Advanced Search Giora Feldman, CTO Axioma Search, LLC

Table of Content Current Search Technologies Status Axioma’s Search strategy, Solutions & Tools Future trend and tools Questions and Answers

Current Search Technologies General web search Corporate search Local search Mobile Search Desktop search

Current Search Technologies - Continued Major innovation in the general web search industry was halted in the last 5 years due to:  Major search engines fight against SEOs, polluting and manipulating results  Conversion of the major Search Engines firms to media and advertising companies  Algorithmic ranking improvement curve reached a plateau as relevancy currently reached upper boundaries of 30%-35%  Focus on adding “new” search areas like images, videos, blogs and maps

Current Search Technologies Web Status General Index Based Search Engines (Google, Lycos) Hybrid (Yahoo) Directories & Yellow Pages (Open Directory, DMOZ) Specialized Search (Industry Specific) User Defined Result Ranking And Sharing (Axioma Search) Derivatives (Clutsy.com) Mainly Meta Search & Combined Search Relevancy Potential Market Size

Current search technologies Search Pipeline The textual search engine workflow Crawl using bots (Web / File System / DB / etc..) Parse – Extract Text and Meta Tags (HTML/PDF/WOR D/JPG/etc...) Index and Store the text keywords and meta data. Optionally apply ranking algorithms/ Page Rank / synonyms / stop words / dictionaries / etc.. Search – Query the index

Current search technologies - The problems Axioma believes that the current bottle neck in the search pipeline is in the search results retrieval stage. This stage is missing more powerful tools and a more powerful UI. The current search concept is: enter a search term, hope that the desired result is one of the top 5-10, if not refine the search term and try again. Search is not leveraged – searchers cannot re-use and share search knowledge gained during the search experience of other searchers. Another major problem are SEOs – Search Engine Optimizers who trick the SEs by polluting search results.

Axioma Vision on the Future of Search Short / mid term – Search 2.0 Axioma believes that the first 3 stages of the search pipeline are a commodity middleware infrastructure or will become so in the very near future All the major and many 2 nd tier search engines provide public APIs  Alexa:  Yahoo: ml ml  Live: us/library/bb aspxhttp://msdn2.microsoft.com/en- us/library/bb aspx

Axioma Vision on the Future of Search General Search User Defined Relevancy Context Platforms Leveraged Search (communities ) Leveraged Search with User Define Relevancy On multiple platform

Axioma User Defined Search - Concept Reduce or re-rank a large data set of results per search term Identify patterns in this large data set As “Excel” manipulated numbers so Axioma Searcher manipulated search results Tools to accomplish this are: Weights to re-rank the results set Clusters to focus and re-rank the results data set Free text narrow

Axioma Clusters Group the results by High frequency words / phrases File types Domains Locations Languages Modification dates

Axioma User Defined Search Examples Madonna Marine Biology Soap

Axioma Mottos Creating vertical search engines:  Specifying a sub set of the DB.  Specifying special rules for the search query. Searching inside bookmarks – importing del.icio.us bookmarks del.icio.us

Axioma Motto Examples Usage examples: Dentist is looking for information on ceramics / DentalProducts.net Ivy League example Madonna Education example

Axioma Search Communities Vertical search engines nexus. Synergy between general web search and focused vertical searches. Companies can offer searching their databases using a streamlined, familiar and powerful UI. Possibly for fee. Companies who block crawlers / bots can create search engines for their web sites and receive reports who searched it and what for.

Axioma Search Communities - Continued Vertical search allows focused advertising Concerns: spam in the vertical search engines NLP capabilities to match vertical search engines to the search query:  Admission to Ivy League universities should result in searching for Admission in the Ivy League Universities vertical search engine.

Axioma Search Communities Examples Extending / Inheriting Ivy League

Web Site Search Example IBM ords=server&site=ibm.com ords=server&site=ibm.com

The Axioma Corporate Search Auto generating search communities in the corporate environment Powerful reports Saving and sharing results (save search results to Sharepoint) Periodically monitoring search results for new entries Analyze search queries for similar searcher by employees

Long term vision – Search 3.0 Full Convergence of Desktop / / Intranet / Web and Mobile searches

Mobile Search UI and technology constrains Potential for voice control. Powerful location awareness services.

About Axioma Incorporated in 2005 Provider of Search solutions for the corporate and for the Web Research and Development is focused on:  Clustering  Leveraging the community knowledge for improving results relevancy  Dynamic context work flow  NLP (natural language processing)  Meta searching

Axioma Search Thank you for your time and attention Contact Information: Phone number Giora Feldman, CTO – Elan Bitan, EVP –