>> GOOD MORNING, MY NAME IS KEITH COGDILL, IT'S MY PLEASURE TO WELCOME YOU THIS MORNING TO NIH LIBRARY SEMINAR ON GOOGLE AND BING FOR RESEARCHERS, WE ARE REALLY PLEASED YOU COULD JOIN US IN PERSON AND VIRTUALLY BY VIDEOCAST. WE WOULD LIKE TO INVITE YOU TO A RECEPTION AFTER THE SEMINAR, IT WILL BE TO THE LEFT OF THE AUDITORIUM WHEN YOU EXIT. TODAY'S PROGRAM IS ON NEW AND EXISTING RESEARCH TOOLS AND A SCHEDULE OF OTHER SEMINARS IN THE PRINTED PROGRAM FOR TODAY. INTERNET SEARCH ENGINES ARE USEFUL FOR FINDING ALL SORTS OF INFORMATION INCLUDING SCIENTIFIC AND CLINICAL INFORMATION AND WE'RE LOOKING FORWARD TO HEARING MORE ABOUT EFFECTIVE SEARCH TECHNIQUES. I'D LIKE TO INTRODUCE THE ORGANIZER OF TODAY'S EVENT, JOSH TUBER MAN, HE'S AN INFORMATIONIST AND RESEARCH LIBRARIAN AT THE NIH LIBRARY. HE WILL GIVE US A BRIEF OVERVIEW BEFORE WE HEAR FROM OUR SPEAKERS FROM GOOGLE AND BING. JOSH? >> THANK YOU, KEITH. GOOD MORNING. [ APPLAUSE ] THANK YOU FOR COMING. THE NIH LIBRARY IS HAPPY TO BRING YOU THIS GOOGLE AND BING FOR RESEARCHERS SEMINAR, I'M GOING TO GIVE A BRIEF OVERVIEW WHICH WILL BE FOLLOWED BY A PRESENTATION FROM DUANE FORRESTER AND THEN I'LL INTRODUCE DAN RUSSEL FROM GOOGLE FOR HIS PRESENTATION. NIH LIBRARY SUPPORTS NIH STAFF AND IT'S LOCATED IN THIS BUILDING BUILDING 10 OF THE CLINICAL CENTER, THERE ARE HAND OUTS DESCRIBING THE LIBRARY AS WELL AS SOME OF THE CLASSES WE OFFER. HERE'S THE WEB SITE, AND ITS URL WITH RELEVANT LINKS CIRCLED. YOU CAN SEE AN UPTO DATE LIST OF THE UPCOMING CLASSES AT ANY TIME BY POINTING THE TRAINING LINK AT THE UPPER RIGHT. I'VE ALSO INDICATED A LINK TO AN ANNOUNCEMENT OF ANOTHER SEMINAR, THE NIH LIBRARY WILL PRECEPTING ON QUADRUPLE THEMING IN THIS AUDITORIUM ON FEBRUARY 21st, THAT'S UPCOMING EVENTS UNDER ANNOUNCEMENTS AND UNDER THE AABOUT US LINK AT THE TOP RIGHT, NIH STAFF CAN REGISTER FOR THE NIH LIBRARY E-MAIL NEWS AND SO AUTOMATICALLY WE SEE E-MAIL ALERTS ABOUT NEW LIBRARY SERVICES, SEMINARS AND PRODUCTS, ALSO PLEASE NOTE IN THE TOP CENTER, THE RESEARCH TOOLS LINK WHICH STAFF CAN USE TO ACCESS SUBSCRIPTION DATABASES. INTERNET SEARCH ENGINES ARE A VERY IMPORTANT RESOURCE WITH ACCESS TO INCREASING, MOUNTS OF INFORMATION, MUCH OF IT IN FULL TEXT, IT'S USUALLY MOST EFFECTIVE TO USE ADVANCED SEARCH FEATURES WITH THESE ENGINES AND CHANGE YOUR REFERENCES TO SEE MORE RESULTS. I THINK OUR PRESENTERS WILL SPEAK ABOUT SOME OF THESE TECHNIQUES THIS MORNING. USING ALTERNATE SEARCH ENGINE CANS GIVE YOU GREATER COVERAGE SINCE THEY HAVE DIFFERENT SCOPES AND CAPABILITIES, THEY ALSO RANK THEIR RESULTS DIFFERENTLY AND THEY CAN BE VERY IMPORTANT SINCE MOST PEOPLE ONLY LOOK AT THE TOP RESULTS, DIFFERENCES IN RAIRCHGING DIRECTLY AFFECT WHICH RESULTS YOU SEE OUT OF ALL THE THOUSANDS OF POSSIBLE RESULTS. I WANT TO SPEAK BRIEFLY ABOUT THE THREE SPECIFIC WAYS THAT INTERNET SEARCH ENGINES CAN BE EFFECTIVELY USED IN CONJUNCTION WITH SCIENTIFIC INFORMATION RESOURCES, SUCH AS THESE VIEWED PAPERS AND AUTHORITATIVE DATABASEIS. THE CAPABILITIES OF INTERNET SEARCH ENGINES ENABLE THEM TO BE ABLE TO USED AS A LENS TO FIND RELEVANT SCIENTIFIC INFORMATION FASTER. THEY CAN ALSO SEARCH THE FULL TEXT OF ARTICLES AND INTERNET SEARCH ENGINES CAN BE USED TO FIND STARTS POINTS FOR LARGER SEARCHES AND HELP FILTER RESULTS FROM THOSE LARGER SEARCHES. RECENTLY I WAS ASKED IF THERE WERE ANY STUDIES THAT USED A SEVEN DAY LEVOTHRIOXIN DOSE FOR PATIENTS. AND THE PHYSICIAN WANTED TO KNOW IF IT HAD BEEN PRESCRIBED IN A CERTAIN WAY AND WAS SAFE. IN THIS CASE I DIDN'T NEED TO DO A COMPREHENSIVE SEARCH BUT FIBBED A FEW ITEMS. BING WAS EFFECTIVE IN FINDING STUDIES AND SOME OF THESE WERE FROM PUB MED. I PLAY PLACED STARS NEXT TO SOME PUB MED ITEMS IN THE SCREEN SHOT AND IT TOOK ME LESS TIME TO FIND THESE ITEMS IN BING THAN IN PUB MED. BUT IT'S LIKELY A PUB MED WOULD HAVE GIVEN MORE MORE COMPREHENSIVE RETRIEVAL. PLEASE NOTE THAT USING THE SAME SEARCH WITH GOOGLE SCHOLAR, AND THAT'S--IF YOU CAN'T READ IT, LEVOTHRYOXIN,, COMPLIANCE, SPACE WEAKLY, THE SAME SWOLEAR WAS QUITE EFFECTIVE IN STUDIES INCLUDING SOME OF THE SAME ITEMS THAT BRING RETRIEVED, ONE INDICATED HERE WITH A STAR. MICROSOFT'S SEARCH ENGINE ALSO HAD USEFUL RESTEVAL FOR THIS QUESTION. REMEMBER THAT YOU CAN USE GOOGLE SCHOLAR LIVE ACADEM AND I CAN FULL TECH SEARCH ENGINES THAT FIND INFORMATION THAT WOULD ONLY BE IN THE FULL TEXT OF AN ARTICLE. FOR EXAMPLE, DETAILS ABOUT THE EXPERIMENTAL TECHNIQUES, WOULD GENERALLY ONLY BE INCLUDED IN THE METHOD SECTION OF A PAPER. THESE MIGHT BE MISSED IN THE SEARCH OF REGULAR BIBLIOGRAPHIC DATABASEIS SUCH AS PUB MED. LET'S TALK ABOUT A VERY BRIEFLY, A LARGER INFORMATION REQUEST IN THIS CASE, PUTTING TOGETHER A COMPETITIVE LANDSCAPE ANALYSIS OF NEW TUBERCULOSIS DRUGS. NIH STAFF, CAN USE PIPELINE, A SUBSCRIPTION DATABASE OF DRUGS AND DEVELOPMENT FOR QUESTIONS LIKE THIS ONE. PIPELINE IS ACCESSIBLE BY CLICKING ON THE A-Z LIST OF DATABASES UNDER THAT RESEARCH TOOLS LINK AT THE TOP OF THE NIH LIBRARY HOME PAGE. A QUICK PIPELINE SEARCH FOUND 162 RECORDS AS SHOWN HERE, THE VERY TOP AND MANY OF THESE DRUGS HAVE MULTIPLE INDICATIONS AS YOU CAN SEE IN THESE FIRST TWO ITEMS AND THESE RESULTS MIGHT BE TOO BROAD TO BE USEFUL ON THE LANDSCAPE ANALYSIS. WE CAN USE INTERNET SEARCH ENGINES TO HELP FOCUS THESE RESULTS, A QUICK GOOGLE SEARCH SHOWED THAT A NEW JOHNSON AND JOHNSON TUBERCULOSIS DRUG NAMED SIRTORO WAS JUST APPROVED. THIS IS THE FIRST NEW TUBERCULOSIS DRUG IN 40 YEARS. SO SOME ARE IEMS ARE IN THIS--ITEMS ARE IN THEW SCREEN SHOT AND BING SHOWED THESE SAME ITEMS. WE CAN USE THIS KNOWLEDGE, THIS INFORMATION WE GOT FROM THE SEARCH ENGINES TO HELP FOCUS THESE 162 PIPELINE SEARCH RESULTS, HERE'S THE ENTRY FURTHER DOWN ON THAT LARGE HUNDRED 62 ITEM PAGE ALONG WITH ITS ALTERNATE NAMES, HERE'S SIRTORO, WE CAN THEN VIEW SIRTORO'S PROFILE TO SEE MORE DETAILED INFORMATION ABOUT IT INCLUDING CLINICAL TRIAL RESULTS. SO, CAN YOU LEARN MORE ABOUT THE CAPABILITIES OF THESE SEARCH ENGINES AND LEVERAGE YOUR RESEARCH SKILLS AND NOT JUST THE RESEARCH SKILLS FOR HERE BUT THE WAY YOU THINK ABOUT RESEARCH IN THE LAB, TO FIND WHAT YOU WANT FASTER, LET ME FINISH WITH THREE QUOTE WHICH IS ADDRESS THAT SEARCHERS MIND SET. INDEPENDENT INFORMATION PROFESSIONAL AND SEARCHER MARY ELEN BATES SAID IF YOU DON'T FIND WHAT YOU'RE LOOKING FOR IN FIVE OR 10 MINUTES, TRY SOMETHING ELSE, TRY A DIFFERENT TECHNIQUE OR DIFFERENT SEARCH ENGINE, IT'S WORTH GETTING TO KNOW MORE ABOUT BOTH THESE SEARCH ENGINES, S. DEVLYNN, THE SET DESIGNER WHO DESIGNED THE 2012 OLYMPIC CLOSING CEREMONY, SAID RECENTLY IN BLOOMBERG NEWS WEEK TWO WEEKS AGO, GOOGLE IMAGE DOESN'T FEEL LIKE SEARCHING TFEELS LIKE THINKING AND NEW YORK TIMES TECHNOLOGY COLUMNIST SAID WROTE IF YOU VALUE YOUR TIME, YOU SHOULD GIVE BING A FLING. HERE ARE A FEW HOUSEKEEPING NOTES. RESTROOMS ARE AVAILABLE ON EITHER SIDE OF THE LOBBY OUTSIDE OF THE MASUR AUDITORIUM. WE ASK YOU HOLD YOUR QUESTIONS UNTIL THE END. FOR THOSE OF YOU WATCHING BY VIDEO CAST, YOU MAY SEND E-MAIL QUESTIONS TO NIHLIBRARYNEWS @NIH.GOV. OR YOU CAN ALSO FOLLOW THE EVENT AT @NIHBIB, OR HSH GBNIH, A RECEPTION WILL FOLLOW AFTER THE EVENT COURTESY OF GOOGLE. FINALLY I'D LIKE TO THANK THE NIH STAFF IN BRING THIS IS SEMINAR TO YOU NOW I'D LIKE TO INTRODUCE DID DID--DUANE FORRESTER, HE'S A SENIOR PRODUCT MANAGER FOR BING AND HE'S ALSO THE MARKETING PROFESSIONAL ORGANIZATION SEARCH ENGINE MARKETING COMMITTEE S&P THE AUTHOR OF TWO BOOKS: HOW TO MAKE MONEY WITH YOUR BLOG AND TURN CLICKS INTO CUSTOMERS. PRIOR TO JOINING BING, HE WAS AN IN-HOUSE FOR MICROSOFT PORTAL MSN IN THE U.S. AND THE AMERICAS. AND WAS FORMERLY ON THE BOARD OF DIRECTORS FOR SIMPO, HE MAINTAINS HIS OWN BLOG, THE ONLINE MARKETING GUY.COM. >> THANK YOU. >> THANK YOU. >> [ APPLAUSE ] >> CAN YOU HEAR ME OKAY OUT THERE. IS MY MIC PICKING UP OKAY. THERE WE GO. HELLO. YOU CAN TELL WHEN MY MIC GETS TURNED ON BECAUSE I'M SUDDENLY THERE, ALL RIGHT, HEY, HERE I AM. LET'S START OUR FLING WITH BING, OKAY I'M HAVING A VERY INDEPTH FLIG WITH BING, OBVIOUSLY, SO I'M GOING TO WAKE YOU THROUGH A BUNCH OF THINGS TODAY AND OBVIOUSLY I HAVE--OKAY MY CLOCK IS ON HERE SO I HAVE TO KEEP AN EYE ON THAT. I WILL WALK YOU THROUGH HOW IT WORKS AND TOUCH ON HOW SEARCH FAILS AND WHY SOCIAL SIGNALS MATTER SO MUCH TO THAT TODAY. TOUCH ON AFTER THAT, SOME OF THE ADVANCE SEARCH OPERATORS YOU CAN USE TO REALLY NARROW DOWN AND FOCUS IN ON SPECIFIC THINGS WITHIN THE INDEXES THAT THE SEARCH ENGINES HAVE AND A LOT OF WHAT I'M GOING TO TALK ABOUT IS NOT JUST APPLICABLE TO BING, IT'S APPLICABLE AT GOOGLE AS WELL, SO YOU CAN USE THE SAME METHODOLOGY IN BETH OF THEM. IN FACT IF YOU'RE LIKE ME, I LOVE THAT QUOTE UP THERE BY MARY ELEN, LIKE TRY SOMETHING IF YOU DON'T HAVE A RESULT IN FIVE MINUTES TRY SOMETHING ELSE. I'M A BIG BELIEVER IN THAT. I HAVE MULTIPLE TABS OPEN IN MY BROWSERS, ALL SET UP FOR DIFFERENT THINGS AND I'M CHECKING EVERYTHING I DO ACROSS DIFFERENT BROWSER, SEARCH ENGINES, LOOKING FOR DIFFERENT INFORMATION AND THAT'S HOW YOU FIND IT. IT'S THE NUANCE DIFFERENCES WHEN YOU COME OUT WHEN YOU LOOK THROUGH THIS. NOW AS JOSH AS MENTIONED, I AUTHORED A COUPLE OF BOOKS, IF YOU GUYS EVER DO NEED TO GET AHOLD OF ME, I AM DUANE FORRESTER ON TWITTER, I HIDE IN PLAIN SIGHT AND I RESPOND QUICKLY IF I'M AWAKE. I'VE BEEN DO THANKSGIVING WORK FOR ALMOST 15 YEARS NOW, PROFESSIONALLY FOR A LITTLE OVER 12. DO I RUN MY OWN WEB SITE, I DO ALL OF THIS MYSELF AND THAT REALLY HELPS FOSTER A DEEP UNDERSTANDING. NOW TODAY, WE'RE GOING TO TALK ABOUT WHERE WE STARTED OVERALL, WE WILL TALK ABOUT WHERE WE'RE GOING AND WHY WE'RE GOING THERE, THAT'S REALLY IMPORTANT AND WE'LL GET INTO ADVANCE SEARCH OPERATORS, AND THEN I'LL WRAP IT UP WITH A LITTLE BIT OF INFORMATION A LOT OF PEOPLE DON'T KNOW AND HOW HO TO TRACK DOWN THE HUMAN BEING THAT OWNS THE WEB SITE ONLINE AND THAT CAN BE INCREDIBLY USEFUL, YOU SEE SOMETHING IN A SEARCH RESULT, YOU GO TO THE SEAT, HAVE YOU NO IDEA, IT LOOKS GOOD BUT ANYONE CAN PUT UP A FLASHY TEMPLATE. THE REALITY WILL COME OUT WHEN YOU SPEAK WITH THE INDIVIDUAL TO FIND OUT, ARE THEY JUST COVERING THE INFORMATION AND SHOWCASING IT OR DO THEY ACTUALLY HAVE DEEP UNDERSTANDING OF IT. THE FINAL IPO PRICES THAT I'LL SHOW YOU GUYS WILL HELP YOU UNDERSTAND HOW TO UNCOVER WHO OWNS THE DOMAIN, THOU TRACK THEM DOWN, FIND THEIR E-MAIL AND PHONE NUMBER AND REACH OUT DIRECTLY TO THEM. ALL RIGHT, SO TODAY WE'RE FACED WITH THIS SCENARIO, ONE IN FOUR SEARCH RESULTS IS KIND OF SUCCESSFUL, WHICH MEANS THAT THREE AND FOUR SEARCH RESULTS END UP BEING REFINEMENTS AND YOU LOOK AT YOUR OWN BEHAVIORS ON THIS, WHEN YOU GO AND YOU DO A SEARCH ON ANY OF THE SEARCH ENGINES, YOU'LL SEARCH FOR SOMETHING, YELL SEE A STACK OF RESULTS, AND THEN YOU GO BACK AND RETYPE YOUR SEARCH WITH MAYBE A DIFFERENT WORD OR YOU CHANGE A WORD OR ADD A WORD. TO US, A SEARCH ENGINE, WE CONSIDERED A FAILURE, BECAUSE WE SHOULD HAVE GOTTEN WHAT YOU WANTED THE FIRST TIME AND IT HELPS US UNDERSTAND MORE ABOUT YOU. SO WE LIKE GETTING THATTA ADDED DATA YOU'RE GIVING US BECAUSE IT HELPS US UNDERSTAND, WHAT'S RELATED TO THE FIRST THING, THE SECOND THING WE HAVEN'T SEEN THAT COMBINATION BEFORE, IT ALLOWS US TO BUILDS A BIG LIBRARY OF RELATED SEMANTIC TOPICS. INTERESTINGLY, 42% OF SESSIONS REQUIRE THIS REFINEMENT. SO,--AND JUST SO EVERYONE IS AWARE, THIS PRESENTATION IS HERE, I'LL MAKE SURE JOSH HAS A COPY OF IT SO IT WILL BE AVAILABLE AFTERWARDS, WORST CASE SKEAN OARIO, I'LL POST IT ON SLIDE SHARE O CAN YOU GET IT THERE, AND 44 PERCENT OF SESSIONS LAST MORE THAN A DAY, BECAUSE SOME SOMEONE IS LOOKING FOR SOMETHING AND AGAIN YOU CAN DRAW ON YOUR OWN EXPERIENCE FOR THIS, THEY DON'T NECESSARILY COME IN AND SAY, I'M GOING TO LOOK FOR THIS TODAY AND I'M GOING TO FINISH IT TODAY AND I'M DONE NOW. A LOT OF TIME WHAT IS HAPPENS IS, WE FIND OURSELVES LOOKING OVER MULTIDAY PERIOD OF TIME. RIGHT? AND THE EXAMPLE THAT I LIKE TO USE IS, I WAS SHOPPING FOR--I BOUGHT A NEW TRUCK LAST YEAR AND SURE ENOUGH, THANK YOU WASHINGTON STATE DRIVERS WITHIN SIX MONTHS SOMEONE HAD REAR ENDED ME. SO, OF COURSE, RIGHT? AND IN A STATE WHERE IT RAINS ALL THE TIME, THEY'RE ALWAYS SURPRISED BY RAIN? I'M BAFFLED BY T. THIS LADY WAS TEXTING WHILE DRIVING SO I NEEDED A NEW BUMPER FOR MY TRUCK AND IT PARTICULAR ME THREE WEEKS OF SEARCHING TO FIND SOMEONE IN CALIFORNIA TO FIND SOMEONE TO CUSTOM FABRICATE IT AND SHIP IT UP TO ME. IT WAS THREE WEEKS OF LEARNING ON THEY CRASHED PROPERLY AND DONE THE PROPER WORK, AND SOMEBODY WAS HITTING MY VEHICLE WAS PROTECTED ALL THESE THINGS MATTERED TO ME SO IT TAKES A LONG TIME TO GO THROUGH A PROCESS OF FINDING THAT INFORMATION. NOW, HERE'S THE EXAMPLE THAT I'M GOING TO USE FOR THIS, RIGHT? SO FIRST THING YOU SIT DOWN AND YOU SAY I'M GOING TO A HOTEL, I WANT THE BEST HOTEL IN NEW YORK EXCEPT YOU SAID BEAST, WELL, FIRST OFF WE KNOW YOU MEANT BEST SO WE'RE GOING