01,880 Speaker 1: are our tools that can be made um you know, 725 00:39:01,920 --> 00:39:07,200 Speaker 1: available to thousands and millions more people, um and can 726 00:39:07,239 --> 00:39:11,280 Speaker 1: make our lives even easier tomorrow than they do today. 727 00:39:11,520 --> 00:39:13,560 Speaker 1: It's just something that I think we should always take 728 00:39:13,560 --> 00:39:15,840 Speaker 1: with a grain of salt on what are we giving 729 00:39:15,920 --> 00:39:19,319 Speaker 1: up by accepting this? Ultimately, we might reach a point 730 00:39:19,360 --> 00:39:24,280 Speaker 1: where and navigating the web is like having a personal 731 00:39:24,320 --> 00:39:29,400 Speaker 1: assistant that is constantly filtering everything for you and pulling 732 00:39:29,400 --> 00:39:32,279 Speaker 1: stuff for you, so that UM that you have a 733 00:39:32,280 --> 00:39:38,399 Speaker 1: a really customized um experience, so that when I get 734 00:39:38,440 --> 00:39:40,000 Speaker 1: on the web and when Chris gets on the web, 735 00:39:40,120 --> 00:39:43,160 Speaker 1: it will be completely different, even if we're looking for 736 00:39:43,200 --> 00:39:47,400 Speaker 1: the same information, because it's been tailored to our particular style. 737 00:39:48,280 --> 00:39:51,759 Speaker 1: And we'll we'll probably see this rollout to not just 738 00:39:52,440 --> 00:39:54,880 Speaker 1: you know, things like web searches, but into other products 739 00:39:54,880 --> 00:39:56,839 Speaker 1: as well. I mean, they're already talking about making sure 740 00:39:56,880 --> 00:39:59,359 Speaker 1: that this sort of sort of search information is also 741 00:39:59,400 --> 00:40:02,680 Speaker 1: available mobile platforms. But then you look at things also 742 00:40:02,760 --> 00:40:06,759 Speaker 1: like Google's Project Glass, the glasses. I can totally see 743 00:40:06,800 --> 00:40:09,160 Speaker 1: that being part of it too, that the glasses, you know, 744 00:40:09,760 --> 00:40:14,279 Speaker 1: linked back to your Google account. Uh, start to take 745 00:40:14,320 --> 00:40:17,200 Speaker 1: into account how you're using the glasses, and it can 746 00:40:17,200 --> 00:40:21,080 Speaker 1: help start to customize your experience based upon the way 747 00:40:21,120 --> 00:40:24,000 Speaker 1: you use a device like that in the real world 748 00:40:24,080 --> 00:40:26,640 Speaker 1: all the time. And if it's like, Wow, you know, 749 00:40:26,680 --> 00:40:30,120 Speaker 1: he's really interested in food a lot. So if there's 750 00:40:30,160 --> 00:40:33,280 Speaker 1: a term he searches for that could possibly be food, 751 00:40:34,800 --> 00:40:37,400 Speaker 1: remember that because it maybe they's looking for the food 752 00:40:37,840 --> 00:40:41,680 Speaker 1: and not the place name or character name or whatever. 753 00:40:42,320 --> 00:40:46,319 Speaker 1: The answer is food. Food. The answer for me will 754 00:40:46,360 --> 00:40:50,359 Speaker 1: almost always be food. And I think, uh, I think 755 00:40:50,400 --> 00:40:53,040 Speaker 1: that pretty much wraps up our discussion. You anything else 756 00:40:53,080 --> 00:40:55,080 Speaker 1: to add before I wrap it up? No, not really, 757 00:40:55,360 --> 00:40:57,040 Speaker 1: all right, it was it was kind of fun getting 758 00:40:57,040 --> 00:40:59,400 Speaker 1: into this because on the surface it seems like a 759 00:40:59,440 --> 00:41:02,239 Speaker 1: small thing, but when you get into it, there it's 760 00:41:02,280 --> 00:41:06,000 Speaker 1: it's fascinating. Layers within layers. It's like a great, big 761 00:41:06,040 --> 00:41:07,960 Speaker 1: old internet onion. I was gonna say it's like an 762 00:41:07,960 --> 00:41:11,839 Speaker 1: ogre also that I am going to wrap this up now. 763 00:41:11,840 --> 00:41:16,640 Speaker 1: I'm gonna go and grab some shwarma, which is it's 764 00:41:16,760 --> 00:41:19,680 Speaker 1: all all the rage right now thanks to uh, thanks 765 00:41:19,680 --> 00:41:23,360 Speaker 1: to some some superpowered people. Um, but I was a 766 00:41:23,400 --> 00:41:25,400 Speaker 1: fan of it before. Hey, you know what, I like 767 00:41:25,480 --> 00:41:28,360 Speaker 1: shwarma before it was cool. I'm gonna shwarm my hipster. 768 00:41:29,120 --> 00:41:30,799 Speaker 1: But yeah, I'm gonna go get some food and I'm 769 00:41:30,840 --> 00:41:34,440 Speaker 1: gonna wrap this up. Guys, if you have any suggestions 770 00:41:34,440 --> 00:41:37,560 Speaker 1: for future topics that we should talk about in episodes 771 00:41:37,680 --> 00:41:41,839 Speaker 1: of this podcast, tech Stuff, let us know. Send us 772 00:41:41,840 --> 00:41:45,520 Speaker 1: an email our addresses tech Stuff at Discovery dot com 773 00:41:45,640 --> 00:41:48,560 Speaker 1: or contact us on Facebook or Twitter, or handle it. 774 00:41:48,640 --> 00:41:51,879 Speaker 1: Both of those is text stuff. Hs W and Chris 775 00:41:51,880 --> 00:41:55,480 Speaker 1: and I will talk to you again really soon for 776 00:41:55,600 --> 00:41:57,920 Speaker 1: more on this and thousands of other topics. Is it 777 00:41:58,000 --> 00:42:04,719 Speaker 1: hastaff works dot com brought to you by the reinvented 778 00:42:04,760 --> 00:42:07,400 Speaker 1: two thousand twelve camera. It's ready, are you