why search is the problem
DESCRIPTION
Presentation for SemTech 2011TRANSCRIPT
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Search is the Problem
Tyler Bell@twbell
Hobbling a data-centric Internet
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1. Too User Centric• Inserting people between data and its interpretation• APIs designed, and enforced, for user consumption only
3. Any Ten Answers• Idea of correspondance remains unfamiliar• Creating explicit relationships on-the-fly remains rare
5. Tags Over Semantics• Tokens are easy, but designed for the search use case• Changing the state of our knowledge requires change in tags
1. Where things are going• Changing role of APIs:
• Structured data easier to access via page (FB, Best Buy, etc.)
• Decline of entity search ‘gatekeeper APIs’• Increase in machine to machine services
• APIs designed, and enforced, for user consumption only
Hidden Slide Overview
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The Problem:
Search is now the norm: human disambiguation is demanded
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http://www.fondos-hq.com/upload/DesktopWallpapers/cache/Futurama-fondos-Caricaturas-HQ-dibujos-animados-futurama-caricaturas-1024x768.jpg
HCI Apogee
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The Artefact:
APIs are designed for user consumption only
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“You are permitted to use the Services only for the purpose of incorporating and displaying results […] as part of a Search Product deployed on Your Web site”
Yahoo! BOSS Services Terms of Use
http://www.flickr.com/photos/auntiep/17135231/
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Employs probability matrices to disambiguate placename intent
Contains cross-references to entities in other namespaces
Designed for toponym and business name disambiguation
‘Venue harmonization’ with select data partners
ID cross-reference (one-way street only: ID tweets)
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You must not use or display the Content without a corresponding Google map
You are not permitted to use or provide any part of the Service or Content […] in an API that you offer to others
http://www.flickr.com/photos/auntiep/17135231/
Google Maps/Places Terms of Use
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http://twitter.com/#!/zachklein/status/55986694289227776
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http://continuations.com/post/4365211963/the-web-stp-challenge-making-apis-useful
We need more STP [Straight Through Processing] for the web so that we have fewer stove pipe services and can move to a seamless web instead. The obstacle is no longer a lack of APIs […] the problem is a lack of data mapping/unification services.
- Albert Wenger
http://twitter.com/#!/cdixon/status/49906284492881920
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The Problem:
Multiple electronic representationsof one conceptual entity
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Too much of this…
Not enough of this
21c7c504-537a-47d6-a4cf-e260ccb6620d
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“With a single click you can recommend that raincoat, news article or favorite sci-fi movie to friends, contacts and the rest of the world”
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“With a single click you can recommend that Webpage to friends,contacts and the rest of the world”
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http://tripletalk.wordpress.com/2011/01/25/rdfa-deployment-across-the-web/
Peter Mika, Jan 2011
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Webpage URLs are Entity URIs
Identifiers for people, places, things
http://developers.facebook.com/docs/opengraph/
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http://www.yelp.com/biz/irish-times-san-francisco-2
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enable publishers to give us hints about what things they are describing on their sites… markup [will] amplify the value [webmasters ]receive in return
improve how their sites appear in major search engines… powering richer search results and new kinds of applications.
improve the search experience… alignment between search and our Web of Objects program
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17.5m entities pointing to over…
1.5b references found across…
4.7m domains
US Local Dataset
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Datawire
http://www.flickr.com/photos/tigerplish/250836258/
TL;DR:• Search: human disambiguation is expected• Few inputs leads to ‘pull’, not ‘push’• Plurality of content is a real bugger
• Structured content will do more than improve the look of search results
• Increased recognition of machine-to-machine APIs
• The socially networked world demands understanding across caissons
The Good News:
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Tyler Bell@twbell