TO REFRAME EVERYTHING AROUND THE IDEA OF BEST, BUT THIS IS WHAT YOU MEANT BY BEST, A HOTEL NEAR BRIAN PARK, NEAR MY MEETING, GOTTA HAVE AIR CONDITIONING, NICE SMELLING SHAMPOO AND A SHOWER THAT'S TALLER THAN ME, IF YOU'VE BEEN TO NEW YORK, THAT COULD BE A PROBLEM. A DESCENT BAR IS NICE TO HAVE OBVIOUSLY, I DON'T CARE IF THERE'S A STAR WOOD HOTEL, I DO CARE IF THERE IS A HOFY MAKER AND IT HAS TO BE UNDER $200, YOU FAILED TO TELL US AN AWFUL LOT ABOUT THE BEST HOTEL IN NEW YORK, WE'RE LIABLE TO BRING BACK, LIKE THE PARK REGIONS BECAUSE IT HAS GREAT REVIEWS, IT ALSO COST $4000 A NIGHT. SO, THIS IS ONE OF THE CHALLENGES THAT WE FACE AS A SEARCH ENGINE AND THIS IS WHERE ALL OF THAT KNOWLEDGE GATHERING COMES INTO PLAY AND HELPS US BUILD A BETTER SET OF RESULTS. NITHESE ARE CONSTANTLY CHANGING RIGHT? WE HAVE ALL THESE DIFFERENT AREAS THAT ARE FEEDING CONTENT AND INFORMATION INTO THE WEB THAT WE HAVE, THE INDEX THAT WE'RE BUILDING, RIGHT? WE HAVE THIS REALTIME INFORMATION COMING AT A FACEBOOK TWITTER FOUR SQUARE AND ALL OF THOSE SOCIAL SPACES, WE HAVE SERVICES SWREE TO UNDERSTAND SO DIFFERENT APS AND WHAT THEY DO AND HOW THEY DO IT. WE HAVE TO UNDERSTAND THE DIFFERENT DEVICES, RIGHT IF YOU'RE NOT AWARE OF IT, MOBILE'S A BIG THING. IT'S GOING TO CONTINUE TO BE A BIG THING. HERE HERE IS GOING OUT ON SATURDAY AND BUYING THE NEW SURFACE PRO. >> THAT'S OKAY, YOU'LL GET ONE ON SUNDAY, I KNOW IT. THAT'S FINE. THAT'S FINE. >> ALL KINDS OF MULTIMEDIA STUFF SHOWING UP, THIS IS RECORDED ON VIDEO, IT WILL END UP ON THE INTERNET, AND THERE'S NOTHING I CAN DO TO TAKE IT BACK AT THAT POINT BUT I'M OKAY WITH IT, AND THEN WE ALSO HAVE TO UNDERSTAND SOME THINGS BECAUSE WHEN YOU ASK US FOR SUBWAY, WHAT DO YOU MEAN, ARE YOU LOOKING FOR A SANDWICH OR TRANSPORTATION? SO A LOT OF TIME WHAT IS ENDS UP HAPPENING IS WE END UP STEPPING INTO THE WORLD OF SOCIAL TO BETTER UNDERSTAND YOU, SO WHEN WE LOOK ACROSS THINGS THERE'S LITERALLY BILLIONS OF PAGES FROM 650 + MILLION WEB SITES OUT THERE SO THERE'S A LOT OF INFORMATION OUT THERE, AND INTERESTINGLY, THIS IS--THIS IS A VERY TRUE FACT, RIGHT? IT COSTA PEN TOW CRAWL A URL, SO THERE'S A COST TO ALL OF THIS FOR THE ENGINES, RIGHT? THIS ISN'T SOMETHING--EVERY TIME YOU ASK US TO DO A QUERY THERE'S A COST TO THAT SO PLEASE QUERY RESPONSIBLY. WELL, WE'LL SEE. WE HAVE ONLINE SERVICES, WE'RE INTEGRATED WITH THESE THINGS WE HAVE TOIC CONSIDERATION INTO WHAT PEOPLE ARE SAYING AND TALKING BIF YOU DECIDE YOU WANT TO GO TO A RESTAURANT AND YOU DON'T KNOW WHERE, YOU'RE GOING TO THROW CAUTION TO THE WIND AND YOU GO OUT ON THE AND WE UNDERSTAND AND WE GET THAT FROM THESE REALTIME SOCIAL AND LOCAL MOBILE SCENARIOS, WE ALSO HAVE TO MANAGE ACROSS DIFFERENT DEVICES PLATFORMS AND THROUGH DIFFERENT SERVICES THAT PEOPLE ARE USING FOR THINGS, SO THERE'S A LOT HERE THAT WE HAVE TO GET RIGHT AND WE HAVE TO FIGURE OUT. SO ONE OF THE AREAS WE FOCUS ON IS REORGANIZING THE WEB FOR TASK COMPLETION, UNDERSTANDING THE USER AND THE WEB, THESE ARE CRITICAL THINGS. IT'S REALLY IMPORTANT THAT WE UNDERSTAND WHAT THE USERS MIND SET IT IS, RIGHT? NOW JOSH MENTIONED THE SEARCHERS MIND SET, RIGHT? WE HAVE A VERY CLEAR VIEW OF WHAT THE SEARCHERS MIND SET IS AND IT'S SCHIZOPHRENIC, IT'S ALL OVER THE PLACE. ONE DAY IT'S THIS ITEM, THE NEXT DAY IT'S A VERSION OF THAT ITEM BECAUSE INFORMATION THEY HAD IS NOW CHANGED THE WAY THEY VIEW SOMETHING SO THEY'RE LOOK NOTHING A NEW DIRECTION. WE HAVE TO FIGURE ALL THAT OUT. SO ONE OF THE KEY AREAS WE'RE FOCUSED ON IS REINVENTING THIS AREA ACROSS SEARCH DIMENSIONS BECAUSE WE HAVE TO ACCOUNT FORA ALL OF US, SOCIAL GRAPH AND GEOSPACIAL INFORMATION AND INDEXING, WE ALSO HAVE TO UNDERSTAND THE INTERACTION MODEL, THE FACT OF HOW PEOPLE ARE ACTUALLY INTERACTING WITH THINGS, RIGHT? AND ANYBODY HERE GOT A SMART PHONE, RIGHT? , YOU GOT A SMART PHONE, YOU PROBABLY ALL HAVE iPHONES, THAT'S OKAY, YOU WANT TO SEE THE FUTURE OF THE MOBILE DEVICES, YOU WILL SEE THE LAST GENERATION WINDOWS PHONE. I THE REASON I BRING THIS OUT IS THERE'S AN APPON HERE AND I IF HOLD THAT UP AND POINT IT UP, JUST LIKE THIS WILL IT WILL TELL ME EVERYTHING AHEAD OF IT, EVERY BUSINESS, EVERY ORGANIZATION, EVERY ITEM THAT'S IN THERE, AND THEN WITH A STAP ON THE SCREEN, A TAP BECOMES MY EXPLICIT SEARCH, I TAP ON FOOD AND IT FILTERS EVERYTHING TO ONLY SHOW ME EATING LOCATIONS. THE WHOLE TIME ACCIDENT I TURNED IT ON AND TAPPED ON IT. THAT IS A SEARCH THAS TO FIGURE OUT WHAT YOU MEANT AND WHAT YOU'RE LOOKING FOR AND THEN IN A DEVICE THIS BIG OR SMALL, HOW DO I SHOW YOU RELL VABT INFORMATION, WHAT'S THE MOST IMPORTANT THING FOR YOU. IF YOU THINK ABOUT GOING FOR SOMETHING TO EAT, YOU MIGHT WANT TO KNOW IT'S GOOD RATINGS AND YOU MIGHT WANT TO KNOW WHAT THE PRICE TAG LOOKS LIKE SO ALL THAT HAS TO BE SHOWN IN PLACE AND SHOWN IN A THOUGHTFUL WAY, MOBILE REALLY IS CHANGING HOW WE DO THIS, YOU KNOW? AND IT'S NOT JUST ABOUT THE BROWSER ANYMORE, SOBSLY, THERE ARE MULTIPLE POINTS OF ENTRY, YOU KNOW WHETHER IT'S--YOU'RE USING SERVICES LIKE XBOX OR BING ON XBOX FOR EXAMPLE, I LOVE THAT. WE RECENTLY--THE GUY WHO USED TO BE THE BOSS OF OF MY GROUP MOVED OVER TO XBOX AND WHEN HE LEFT, I SAID COULD YOU LET ME ORDER A PIZZA ON XBOX? AND HE'S LIKE, YEAH, I'LL SEE WHAT I CAN DO DUEAIN AND SURE ENOUGH, EIGHT MONTHS LATER KIWALK INTO MY LIVING ROOM AND GO XBOX, PIZZA. NOT ONLY DOES IT BRING UP THE SEARCH RESULTS BUT IT BRINGS UP THE SEARCH REAS A RESULTS THAT I ENGAGE WIDE WHICH IS GENERALLY MY FAVORITE PIZZA SHOPS AND IT CAN INTERPHASE WITH SKIP AND THEN KIMAKE THE LOCAL PHONE CALL WHILE TALKING ABOUT IT IN MY LIVING ROOM AND IT ALL BREAKS DOWN TO MY WHEN MY DOG STARTING BARKING, AND AFTER THAT THEY DON'T KNOW IF IT WAS GREEN PEPPERS OR MUSHROOMS WITH THE DOGS BARKING. SO THERE'S STILL A LOT TO WORK WITH THAT. WHEN THE SEARCH EVOLVES, WE END UP WITH LINDA, SHE IS A PERSONONNA AND WHAT WE TRY TO UNDERSTAND IS WHO IS A NORMAL PERSON, WHO IS AN AVERAGE USER, ANYTIME I DO ANYTHING, I'M NOT CONSIDERED AVERAGE, I'M NONAVERAGE, I GUESS IS A POLITE WAY TO PUT IT BECAUSE I'M SO TIGHT IN THE SEARCH WORLD, MY OPINION DOESN'T REALLY COUNT. LINDA'S ACCOUNTS FOR WIGHT A BIT AND LINDA TELLS US STUFF LIKE SHE'S LOOKING FOR A HOME GYM AND HAVE TO UNDERSTAND WHAT HER INTENT IS, SHOULD SHE INTERACTING WITH OTHERS SHOULD SHE PULLING OTHER INFORMATION AROUND IT, AND SEMANTICALLY IS THERE A PLAY ON WORDS HERE, SUBWAY, HOME GYM, HOME GYM, IS HE LOOKING TO PURCHASE ALL OF THAT? AND THAT LEAVES US INTO TASK DERIVATION AND SHE LOOKING TO PURCHASE IS AND INSTALL IT AND IMPRESS HER FRIENDS TO IT AND SET FIRE TO, WHAT IS IT THAT LINDA WANTS IN RELATION TO HOME GYM AND THIS IS WHERE SOCIAL COMES TO PLAY. BECAUSE THROUGH SOCIAL MEDIA, WE LEARN A LOT ABOUT LIPPEDDA, SHE'S A PROFESSIONAL YOGA INSTRUCTOR, SHE'S IN TOUCH WITH FAMILY AND FRIENDS, SHE'S IN TOUCH WITH HER FAMILIES AND COWORKERS AND HER CLIENTS SOCIALLY. WE ALSO UNDERSTAND THAT LINDA REALLY DOESN'T WANT ANYTHING SUBOPTIMAL. SHE IS A PROFESSIONAL. SO THAT HELPS US TAYLOR OUR RESULT TO SHOW HER GOOD QUALITY PRODUCTS WITH GOOD RATINGS ACROSS A REASONABLE PRICE RANGE OR AT LEAST THINGS THAT GET HIGHLY RATED FROM TRUSTED SOURCES AND THEN SHE CAN DECIDE WHAT THE PRICE RANGE MATTERS TO HER, AFTER THAT. ONE OF THE AREAS THAT THIS IS REALLY IMPORTANT IN, THEN IS MAKING SURE THAT WE UNDERSTAND, NOT JUST INDIVIDUALLY WHO LINDA IS, BUT LIPPEDDA REPRESENTS A GROUP OF PEOPLE, THAT IS A BIG POINT OF LEARNING FOR US, BECAUSE AT ANY STAGE, WHERE THERE IS A LINDA THERE ARE 10,000 LINDAS, SO WE KNOW IF WE CAN SERVE LINDA WELL, WE CAN SERVE A LARGER PORTION OF THE AUDIENCE AS WELL. AND WE HAVE HUNDREDS OF THOUSANDS OF LINDA'S OBVIOUSLY, THERE MIGHT EVEN BE A JANE OR A SARAH IN THERE FOR GOOD MEASURE. SO SEMANTIC. THIS IS A BIG DEAL TO US. UNDERSTANDING WHAT THESE WORDS MEAN TO US TOGETHER. SO WHEN YOU DO A QUERY WHAT ENDS UP HAPPENING IS OUR ALLEGOR ITG ITG IMPEDIMENTS WILL LOOK AT THAT-OF--ALEGORITHMS AND WE WILL COMPARE IT TO THE LIBRARY OF ITEMS TO SEE IF WE'RE IN THE RIGHT TRACK AND THIS HAPPENS IN MILLI SECONDS BEHIND THE SCENES SO YOU END UP WITH THE RIGHT SET OF RESULTS. THIS SIGNIFY BIG DOLE BECAUSE IT HELPS US, WE GATHER DATA FROM IF, THAT BACK STOPS THE KNOWLEDGE WE HAVE AS A HISTORICAL REFERENCE, WE BUILD MODELS THAT ALLOW US TO PREDICT WHAT PEOPLE ARE GOING TO WANT THE TO DO AND IT HELPS US UNDERSTAND THE TASK THAT THEY'RE TRYING TO COMPLETE. THAT THEN LEADS TO A BETTER SET OF SEARCH RESULTS, THAT MEANS LESS REFINEMENT, FASTER TIME TO TASK COMPLETION. THE REASON THAT SOCIAL MATTERS SO MUCH TODAY, IS NUMBER ONE TO SIGNAL TOPICAL AUTHORITY, IF YOU ARE SOMEBODY IN SOCIAL, YOU WILL HAVE A LARGE FOLLOWING OF PEOPLE, IF YOU OR SOMEBODY KNEW, YOU'RE FOLLOWING OF PEOPLE WILL GROW QUICKLY, THESE THINGS HELP US UNDERSTAND THAT YOUR VOICE MATTERS. THAT HELPS US REFINE OUR SEARCH RESULTS. WE WANT REALTIME INFORMATION AS WELL. YOU WANT REALTIME INFORMATION, RIGHT? THE SEARCH ENGINES GENERALLY MIRROR WHAT SEARCHERS ARE LOOKING FOR AND SO IF YOU WANT INFORMATION, YOU WANT IT NOW, PERFECT EXAMPLE OF THIS. DID ANYBODY WATCH THE SUPERBOWL ON SUNDAY? I DIDN'T. SO I--I ACTUALLY WATCHED THE PUPPY BOWL INSTEAD. I'M NOT KIDDING, JUST TO DRIVE MY DOGS NUTS, SO I WANTED TO KNOW WHAT WAS GOING ON, SO WHILE I'M SITTING ON MY LIVING ROOM, ON MY SOFA, ON MY PHONE AND I'M CHECKING TWITTER TO SEE WHAT THE LATEST AND GREATEST IS ON SUPER BOWL. THESE ARE HAPPENING STAN TANIOUSLY, RIGHT. DID ANYBODY FOLLOW THE LAST ELECTION, MAYBE, SO, I KNOW GOOGLE HAD THIS, WE HAD A SIMILAR THING WHERE THERE'S AN ELECTION TRACKER OF EVERYTHING THAT WAS GOING ON IN THE ELECTION. WE HAD THAT ON TWO KINDLE FIRES, TWO LAB TOPS A DESK TOP UPSTAIRS AND ON XBOX, ON MY MONITOR. HAD ALL THAT INFORMATION UP IN NIGH LIVING ROOM JUST SO I COULD SEE EVERYTHING THAT WAS GOING ON, HIGHLY FASCINATED WITH IT. SO IT WAS REALLY IMPORTANT, THOUGH THAT THAT INFORMATION WAS REALTIME YOU KNOW BECAUSE I COULD JUST IGNORE THE WHOLE THING AND WAKE UP AND FIBBED OUT WHO ONE BUT I WAS HEAVILY INVESTED, I WANTED TO KNOW EVERYTHING THAT WAS GOING ON RIGHT NOW. SOCIAL IS THE BIG DRIVER OF THAT AND INTEGRATING SOCIAL CAN ACTUALLY INFLUENCE HOW YOU CLICK ON SOMETHING AND IN A MINUTE, I WILL SHOW YOU HOW TO TURN THIS OFF BECAUSE YOU MAY LOOK AT A SITUATION AND SAY, OH NO, I DON'T WANT MY PERSONAL SCENARIO INFLUENCING THE SEARCH RESULTS I SEE, I NEED TO BE AGNOSTIC OF THIS. BUT IN THE BIGGER SCHEME OF THINGS, IT MAKES A BIG DIFFERENCE FOR US. WE REALLY UNDERSTAND MORE ABOUT WHO PEOPLE ARE AND WHAT THEY'RE LOOKING FOR WITH THOSE CLICK ACTIONS. ALL RIGHT. SO PARDON MY BUTCHERING OF PSYCHEICOLOGY FOLKS BUT ALLOW ME. ALL RIGHT, YOU WANT TO BUY A CAMERA, OKAY, THAT'S YOUR GOAL, THAT'S YOUR TASK. NOW AS A PART OF THIS, YOU WANT TO TALK TO YOUR FRIEND ON WHO IS A PHOTOGRAPHER AND YOU KNOW THAT YOU WILL HAVE LUNCH WITH THEM ON THURSDAY, SO YOU THINK, YOU KNOW WHAT, I'M GOING TO MEET A SELF-NEED HERE BY ASKING MY FRIEND FOR THEIR INPUT ON THIS, IT'LL STRENGTHEN MY RELATIONSHIP WITH THEM BECAUSE THEY NEED TO GIVE ADVICE THAT I'LL FOLLOW, I'M ASKING MY FRIEND FOR ADVICE WHICH THEY APPRECIATE AND I'M LEARNING SOMETHING, FABULOUS AND I'LL SEE WHAT THEY HAVE TO SAY AND I'LL BUY MY CAMERA, OR, YOU'RE DOING YOUR SEARCHES ANYHOW BECAUSE YOU WANT TO SEE WHAT THE EXPERTS SAY ONLINE AND YOU WANT TO SEE WHAT THE CROWD SOURCE OPINION SAY ONLINE, WHO BOUGHT IT, REVIEWS AND GENERALLY KNOW ALREADY BEFORE LUNCH WHAT BRANDS YOU WILL NARROW DOWN TO AND WHAT SOCIAL INTEGRATED THE SEARCH TODAY LETS YOU DO, IT LETS YOU SEE YOUR FRIENDS OPINIONS ON SOMETHING INSTANTLY. SO AS YOU ARE LOOKING AT A PARTICULAR MODEL OF CAMERA. YOUR FRIEND WILL SHOW UP EMBEDDED RIGHT THERE, TELLING YOU, I LIKE THIS OBJECT. INTERESTINGLY NOW, WE CAN FLIP MENTALLY AND WE CAN SEE A SCENARIO WHERE I'M NOT GOING TO GO TO LUNCH ON THURSDAY WITH MY FRIEND AND ASK THEM WHAT CAMERA I SHOULD BUY, THEY TOLD ME WHAT CAMERA THEY RECOMMEND. I WILL BUY THE CAMERA AND TAKE IT WITH ME ON THURSDAY. SO INSTEAD OF INVOLVING THIS AND, I GET TO SHOW MY FRIENDS THAT I FOLLOWED THEIR ADVICE AND I GET A PAT ON THE BACK FROM THEM SAYING, GOOD JOB. THEN I GET THE LEAP FROG MY ENTIRE PROGRAM AND GET TO LEARNING EXACTLY HOW TO LEARN IT PROPERLY FASTER. MEETS A LOT OF OUR NEEDS PSYCHOLOG CAMLY AND THAT DRIVES CLICK RESULS. SO, SOCIAL, BIG DEAL, AND IT WILL CONTINUE TO BE A BIG DEAL AND ULTIMATELY WHAT SOCIAL DOES FOR INDIVIDUAL AND GROUPS OF INDIVIDUALS IS GET YOU FASTER, GET YOU CLOSE TORE WHAT YOU'RE LOOKING FOR FASTER AND THAT'S ITS PURPOSE. THIS IS HOW IT FAN FESTS VISUALLY WITHIN BING, YOU WILL SEE A HUB OVER HERE AND YOU'LL SEE YOUR FACEBOOK FRIENDS TELLING YOU, I LIKE THIS AND IF THERE'S SOMETHING TREND O GBA TWITTER, YOU'LL SEE AN OROON THERE, TELLING YOU THIS NEWS ITEM IS HOT AND GROWING AND RIGHT NOW IT'S A BIG DEAL. SO THERE'S GOOD CLUES IN THERE. ALL RIGHT, THANKFULLY FOR US THOUGH, HUMANITY IS LEAVING TRACES AROUND BECAUSE THERE'S A LOT OF INFORMATION BEING PUT OUT THERE, RIGHT? 