The progression and advancement of Internet technology has generated a wealth of knowledge that exceeds what most people thought possible. In 2012 there were 2.4 billion Internet users worldwide, the number of websites grew 8.7% to 634M and the average information contained in each webpage grew by 35%. We now have billions of pages of information at our disposal at any given moment. However, as fantastic as it is to have much of the entire world’s knowledge at our fingertips, there are some drawbacks too. As online information builds overtime, the burden of finding the information that is relevant to each of us becomes more difficult; like finding a needle in a haystack. This problem is exacerbated by the influx of false and misleading material on the Internet. In order to navigate the massive amounts of data on the Internet and effectively untangle the Web, users are looking for methods to help them in their searches. Over the last decade Internet users have relied primarily on keyword search technology to conduct online inquiries. While progress has been made with this method, keyword search technology is less reliable at producing accurate search results and tends to focus on “most popular” or “most visited” sites on the Web. Searching the term “bass” for example returns results about fish, string instruments and shoes.
The Yoogli Semantic Knowledge Inquiry Platform goes beyond single dimension keyword search and adds an additional meaning-based search element to the results. The result is an advanced tool that helps end users and administrators by delivering faster, more accurate results to online queries. It adds 1 billion articles to the Wikipedia Encyclopedia database of 4.5 million articles and optimizes the way businesses and individuals make use of the Internet.
Yoogli Semantic Search is an important technology in making the step from the Wikipedia traditional search engine to a sophisticated answer engine. Semantic search technology has been described as, “a new form of Web content that is meaningful to computers [that] will unleash a revolution of new possibilities.” Most of the data on the Internet is presented in a format that can be read and understood by the people using the Internet. Machines on the other hand have a different language and therefore have a difficult time inferring meaning associated with words. Our electronic devices remain oblivious to the difference between a hair bow, a hunting bow and a violin bow unless we, as users, make that difference known by adding words to our inquiry. The semantic technology used by Yoogli expands the single dimension of keyword search to a two-dimensional, keyword-meaning search. By using a set of mathematical partitions and automated indexing techniques combined with input from users, the technology is able to rapidly and accurately convert large blocks of text into meaning vectors with accompanying significant phrase lists. What this means is that users can now collaborate with Yoogli technology to quickly analyze complete pages of text, documents and URLs to deliver more targeted, relevant results. The technology takes the burden of finding the right keyword combination off of the user, and puts it squarely on the technology itself, where it belongs. Through the technology-user collaboration, Yoogli can also represent people and groups as semantic vectors which allow users to search and access collections of information that are of interest to them posted by other people. The ability to semantically classify pages, sites and users is the core technology used by Yoogli.
- More meaningful search results for users
- Reduces click fraud
- Access to greater amount of information (due to low indexing burdens of technology)
- Users can network with other individuals and groups that share similar interests
- Users contribute to the effectiveness of the search results
- Technology can be applied to any language
- Logical design and functionality make it easy for users to adapt technology
- Ability to identify “Experts” in a category and leverage their searches
- Helps reduce the cost and burden of website optimization
- Accesses a database of 1 billion semantically indexed articles
Search engines fulfill an essential role of providing the information we are searching for in a matter of seconds. Companies like Google, Yahoo and Bing have established themselves as the gatekeepers of the information on the Web. By leveraging their role and the information they gather, these companies have created a tremendous amount of value. In a report released by SEMPO and eConsultancy the value of the search engine marketing (SEM) industry in North America was estimated at $22.9 billion in 2012 and predicted to grow to $26.8 billion in 2013 . In terms of percentage, growth in the industry has been in double digits each year since 2010.
