What follows is Chapter 1 of Better Search Engine, a new book I’m writing about search engines, the psychology of search, search engine technology, SEO and everything related. This is definitely a rough draft and I would greatly appreciate your feedback.

Thanks in advance for your help.

Take care,

~ John

p.s. Here’s the Introduction to Better Search Engine if you’re looking for it.

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CHAPTER 1

DEFINED: Innovative Definitions of Search

You cannot define “search” in just one way. If you do, you’re making a fatal mistake because you completely lose the ability to understand the raw potential of search. I’m here to open your eyes to the staggering possibilities.

The definitions that I provide are new. I will challenge you to think about search in ways that other people haven’t. This is fresh, like laundry that’s been outside soaking up the sun, swaying in a gentle breeze for the last five hours.

There’s plenty of good information out there about search engines and search companies. I’m blatantly ignoring that stuff. Smart folks are talking enough about it.

You can find what you need about search algorithms and search companies outside of this book so I’m not going to waste your time here; I have great respect for your time. Instead, let’s talk about what hasn’t been explored.

What is the true scope of search? What does search really mean? What’s the fundamental nature of search?

THE BEGINNING

Search is an interaction between a human and a search engine; between a human and the text box or the ‘Go’ or ‘Search’ button. It is a conversation.

When you use a search engine you talk talking. You’re holding a conversation with the interface and the search engine index. As you type, you speak. When the results come back, the search engine is speaking directly to you. That’s rather profound if you spend a moment to reflect on it.

Conversations are about syntax and semantics – structure and meaning. Searching requires the use of language and a give-and-take between a human and a search engine. It’s between the user and the index of the search engine, and much more.

In search, turn taking is involved between you and the computer. It’s as if you are holding up a walkie-talkie, holding the button in, asking for something, letting go of the button and waiting for a response.

I’ll say it again because it needs to be reinforced. Search is a conversation. And, it’s not a smooth conversation. It’s rough business, like talking to a precocious and confrontational two year old, buzzing on excessive amounts of sugar.

Now for the second definition: Search is a marketplace. It’s a place where questions and answers, goods and services, and ideas and content are exchanged. It’s a bazaar, where loud and scary people often rule the street.

Search is a market of ideas and concepts. If you are higher up on the search results page, you have a higher ranking in the world of ideas. The best material wins by rising to the top. It is survival of the best content. Your idea is in constant gladiatorial combat with all other ideas.

Saying that search is a marketplace does not necessarily imply search is a financial marketplace for dollars and cents, although that does play in. It’s not exactly a stock market where money must trade hands. However, it is a place for traders of ideas to gather. Do not let this idea slip past; all ideas are connected to cash because there’s always someone who cares about being at the top of the pile. No search results page – no idea – is immune to greed.

Next, search is all about friction. Pain indicates a certain level of friction. Consider your own situation. It takes time and effort to conduct a search; it’s not friction free, it’s not instant and it’s not entirely easy. You’d quickly become a millionaire if you could eliminate all the painful friction associated with search.

Maybe you think that I am blowing smoke. Well, consider the following. Think about your own life. If you had exactly what you needed you wouldn’t need to search. Every search indicates friction or similarly, a lack, gap or hole.

Every time a search is conducted it means that you don’t already have what you want. We’re simply not getting what we want. So, making the big cash in search is a matter of relieving the pain. There is money in this, trust me. As my friend Paul Myers once said, “No one complains about the cost of aspirin.”

We can measure the level of friction related to a search by simply looking at the time that it takes for someone to find what they want. That level of friction is a measurement of pain. More time, more friction, more pain. It’s also a measurement of potential value to be captured and sold. If you’re in the business of search this should be seen as a business opportunity.

By the way, the smart reader will realize that there are two pieces to the friction puzzle. First, there is the duration, or the time it takes the person to find whatever it is they’re looking for. Second, we must ask, does the person actually find what they want or do they get sidetracked? Are they successful or not?   Add these together and you have a simple but powerful way to measure the pain of search – and the associated payoff if you can reduce that pain.

Lastly, search is not discrete. This is another way of saying search is not digital. I suspect you’re scratching your head right about now. This one feels like a puffy cloud.

We live in a sloppy, messy world of content. This has adds ridiculous amounts of ambiguity to the search puzzle. We’re all over the place as searchers; each search is a non-linear exercise. It’s not as binary as it might appear on the surface. My core point is that you cannot count on computational power to resolve the issues of search.

In search, humans are involved. That means there’s far less technology involved in the universe of search than what some people would like you to believe. You have to delve into usability and user experience. If you don’t, you will fail. The key is humanity, not algorithms.

SUMMARY

I suspect that you might be unsatisfied with my multiple definitions of search and searching. That’s completely understandable. Not many people have the guts to say that search is a conversation and a marketplace. Or, that search engine friction causes pain for humans and our non-digital brains.

Here’s something that might satisfy you. In one sentence search can be defined this way:

Search is an interactive, high friction, human-machine activity that is characterized by an evolving, often financial battle of ideas and competing ideas.

I’d be a fool to say that my definition is clean and simple. However, it absolutely captures the key ideas…

Search is very messy. It’s a war of ideas, and yes, “they” want your money. It’s a total train wreck. No wonder it’s so painful. No wonder we need this (r)evolution so badly.