50 BILLION TWEETS SENT OUT ON 20 LEVEL, 60 HOURS OF VIDEO OVER MINUTE GOING TO YOUTUBE, 28 PHOTOS GOING TO FLICKER EVERY SECOND, ALL DAY, ALL DAY. 30 BILLION + POSTS A MONTH ON FACEBOOK. I KNOW THAT NUMBER'S HIGHER BECAUSE THAT NUMBER IS FROM 2012. NOW THIS IS IMPORTANT TO UNDERSTAND, BECAUSE THERE'S A LOT OF STATIC OUT THERE AND IT'S HOUR JOB TO KIND OF FILTER ALL THAT STATIC AWAY. AS ANYONE SEEN THIS IMAGE BEFORE. ANYONE SEEN THAT. IT LOOKS LIKE PLANET EARTH, RIGHT? IT'S FULLLY A MAP OF EVERY FACEBOOK CONNECTION MAPPED TO ANOTHER CONNECTION. SO IF ANYONE'S ON FACEBOOK, YOUR REPRESENTED ON HERE BY A THIN BLUE LINE, I'M ON THERE SO EVERY PERSON I'M CONNECTED TO. MY LOCATION IS LINKED BY A THIN BLUE LINE TO THEIR LOCATION WHEREVER THEY'RE AT IN THE WORLD. AND WHEN YOU ACTUALLY COMPLETE THIS MAP, YOU SEE PLANET EARTH SHOW UP, NOT A MAP OF THE EARTH, WITH THESE LINES ON TOP OF IT, IT'S ACTUALLY THESE LINES OUTLINING OUR PLANET. MINUS RUSSIA AND CHINA, THEY'RE NOT THERE. IT'S THIS BIG DARK SPACE UP HERE, YOU KNOW, BUT IT'S AMAZING TO SEE, HOW CONNECTED OUR WORLD IS TODAY. I'M FRANKLY BLOWN AWAY AT HOW CONNECTED HAWAII IS WITH ALASKA, I DON'T GET IT. BUT APPARENTLY THEY HAVE AN AFFINITY FOR EACH OTHER OUT THERE. THIS IS LA, PLASTIC CAPITAL OF THE WORLD, I APOLOGIZE IF YOU'RE IN LA, I LOVE IT. I LIKE TO GO AND LEAVE, I DON'T LIKE YOUR TRAFFIC, ALL RIGHT, BUT LA, THAT'S WHERE EVERYBODY WAS TALK O GBA NEW YEAR'S EVE IN TWITTER AND YOU CAN ALSO SEE INTERESTINGLY THERE'S A DIVIDE RIGHT HERE IN THE MIDDLE OF THE COUNTRY AND YOU SAW IT BACK HERE ON THE FACEBOOK ONE AS WELL, THERE'S A DIVIDE IN THE MIDDLE OF THE COUNTRY AND IT'S BECAUSE THE SHEEP AND THE CATTLE AND THE DEER, THEY'RE NOT ON SOCIAL MEDE YARKS YOU KNOW? AND SO, THESE SIGNALS ACTUALLY HELP US TRACE HUMANITIES INTERACTION, HOW THEY'RE INTERACKING WITH EACH OTHER, WHEN AND WHERE AND IF YOU WATCH THESE OVERTIME, CAN YOU SEE WHAT ADOPTION RATES LOOK LIKE AND YOU CAN START PREDICTING WHAT IS GOING TO HAPPEN NEXT. THAT AGAIN HELPS US GET, MUCH MORE ACCURATE. ALL RIGHT. ENOUGH OF THE SOCIAL STUFF, I WILL GET INTO MORE OF THE DETAILS HERE. NOW ACADEMIC RESEARCH, WE ACTUALLY HAVE A FACE, ACADEMIC RESEARCH AT MICROSOFT.COM, CAN YOU GO IN, WHAT THIS DOES FOR YOU IS HELP YOU FIND OTHER ACADEMICS THAT YOU MAY WANT TO LIAISONAISE WITH OR LEARN MORE ABOUT. OKAY? IT'S AN AWESOME TOOL. SO LET'S SAY YOU WANT TO AUTHOR A PAPER ON SOMETHING BUT YOU WOULD LIKE TO CO AUTHOR WITH SOMEBODY, SOMEONE WHO IS A KNOWN QUANTITY OR A GROWING EXPERT ON A TOPIC OR YOU CAN COME INTO THIS SERVICE AND GO THROUGH BI-DISCIPLINE AND THEN LOOK THE MAP AND IT WILL TELL YOU WHO THOSE PEOPLE ARE AND WHERE THEY'RE LOCATED AND HOW TO CONTACT THEM, SO IT'S A HIGHLY USEFUL TOOL FOR FINDING PEOPLE TO COLLABORATE WITH. SO THERE'S A LOT OF FILTERING IN HERE AND I COULDN'T FIT IT ON ON ONE SLIDE, SO IT'S ALL IN THERE, IF GUTMACHER TO THE URL, IT'S THE START--IF YOU GO TO THE URL, AND THE START PAGE, YOU CAN REACH OUT AND COLLABORATE WITH OTHER PEOPLE. NOW BEFORE I GET INTO THESE LITTLE DETAIL POINTS, SIGNING IN AND SIGNING OUT, TURNING ON AND OFF, PERSONALIZED SEARCH IS WHAT YOU GET TODAY. IT HELPS US UNDERSTAND EVERYTHING BETTER AND GET BETTER RESULTS FOR YOU, BUT YOU MAY WANT TO TURN IT OFF. ON THE BOTTOM, WE HAVE A SIGNED OUT EXPERIENCE, OKAY, SO IT'S NOT GOING TO SAY SIGNED OUT ON IT OBVIOUSLY, WE DON'T PLASTER THAT ACROSS THE PAGE, BUT YOU'LL SEE A SIGN-IN BUTTON ON THE TOP HERE AND WHEN YOU'RE SIGNED IN YOU'LL SEE YOUR OWN PICTURE AND SEE OTHER INFORMATION UP HERE AND THEN YOU'LL SEE STUFF LIKE THIS WHERE YOU SEE RECOMMENDATIONS, THAT THUMB AGAIN WHERE MY FRIENDS ARE TELLING ME THEY LIKE THAT RESTAURANT SO THESE ARE CLUES TO YOU THAT YOU'RE IN THAT ENVIRONMENT AND IF YOU ACTUALLY CLICK ON EITHER YOUR NAME AT THE TOP HERE OR SIGN IN, YOU WILL SEE THIS WINDOW COME UP, SIGNING IN OR IDENTITY AND THEN CAN YOU CHOOSE TO CONNECT ANY OF THESE SERVICES OR DISCONNECT THEM. OKAY? AND IT'S IMPORTANT THAT YOU GUYS BED UNDERSTAND THAT BECAUSE THE SEARCHES THAT YOU DO HISTORICALLY INFLUENCE THE RESULTS THAT COME BACK TO YOU IN THE FUTURE AND IN A RESEARCH SCENARIO, THAT MAY BE DETRIMENTAL TO WHAT YOU'RE LOOKING FOR BECAUSE IT MAY CONTINUE TO BRING UP THINGS THAT YOU ALREADY DEALT WITH AND YOU DON'T WANT TO SEE ANYMORE, OR YOU WANT TO SEE IN TOTAL WHAT THE BROAD LANDSCAPE LOOKS LIKE, THIS IS A GREAT WAY TO MANAGE IT. NOW IF YOU ACTUALLY GO INTO THIS, THERE'S A LITTLE, WHEEL UP AT THE TOP HERE, A LITTLE GEAR, YOU GO INTO THAT GEAR, YOU'LL SEE THIS AREA AND YOU WILL BE ABLE TO COME IN HERE AND DO THINGS LIKE STRICT AND MODERATE AND TURN THESE SEARCH FACILITIES OFF, WHAT I ACTUALLY STARTED TO WORKING ARE BING, I HAD TO SIGN A CONTRACT THAT ALLOWED ME TO NOT OLD RESPONSIBLE THE COMPANY FOR ANYTHING I MIGHT SEE IN MY JOB, WHILE IN THE WORLD OF SEARCH BECAUSE I WILL TELL YOU, THE WORLD'S AN INTERESTING PLACE. THERE'S A LOT OF INTERESTING CONTENT OUT THERE. I DON'T USE CERTAIN QUERIES WHEN I DO LIVE DEMOS BECAUSE THEY FILL UP INTERESTING STUFF. THIS WILL HELP YOU FILTER. BUT WHAT'S INTERESTING AS WELL IS IF YOU CLICK ON THE WEB ITEM ON THE LEFT-HAND SIDE, THIS WILL COME UP AND THEN CAN YOU TAYLOR YOUR RESULTS, TYPICALLY WHEN YOU SEE RESULTS YOU'LL SEE SOMEWHERE AROUND 10 RESULTS, RIGHT? I THINK GOOGLE'S KIND OF PLAYING WITH THIS, WE'RE PLAYING WITH THIS, SOMETIMES IT'S SEVEN, SOMETIMES IT'S 11, IT DEPENDS ON THE DATA AND HOW WE SEE PEOPLE ISHT ACT IN IT IN THE PAST, AND THIS ALLOWS TO YOU DO IS THAT AREA THAT IS IN THE DROP DOWN, WILL ALLOW TO YOU SELECT UP TO 50 MODELS SO YOU CAN GET A LONGER DATA SET AND PAGGENNATE OVER AND CONTINUE, IT CAN SPEED UP AND KIND OF GIVE YOU EFFICIENCIES BASICALLY. AND SEARCH SUGGESTIONS, AND FOLLOWING YOU WHAT ELSE IS POPULAR ON THIS TOPIC AND YOU LOOKED FOR ARE THESE IEMS RIGHT HERE. BE CAREFUL, THIS IS THE DEMO I DON'T DO ANYMORE BECAUSE THIS COMES IN WHEN YOU TYPE IN THE WORD DOG, LUCKILY IT WAS AN INTERNAL ONLY DEMO AND IT WAS REALLY OFF TOPIC AND I DIDN'T SEE IT BECAUSE I JUST WENT TO THE NEXT RESULT AND STARTED TALKING ABOUT HOW GOOD THE TOOL WAS AND IT DID THIS AND YOU SEE THIS AND YOU CORRELATE RESULTS AND YOU GIVES YOU THAT AND YOU EXPORT THIS AND EVERYONE IN THE AUDIENCE WAS LAUGHING AND I'M LIKE IT'S NOT REALLY FUN SCHEI SAW WHAT CAME UP, THAT WAS HUMIDITIOROUS. SO I'M GOING TO RUN THROUGH THE NEXT FEW SLIDES QUICKLY AND THESE ARE ACTUAL SEARCH MODIFIERS THAT YOU CAN USE TO NARROW DOWN WHAT YOU'RE LOOKING FOR TO REALLY GET TO MORE DETAIL, OKAY, IN THIS EXAMPLE, THIS IS TELLING US YOU WANT AN ALTASD MATE LOCATION INCLUDED, SO ALT LOCGETS YOU TO SOMETHING, AND THIS IS PORTUGUESE IN THE U.S. BUT I WANT TO INCLUDE RESULTS THAT ARE IN PORTUGUESE FROM BRAZIL OR FROM PORTUGAL. SO THIS ALLOWS YOU TO GO IN AND MAKE THAT CHANGE. OKAY. IT COULD ALSO BE USEFUL IF YOU WANT TO INCLUDE, ENGLISH FROM THE UK AND THE U.S. SAME TOPIC, DIFFERENT WAYS OF SPELLING THINGS, DIFFERENT WORDS, CERTAINTY SYNONYMS, IT CAN HELP YOU SORT THOSE OUT. AND/OR, THESE ARE OLD TIME FAVORITES, IF YOU ADD AND BETWEEN TWO WORDS IT WILL BRING BOTH OF THESE, IF YOU ADD OR, IT CHANGES THAT RESULT FOR YOU. THESE ARE REALLY HANDY WHEN YOU'RE LOOKING FOR SOMETHING AND MAYBE YOU DON'T QUITE KNOW EXACTLY WHAT IT IS CALLED. YOU THINK IT'S CALLED THIS, YOU KNOW IT'S CALLED THAT, LET'S SEE IF THAT WORKS OUT. SO HIGHLY USEFUL THINGS AND INCIDENTALLY, THE END WHEN YOU ADD "AND" IN AND LET'S DO, WASHINGTON AND WASHINGTON STATE. WHEN YOU DO THAT, "AND" TAKES PRECEDENT OVER, "OR" SO IF YOU INCLUDE THEM IN THERE,A WE WILL TAKE PRECEDENT FOR AND, NOT OR. NOW CONTAINS, CONTAINS S&P AN EXTENSION OF FILE TYPE TYPE. A LOT OF THESE CAN BE USED BUT THEY BRING BACK DIFFERENT AND INTERESTING INFORMATION, CONTAINS.PDF, AND RESULTS THAT CONTAIN A.FDF, IT COULD BE THE WEB PAGE OR THE.PDF ITSELF. YOU COULD SAY I WANT WHATEVER THIS IS WITH THE EXTENSION BECAUSE I WANT POWER POINT PPT OR PPT X, OR IT COULD BE THAT YOU WANT A VIDEO EXTENSION OR A VIDEO RESULT TO CONSUME, FILE TYPE SIMILAR SCENARIO, THAT CAN BE USED INTERCHANGEABLY BUT I ENCOURAGE Y'ALL TO TAKE A LOOK AT THE RESULTS BECAUSE THEY VARY A LITTLE BIT. ALL RIGHT. DOMAIN, AND IN TITLE. DOMAIN AND COOL BECAUSE IF YOU KNOW THAT YOU'RE LOOKING FOR SOMETHING WITHIN A DOMAIN, CAN YOU TELL US DOMAIN: AND WE WILL BRING BACK THE INFORMATION THAT WE'RE LOOKING FOR IN RELATION TO THAT DOMAIN. SO THERE'S ANOTHER ONE I'LL SHOW NUCLEOTIDES A MINUTE THAT IS CALLED SIDE COLON BUT IT IS A BIT DIFFERENT. THIS IS BROADER BECAUSE WHAT IT'S GOING TO DO IS BRING BACK EVERYTHING FROM A DOMAIN. WE'RE ALL USED TO THINKING OF DOMAINS IN TERMS OF WWW.DOMAIN.COM, WHEN THERE'S MORE THAT COULD BE BEYOND THAT. THERE COULD BE DUANE.WWW.DOMAIN.COM, AND THOSE CAN GIVE YOU A TRUER SENSE OF OF WHAT IS CONTAINED IN THE WEB SITE. AND ENTITLE, IT'S A BIT GEEKY, IT'S INSIDE THE CODE, IN THE BACK OF YOUR WEB BROWSER AND NO, SIR THAT TITHES DAG ARE A SERIES OF WE KEY WORDS AND A GENERAL STATEMENT ABOUT THIS PAGE AND YOU GO AND LOOK AND USE THAT, IT WILL BRING BACK THINGS THAT ARE IN THAT TITLE TAG AND IT WILL NARROW DOWN RESULTS THAT WILL HAVE THAT REFERENCE, IN THEORY THAT SHOULD GIVE YOU CONTHAT HE WENT IS RELATED TO WHAT YOU'RE LOOKING FOR. I COMFROM A WORLD WHERE STAMMERS LIKE TO TRY TO TAKE ADVANTAGE OF THAT. SO SOMETIMES YOU HAVE STUFF THAT'S OFFTOPPIC, YOU'RE SAYING, I WANT THIS OBLIGATIONS JACKET FIND IT IN THE BODY, AND THE BODY IS TECHNICALLY A SET OF TAGS IN INSIDE THE CODE BASE AGAIN SO HAVE YOU A HEADER, A BODY AND YOU HAVE A FOOTER, VERY SIMPLE CONCEPT, BUT IN THE BODY OF THAT, WITH A GENERAL TOPIC THAT TEXT IS, THAT'S WHERE YOU FIND THIS COME INTO PLAY. SIDE COLON I MENTIONED THAT ONE. THIS ONE IS HANDY BECAUSE YOU CAN DO SOMETHING LIKE THIS EXAMPLE, HEART DISEASE, SIDE COLON,.BBC.CO.UK. AND TELL BRIE BRING RESULT PROGRESSS THE UK ABOUT HEART DISEASE. SO THIS SIGNIFY QUICK WAY TO SEE, TRUSTED SOURCE, THINGS TALKED ABOUT AND I FIND IT USEFUL WHEN I LOOK FOR STUDY INFORMATION TO BACK UP SOMETHING I'M TALKING ON, IT'S A GREAT WAY TO THEN FIND OUT BECAUSE THENYIA IS AWESOME ABOUT REPORTING ALL THESE TODAYS THAT PEOPLE ARE TALKING ABOUT SO THIS IS A GREAT WAY TO GO IN AND SAY, HERE'S A TRUSTED SOURCE IN THIS AREA, THEY PROBABLY TALKED ABOUT A STUDY, IF A STUDY WAS PUBLISHED, SO LET'S SEE IF THERE'S ANYTHING IN THERE AND IT MAKE ITS FASTER TO FIND IT. ON TOP OF THAT, YOU CAN COMBINE THESE THINGS, RIGHT? YOU CAN STACK THINGS, YOU SO GO IN AND CHANGE YOUR SEARCH RESULTS TO SAY 50, COME IN AND DO A SITE COLON ON A SPECIFIC THING, YOU WILL SEE MORE ON YOUR PAGE AND THEN I'M NOT SURE HOW TO DO THIS ON A MAC, I SAY THIS GOOD NIGHTLY BECAUSE I DON'T HAVE ONE, IF YOU HIT CONTROL F, IT WILL BRINGS UP A BOX THAT ALOS YOU TO SEARCH ON THE PAGE AND THEN CAN YOU DO A NEW LEVEL OF FILTERING IN THAT TO GO THROUGH THAT PAGE RESULTS, EVEN FASTER. SO, IT'S A GREAT WAY TO STREAM LINE THAT WORK. IMAGE SIZE IS PRETTY COOL, I'M NOT SURE--DOES THIS WORK WITH YOU GUYS? NO, I THINK THERE'S--THERE MIGHT BE SOMETHING BUT, YEAH, THIS IS A REALLY COOL THING BECAUSE IFA YOU'RE LOOKING FOR VISUAL RESULTS AND YOU ACTUALLY HAVE A USE FOR THE VISUAL RESULT, WELL, A LOT OF TIMES AS YOU'RE SCANNING THROUGH LOOKING AT THIS STUFF, YOU'LL SEE AN IMAGE THAT LOOKS GOOD BUT THEN YOU CLICK ON IT AND SAY IT'S ONLY 200 PIXELS, IT'S NOT GOING TO DO WHAT I NEED IT TO DO SO THIS IS A WAY TO COME IN AND SAY, I WANT A LARGE IMAGE ONLY AND THEN THE PATHWAY GIVES RAMSTERS ARE PLAINED FOR WHAT YOU ACTUALLY GET BACK. THERE'S ABOUT 40 OF THESE THINGS, I DIDN'T GO THROUGH ALL OF THEM OBVIOUSLY BUT CAN YOU ACTUALLY GO THROUGH AND CHECK THESE THINGS OUT. THEY'RE LINKED WITH FROM THE DECK. I'M NOT GOING TO TRY TO MISLEAD YOU EITHER. SOME OF THESE, THESE ACTUAL CHARACTERS HERE CAN BE USED TO REPLACE OTHER THINGS. SO, AND/OR, AND THAT KIND OF IDEA. BUT THERE'S ALSO A LINK IN THE DECK HERE THAT WILL TAKE YOU DIRECTLY TO THE SOURCE WHICH EXPLAINS ALL OF THESE THINGS SO THAT WILL HELP YOU GUYS UNDERSTAND A LITTLE DEEPER ABOUT WHERE TO FIND THIS. NOW FINDING A WEB SITE OWNERS CONTACT INFORMATION, I USED TO USE THIS EXTENSIVELY BECAUSE BACK IN THE DAY, I WORKED FOR SOMEWHERE AND THAT PLACE WAS IN ONLINE GAMBLING AND WE WOULD HAVE PEOPLE TRY TO TAKE ADVANTAGE OF THE COMMUNITY WE BUILT ONLINE AND THIS IS ALL IN CANADA SO THIS IT WAS COMPLETELY LEGAL. SO THAT MATTERS SOMETIMES. SO, WHAT I WOULD DO WAS, I WOULD FIND OUT, WHO THE OFFENDER WAS, AND OF COURSE IT'S HIGHLY FRUSTRATING TO HAVE SOMEBODY WHO IS CONSTANTLY SPAMMING YOUR COMMUNITY AND BREAKING YOUR TERMS OF USE AND THE ONLY THING CAN YOU DO IS DELETE THEIR USER NAME OVER AND OVER AGAIN. WELL THERE ARE WAYS AROUND THAT. AND THERE ARE WAYS OF