Changes and advances in the industry are causing an increase in competition amid SEM companies. Among the top trends affecting the industry is the rise of mobile Internet use and Google algorithm updates. Nearly 90 percent of respondents said Google’s algorithm changes and increasing mobile Web use have had a “significant” or “highly significant” impact on the SEM industry. The survey also shows that marketing budgets are growing, with 86 percent of all respondents saying they expect their digital marketing budgets to grow and only 4 percent expecting a decline. When asked about the next steps going forward, respondents responded that, “Integration and attribution are on top of the list of what SEM professionals want from their search related technologies. The word cloud below represents the collective wisdom of hundreds of search marketers – the zeitgeist of their desires for the next generation of tools they use.”
The target audience for Yoogli Semantic Search should align closely with the current users of the Wikipedia website. Identifying some basic demographic differentiators of current users will help to identify potential users for the technology and in turn advertisers that hope to capture a greater share of the target audience. In looking at the demographic information of Wikipedia users, we see that the most common users are young adults between 18-29 (62%), with a college education (69%) who have a household income of greater than $50K per year (62%). Interestingly, in a report conducted by Wikipedia among current users, “About 32% of our readers said they were extremely/very likely (score of 9+ out of 10) to use Wikipedia more if the search functionality was improved. Better search emerged as the most desired feature, over others like more multimedia content, a better mobile site, a more simplistic design, and so on.” By leveraging current traffic of the Wikipedia website, a tool like Yoogli has a broad reaching potential. End-users, advertisers and companies that bridge the gap between the two can see the benefits of this tool.
Yoogli will have a great influence on end-users who will use the tool for their daily searches. By returning more relevant results and reducing the complexity of keyword searches, users will save time, reduce effort and increase productivity. Since Yoogli is a disruptive technology it is important to look within the scope of the users and identify those that are most likely to be innovators or early adopters.
Physicians and Medical professionals
Wikipedia is the leading source of information for patients and providers. According to the IMS Institute for Healthcare and Informatics, 50% of physicians reported that they used Wikipedia to research health conditions. Interestingly, small and medium companies in the healthcare industry spend more on advertising than the industry average as well. The average marketing budget is $475 per month, which is 16% higher than the all-industry average. Also, 21% of businesses spend more than $1,000 per month versus just 7% across all industries.
Another group that can have a strong influence on the adoption of Yoogli is teachers. A Pew research study found that 87% of teachers surveyed use Wikipedia. The adoption rate is 34% higher than the U.S. average. By encouraging teachers that are already using Wikipedia to use Yoogli, the company can target a group that already has a high adoption rating and offer the technology’s additional benefits. It is estimated that there are 3.3 million teachers in the public school systems and that each of those teachers has approximately 15.1 children in their classroom. If 87% of those teachers and students begin to use Yoogli, that equates to some 45 million users. That number surpasses 50 million when you factor in 17 million college students and their teachers.
Individually students do not hold much sway in terms of influence on a market but as a whole, students have a significant influence on trends, advertising and spending. According to a Nationwide report the combined spending power of college students is $417 billion for college students. Advertisers have a difficult time overlooking a group with such significant purchasing power. Demographically, college students are also most closely matched to the current users of Wikipedia making them an ideal target for adoption. Primary school students will not have the spending power of college students but will play a crucial role in early technology adoption. Technologies that can be introduced in young users are more likely to endure changes in the industry. Since schools and colleges offer a range of interests it is also a good place to try to get early feedback from users.
ECommerce: Retailers & Advertisers
After having identified some of the most likely end-users for this technology it is important to keep in mind that there will be companies that will want to target their advertisements to these groups. Wikimedia sites are consistently ranked in comScore’s top 10 most visited sites. The Wikimedia pages are not however found in the top “Ad Focus” rankings. This is because these sites do not accept advertising as part of their revenue model but depend on financial support by industry leaders like Google, Bing and Yahoo. In order to take advantage of the appeal of Wikipedia sites and convert the traffic to value, Yoogli should focus the information they gather from their users to create a value package for advertisers. Since Yoogli also offers additional protection against click-fraud and increased accuracy in targeted digital advertisements, it should be relatively simple to convince online advertisers to offer an option to advertise with Yoogli