TO FIND OUT WHO THE INDIVIDUALS ARE BY NAME, ADDRESS, AND E-MAIL AND PHONE NUMBER AND THEN GET THEM ON THE PHONE SO FOR YOU GUYS WE'LL PUT THIS TO A POSITIVE USE, SO I HAD A POSITIVE VIEW AS I'M SHUTTING DOWN A SPAMMER, WE CAN USE IT IN THE REAL WORLD FOR BETTER THINGS, IF YOU WANT TO REACH OUT TO SOMEBODY AND YOU SEE SOMETHING IN A SEARCH RESULT AND YOU UNDERSTAND THAT YOU HAVEN'T SEEN THE WEB SITE BEFORE, IT LOOKS GOOD BUT YOU REALLY DON'T KNOW WHO IS PERSON SYOU WOULD LIKE TO TALK WITH THEM MORE, IF YOU SEND THEM AN E-MAIL AND THEY DON'T RESPOND TO YOU, IT COULD BE THAT THEY'RE NOT PAYING ATTENTION TO THE E-MAIL, THEY'RE BUSY, WHATEVER, BUT THERE IS A WAY TO SEE THEIR ACTUAL CONTACT INFORMATION. INSIDE THE BACK END OF THE INTERNET SYSTEM IS THIS PROCESS CALLED WHO IS, AND THE REALITY BEHIND THIS IS, IF YOU REGISTER A DOMAIN NAME, LEGALLY YOU'RE REQUIREDDED TO HAVE A NAME, ADDRESS AND PHONE NUMBER ATTACHED TO IT AND UPDATED AND CURRENT, IF YOU ARE PROVEN THAT'S NOT THE CASE, THEN THE DOMAIN NAME CAN BE TAKEN AWAY FROM YOU AND YOU CAN DO THIS FOR ANY DOMAIN OUT THERE. A LOT OF THEM, BIG ONESVILLE A MASKING FEATURE, I PAY FOR SOME OF MY DOMAINS TO BE BEHIND A PRIVATE PROXY SO I HAVE A COMPANY BEHIND THAT, MYSELF, AND GENERAL PUBLIC SO IF YOU LOOK THAT UP, YOU WILL SEE A SERVICE. YOU WOULD CONTACT THEM, THEY WOULD CONTACT ME AND I DECIDE IF I WANT TO REACH BACK OUT TO YOU. BUT IN THE VAST MAJORITY OF CASES THESE DOMAIN NAMES ARE JUST OPEN, SO CAN YOU GO TO A PLACE LIKE WHO IS.NET, CAN YOU TYPE IN THE DOMAIN NET BUT IT'S ATGGATT,.ORG. ASTERISKS ANAC KRONE IMPEDIMENTS FOR WHO IS, AND IT'S I OWN THIS WEB SITE AND I BUILD IT OUT TO DO WHAT I CAN TO SPREAD THE WORD BUT IF YOU WANT TO KNOW WHO I AM, YOU'RE INTERESTED IN THIS, YOU GO TO WHO IS AND YOU PUT IT IN AND THIS INFORMATION POPS UP AND THERE IT LOOKS LIKE A LOAD OF CRAP IN THERE, HOW DO YOU FIND ANYTHING. WELL IF YOU LOOK CAREFULLY YOU SEE THE REGISTRANTS NAME, AND THE STREET ADDRESS IS RIGHT HERE WHICH YOU CAN'T HAVE, I'M SORRY. I DON'T NECESSARILY WANT ANYBODY COMING TO MY HOME, RIGHT? MY PHONE NUMBER, PERSONAL PHONE NUMBER'S RIGHT HERE AND MY E-MAIL ADDRESS AS WELL. SO AT ANY POINT, SOMEONE CAN REACH OUT TO ME AND ENGAGE ME IN A CONVERSATION AND I'VE HAD PEOPLE CONTACT ME THIS WAY. SO IF YOU GUYS ARE LOOKING, YOU SEE SOMETHING ONLINE AND DECIDE, HEY, YOU KNOW WHAT, I NEED TO TRY TO GET AHOLD OF THIS PERSON, HOW CAN I DO IT, YOU CAN USE THIS FACILITY TO ACTUALLY FIND OUT MORE ABOUT THEM AND GET TRULY TO THAT END PERSON. NOW, IF YOU GUYS--I'M GOING TO WRAP UP HERE AND I'M GOING TO GIVE BACK A COUPLE OF MINUTES HERE IT LOOKS LIKE, SO WE CAN STAY ON TRACK, IF YOU GUYS DO NEED TO REACH OUT AS I MENTIONED, AT--@DUANEFORRESTER, I'M ON ALL THE TIME YOU CAN GET A HOLD OF ME. SO MICROSOFT AND GOVERNMENT, WE DO A LOT OF SUPPORT FOR GOVERNMENT AGENCIES, YOU GUYS WILL BE ABLE TO HAVE ACCESS TO THE SLIDE WHICH MEANS YOU CAN HAVE ACCESS TO CHRIS AND ALLISON AS WELL. THEY'RE MORE LOCALIZED FOLKS HERE WHO ARE IN THE BUSINESS OF SUPPORTING GOVERNMENT GROUPS. SO, OTHER THAN THAT, THANK YOU VERY MUCH FOR YOUR TIME, GANG AND WE'LL GET JOSH BACK UP AND KEEP ON MOVING. [ APPLAUSE ] >> THANK YOU DUANE, THAT WAS GREAT. DANIEL FOSTER FOCUSSOUS WHAT MAKES PEOPLE HAPPY, SKILLED AND COMPETENT IN THEIR USE OF FIELD OR WEB SEARCH. OFTEN CALLED THE SEARCHAN THROPOLOGYST, HE SPENT MEET OF HIS CAREER UNDERSTANDING HOW THE TOOLS OF TECHNOLOGY AMPLIFY THEIR INTELLIGENCE. PRIOR TO JOINING GOOGLE, HE WORKED FOR IBM AND XEROX AND APPLE, IN THE AREA OF USER EXPERIENCE. DANIEL MAINTAINS A BLOG, SEARCH, RESEARCH AT SEARCH RESEARCH ONE POINT BLOG SPOT.COMTHAT FOCUSES ON TOPICS RELATED TO SEARCH. AND HE'S ABOUT READY. , THANK YOU. >> GET THE PRESENTATION MODE. >> OH, LET ME GET TO THAT PRESENTATION MODE. THERE WE GO. >> ALL RIGHT, I'M REALLY HAPPY TO BE HERE BECAUSE AS YOU JUST HEARD, ONE OF THE THINGS I DO PROFESSIONALLY IS I TALK TOO RESEARCHERS AND JUST PLAIN FOLKS ABOUT HOW THEY USE A SEARCH ENGINES AND SO I'VE SEEN EYE LOT OF PEOPLE USE BING, I'VE SEEN A LOT OF PEOPLE USE YAHOO, DUCKDUCK, GO, YOU NAME IT I'VE SEEN IT. AND SO ISSUES COME UP AND PEOPLE WHO ARE LIKE US WHO ARE PROFESSIONALS AT THIS, KNOW ALL KINDS OF MAGIC THAT SOME OF THE STUFF THAT WE JUST HEARD ABOUT, SOME STUFF I'LL TELL YOU ABOUT, ALL KINDINGS OF KNOWLEDGE TO KNOW AND PART OF WHAT I DO IS MAKE THIS WORLD SAFE FOR SEARCH OR AT LEAST MAKE EVERYBODY TYPE BETTER SEARCHES BUT I WILL WILL TELL YOU TODAY ABOUT WHAT I FOUND ABOUT SOME OF THE THINGS THAT WORK BEST FOR PROFESSIONAL RESEARCHERS, OKAY, AND I WANT TO START WITH WHAT SEEMS LIKE A CRAZY HARD IMPOSSIBLE PROBLEM. SO THIS IS A CHALLENGE FOR MY BLOG FROM A WHILE AGO, WHAT'S THE PHONE NUMBER OF THE OFFICE FROM WHICH THIS IMAGE WAS TAKEN. OKAY? A-YOU CAN DO THAT, YOU CAN DO THAT, IT TOOK ME FIVE MINUTES, OKAY,. AND NOW THE QUESTION IS, HOW DO YOU DO THAT AND HOW DO YOU GET THE SKILLS TO BE ABLE TO GET TO KNOW THAT STUFF AND THAT'S A LARGE PART WHAT HAVE MY JOB IS, SO I WON'T--THOSE WHO ARE INTERESTED IT TURN OFF HEARING AIDS NOW AND START WORKING ON IT, BUT FOR THE REST OF US, I'LL SHOW YOU HOW. THE KEY HERE IS JUST TO WORK WITH WHAT YOU HAVE, AND HERE'S THE IMAGE, RIGHT? SO A LOT OF PEOPLE GET DISTRACTED BY THE FLAG IN THE LOWER LEFTS, HOW MANY KNOW WHAT THAT FLAG IS OFF THE TOP. >> ANYBODY? >> CAN YOU DID TO AN IMAGE SEARCH AND IT'S EGYPT. IT'S IRRELEVANT HERE BUT THEY GET DISTRACTED AND THEY GET OFF TOPIC AND THIS TURNS OUT TO BE A HUGE PROBLEM, BUT THE BIGGEST PROPRIETARIEST THING IN THE IMAGE THERE IS THAT GIANT TOWER WITH THAT FUNNY LOGO AND IT SAYS TP AT THE TOP. WHAT WOULD A SEARCH BUT IF GO TO IMAGE SEARCH AND YOU'LL FIND IT'S THE TELECOMMUNE KACCT BUILDING IN DOWN TOWN AND ONE CLICK GETS YOU THAT STREET GREASES DID YOU THAT'S NOT WHAT YOU WANT YOU'RE IN A PHOTOGRAPHER IN AND WHAT OFFICE THEIR IN AND NOW WHAT. AND CAN YOU FLY TO THAT LOCATION, AND MATCH THE IMAGE THAT YOU HAVE, WITH THAT VIEW IN GOOGLE EARTH, YOU'RE NOT DONE, AND YOU HAVE TO DO THE STEP, WE KNOW ABOUT OPERATIONS YOU CAN DO ON INDEX AND QUERIES, SO THE QUERY HERE IS TURN AROUND AND TURN AROUND AND LOOK AT THE BELLING BEHIND YOU AT THIS VIEW POINT, SLIDE DOWN TO THE BOTTOM AND READ THE ADDRESS ON THE STREET. OKAY. AND ONCE YOU DO THAT, CAN YOU FIGURE OUT THAT TEA IN FACT THE GOOGLE OFFICE. REFLECTING THE IMAGE AND WHAT I'M SHOW SUGGEST A GOOD RESEARCHER DOES IS A CHAIN TOGETHER A SET OF RESOURCES, THEY DO A SET OF OPERATIONS ON A THE DATA THEY HAVE AND THEY CAN FIND OUT THINGS LIKE IT'S 48224019770. SO THAT'S SO WHAT I LIKE ABOUT OUR FIELD IS PARTLY IT'S DYNAMIC AND INTERESTING AND ENGAGING AND YOU CAN SOLVE PROBLEM THAT'S CRAZY HARD IMPOSSIBLE TO DO IN FACT, I DON'T KNOW HOW WOULD YOU HAVE COIN THIS 10 YEARS AGO YOU CAN SOLVE MORE PROBLEMS HERE'S PHOTOGRAPH GIVING ALL INFORMATION ON THIS PHOTOGRAPH, WHAT'S THE LENGTH OF THE RUNWAY. YOU DO NOT HAVE THE DATA ON THE PHOTO, YOU DON'T HAVE ANY METADATA AT ALL, BUT FOR THIS, HAVE YOU THIS INFORMATION, DQTRI WHICH IN THIS CASE, YOU HAVE TO DOUBLE QUOTE BECAUSE DQ-TRI MEANS ALL KINDS OF SINFUL STORIES, ONCE YOU KNOW IT'S AIR FIJI, THEN CAN YOU LOOK AT WHERE THE PLAIN THE RUNWAY AND YOU IT FIND IT, AND QUICK WIKIPEDIA SEARCH AND IT HAS AND 10-METERS WHAT I FIND INTERESTING ABOUT THIS IS I GIVE PROBLEMS LIKE THIS TO REAL PEOPLE. I GIVE THEM TO RESEARCHERS TOO, AND LOTS OF PEOPLE GET STUCK ON THIS PROBLEM, BUT PROFESSIONAL RESEARCHERS, PEOPLE WHO LEARN A LITTLE BIT ABOUT THE TEXTATURE AND SKILLS OF RESEARCH, AND FIND OUT REMARKABLE THINGS AND I CAN FIGURE THIS OUT, YOU CAN GO ACTUALLY AND CHECK OUT IN THIS CASE, YOU DO A BACKWARD CHANGE THROUGH THE PEOPLE, BY LOOKING ON MY BLOG AND THEN YOU FIGURE OUT WHEN THAT WAS TAKEN AND THIS WAS ALL SECONDINATE AND YOU ARE EVERYBODY IN THIS ROOM CAN PROBABLY DO THAT; ALL RIGHT. OKAY, BUT THERE ARE OTHER THINGS, SO, WE JUST HEARD REALLY NICE THINGS AND FOR THE MOST PART, THE THINGS YOU'VE SEEN IN THE BING PRESENT AITIONDZ ARE PRETTY TRANSLATABLE, WE DON'T HAVE AN ALL DOCS LOCATION, WE'VE GOT A FEW THINGS, ONE OF THE THING VIS THAT'S COOL IS THE ROUND OPERATOR, IS NOBODY KNOWS THIS, YOU CAN DO AN AROUND, SO AROUND JERRY BROWN, AROUND WITHIN A RADIUS OF NINE, THIS TERM, AND THAT, IS ONE OF THOSE OPERATIONS THAT YOU NEED TO KNOW IN ORDER TO BE ABLE TO LOCK THAT CHAIN OF REASON PROGRESS A AN INITIAL PROBLEM STATEMENT TO A RESOLUTION. SO IT BEHOOVES YOU ACTUALLY AND I'D LIKE YOUR PRESENTATION BECAUSE PARTLY, WE'RE SO IN SYNCH WITH EACH OTHER, YOU HAVE TO LEARN A FEW MINOR THINGS VERSES BING, AND IT'S WORTH IT TO ACTUALLY UNDERSTAND EXACTLY WHAT YOU CAN DO ON ONE ENGINE VERSES THE OTHER, USING THEM TOGETHER, USING ALL THE SEARCH ENGINE, ALL THE RESOURCES AVAILABLE TO YOU, IS WHAT MAKES YOU A POWER SEARCHER, SO WE'RE NOT HERE TO SELL YOU A PARTICULAR PRODUCT, WE'RE TRYING TO--WE'RE HERE TO TELL YOU THAT KNOWING THIS CONSTELLATION OF RESOURCES, AND HOW TO USE THESE TOOLS IS THE WAY BEING COMPETENT IS BUILT. NOW FOR US, WE JUST HEARD THAT YOU GUYS KEEP--AND SLIGHTLY DIFFERENTLY THAN WE DO, WE DESCROANT ANDS, AND IS A SEARCH TERM FOR US, WE IMPLICITLY USE AND ANYWAY, SO WE SAVE YOU THREE CHARACTERS OF TYPING, SO FOR US WE DON'T USE., WE USE MINUS BUT THESE ARE SMALL THINGS, YOU CAN FIGURE THIS OUT. AND THE REAL REASON I WANT TO BRING IT UP HERE IS WE HAVE OR, WE ALL HAVE OR, ALL STRINGS HAVE ORS, BUT ONE THING THAT'S INTERESTING TO DO IS THE USE OF OR IS NOT JUST SYNONYM EXPANSION BUT TO LOOK FOR BOILER PLATE LANGUAGE, SO THIS LASTS EXAMPLE I HAVE HERE IS, POSITIVE FINDINGS OR CONFIRMED CASES OR POSITIVE RESULTS. YOU KNOW I ACTUALLY DON'T WANT, I DON'T CARE IF THAT LANGUAGE IS THERE, BUT THAT'S TYPICAL PROTOTYPICAL LANGUAGE OF A KIND OF ARTICLE THAT I'M LOOKING FOR, YOU SEE WHAT I'M SAYING, REPEATED LANGUAGE IS SOMETHING TO SEARCH FOR FOR A KIND OF GENRE, A DOCUMENT, NOBODY TAGS MEDICAL ARTICLES WITH A TAG, POSITIVE RESULTS. RIGHT? YOU HAVE TO LOOK INSIDE THE TEXT OF THE LANGUAGE IN THE DOCUMENT IN ORDER TO FIND THIS STUFF TO FIND THOSE SIGNALS FOR YOURSELF. SO, FOR THE NEXT LITTLE BIT, I WANT THE TO ACTUALLY GO OVER SOME SKILLS AND THEN WIND UP WITH A FEW DEEP STRATEGIES, I WANT TO KNOW WET YOUR APPETITE WITH THIS IMPOSSIBLE PROBLEM SO WE'LL COME BACK TO THE HARD PROBLEMS IF WE HOLD ON, SO, ONE OF THE THINGS I DO IS TO UNDERSTAND WHAT MAKES SOMEBODY GOOD AT RESEARCH. SO WHAT MAKES YOU GOTTA RESEARCH HA MAKES ME GOOD AT SEARCH. SO, FIRST OFF YOU SORT OF HAVE TO UNDERSTAND. SO THIS IS THE MENTAL BACKGROUND WHAT YOU NEED TO KNOW, YOU NEED TO UNDERSTAND WHAT'S OUT THERE TO BE FOUND AND CAN YOU FIND A PICTURE OF MY GRANDMOTHER? MAYBE. CAN YOU FIND AICTURE OF MY BRAND MOTHER PLAYING BASEBALL? PROBABLY NOT. THE QUESTION IS HOW DID YOU KNOW? YOU HAVE A DESCENT MENTAL MODEL THIS KIND OF STUFF BUT ONE OF THE BIG PROBLEMS WE SEE FROM WATCHING PEOPLE SEARCH THEY DON'T HAVE A DEEP MENTAL MODEL FOR WHAT'S ON THE WEB, WHAT'S IN THE DATA BITS, SO THIS IS WHAT PEOPLE WHO ARE EXPERTS KNOW, THEY UNDERSTAND THE GRANULAR STRUCTURE OF THE INTERNET, AND SO THEY KNOW THAT THERE'S SOME SEARCHES THAT ARE NOT SAFE FOR WORK. RIGHT? , A LOT OF PEOPLE DON'T KNOW THAT AND YOU NEED TO KNOW WHAT'S OUT THERE AND HOW IT'S ORGANIZED FOR AND WHERE IT'S LOCATED, EVEN THOUGH THE SEARCH ENGINE DOES A FANTASTIC JOB OF FLATTENING IT OUT, THERE'S STILL THE CASE, YOU NEED TO DO THINGS LIKE SITE OPERATORS TO DO A RESTRICTION, ALL RIGHT? SO IF YOU'RE LOOKING FOR THE FLU, YOU DON'T WANT TO SEARCH THE ENTIRE UNIVERSE FOR FLU, BUT YOU MIGHT WANT JUST NIH.GOV, OR SOMETHING LIKE THAT. YOU NEED TO HAVE SEARCH TACTICS. OUR JOB, MICROSOFT AND GOOGLES JOB IS TO TRY TO MAKE SEARCH BETTER AND RICHER ANDICISM LAWYER FOR YOU, BUT AT THIS POINT, IN THE HISTORY OF A SEARCH, YOU STILL NEED TO HAVE TACTICS, AND WE'LL COVER SOME OF THOSE, MORE IMPORTANTLY, YOU NEED TO HAVE SEARCH STRATEGIES. YOU NEED TO HAVE AN IDEA ABOUT WHERE YOU ARE GOING TO GO NEXT AND WHAT THE LONG SWEEP OF YOUR RESEARCH WILL BE. IF I'M TRYING TO BUY A CAR THAT'S RELATIVELY SIMPLE RESEARCH TASK, IF I'M TRYING TO UNDERSTAND THE--YOU KNOW THE PHENOTYPIC EXPRESSION OF THESE PARTICULAR KINDS OF GENETIC MARKERS I NEED TO THINK ABOUT WHAT PLIE STRATEGY WILL BE IN THE LONGER TOMORROW. SO, YOU MENTIONED, BEAUTIFULLY, I THINK A CONTROL EXAMPLE OF THE COMMAND, JUST SO YOU KNOW. OKAY? NOW THE REASON I'M REPEATING IT HERE IS BECAUSE I HAVE SPENT A LOT OF TIME IN THE FIELD WATCHING PEOPLE REFERENCE LIBRARIANS, AMATEUR RESEARCHERS, PROFESSIONAL RESEARCHERS, IT FLOORS ME THAT MORE PEOPLE DON'T KNOW THIS. BECAUSE THEY'LL GO TO A PAGE. SO I'M WATCHING A WOMAN IN LOS ANGELES, WHAT DID YOU EXPECT, RIGHT? AND SHE ENDS UP ON A PAGE THAT'S 65 PAGES LONG, SHE'S LOOK FOR EXAMPLE THE CALIFORNIA VEHICLE CODE AND DO THEY REGULATE POCKET BIKES, YES OR NO? AND SHE GOES TO THE PAGE AND IT'S LIKE THIS, 65 SCREENS LONG AND SHE'S GOING LINE BY PAINFUL LINE DOWN THIS THING AND AFTER 20 MINUTES, I WANT TO RIP MY LUNGS OUT. AND I ASK HER, WHAT ARE YOU DOING? AND SHE SAYS I'M SEARCHING FOR IT! OKAY, WELL, THAT'S A PAINFUL WAY TO DO IT, SO IF YOU THEN COMMAND F CONTROL F TRICK IT BECOMES TRIVIAL AND I'VE DONE A LOT OF STUDIES WHERE YOU SEE THIS MASSIVE DISTRIBUTION OF PEOPLE WHO DO NOT KNOW THIS. AND THEY SPEND FIVE, 10, 15 MINUTES TRYING TO FIND SOMETHING IN THAT PAGE. AND THEN, A QUARTER OF THE TIME, IF THEY SPEND MORE THAN TWO MINUTES, A QUARTER OF THE TIME THEY GET IT WRONG. FURTHER MORE, THEY CAN'T PROVE IT'S NOT THERE, SO YOU GET TO THE BOTTOM AND YOU SAY OH I HAVE TO START THE TOP, OKAY? NOW JUST A TEST, HOW MANY PEOPLE USE ON A DAILY BASIS CONTROL F, RAISE YOUR HAND? OKAY, THANK YOU. WELL, LET ME TELL YOU THE TRUTH, IN THE U.S., I'VE DONE A FAIRLY LARGE SURVEY SAMPLE OF THIS, 90%, ENGLISH SPEAKING U.S. INTERNET USES USERS DO NOT KNOW THIS. AT LEAST NINE OF YOU ARE LYING. OR, MAYBE IT'S YOUR MOM, OR YOUR BROTHER OR YOUR SON OR SOMETHING THAT DOESN'T KNOW THIS, BUT DON'T MISTAKE, RIGHT? LOTS OF KIDS DON'T KNOW THIS EITHER, IF I CAN ONLY LEAVE YOU WITH THIS. I WILL HAVE IMPROVED YOUR SEARCH LIFE, OKAY? WELL, PROBABLY YOUR MOTHER'S SEARCH LIFE SO ON THE MAC IT'S A COMMAND F, SO THE TWO FINGER SALUTE, ON A PC IT WILL TAKE THAT, CONTROL F, BUT IN ANY CASE, IT'S--IT ALLOWS TO YOU DO REALLY FANTASTIC THINGS INCLUDING PROVING THE NEGATIVE; OKAY? YOU DON'T GET THAT OFTEN IN LIFE, TAKE ADVANTAGE OF IT, RIGHT. SO SOME BROWSERS THIS IS THE CHROME BROWSER ALLOWS TO YOU SEE THE HASH MARKS IN THE SCROLL BAR, IT SHOWS THE DISTRIBUTION OF THE HITS ACROSS THE DOCUMENT AND INCREDIBLY HANDY WHEN YOU'RE LOOKING FOR SOMEONE'S NAME. BECAUSE YOU CAN THEN SEE THAT THERE'S--YOU'RE DOWN TO THE BOTTOM SAYING THE FOOT NOTE SECTION OR REFERENCE LIST OR SOMETHING, THIS IS A REALLY HANDY WAY TO VISUALIZE THE STRUCTURE OF A DOCUMENT, U. I.D PROBABLY KNOW ABOUT GOOGLE EARTH AND THE KINDS OF THINGS CAN YOU GET FROM GOOGLE EARTH ARE MARVELOUS AND ALL THE MAPS SERVICES ARE JUST GREAT. AND IN PARTICULAR, USING EARTH CAN YOU GO BACKWARDS IN TIME, SO THAT'S JUST BEFORE THE FLOOD, AND THAT'S JUST AFTER THE FLOOD, THIS IS ALL INFORMATION THAT'S AVAILABLE TO YOU. YOU SEE THE SLIDER UP THERE, IN THE UPPER LEFT. THAT SLIDER IS A TIME SLIDER AND IT ALLOWS TO YOU LOOK BACK IN TIME FOR EXAMPLE IN NEW ORLEANS 1998, THIS IS LAS VEGAS NEVADA, 1950, LAS VEGAS, NEVADA TODAY. SO IF YOU'RE DOING MEDICAL GEOGRAPHY, THIS IS WHAT YOU NEED. AND YOUR ABILITY TO COMMAND IT IS DEEPLY IMPORTANT. AS IS YOUR ABILITY TO KNOW WHAT'S POSSIBLE TO DO. SO FOR EXAMPLE, THERE'S THIS SPOT APPLICATION, CAN YOU POINT AT ANY POINT ON THE PLANET AND SAY, SEND ME AN E-MAIL WHEN THIS LOCATION CHANGES, VISUALLY. ALL RIGHT. SO WHAT YOU'VE BASICALLY DONE IS SET UP A LITTLE SPY IN THE SKY TO WATCH WHEN SOMETHING CHANGES, SO IF THAT SPOT IN THE AMAZON IS DEFORESTED, I WANT AN E-MAIL ABOUT IT. IF THIS PARTICULAR CITY IN AFRICK ADISAPPEARS, I WANT AN E-MAIL ABOUT IT. YOU CAN USE THIS AS A WAY OF GETTING INTELLIGENCE. SO THE KEY LESSON NUMBER ONE I WANT TO GIVE YOU IS THE EXTRA RESEARCHERS KNOW THE CAPABILITIES OF TOOLS AND I THAT KNOW IT'S POSSIBLE TO DO WITH THEM. HERE A A SAMPLE QUESTION I USE IN MY CLASSES, I WILL READ IT FOR YOU. SOMEBODY TOLDNY IN THE 1800S, PEOPLE CARRIARY SPECIAL NOTE WORK AND WRITE DOWN AN IMPORTANT PART OF THEIR EDUCATION, WHAT WAS THAT NOTEBOOK CALLED. NOT A DIARY, NOT MOST--WHAT IS IT? WHEN I GIVE THIS TO PEOPLE, SO SUPPOSE WE ALL HAD LAPTOPS AND ARE WORKING ON THIS, PEOPLE SPEND ON AVERAGE 45 MINUTES TO SOLVE THIS PROBLEM. THIS IS A GENUINELY HARD PROBLEM, OKAY? BUT IF YOU KNOW A LITTLE BIT ABOUT THE TOOLS THAT ARE OUT THERE, IT BECOMES RIFFEIAL AND THAT'S KIND OF WHAT OUR BUSINESS IS, MOVING PROBLEMS FROM IMPOSSIBLE TO SIMPLE. MOVING FROM IMPOSSIBLE TO INSTANTANEOUS, ANYBODY HERE KNOW ABOUT REVERSE DICTIONARYS, OKAY? LIBRARIANS, OKAY. LIBRARIANS, OKAY? LIBRARIANS, PULL UP YOUR HANDS, REVERSE DICTIONARYS ARE REALLY NICE BAH YOU CAN DO THINGS LIKE THIS, FOR A SEARCH FOR A REVERSE DICTIONARY, THAT'S A KEY LESSON IN AND OF ITS, YOU DON'T KNOW WHAT A SEARCH KEY IS, THEN SEARCH FOR IT. I IS USE ONE LOOK, AND IT'S TYPE IN WHATEVER YOU'RE WORDS ARE AND GET SYNONYM SETS OR EQUIVALENT EXPRESSIONS THAT'S LOOKING THROUGH THE DICTIONARY BACKWARDS, IT'S SEARCHING THE SPACE OF THE DEFINITIONS AND GIVING YOU THE HEAD TERMS. SO IN THIS CASE, THAT'S A HARD PROBLEM BECAUSE WELL WHY IS IT A HARD PROBLEM? IT'S HARD BECAUSE THERE'S NOTHING THERE TO WORK WITH. ALL I TOLD YOU WAS MID1800S, NOTEBOOK AND QUOTATIONS AND THERE'S NO PRY FREQUENCY TERM, NO SEARCH TRACTION THERE AND ONCE YOU GO TO THE REVERSE DICTIONARY, CAN YOU LOOK UP INTERESTING WORDS CAN YOU THEN SEARCH FOR, SEE WHAT I'M SAYING, SO IF YOU KNOW THE TECHNOLOGY, REVERSE DICTIONARY, ALL OF A SUDDEN CAN YOU ASK QUESTIONS THAT YOU CAN BARELY FRAME BEFORE AND TURNS OUT THIS IS CALLED THE COMMON PLACE BOOK. YOU ALSO SHOULD KNOW BASICALLY, LIKE I SAID WHAT THESE TOOLS AND DATA SETS ARE THAT ARE OUT THERE. SO GOOGLE AS ONE THAT ALLOWS TO YOU DO PUBLIC DATA EXPLORATION SO IF YOU DO A QUERY LIKE THIS, ALL THE SEARCH ENGINES DO THIS, THEY WILL PUT IN THE TOP, SOME INTERESTING POINTER TO RELEVANT DATA THAT THEY HAVE, THIS IS CALLED BLENDED RESULTS, SO HERE YOU SEE A GRAPH, IF YOU CLICK ON THAT GRAPH, CAN YOU ACTUALLY GO IN AND SEE, IN THIS CASE THIS IS THE ADJUSTED UNEMPLOYMENT RATE FOR UNEMPLOYMENT VERSES DISTRICT OF COLUMBIA, VERSES THE WHOLE. THIS IS IRPT ACTIVE DATA SET FROM ANY SOURCE AND YOU CAN CLICK THROUGH AND SEE WHERE IT COMES FROM AND VET THAT DATA. BUT IF YOU DON'T KNOW THAT SUCH A CAPABILITY EXISTS AND SOMEONE ASKS YOU TO DO AN ANALYSIS OF SAY, DISTRICT DISTRICT OF COLUMBIA, VERSES MARYLAND AND UNEMPLOYMENT RATE AND THIS COULD TAKE YOU FIVE SECONDS OR FIVE HOURS. IF YOU KNOW IT'S A FIVE SECOND OPERATION. AND IT'S DRAWN FROM A LOT OF RESOURCES SO YOU DON'T NEED HAVE ALL THAT STUFF, IT'S ALL OUT THERE FOR YOU. SO THE POINT OF THIS FIRST PART IS THAT AS EXPERT SEARCHERS YOU HAVE TO KNOW THE CAPABILITIES YOU'RE LOOKING FOR HA MEDLINE DOES FOR YOU AND DOES NOT DO FOR YOU, WHAT GOOGLE EARTH DOES AND DOES NOT DO FOR AND YOU THE DIFFERENCES SAY BETWEEN BING AND GOOGLE, WHY ARE THE CIRCUMSTANCES WOULD YOU WANT TO USE BING VERSES GOOGLE AND VICE VERSA. DIVERSITY IS ONE, BUT THERE'S ALSO SLIGHT DIFFERENCE IN CAPABILITIES AND SOMETIMES AS A PROFESSIONAL SEARCHER, YOU CAN USE THAT TO YOUR ADVANTAGE. SECOND BIG LESSON, EXPERT SEARCHES USE MORE THAN ONE RESOURCE, AS SEARCHERS YOU KNOW THIS, RIGHT, BUT LET ME TELL YOU THE SUBTYPESLEY OF IT, SO THIS IS ANOTHER PROBLEM I GIVE TO MY CLASSES, WHEN AN ARTIST MAKES A SCULPTURE FOR PRELIMINARY EXAMINATION, WHAT'S THAT CALL? THE REASON THIS COMES UP A LOT IS KNOWING THE RIGHT TERM, GUESS WHAT? MAKES YOUR SEARCH A LOT BETTER. OKAY, SO THE QUESTION HERE IS, WHEN YOU DO A SEARCH LIKE THAT, YOU HAVE TO SORT OF READ THROUGH THE SNIPITS OR ABSTRACTS OR SUMMARIES OF RESULTS TO FIND THE DEFINITION AND PEOPLE ARE REASONABLY GOOD AT THAT. BUT THEN, YOU CAN USE, DEFINE TERM, LIKE YOU SEE HERE, DEFINE MACAQUE AND TELL BRING UP A NICE DICTIONARY DEFINITION FOR YOU, ALL KINDS OF INFORMATION THERE. BUT WHAT THIS ALLOWS YOU TO DO IS ONCE YOU KNOW THE CAPABILITY, YOU DRAW ON MULTIPLE RESOURCES AND CROSS REFERENCING THEM, TRI AGEUE LATING DATA AND TRI AGEUE LATING BEDDING SO HERE'S A PROBLEM I POSTED ON MY BLOG A FEW MONTHS AGO. THIS HERE'S AN IMAGE, SOMEWHERE IN THE WORLD, MAYBE A COUPLE OF, YOU KNOW WHERE THAT IS, BUT OKAY, I ASKED THE QUESTION, YOU KNOW HEAR THIS IS A BIG STATUTE, CLAD AND STEPHANIE O TYPE, WHERE AM I? AGAIN, AN INSANELY HARD PROBLEM, UNLESS YOU HAPPEN TO LIVE THERE, BEEN ON VACATION THERE. SO HERE'S WHEY DID TO SOLVE THIS PROBLEM, FIRST OFF WHAT'S THE TYPE? NO IDEA, DEFINES DEATYPE, IT'S SOSOAP STONE, WELL WHERE ARE THERE GIANT SOAP STONE STATUES, CHRIST THE REDEEMER, IT'S IN RIO, SO I'M CHAINING INFORMATION RESOURCES TOGETHER, GO FROM THE WORD TO THE TERM TO THE SCULPTURE TO THE LOCATION, AND NOW, I KNOW WHERE THAT STATUE IS, IT'S HERE, IN GOOGLE EARTH, I FLEW THERE AND WRITE ABOVE IT LOOKING DOWN ON THE BACK. WHERE'S THE RIGHT HAND POINTING? NOW I GO TO GOOGLE MAPS, RIGHT? DRAW THAT LINE AND SAY, OH, LOOK, CAN YOU JUST READ IT OFF THE SHART NOW. IT'S EITHER EPNEMA, OR COP A CABANA. SO IF YOU LOOK AT EPENEMA, SO IF YOU SEE HOW WE'RE CHAINING RESOURCES TOGETHER. LOOK AT STREET VIEW, BECAUSE YOU'RE AN EXPERT RESEARCHER, YOU KNOW THEY EXIST, CAN YOU DRAG THE GUY AND TAKE A LOOK THE SO LOOK AT THE PATTERN OF THE SIDEWALK, THIS OVAL THING NOW LET'S GO OVER TO COP A CABANA, AND YOU HAD TWO CHANCES, AND YOU DRAG IT DOWN AND LOOK AT STREET VIEW. YOU KNOW FROM NOT KNOWING WHAT WHERE THAT IS, TO KNOWING IT'S IN RIO DEJANIER O, WE'RE MOVING THIS INTO INSTANTANEOUS TASKS SO EXPERT SEARCHERS USE MORE THAN ONE RESOURCE TO TRI AGULATE AND TO CONFIRM AND TO MAKE PROBLEMS DISSECTED INTO PIECES CAN YOU CHANT TOGETHER TO FIND THE CONCLUSION. AND THIRD BIG LESSON, RIGHTS? AND EXPERT SEARCHERS ARE EXPERT PARTLY BECAUSE THEY UNDERSTAND THEIR LANGUAGE AND THEIR CULTURE, ESPECIALLY SYNONYMS. NOW, SEARCH ENGINES DO A GREAT JOB WITH SYNONYMS. FANTASTIC SYNONYM RESOURCES, RIGHT? BUT WE CAN'T DO EVERYTHING WE DO NOT YET HAVE A MIND READING MODULE. WE DON'T HAVE THAT CODE WRITTEN YET. SO WAHAVE TO DO, WHEN I'M TALKING TO MY CLASSES, I SAY, LOOK WHEN YOU'RE DOING YOUR SEARCH TERMS, WHEN YOU CHOOSE YOUR TERMS, IT'S NOT ABOUT YOU, IT'S ABOUT THE AUTHOR OF THE TEXT, THINK ABOUT WHAT HE OR SHE WOULD HAVE WRITTEN. HOW IS SOMEONE DESCRIBE A BROKEN ARM? SO I WATCHED KIDS USE THESE CRASEY TERMS, LIKE OH I WENT IN AND SEARCHED FOR A FRACTIONATED ARM. IT DOESN'T WORK, I HAD ANOTHER KID SEARCH FOR BUSTED ARM. AND THAT WORKS BUT IT GIVES YOU KIND OF INFORMATION THAT WAS PROBABLY NOT WHAT YOU WERE LOOKING FOR. RIGHT? SO YOU WANT TO TAYLOR YOUR TERM TO BE CONSONANT WITH THE LANGUAGES OF THE PAGES YOU'RE SEARCHING FOR BECAUSE YOU'RE SEARCHING FOR THE LANGUAGE OF SOMEONE ELSE, OKAY? SO, WHAT THIS MEANS IS, THAT WE END UP SOMETIMES NOT THINKING ABOUT THAT, AND GETTING HUNG UP IN OUR OWN FRAME. SO THE PSYCHOLOGIST WOULD CALL THIS FUNCTIONALISM AND IT'S HARD TO RETHINK OF IT IN ANOTHER WAY. SO, A PROBLEM I OFTEN ASK MY STUDENTS IS, SOMEONE TOLD ME THERE'S A FORGOTTEN CITY IN THE WATERS OF SAN FRANCISCO BAY, IS THAT TRUE? NOW WHAT I'VE DONE IS PSYCHOLOGICAL TERMS IS I PRIMED YOU. THIS IS LIKE A PAGGIC TRICK. I PRIMED YOU WITH A LANGUAGEMENT FORGOTTEN CITY CROSS LINKING PEOPLE SMART AND THEY THINK WOW I'LL SEARCH FOR ABANDONED CITY, GOOD LUCK. GOOD LUCK, YOU'RE NEVER GOING TO FIND IT THAT WAY, SO THE QUESTION IS HOW CAN YOU PREFRAME THAT LANGUAGE, HOW DO YOU THINK OF ANOTHER SYNONYM, SINON MOUSE WAY THAT SOMEONE ELSE WOULD HAVE WRITTEN. SO YOU IF USE THE TERM GHOST TOWN, IT'S A TRIVIAL PROBLEM, THAT'S DRAW BRIDGE, THE FORMER TOWN IN THE MIDDLE OF THE BAY. SO WHAT HAPPENS HERE IS THAT YOU HAVE TO THINK ABOUT YOUR KEY WORD CHOICE AS THE THREE BIG ELSE'S, HOW WOULD SOMEONE ELSE SAY, HOW WOULD SOMEONE TALK ABOUT THAT IN NOT YOUR LANGUAGE, HOW WOULD THEY WRITE IT? HOW CAN DO YOU DO THIS, I WELL I MENTIONED THE REVERSE DICTIONARY THAT'S ONE WAY TO DO IT. ANOTHER WAY IS TO LOOK AT WAWE CALL RELATED SEARCHES, RELATED SEARCHES, RIGHT ARE ALL THE SEARCHES THAT OTHER PEOPLE HAVE DONE SEARCHING FOR THE SAME KIND OF THING, SO OF THE ROUGHLY ONE MILLION PEOPLE IN THE PAST TWO YEARS WHO HAVE GONE TO THE DRAW BRIDGE WEB SITE, WHAT WAS THE SEARCH TIMES THEY USE TO GET THERE, AND THAT'S HOW WE GET RELATED SEARCHES SO THE SOCIAL POWER IS REALLY IMPORTANT NOT JUST BECAUSE OF THE KIND'RE CONNECTIVITY OF THE SOCIAL GRAPH WHICH IS IMPORTANT, BUT ALSO BECAUSE WE GET THIS SET OF COLLECTIVE LEARNING, WE ALL HAVE MACHINE LEARNING ALGORITHMS THAT SAY, WELL, GHEE, YOU FINISH A THOUSAND PEOPLE USE, YOU KNOW WHAT CREEPST CITY, WE'LL LEARN WHAT THAT IS FOR ABANDONED CITY, IN GOOGLE YOU CAN CLICK ON THE SEARCH TOOLS IN THE TAB ON THE FAR RIGHT, CLICK ON THEN TO ALL RESULTS AND CLICK ON THAT TAB OF HIGHLIGHTED CALL RELATED SEARCHES, AND WHAT THAT DOES IS IT PULLS UP A WHOLE SET OF RELATED SEARCHES FOR THE QUERY OF ABANDONED CITY. RIGHT. SO PI, I HAD NO IDEA WHERE THAT WAS AND NOW I KNOW, IT'S AN ABANDONED CITY IN RUSSIA, ALL RIGHT. THAT'S A RELATED CONCEPT AND THIS IS A WAY TO GET OUT OF YOUR STUCKEDNESS, A WAY TO THINK OUTSIDE THE BOX AND EXPAND YOUR SEARCH HORIZON. THIS ALSO HAPPENS WHEN YOU THINK ABOUT LANGUAGE. SO FOR EXAMPLE, IF WE'RE GOING TO HAVE A LUAOU, TONIGHT I WOULDN'T SEARCH FOR BIG RECIPES, I WOULD PROBABLY SEARCH FOR PORK. IF I'M ON THE FREEWAY, AND I HIT BAM BEE WITH MY CAR, I DON'T WANT TO SEARCH FOR BAMBI RECIPES OR DEER RECIPES, I WANT TO SEARCH FOR VENISON. SOMETIMES SUNTLE TRANSLATION EFFECT HAVE YOU WITHIN--SUBTLE TRANSLATION EFFECT YOU HAVE WITHIN A LANGUAGE. THE PROPERTY IDENTIFICATION NUMBER WHAT THAT'S CALLED CHANGES FROM STATE TO STAY. SO I DON'T KNOW WHAT IT'S CALLED IN MARYLAND. I HAVE NO IDEA. I WOULD HAVE TO ASK SOMEONE OR HERE, I THINK YOU HAVE RUNS THAT ARE CALLED CREEKS IN CALIFORNIA AND CALLED BROOKS IN CONNECTICUT AND CALLED RIFFEULETS OR BURNS IN SCOTLAND. SO EVEN A SIMPLE CONCEPT LIKE THAT CAN HAVE MANY DIFFERENT EXPRESSIONS. SO IF YOU GO TO AUSTRALIA, WHAT'S GRILLED KYANGAR , THINK ABOUT THAT, YOU MIGHT NOT WANT TO SEARCH FOR KANGAROO RECIPES BUT I MIGHT WANT TO SEARCH FOR SOMETHING ELSE, RIGHT? SO THERE'S A BUNCH OF VARIATIONS HERE AND THERE'S SKILLS ASSOCIATE WIDE THIS LANGUAGE. SO AS PROFESSIONAL READERS, ONE OF THE THINGS WE GET GOOD AT AND A LOT OF PEOPLE ARE NOT GOOD AT, IS WHAT I CALL ANTIREADING. SO WHEN YOU DO A SEARCH LIKE THIS AND I'M TRYING TO FIGURE OUT WHAT THAT SMALL SCULPTURAL MODEL IS, ONE OF THE IMPORTANT SKILLS TO HAVE IS TO FIND WORDS IN THE SEARCH RESULTS PAGE BUT I HAVE NO IDEA WHAT THEY ARE. SO THE FIRST TIME I DID THIS, I WAS LOOKING AND I SAW THESE WORDS HERE, I'M LIKE HMM, I CAN GEES WHAT THAT IS, GUTMACHER GHEE WHY DON'T YOU DOJ A DEFINITION AND LOOK IT UP. CAN YOU DO THAT TRIVIALLY, ANOTHER SKILL OF READING, THAT YOU DON'T THINK ABOUT OFTEN BUT REACTUALLY REALLY IMPORTANT IS THE TRUTH OF BEING, TRUE FOR BING, GOOGLE, YAHOO, ALL OUR SERVICES DO NOT EVER GET THE ANSWER OUT OF THE SNIPIT. ALL RIGHT. HERE'S AN EXAMPLE. I GAVE THIS TO 500 GOOGLERS, 500 PEOPLE THAT GOOGLE REASONABLY SMART, HALF OF THEM WERE SEARCH ENGINEERS AND I ASKED THE QUESTION, DOES THE CITY OF PALO ALTO RECYCLE MILK CARTON, YES OR NO, THE DISTRIBUTION WAS 50/50. PEOPLE ENDED UP DOING A SEARCH AND DEPENDING ON WHICH SEARCH RESULT YOU SAWOT LIST, YOU ANSWERED YES OR NO BECAUSE THEY READ THE STUPID SNIPIT. THE SNIPIT IS GENERATED ALLEGOR RHYTHMICALLY, SO IT DOESN'T DO DEEP SEMANTIC ANALYSIS AND DEPENDS ON WHICH PIECE OF THE SUMMARY, IT PICKS UP, IT MAY ANSWER IT ONE WAY OR NOT, OR THE OTHER. SO THIS RESULT SAYS, OH YEAH, THEY STOPPED ACCEPTING MILK CARTONS WELL TRUST ME A COUPLE PAGES, COUPLE RESULTS DOWN THERE'S ONE THAT SAYS THEY NOW ACCEPT IT SO YOU JUST CANNOT READ THE SNIP ITIT. THIS IS PARTICULARLY TRUE FOR MEDICAL QUERIES, RIGHT. I HAVE SEEN PEOPLE, TO IMPORTANT MEDICAL QUERIES LIKE TRYING TO FIGURE OUT DOSAGES AND GETTING THE ANSWER OUT OF THE SNIP IT AND I WANT TO JUST SHAKE THEM, DON'T DOE THAT, READ THE PAGE, PREFERABLY READ TWO PAGES FROM DIFFERENT SOURCES. OKAY? NOW ONE OF THE GREAT THINGS ABOUT LIVE NOTHING THE INTERNET AGE WHERE WE CRAWL THE WEB AND DISCOVER THINGS, WE CAN DISCOVER DEFINITIONS FOR WORDS THAT YOU MIGHT NOT HAVE THOUGHT ABOUT. HOW MANY OF YOU EVER HEARD YOUR TEENAGER SAY, PONED, YOU ARE SO PONED! RIGHT? I HAD TO LOOK IT UP. IT'S SPELLED LIKE THAT. IT'S AN EXAMPLE OF LEAD SPEAK, BUT NOW YOU KNOW HOW TO LOOK THAT UP, TOO. YOU ARE BEING EMPOWERED, RIGHT? OR YOU CAN LOOK UP THINGS LIKE FLOXADROME, OR MSA AND GET A DEFINITION FOR THAT VERY QUICKLY. THIS IS THE STUFF I EXPECT INTELLIGENT LEARNED READERS OF THE SEARCH RESULTS PAGE TO DO. THEY SEE SOMETHING IN THE RESULT, AND IF THEY DON'T SEE IT, THEY SHOULD LOOK IT UP. I WAS--INTERVIEWING A 19 YEAR-OLD, GET THIS, A 19 YEAR-OLD UNEMPLOYED SNOW BOARDER, HE DESCRIBED HIMSELF AND HE WAS TRYING TO UNDERSTAND WHY HE GOT WHITE PATCHES ON HIS FACE IN THE SUMMER TIME. HE HAS WHITE PATCHES ON FACE SUMMER TIME, QUERY AND THE FIRST RESULT, IS IN THE RESULT FROM THE MY O CLINIC. HYPOPIGMENTATION, HE SKIPPED RIGHT OVER IT BECAUSE HE HAD NO IDEA WHAT IT MEANT. SKIPPED OVER IT, NEVER LOOKED IT UP. THIS IS TYPICAL, THIS IS NOT ABERRANT BEHAVIOR. THAT TELLS YOU SOMETHING ABOUT HOW YOU WRITE YOUR TITLES RIGHT? SO THE CONSEQUENCE HERE IS THAT EXPERT SEARCHERS UNDERSTAND THEIR LANGUAGE AND THEY KNOW HOW TO USE THINGS LIKE BOILER PLATE LANGUAGE, HOW TO SEARCH FOR TERMS AND HOW TO GET OUT OF THE BOXES WHEN THEY GET CONCEPTUALLY STUCK. SO, FOURTH BIG CONCEPT HERE, I WANT TO GIVE YOU IS THEY UNDERSTAND, NOT ONLY THE TERMS AND LANGUAGE IN THE KEY CONCEPTS BUT THEY KNOW HOW TO READ THE JOHN RA, OKAY? SO, ANOTHER SAMPLE FROM MY CLASSES, WHAT'S THIS CALLED, I CAN SEE YOURS, I KNOW YOU CAN'T SEE MINE, IT'S THERE SOMEWHERE. OKAY. WHAT'S THAT THING CALLED, YOU QUESTION HERE IS HOW WOULD YOU FRAME THE QUERY. HOW WOULD YOU NAME THE ORNARR ILLEGALSY UNNAMABLE, RIGHT? SO WE COULD ASK THE SAME QUESTION ABOUT WHAT'S THIS BOUNDARY BETWEEN MY LIPS AND MY SKIN. YOU KNOW THAT'S CALLED THE FIELD TRIM, ALTHOUGH I'VE SEEN PEOPLE DO IN THEIR QUESTION, INTRA NASAL DEPRESSION, DON'T DO THAT, SO DO SIMPLE TERMS THAT ARE--THE LANGUAGE SOMEONE ELSE WOULD RIGHT SO BOUNDARY AND SKIN DEFINE FOR A MILLION BORDER THIS, IS A PICTURE I TOOK, THIS IS A PICTURE I TOOK OF AN ATMOSPHERIC PHENOMENON, RIDING MY CIBOL, CLICKED TOOK THE PICTURE AND SAID WHAT THE HECK WAS THAT, UFO IS NOT AN ACCEPTABLE ANSWER, SO DISCIPLINARY THE QUICK SEARCH, HOW WOULD YOU DO THE SEARCH? THIS TYPICALLY TAKE PEOPLE FIVE OR SIX HIPPOCAMPUSUTES TO--MINUTES TO LOOK THIS AND SIMPLE ANSWER IT'S THE BRIGHT SPOT IN THE SKY AROUND THE SUN. IT'S THE SIMPLEST LANGUAGE THAT'S MOST STRAIGHT FORWARD THAT SOMEONE ELSE WOULD WRITE. SECONDLY KEEP EVALUATING THE RESULTS YOU'RE GETTING WITH RESPECT TO YOUR GOAL. OFTEN I SEE PEOPLE GET REALLY SIDE TRACKS BY BRIGHT AND SHINY RESEARCH RESULTS AND THEY FORGET WHAT THEY'RE ACTUALLY WORKING ON. THIS HAPPENS PROBABLY TO, YOU PROBABLY--HAPPENS TO ME, HAPPENS A LOT. SO IMAGES, HERE'S ANOTHER CASE WHERE I'M TRYING TO ASK PEOPLE, SO WHAT'S THAT FLOWER? NOW AS YOU'RE POINTING OUT WE HAVE THESE FANTASTIC SUPER COMPUTE ARES IN OUR POKEIT AND YOU CAN WALK UP TO IT TAKE A AN IMAGE AND SAY WHAT IS THAT, HE RAN UP AND TIKE A PICTURE BECAUSE IT WORKED SO I THEN CHANGED THE IMAGE SO IT NO LONGER WORKS SO WHAT DOES THAT FLOWER? HOW WOULD YOU DO IT? AND WHEN I GIVE THIS PROBLEM IN CLASS, I SAY THIS IS TULELY NEAR MY HOUSE. IT WAS IN HENRY CO-STATE PARK AND THAT'S ENOUGH INFORMATION TO INFIND IT. THERE ARE MILLIONS OF BLUE FLOWERS WHEN I GAVE THAT CLASS IN INDIA, YOU HAVE TO SAY YOU'RE IN HYDRO--[INDISCERNIBLE] SOMEWHERE ELSE BECAUSE THERE ARE BILLIONS OF BLUE FLOWERS AROUND THE WORLD AND IN FORMING A QUERY, THE TERMS, SIMPLE, DIRECT, STRAIGHT FORWARD, CULTURALLY RELEVANT, GENRE SPECIFIC SO IF I WANT WANT THE BOTANICAL INFORMATION I WILL USE THE TERM, PSEUDONOMIA LAXIA, SORRY. SO THAT'S WHEN YOU USE THOSE SPECIFIC TERMS IN ORDER TO GET IN BOTANICAL LITERATURE. SO, THERE'S A LOT OF DIFFERENT KINDS OF MEDIA OUT THERE, THOUSANDS OF DIFFERENT KINDS OF STUFF AND EACH OF THEM, BRINGS ALONG A SET OF ASSOCIATIONS AND SKILLS AND REPRESENTATIONS AND GENRE SPECIFIC KINDS OF RESULTS SO FOR EXAMPLE, GOOGLE MAP SYSTEM FANTASTIC IF I WANT TO SAY THE NIH METROSTOP TO SAY THE MALL DOWN TOWN, YOU KNOW HOW TO DO THAT. BUT YOU CAN ALSO ASK QUESTIONS LIKE, HOW DO I GET FROM YOSEMITE'S VISITOR CENTER AT THE TRAIL HEAD AT THE TOP OF GLACIER POINT? SO FOR EXAMPLE, CAN YOU CREATE A NEW MAP AND DRAW THE LINE, RIGHT? THIS IS A SKILL YOU NEED A CAPABILITY YOU NEED TO UNDERSTAND IF YOU WANT TO ACTUALLY MEASURE THINGS THAT ARE NOT JUST POINT TO POINT EKES'VE DIRECTIONS ON CITY STREETS. SO FOR EXAMPLE, I ASKED A QUESTION A WHILE AGO ON MY BLOG, FIND ME A BED AND BREAKFAST, THAT HAS A VIEW OF THIS LOCATION OF THIS FOG. THAT'S WITHIN 10-MILES OF THE GOOGLE AND BY THE WAY, NEAR A LONG LAKE. THIS IS A KIND OF TRAVEL QUERY, RIGHT? SO CAN YOU DO THIS BY FIGURING OUT WHAT THE RADIUS IS FROM THE GOOGLE PLEX AND YOU DO THE ASSOCIATION THERE AND YOU START TO CHAIN THESE THINGS TOGETHER BECAUSE YOU KNOW THE GENRE OF MAPS. NOW WHEN YOU'RE IN THE GENRE OF AERIAL IMAGERY, THIS IS A PICTURE I TOOK WHEN I WAS FLYING INTO THE JFK, THIS IS IN LONG ISLAND. I SAID EXCUSE ME LEAH LOTS OF STRAIGHT LINES THAT DOESN'T HAPPEN NATURALLY HA IS THAT? THIS TOOK ME MOBILE AN HOUR TO FIGURE OUT. AND THE REASON IS, I KEPT LOOKING FOR THINGS LIKE CANALS AND TERMS LIKE, YOU KNOW, HARBORS AND PORTS AND ALL THIS STOUTER OF SUF. SO IN THIS GENRE, I CAN USE THE TOOL OF GOOGLE EARTH TO USE THE MEASURING TOOL, SO I GOT OUT THE TAPE MEASURE ON GOOGLE EARTH AND REALIZE THEY'RE NOT CANALS, THEY'RE 3 FEET WIDE. ALL RIGHT, THEY'RE DITCHES, ONCE I HAD THAT TERM, BANG I WAS THERE, HITHE SOLUTION. OKAY. SO WHAT THIS MEAN SYSTEM THAT THERE'S A LOT OF CAPABILITY HERE, BUT YOU NEED TO KNOW WHAT'S POSSIBLE, YOU NEED TO KNOW FOR EXAMPLE, YOU CAN CLICK ON A POINT AND GET THE LONG TRIVIALLY AND YOU NEED TO KNOW YOU CAN THEN TAKE THAT LONG AND DROP IT INTO MAPS AND IT WILL FLY INTO THAT LOCATION ON THE PLANET. YOU NEED TO KNOW THERE ARE VIEWING CAPABILITIES, THERE'S THE 3-QUARTER VIEW THAT WE BOTH HAVE IN OUR MAPPING SYSTEM, THERE'S ALSO THE TRAIN MAPPING VIEW, YOU CAN BE AT THE TOP OF THE MAPS THERE,'S A LOT OF DIFFERENT CAPABILITIES, EXPERT SEARCHERS KNOW THE CAPABILITIES OF THEIR TOOLS, SO HERE FOR EXAMPLE NGOOGLE MAPS CAN YOU FLY INTO THIS SORT OF BLANK ZONE THIS, IS NEAR WHERE I LIVE. THAT BIG BLANK SPOT IN THE LOWER LEFT OVER HERE, SO THAT'S CLEARLY A PARK, BUT WHAT'S THAT? SO IF YOU GO TO THE AERIAL IMAGE IT'S THAT AREA RIGHT THERE. OKAY. WHAT'S THAT. SO THE MAP AND DO YOU A QUERY LIKE THAT, AND PLACE THAT WITH THE QUERY STAR. NOW WHAT THAT DOES IS IT GIVES YOU LOCATION OF ALL BUSINESSES AND KNOWN OBJECTS WITHIN THAT VIEW PORT. AND THEN THAT MAKES IT--IT'S OBVIOUSLY NOT STEVENS CREEK ELEMENTARY SCHOOL, BUT THE OTHER HIT THERE, AND YOU CAN USE THAT INFORMATION TO GO LOOK UP THERE HAZARDOUS RELEASE INFORMATION. SO WHAT'S INTERESTING IS THAT YOU HAVE TO UNDERSTAND THE CAPABILITIES HERE AND HOW TO LINK, HOW TO USE LANGUAGE. SO EXPERT SEARCHERS KNOW WHAT THE TOOLS CAN DO. OKAY, NOW I'LL GO OVER THIS REALLY QUICKLY BECAUSE ONE OF THE IMPORTANT THINGS TO DO, ESPECIALLY IN COMPLEX SEARCH IS TO REMOVE RESULTS, SO YOU USE NOT,--SO YOU WOULD DO NOT TERM IN BING, BUT FOR US WE USE THE MINUS SIGN. SO, SALSA MINUS DANCING GIVES YOU ALL THE SALSA RESULTS WITHOUT DANCING RESULTS, YOU WOULD SAY NOT DANCING FOR BING, SAME IDEA, BUT THAT'S AN IMPORTANT CHARACTERISTICS ESPECIALLY WHEN YOU TRY TO REMOVE, PARTICULARLY,--PARTICULARLY SINON MOUSE VERSION OR INTRUSIVE IDEAS, OKAY? IF YOU'RE MICHAEL JORDAN, IF YOU'RE SEARCHING FOR MICHAEL JORDAN, THE STATISTICIAN, NOT THE BASKETBALL PLAYER, YOU HAVE TO MINUS OUT BASKETBALL BALL SO IT'S IMPORTANT TO FILTER OUT THE RESULTS, YOU HAVE TO BED THAT. O WHEN DO YOU USE DOUBLE QUOTES SO HERE A A LINE FROM A SONG I KNOW, WHEN VENUS THE GODDESS OF BEAUT SCHELOVE, IF YOU SEARCH THAT, WELL SOMETIMES INAPPROPRIATE RESULTS OCCUR, BUT DOUBLE QUOTE TGF ALLOWS TO YOU VERY QUICKLY FIND THAT IT'S FROM THE SONG NEWMAN'SALLY, SO DOUBLE QUOTE--NEWMAN'S ALE, SO DOUBLE QUOTING KEEPS THEM TOGETHER IN THIS SEARCH ENGINE. NOW TO EXTEND THE LISTEN THAT THEY WERE TALKING ABOUT EARLIER, ONE OF THE NICE THING SYSTEM TO BE ABLE TO LIMIT SEARCH RESULTS BY TYPE, IN THIS CASE BY FILE TYPE. SO ONE OF THE FINE THINGS YOU CAN DO IS SAY FILE TYPE, COLON AND IN THIS CASE POWER POINT. WHAT IS THE POWER POINT? SO IN THIS CASE, MY BROTHER IS A HIGH SCHOOL TEACHER AND HE WANTS TO TEACH A UNIT ON SUPER CONDUCTORS IN HIGH SCHOOL LEVEL, BUT HERE I'M ADDING TERMS AND PLUS THE RESTRICTION, GIVE ME THE POWER POINT RESENTATION, THIS IS FANTASTIC FOR RESEARCH, PARTICULARLY WHEN YOU ARE TRYING TO COME UP TO SPEED ON A TOPIC THAT YOU DON'T KNOW MUCH ABOUT. OF COURSE YOU WOULD NOT COPY THOSE SLIDES, BUT YOU WOULD EXTEND THEM AND BRACE THEM, AND ACTUALLY LEARN FROM THAT. SO YOU DO A LOT OF DIFFERENT FILE TYPE EXTENSIONS AND THIS IS A POWERFUL, POWERFUL TOOL. PARTICULARLY WHEN YOU START TO STACK THESE THINGS TOGETHER. SO DOUBLE QUOTING, COMBINED WITH SITE ALLOWS TO YOU FIND FOR EXAMPLE, EVERY TIME YOU HAVE BEEN QUOTE INDEED THE NEW YORK TIMES, AND AND THIS COMBINATION OF OPERATORS GIVES YOU INCREDIBLE PETITION RETRIEVAL. SO, THIS IS ANOTHER EXAMPLE, CAN YOU DO SEC .GOV AND SO ON; RIGHT? HAD. SO UNDERSTANDING THESE KEY CONCEPTS AND KNOWING HOW TO READ THE GENRE INFORMS YOUR ABILITY TO FORM THE STRUCTURE OF INFORMATION SPACE, OKAY? SO FOR EXAMPLE, ONE OF THE WAYS YOU CAN LIMIT, IS NOT ONLY BY LOCATION OR LANGUAGE OR FILE TYPE EAR SIZE OR TIME THIS, IS A POWERFUL OPERATOR THAT SOME PEOPLE DON'T KNOW, YOU HAVE TO USE AN INTERFACE SO YOU SEE THE REDAR O SO THAT GIVES YOU THE PULL DOWN SO YOU WOULD SEE, IS HERE CLICK ON SEARCH POOLS BECAUSE IT NORMALLY DOESN'T SHOW, YOU CLICK ON SEARCH TOOLS, THIS GIVES YOU A SET OF OPTIONS BUT LET'S LOOK AT THIS ONE. THIS AALLOWS TO YOU THEN SEARCH BY PAST MONTH, PAST WEEK OR SPECIFIC CUSTOM DATE RANGE, CAN YOU COMBINE THESE THINGS, TYPE OF ARTICLES SAY FORUM OR NEWS OR BLOG OR WHATEVER WITH DIFFERENT KIND OF OPTIONS SO HERE YOU LOOK FOR BLOGS ON ON THAT TOPIC AND BACK ON TOP, DATE RESTRICTION, OKAY. THERE ARE OTHER TOOLS FOR EXAMPLE, THERE'S THE CASH FUNCTION, SO SOMETIMES THIS IS PARTICULARLY FORTUNATE TO AFRICAN WEB SITES THAT HAVE A HISTORY OF GOING UP AND DOWN AND AVAILABLE AND NOT AVAILABLE, YOU CAN GIVE IT CASH COLON FOLLOWED BY A URL AND GIVE YOU THE PREVIOUS VERSION WE HAVE CARB. THIS IS REALLY HANDY, SPECIALLY FOR OBLIGATIONS YESTERDAY SITE OR AS I SAID, SITES IN AFRICA. SO, IN THIS CASE, THIS IS ONE FROM THE LIBRARY OF CONGRESS, THEY'RE RELIABLE, SUPPOSE I WANT TO GO BACK IN TIME, KIUSE THE INTERNET ARCHIVE OR GO BACK TO SAY LAST WEEK, I USE CASH COLON SKITTOMA WOULD BE ABLE TO SEE WHAT THEY HAD POSTED LAST WEEK. YOU MENTIONED ENTITLE THIS, IS A ANOTHER VERSION EVER THAT SAME THING, AND THIS IS A CASE FOR LOOKING WITHIN THE URL ITSELF. OKAY. SO HERE I'M RESTRICTING MY SEARCH TO NIH .GOV BUT I'M SEARCHING FOR EVERY URL THAT HAS CLINE FILTERED IN IT, THIS IS HANDY BECAUSE I DON'T KNOW ABOUT YOU BUT MY ORGANIZATION IS BIG AND MULTIFARIOUS, SO I USE TRICKS LIKE THIS TO SEE WHAT ELSE GOOGLE IS DOG. I'LL SEARCH FOR PROJECT NAMES OR TOPIC NAMES AND I'M SIGHT LIMITED TO JUST NIH .GOV IN THIS CASE AND I'M SEARCHING FOR EVERY URL THAT CONTAINS KLINEFELTER, VERY HANDY TRICK TO ANOTHER ONE IS THE INDEX, YOU CALL THIS REQUIRING THE TEXT TO BE ON THE PAGE? BODY. RIGHT. RIGHT. SO WHEN YOU'RE BING YOUR SAY BODY CALLING, ON THE INDEX, SAME THING, IT LOOKS FOR AND REQUIRES THAT THE TEXT HERE BETHESDA WOULD BE ON THE PAGE HERE. SO YOU SEE HOW ALL THESE ARE TOGETHER. SITE IN URL IN TEXT. NOW TO GO BACK TO THIS TOPIC OF TOOLS AGAIN, HERE'S A KEY IDEA WE ALL HAVE TO SORT OF THING ABOUT AS PROFESSIONAL SEARCHERS, THE SPACE OF TOOLS, CHANGES DAILY. OKAY, SO IF YOU USE GOOGLE TO SEARCH FOR SOMETHING LIKE THIS, BEFORE AS OF ABOUT A YEAR AGO, IT WAS KIND OF BORING, IT DIDN'T WORK, OF COURSE IT WILL GIVE YOU THE GRAPH AND CALCULATOR WHICH WILL ACTUALLY WORK IN THREE DIMENSIONS AND ROTATE AND SHADES AND THE WHOLE BIT. OKAY? WE ARE IN THE BUSINESS OF GIVING YOU MORE AND MORE STUFF DAILY, ALL RIGHT? ONE OF THE GREATEST--GREATEST CREATIVE TENSION SYSTEM IN BING AND GOOGLE AND IT DOES NOTHING BUT MAKE YOUR LIFE BETTER. MAKES MY LIFE BETTER TOO, FRANKLY, BUT IT'S A REALLY USEFUL THING BECAUSE WE'RE ALWAYS TRYING TO ADD MORE CAPABILITIES. THE PROBLEM OF COURSE IN YOUR PERSPECTIVE AND KEEPING UP ON ALL THIS STUFF. OKAY? YOU KNOW ABOUT MASH UPS. RIGHT? HAVE YOU EVER THOUGHT TO SEARCH FOR MASH UPS? SO, THE ADVICE I GIVE TO BEGINNING RESEARCHER SYSTEM WHENEVER YOU START A PROJECT, SEARCH FOR DATA ON IT, TO MAKE SURE YOU'RE NOT DUPLICATING SOMEONE ELSE'S WORK OR IF YOU NEED TO DUPLICATE THAT WORK, YOU KNOW WHERE THE DID YOU PLICAATIVE DAT AB SEARCH FOR MASH UP BECAUSE THEY HAVE SATTA SET YOU'LL LOOK FOR TO BEGIN WITH. OKAY, SO FOR EXAMPLE, CAN YOU FIND A MASH UP THAT HAS CURRENT WORLD WIDE EMERGENCIES. DO THAT SEARCH, YOU FIND THAT MASH UP THERE. YOU CAN THEN DIG BO IT, TO SEE WHAT RESOURCES THEY'RE DOING. SO YOU CAN FOOL AROUND WITH GOOGLE CALCULATOR, CAN YOU USE THE CONVERSION TOOL TO CONVERT 100-METERS IN MILES AND CAN YOU DO THIS SORT OF ESSENTIALLY ARBITRARY UNITS FARENHEIT, CENTIGRADE, U.S. DOLLARS, TO AGE TOMS BUT IF YOU DO SOMETHING RIDICULOUS LIKE 23-CENTIMETERS IN MILLILITERS, IT DOESN'T COMPLAIN, IT DOES THE SEARCH. MAYBE YOU DOING SOMETHING, I DON'T KNOW. BUT WE CAN ALSO TRANSLATE FUR LONGS INTO MILES AND EQUALLY INTERESTING IS THINGS LIKE THIS, REMEMBER WHAT I SAID ABOUT DOING DEFINITIONS OF WORDS SO YOU DON'T KNOW HUNDRED% SURE, EVERYBODY IS READ 20,000 LEAGUES UNDER THE SEA, RIGHT? ONE OF THE FUN THINGS DO I ON MY JOB IS GO TO CONFERENCES WITH--CONFERENCES WITH TEACHERS, AND READ IT, RIGHT? THEY ALL SIGNIFY YES, I'VE READ THAT! WHAT DOES THE TITLE MEAN? IT'S THE DEPOSITION TO WHICH THE SUBMARINE WENT UNDER WATER, THE NAUTILUS, RIGHT? AND THEN DO YOU A QUERY LIKE WELL, WHAT IS IT IN MILES? 16,000-MILES, OKAY? WELL, WHAT'S AT THE DIAMETER OF THE EARTH IN MILES? OH WIEW, U. I.D DIDN'T UNDERSTAND THE TITLE BECAUSE YOU DIDN'T CHECK. THIS STUFF IS BEFORE CONTAINED, BUT NOW HAVE YOU THE ABILITY TO DO GREAT SCIENCE BUT GREAT ENGLISH VICTORIAN LITERATURE AS L. SO THAT ARE THE--ONE OF THE TOOLS I USE A LOT IS THE ALERT SYSTEM WHERE YOU SET UP A STANDING QUERY AND IT WILL MONITOR THE BLOGS, MONITOR YOUR NEWS AND SEND YOU MAIL WHENEVER SOMETHING MATCHES YOUR PATTERN AND INCREDIBLY USEFUL AND ANOTHER TOOL I USE AIR LOT IS A PERSONAL SEARCH HISTORY, SO YOU GO INTO THE PANEL, YOU TURNOVER ON TRACK MY HISTORY AND IT BASICALLY MAKE ITS PRIVATE PERSONAL QUEUE OF ALL YOUR QUERIES AND WEB VISITS AND THEN WHAT'S NICE ABOUT THAT IS SOMEBODY COMES TO SAY, YOU KNOW DAN, YOU TOLD ME SOMETHING LAST YEAR ABOUT THIS TOPIC, I CAN NOW SEARCH MY SEARCH HISTORY, OKAY YOU DON'T HAVE TO TURN IT ON, BUT I TURN MINE ON, BUT IF SOMEBODY ASKS ME SOMETHING FROM FOUR YEARS AGO, I CAN FIND IT LIKE THAT. SO IT'S A SEARCH FOR YOUR SEARCHES. AND IN THE SAME REALM OF HAVING ADVANCED TOOLS, GOOGLE TREND IS AN INCREDIBLY POWERFUL TOOL BECAUSE IT ALLOWS TO YOU LOOK AT QUERIES OVER TIME SO HERE I'VE DONE A QUERY ON GOOGLE TREND FOR BLUE, WHICH YOU GRAFT IN BLUE, YOU SEE THE FLU SEASON APPEAR ANDING AND DISAPPEARING VERSES INFLUENZA IN RED. NOW I ASSUME YOU ALREADY KNOW THAT KIND OF THING BUT WHAT'S INTERESTING IS IF YOU ARE TRYING TO WRITE SOMETHING FOR THE PUBLIC, DON'T USE THE WORD INFLUENZA, NOBODY USES THAT, NOBODY SEARCHES FOR IT. THIS, IS A WAY TO SEE INTO THE COLLECTIVE MIND AND IN THIS CASE, SYRUPING THE COLLECTIVE MIND OF THE UNITED STATES. TERMS WILL DIFFER IN DIFFERENT COUNTRIES RIGHT. YOU CAN ALSO START TO SEE TRENDS OF THINGS THAT MIGHT INTEREST YOUR EMERGENCY DEPARTMENTS, RIGHT? ONE WHEN IT FOOTBALL? WHEN IS BASKETBALL? WHEN IS BASEBALL? YOU SEE THESE TRENDS IN SUCCESS OF FOOTBALL OVERTIME. CAN YOU ALSO FILTER BY REGION, SO HERE I'M JUST SEARCHING ON THE TERM FOOTBALL AND I'M SHOWING WHERE IT APPEARS BECAUSE IF YOU JUST LOOK AT THE MASSIVE SEARCH RESULTS FOR FOOTBALL, GUESS WHAT MANY AFRICAN COUNTRY VS A DEEP INTEREST IN FOOTBALL AND ENGLAND DOES MORE SEARCHES FOR FOOTBALL THAN WE DO. SO YOU TOO PROBABLY KNOW YOUTUBE, TONS OF PEOPLE UPLOAD VIDEOS IN THE RESEARCH PROFESSION, MEDICAL PROFESSION, THERE'S A TON OF VIDEOS OUTED THERE, A FRIEND MOVE MINE IS A NEUROLOGIC SURGEON AND HE WAS TRAVEL NOTHING AFRICA AND HE MET PEOPLE WHO HAD DONE TRAUMA REPAIR PROCEDURES, AND THEY HAD ONLY SEEN THE YOUTUBE OF HIM DOING IT, IT'S SCARY AS HELL IN ONE WAY AND EXCITING AS ALL GET OUT IN THE OTHER. THE THESE GUYS WATCH THIS VIDEO FRAME BY FRAME BY FRAME MULTIPLE TIMES UNTIL THEY GOT THE PROCEDURE JUST RIGHT AND WHEN YOU'RE IN SUBSAHARAN AFRICA IN THE BUSH, YOU DON'T HAVE A LOT OF CHOICE, YOU HAVE TO DO THE PROCEDURE, RIGHT? SO THIS IS A VALUABLE, VALUABLE TOOL, PARTICULAR LEAN WHEN YOU START TO THINK ABOUT THINGS LIKE THE BREAKING NEWS THAT WE SEE FROM SIDES REPORTERS COMBINING AND PUTTING THINGWHAT'S GOING OYOU CAN THINK ABOUT IT AS THE WATER COOLER OF THE WEB, RIGHT? WE HAVE A FRIENDS CHANNEL ON YOUTUBE SO CAN YOU SEE WHAT'S GOING ON THERE. SO WE ALSO HAVE THE SERVICE CALLED YOUTUBE DIRECT WHERE YOU TAKE THE UPLOAD PROCESS AND PUT IT ON YOUR WEB SEAT SO PEOPLE CAN FOR EXAMPLE, QUICKLY UPLOAD THROUGH SAY, NIH .GOV, VIDEOS ABOUT, SAY, LAB PROCEDURES, SO SOMEBODY TAKES A CAMERA AND SHOWS THIS IS HOW YOU DO THAT TITRATION AND THIS IS HOW DO YOU THAT PARTICULAR ANALYSIS. WE ALSO HAVE THE DOCUMENTS AND IMAGES, WE ALL HAVE IMAGES WE YOU CAN STACK UP THOSE SAME OPERATORS WE CAN TALK ABOUT BEFORE, HAVE THE ABILITY TO GIVE THE TEXT AND THE ARGUMENT FOR A SIZE, YOU CAN DO THE SAME THING USING AN IMAGE--USER INTERFACE, WE ALSO HAVE RELATED SEARCHES HERE SO WHEN I DID THE SEARCH, I WAS DELIGHTED TO SEE, WE DID THE SEARCH HERE AS NIH LIBRARY IMAGES, BEAUTIFUL LIBRARIES SHOWS UP AS ONE OF THE SEARCH TERMS. WE ALSO HAVE THE ABILITY TO DO CREATIVE COMMENT FILTERING, IF YOU GO INTO THE EFFECTS SEARCH PANEL, CAN YOU PULL DOWN AND SAY ALL THE IMAGES THAT ARE FILTERED LIE LICENSE, AATRIBUTION, YOU HAVE TO KNOW THINGS LIKE WHAT A HASH TAG MEANS AND WHAT THE RELATION THE IMAGES ARE AND WHAT I'M TRYING TO GET YOU TO THINK ABOUT ARE, WHAT'S THE SET OF INFORMATION SPACES OUT THERE, THE TOOLS THAT ARE OUT THERE AND THE TRICKS CAN YOU USE. SO TELEVISION EXTINGUISHING, WHAT'S THAT PART OF THE BIKE CALLED YOU MIGHT KNOW BUT SUPPOSE YOU DID A QUERY LIKE THIS, YOU THEN GOT AN EXPLODED PARTS DIAGRAM, THAT'S USEFUL WHEN YOU DO QUEERS LIKE THIS, LIAISON--QUERIES LIKE THIS, DIAGSIS MACHINE, AND THE SCHEMEATIC AND THE VIEW FOR A PATIENT. I'LL LEAVE YOU WITH A FEW QUICK THOUGHTS HERE, WE'RE TALKING ABOUT THE IMPOSSIBLE TO THE INSTANTANEOUS, AND I WANT TO LEAVE WUONE LAST IMAGE HERE WHICH IS THE ABILITY TO SEARCH BY IMAGE. THIS IS A KIND OF CAPABILITY, THAT JUST BLUE MY MIND WHEN I FIRST SAW IT. I CAN TAKE AN IMAGE LIKE THIS ONE TAKEN SOMEWHERE IN THE WORLD AND ASK THE QUESTION, WHERE'S THIS FROM? YOU DRAG THAT IMAGE INTO THE GOOGLE IMAGE SEARCH BOX CAN IT WILL TELL YOU THAT THIS IMAGE IS FROM THE RED ROCK CANYON, OUTSIDE OF OF LAS VEGAS, NEVADA. AND ANY IMAGE THAT'S ON THE PATTERN AND AND START TO IDENTIFY THINGS IN THE WORLD. THE CAPABILITIES SPACE OF SEARCH ENGINES IS ANYTHING, RICH AND DYNAMIC, CHANGING CONSTANTLY. SO THE LAST THING I WANT TO LEAVE YOU WITH, IS YOU CAN LEARN ALL THE THINGS WE'RE GOING TO TALK ABOUT AND WE WOULD LIKE TO DO IN OUR CO LOC WIMBERLYIAL LATER TODAY BUT IT'S IMPORTANT YOU STAY ON TOP THESE THESE THINGS SO THINK PROFESSIONAL RESULTS FOR YOURSELF AND FOR YOUR COLLEAGUES BECAUSE THE PEOPLE WHO KNOW HOW TO MAKE THE SEARCH ENGINES SING ARE THE ONES WHO CAN HAVE THE SEARCH CHOIR. THANK YOU VERY MUCH D. [ APPLAUSE ] [ APPLAUSE ] >> WE HAVE TIME FOR QUESTIONS AND REMEMBER WE WILL HAVE A RECEPTION ACROSS THE HALL IN THE LIBRARY STARTING AT NOON. SO THOSE WERE EXCELLENT PRESENTATIONS GENTLEMAN, THANK YOU VERY MUCH AND I WANT TO START OFF THE QUESTIONS IF I COULD TAKE THE PRIVILEGE OF SUCK JESTING THAT MAYBE PEOPLE COULD USE SOME OF THE TOOLS THAT YOU FOLKS--SUGGEST SOME OF THE TOOLS THAT YOU FOLKS DISCUSSED IF YOU WANT TO FIND OUT MORE ABOUT THESE EXCELLENT PRESENTERS WERE TALKING BCAN YOU SEARCH FOR THEM IN THE TOOLS. AND I NOTICED THAT DAN HAS TWO CLASSES ONE OF THEM IS RUNNING THIS WEEK, AND THE NEW ONE IS ADVANCED GOOGLE SEARCH TECHNIQUES AND HE HAS AN EARLIER CLASS AND IT'S ONLINE, YOU CAN TAKE IT ALL ONLINE AND DUANE, HAS OTHER PRESENTATIONS CAN YOU SEE ONLINE, SOME OF THEM ON SLIDE SHARE, SOME OF THEM, I THINK I SAW SOME VIDEO, ALSO? >> WE HAVE A WEBINAR SERIES THAT RUNS STRAIGHT ON THE BING WEB MASTER BLOG RIGHT NOW, FREELILY AVAILABLE. >> SO IF YOU WOULD LIKE TO TALK FOR A MINUTE OR TWO ABOUT HOW PEOPLE CAN LEARN MORE? >> YEAH, I MEAN, IT'S--THERE'S--IMIM YOU LOOK AT A SITUATION WHERE YOU'RE TRYING TO FIND MORE, ABOUT SOMETHING AND I MEAN DAN, HE KEPT COMING BACK TO THIS, RIGHT, IT'S LIKE UNDERSTAND, UNDERSTAND, UNDERSTAND AND THEN TAKE YOUR HEAD OUT OF YOUR OWN HEAD SPACE AND TRY TO FIGURE OUT HOW OTHER PEOPLE WOULD VIEW SOMETHING. WE DO A LOT OF TRYING TO CONNECT GENERALLY SPEAKING SO WE HAVE OFFICIAL BLOGS ON BOTH OF THE SEARCH ENGINES WHERE YOU CAN GO TO AND HEAR FROM DIRECT--DIRECT FROM US A TRUSTED SOURCE HOW TO FIND MORE INFORMATION ABOUT A PARTICULAR TOPIC. AND I MAINTAIN THE WEB MASTER SPACE FOR BING SO ANYTHING TO DO WITH ONLINE MARKETING, I BLOG ABOUT IT, ANYTHING I KNOW, I SHARE, WE DO VIDEOS, WE DO WEBINAR SERIES, WE PUT IT ALL OUT THERE BECAUSE ULTIMATELY IF WE CAN HELP YOU BECOME BETTER SEARCHERS AND PRODUCE BETTER CONTENT OUR SEARCH RESULTS IMPROVE AND IT'S A GRIOT CYCLE THAT EVERYONE FEEDS INTO. SO THOSE THINGS ARE SO THOSE THINGS ARE OUT THERE AND WE UNDERSTAND THAT AND IT HELPS US GROW AS WELL. >> AND MENTION MY CLASS BRIEFLY, SO YOU'RE ABSOLUTELY RIGHT, WE BOTH HEAVILY INVESTED IN MAKING SURE THAT PEOPLE LIKE YOU CREATE THE BEST POSSIBLE CONTENT SO SEARCHERS CAN FIND T. MY CLASS IS ENDING IN TWO DAYS SO YOU CAN REGISTER RIGHT NOW IS GET ONLINE AND JUST WORK AWAY AND SEE IF YOU CAN GET IT DONE. >> AND SO I SHALL. >> GET TO WORK! [LAUGHTER] >> IT'S CALLED POWER SEARCHING WITH GOOGLE OR POWER SEARCHING WITH GOOGLE.COMMAND RIGHT NOW THIS IS THE ADVANCED CLASS AND IT IS TRULY AN EFFECT SO THIS THE IS PART OF OF THAT CLASS. WE HAVE 12 CHALLENGES AND THE LESSONS AND THE WHOLE BIT, THAT AS 36,000 PEOPLE IN IT. THE PREVIOUS TWO CLASSES HAD HAD 115,000 PEOPLE EACH IN THEM SO THERE'S A DEEP LATENT NEED FOR THIS STUFF, SO WE'RE BOTH IN THE BUSINESS OF TRYING TO EVANCH LIES THIS STUFF OUTWARD SO I'M VERY PROUD OF HAVING 300,000 STUDENTS, SINCE JULY. SO I CAN RETIRE NOW, I FIGURE. >> BUT ANYWAY, CHECK IT OUT VENLT IF YOU DON'T EVEN WANT TO TAKE THE WHOLE CLASS A LOT OF INDIVIDUAL RESOURCES LIKE HAVE YOU ON YOUR BLOG THAT YOU CAN USE OR FIND REALLY HANDY. >> IF PARTICULAR TOOLS FOR STAYING UP TO DATE? SOMETHING YOU CAN PRESCRIBE TO OR ALERTS? >> YES, SO YOU WANT TO STAY UP TO DATE ON THIS STUFF, IT'S A BIT OF A FIRE HOSE, RIGHT? AND DAN ALLUDED TO THIS, LIKE WE'RE CONSTANTLY CHANGING THINGS SO DURING THIS PRESENTATION, HE WAS NOTING DIFFERENT THINGS THAT GOOGLE'S DOG, I KNEW THAT, I KNEW THAT, THAT'S NEW, THAT KIND OF IDEA, AND THEN GOING THROUGH THE FLIP CARD SLIDE SHOW IN MY OWN MIND ABOUT THE THINGS WE DO AT BING, THE FEATURES THAT WE TRIED LAST YEAR, THE ONES THAT ARE STILL AROUND TODAY, THE NEW ONES THAT WE WILL BE INTRODUCING AND THAT'S A CONTINUAL EVOLVING CONSTANTLY EVOLVING AND VERY RAPIDLY EVOLVING SET OF CHANGES. SO, I RECOMMEND DOING THINGS LIKE THIS. I AM A BIG FAN OF SIMPLIFICATION AND KIND OF NARROWING THINGS DOWN FOR MYSELF BECAUSE I CAN ONLY DEAL WITH SO MUCH INFORMATION COMING TO ME SO I FIND PEOPLE THAT ARE TRUSTED AND FOLLOW THEM ON TWITTER. AND THAT GIVES ME A GOOD SNAPSHOT OF THE THINGS THAT THEY THINK MATTER AND I USE VERY SPECIFIC TOOLS AND I'LL GO REAL GEEKY FOR YOU ON THIS ONE, OKAY, SO FOLLOW ME, I DO THIS PRESENTATION AND I AM GIVING SOMETHING UP HERE THAT I'VE NEVER GIVEN UP BEFORE. SO I USE A--I USE A PRODUCT CALLED HOOP SUITE ONLINE TO MANAGE MY SOCIAL MEDIA INTERACTIONS AND WHAT HAPPENS WITH THAT IS YOU CAN PROGRAM IN TRUSTED SOURCES, THE FEEDS FROM THOSE SOURCES INTO HOOP SUITE AND IT WILL WILL PUBLISH OUT BASED ON WHAT SCHEDULE YOU PUT OUT, THE LINK INDEED IN NIGH CASE, AND ITEMS FROM THOSE RSSFEED, SO I HAVE TRUSTED, SEARCH INDUSTRY BLOGS AND WEB SITES EVERY TIME THEY PUBLISH SOMETHING, AND IT COME ITS ME AND PUBLISHED UNDER MY HANDLE ON TWITTER, FACEBOOK AND LOGGED IN, I TRUST THEM THEREFORE I SHARE GOOD CONTENT, TAKE THE FEED TRS FACEBOOK AND TWITTER AND USE A SERVICE KAWED IF THIS THEN THAT, IFTTT, YOU CAN THINK OF IT AS A BAKER. IT ALLOWS YOU TO CREATE A RECIPE AND MY RECIPE IS, TPHAOEUGZINIZEATION--ORGANIZATIO N @DUANEFORRESTER PUBLISHES SOMETHING ON TWITTER TRANSLATE WHAT HE PUBLISHES INTO SOMETHING CALLED EVER NOTE, I WAS USING EVER NOTE WHILE I WAS SITTING DOWN, IT'S IT ALLOWS ME TO CAPTURE NOTES ACROSS MY DEVICES AND STORES THEM IN THE CLOUD AND THEN I CAN TESTIMONY FROM ANY OTHER LOCATION AND SEE ALL MY NOTES. WELL THAT THEN GIVES ME IS A RUNNING LIST OF EVERYTHING THAT I'VE TALKED ABOUT AND AT THE END OF THE WEEK, KITAKE THAT LIST AND SAY, ON MY PERSONAL BLOG, HEAR ARE THE STORIES YOU SHOULD BE AWARE OF THIS WEEK. CAN YOU TAKE THAT PERSONALLY AND COMBINE IT WITH ALERTS, I'M A BIG FAN OF ALERTS AND, PULL THAT INFORMATION FOR YOURSELF AND AT THE END OF THE WEEK, YOU WILL HAVE A READING LIST OF THINGS THAT MATTER. AND THEN YOU GOTTA PUT YOUR HAT ON, LIKE DAN SAYS TO BE REALLY THOUGHTFUL AND DO REVERSE ENGINEERING OF THIS STUFF BECAUSE SOME OF THIS MAY REFERENCE THINGS YOU THINK YOU'RE INTERESTED IN BUT BE NEGATIVE OR ANYTHING DO TOR DO WITH WHAT YOU'RE LOOKING FOR. BUT IT HELPS YOU NARROW THAT DOWN. BECAUSE IT IS A FIRE HOSE OF INFORMATION, SO FIND TRUSTED SOURCES IF YOU'RE LOOKING FOR STUFF, LIKE WE'RE TALKING ABOUT, IT'S EASY TO FIND THE SOURCES, PLACES LIKE OUR OWN OFFICIAL BLOG THAT WE ALL HAVE, PLACES LIKE SEARCH ENGINE LAND.COM, THEY'RE BIG NEWS MAKERS OR NEWS CAPTURERS FOR OUR STAY, INDUSTRY, SEARCH? A. NO WATCH OR JOURNAL THEY'VE BEEN AROUND A LONG TIME SO IT'S EASY TO TRACK DOWN WHO THEY ARE. >> GREAT ADVICE ACTUALLY. SO I WAS GOING TO SAY WHAT HE SAID, BUT I WANTED TO ACTUALLY GO BACK TO ONE THING HE SAID AT THE VERY BEGINNING, WHICH IS BOTH COMPANIES ARE ENGAGE INDEED A GREAT KIND OF REEVALUATION ASK REWOULDING ALL THE TIME SO WE WOULD BUILD THING AND IF THEY DON'T GET RESEARCH USE, THEY GO AWAY. RIGHT? SO IF LIKE I SAID EARLIER, THIS DYNAMIC TENSION BETWEEN BING AND GOOGLE IS REALLY A SOURCE EVER GREAT INNOVATION SO IT'S A FANTASTIC THING, BUT YOUR FAVORITE FEATURE MIGHT GO AWAY, AND PEOPLE WOULD COMLINE TO ME, WELL, WHY DID YOU TAKE THAT AWAY, I LOVED IT. YOU GET THIS, TOO, SO I SAY WELL, YOU AND FIVE OTHER PEOPLE USE TODAY AND IT'S LIKE A THOUSAND SERVERS, SO FOR SIX PEOPLE, IT DOESN'T WORK OUT. >> IT'S LOPSIDE INDEED THE RESOURCE EQUATION. >> THANK YOU. WE HAVE A QUESTION, PLEASE? >> THANKS VERY MUCH. IS THIS ON? I REALLY ENJOYED THAT--I'M RICK BURZON, I'M WITH THE MINORITY AND MINORITY HEALTH DISPARITIES INSTITUTE AND I HAVE I QUESTION ABOUT CAPTURING PERSONAL INFORMATION. WHEN YOU DO A SEARCH TO MEN AND WOMEN EXTENT IS PERSONAL INFORMATION CAPTURED AND WHAT DO YOU DO WITH THAT? AND THEN THE OTHER QUESTION I HAD WAS FOR PEOPLE THAT DO SEARCHES, DO YOU EVER CANVASS US OR ACCEPTED OUT-YOU KNOW IF IT YOU CAPTURE THIS INFORMATION YOU GET TO PEOPLE AND SAY WHAT DID YOU LIKE ABOUT THIS, WHAT DIDN'T YOU LIKE AND WHAT WOULD YOU SEE IN THE FUTURE AND TERMS OF DEVELOPMENT OF NEW CAPABILITIES? THANKS. >> YOU DO PERSONAL INFORMATION AND I'LL DO SURVEY? >> OKAY. >> SO PERSON ALEXANDERRIZEATION, THIS ONE, IT'S ALWAYS A BIT OF A STICKY WICKET, RIGHT? BECAUSE THIS' A PERSONALIZATION WHERE I KNOW WHAT I LIKE AND THE SEARCH ENGINE HAS COME TO ME WITH THINGS THAT ARE PERSONALIZED TO ME, AND I'M SAYING, YEAH, OKAY, PERFECT FOR ME. THE FLIP SIDE TO THAT IS IT MAY INCLUDE INFORMATION THAT IS PERSONAL ABOUT AN INDIVIDUAL, OKAY, I'LL GIVE YOU AN EXAMPLE, I LAST YEAR SPENT A LOT OF TIME WORKING WITH STAR DUST ALL ACROSS AMERICA, SIT NOTHING NEW YORK CITY AND I'M CHATTING WITH THIS LADY, HE OWNS A START UP, HAVING A GREAT TIME, TALKING WITH HER AND HER THREE PEOPLE, OF ONLINE MARKETING AND EVERYTHING ELSE AND I GO INTO THE INDEX, SHE'S GOT HER COMPUTER OPEN, SHE HAD GOINGILE UP AND I SAID, LET'S LOOK IN HERE AND SHE WAS HAVING A HARD TIME GETTING HER PAGES INDEXED INTO BING'S INDEX I WAS LOOKING AT THEM IN GOING AND HE WILL AS I'M SCROLLING DOWN, I'M SEEING PAGES FROM HER SITE AND I'M NOTICE THESE DIGITS AND IT'S THREE, THREE, AND THREE AND THREE. AND I'M LIKE, HUH, THAT'S ODD SO AS I GO DOWN FURTHER, MY FIRST THOUGHT WAS PHONE NUMBER, BUT IT'S MISSING A NUMBER, THEN I LOOK, WHAT I REALIZE BY THE TIME WE HAD DONE ALL OF THAL WAS, SHE HAD EMPLOYEE FILES, PERSONAL INFORMATION ABOUT HER EMPLOYEES STORE OFFICE OF DIVERSITY HER SEVERER, AND SHE HAD PAGE FOR EVERY ONE OF HER EMPLOYEES, SOCIAL INSURANCE NUMBER, PHONE NUMBER, ADDRESSES ALL THAT INFORMATION IN THERE. OKAY. I'M LOOK AT THIS IN THE SEARCH RESULTS. AND I'M ABSOLUTELY STAGGERED. SHE IMMEDIATELY SAYS HOW DARE THAT TAKE THAT AND PUT IT OUT THERE. WHOA, WHOA, WHOA, YOU CAN'T BLAME GOOGLE FOR THIS, YOU KNOW? AND SHE GOES WELL NOW I LIKE NOT BEING INDEXED BY BING. OH WHERE DO I BEGIN. OKAY, HOLD ON NOW. FIRST OFF, IF GOOGLE KNEW THAT WAS PERSONAL INFORMATION ABOUT SOMEBODY, I WOULD NOT SHOW THAT INFORMATION. SIMPLY WOULD NEVER BE SHOWCASED, SAME AS WE WOULD NEVER SHOWCASE THAT INFORMATION HOWEVER WE DON'T ALWAYS KNOW IMPLICITLY WHAT THOSE SERIES OF DIGITS REPRESENT, SO IF YOU PUT THIS IS A SOCIAL SECURITY NUMBER AND THEN THE NUMBER, PRETTY GOOD CLUE TO US THAT THAT'S THERE AND THEN WE'LL SAY, NO, WE DON'T WANT TO SHOWCASE THAT, HOWEVER IN THIS CASE, THERE'S NO MODIFIERS THERE WAS NOTHING, IT WAS JUST STRAIGHT CONTENT AND WHEN WE SHOW UP LOOKING FOR CONTENT, IF IT'S AVAILABLE TO US, WE WILL CONSUME IT. IT IS PUBLICLY AVAILABLE, WE WILL CONSUME THAT DATA SO THE SITE OWNER HAS A RESPONSIBILITY TO MANAGE THAT ISHT ACT AND THERE'S A TOOL CALLED ROBOT TXT, IT'S A FILE YOU PLACE AT THE BASE OF YOUR DOMAIN AND THAT WILLS THE SEARCH ENGINE HOW TO INTERACT WITH YOUR CONTENT, WHAT TO TAKE, WHAT TO IGNORE AND WHAT TO SHOW AND WHAT NOT TO SHOW. THERE ARE OTHER THINGS WE CAN DO INSIDE THE TOOLS WHERE WE MAINTAIN, I TELL US, DON'T TAKE THAT, DROP THE CASH VERSION OF THIS AND ALL KINDS OF THINGS SO WE TAKE A VERY SERIOUS VIEW ON SHARING PERSONAL INFORMATION AND WE TRY PROGRAMLY HARD TO FILTER INFORMATION BEFORE IT GOES OUT SO THAT WE CAN AVOID ANY KIND OF PROBLEMS. THAT BEING SAID, TRILLIONS OF DOCUMENTS ONLINE AND SOMETIMES INFORMATION COMES FIRST. IF SOMEONE CONTACTS US AND SAYS, THAT'S PERSONALLY, DENTIFIABLE AND I WANT THE IT REMOVED, GONE. THAT'S IT. NOW WE'RE OBVIOUSLY DOING THIS ON OUR OWN ANYHOW. SCRUBBING THE DATA AND IF WE SEE THINGS WE SAY LOOKS LIKE A DABBING, WOKS LIKE A DUCK, WE THINK IT'S A DUCK UNTIL TOLD OTHERWISE, IT'S EASIER TO GET RID OF THAT INFORMATION AND SAY THAT'S NOT IDEBTIFIABLE AND I WANT IT ON THE INDEX, PLEASE PUT IT BACK THERE. THAT'S A SAFER PATH. >> SO MY FAVORITE SOCIAL SECURITY NUMBER STORY WAS A WOMAN WHO CALLS US UP AND SAID, HOW DEAR YOU INDEX MY SOCIALY CURITY NUMBER AND SHE GIVE US THE URL, IT WAS THE BIG EXTENSION OF PI, SOMEWHERE IN THE MILLIONTH DIGIT PLACE HAPPENED TO BE OR SOCIAL SECURITY NUMBER, NOTHING TO DO, I CAN'T HELP YOU. >> I'D LIKE TO HELP YOU BUT YOU'LL HAVE TO TALK TO EINSTEIN. >> YEAH. >> HOW DOES GOOGLE OPERATE IN THIS RESPECT. >> IT'S BASICALLY THE SAME IDEA. SIMILAR, ABOUT I WANT TO RESPOND TO THE OTHER PART OF THE QUESTION ABOUT SURVEYS. SO BOTH COMPANIES ARE VERY ACTIVE RESEARCHERS ABOUT HOW PEOPLE BEHAVIOR HA THEY DO AND PART OF THAT IS OUTREACH TO INDIVIDUALS, SO FOR EXAMPLE, I KNOW,---EVERY SO OFTEN PEOPLE WILL GET A LITTLE THING AT THE BOTTOM OF THE PAGE AND SAY, DO YOU LIKE THIS RESULT, LIKE THIS EXPERIENCE, FILL OUT LIKE A THREE QUESTION SURVEY AND WE TRY TO MAKE THAT VERY, VERY, LIGHT WEIGHT SO IT DOESN'T GET IN THE WAY OF YOUR NORMAL BEHAVIOR. BUT EVEN WHEN WE DO THAT, SORT OF AN INFREQUENT BASIS, WE STILL GET, I DON'T KNOW THEN THOUSAND AN HOUR, SO SOME RIDICULOUS NUMBER O WE HAVE AN ACTIVE SURVEY PROGRAM. YOU MIGHT HAVE BEEN IN THAT, WE MIGHT HAVE MISSED IT BUT CHANCES ARE YOU SAW ONE AT LEAST IN THAT SOMETIME. >> BING DOES THE SAME THING, RIGHT? WE RUN FLIGHTS WHERE AT THE BOTTOM OF ON THE RIGHT HAND SIDE, YOU WILL SEE AN INDICATOR THAT SAYS, YOU KNOW, GIVE FEEDBACK AND THEN CAN YOU GO IN, IT'S LIGHT WEIGHT, LIGHT TOUCH, SCENARIO WHERE YOU GIVE US THE FEEDBACKOT MEDIA REQUIREMENTS, DID IT ANSWER YOUR QUESTION, WAS THERE ANYTHING OFFENSIVE, ANYTHING ELSE YOU WANTED TO ADD, GIVE YOU A FORM TO FILL IN AND IT'S THE SAME KIND OF THING. YOU KNOW WE'LL SAY FOR THE NEXT TWO WEEKS, WE'LL RUN IT FROM 11:00 A.M., TO 1:00 P.M., AND WE WILL DO IT FOR ALL QUERIES THAT HAPPEN AND 750,000 QUERIES LATER WE HAVE A BROAD DISTRIBUTION AND UNDERSTANDING OF WHAT HAPPENED IN THAT SITUATION. >> IT'S ALSO WORTHED POINTING OUT THAT WE RUN EXPERIMENTS THAT WE DO AB, C, D, EXPERIMENTS AND WE HAVE EXPERIMENTAL CONDITIONS WHICH ARE EFFECTIVELY SURVEYS BECAUSE WE'RE GIVE YOU ONE VERSION OF THE RESULTS, AND WE'LL GIVE A MILLION PEOPLE ONE VERSION AND OTHER PEOPLE A DIFFERENT VERSION FOR THE SAME QUERY AND WE CAN SEE, BEHAVIORIALLY HOW PEOPLE ACCOUNT DIFFERENTLY AND WE USE THAT TO TUNE OUR ALEGORITHMS. >> YEAH. >> SO WE ARE HAVE A QUESTION FROM THE VIDEO, PACE, BRIAN, PLEASE, SO AS A WEB PROFESSIONALS TRY TO IMPROVE CONTENT SOMETIMES USING MICRODATA, MICROFORMATS AND THINGS LIKE THAT IS THERE ANY THOUGHT OF HAVING SEARCH OPERATORS CREATED FOR THOSE TO HELP MAYBE SEARCH AND FIND IN OF THAT CONTENT? >> YEAH THAT'S AN INTERESTING SCENARIO, VIDEO LAND, THAT'S AN INTERESTING SCENARIO. FIRST AND FOREMOST, LET'S DO SOME DEFINITIONS HERE. MICROFORMAT, A LOT OF PEOPLE KNOW THIS COMMONLY CALLED RICH SNIPIT WHAT YOU DO IS YOU GO INTO THE CODE, THE BACK SIDE OF THE PAGE AND YOU AND I SEE THE VISUAL, WEB MASTER, OR BROWSER, YOUR WEB MASTER, I.T. PEOPLE WILL DO THIS AND THEY WILL ACTUALLY WRAP LITTLE CODE PIECES AROUND AN OBJECTIVE VIDEO AND IMAGE OF WHATEVER IT HAPPENED TO BE. AND IN THAT YOU GET TO PLAIN WHAT THE OBJECT IS. SO WE THEN KNOW EXACTLY WHAT THE OBJECT IS BECAUSE RIGHT NOW IF WE SHOW UP AND LOOK AT AN IMOGEE, IT'S KIND OF A BLACK HOLE FOR US. WE NEED SOME CLUES TO UNDERSTAND MORE ABOUT WHAT WE'RE LOOKING AT, RIGHT? WE'VE COME A LONG WAY TO BEING ABLE TO LOOK AT AN IMAGE AND SAY, AH, THAT LOOKS LIKE A BUILD NOTHING DUBAI, AND WE HAVE A DATABASE THAT'S PROVEN TO BE A BUILDING IN DUBAI, AND WE OVERLAY THEM AND WE LOOK AT IT, MAYBE IT IS, MAYBE IT'S NOT. MAYBE IT'S THE LEGO REPRESENTATION OF A BUILDING IN DUBAI, SO WE HAVE TO DISAMBIGUATE. BUT THE REALITY IS THAT PEOPLE EMBRACE THESE AND HAVE A BEAT BETTER AND DEEPER UNDERSTANDING, A ITCHER UNDERSTANDING OF THE COMPONENT THAT ARE ONLINE TODAY AND I CAN TELL YOU RIGHT NOW, MOST REBECCA SITES DO NOT DO THIS AND THE VAST MAJORITY OF THOSE THAT DO FAIL, THEY GET IT WRONG. SO, SO BEFORE WE GET TO THE POINT OF CREATING A SPECIFIC SET OF OPERATORS THAT SET G THROUGH ALL THIS, I WILL PLIGHTLY REQUEST THAT YOU GET YOUR BUTTS IN GEAR AND TURN IT ON AND THEN MAKE SURE YOU'VE DONE IT CORRECTLY. AFTER THAT, IF U. I.D USE ANY OF THESE THINGS--IF YOU USE ANY OF THESE AS A SEARCH THEMSELVES OR AND USE, AND/OR, PLUS OR NOT OR MINUS, CAN YOU CREATE YOUR OWN SUBSET OF SEARCH QUERY MODIFIERS THAT WILL FIND EXACTLY WHAT YOU'RE ELECTRICKING FOR AS WELL INSIDE THE TOOL. THE GOOGLE WEB TOOLS AND THE BING WEB MASTER TOOLS, THERE ARE FEATURES THAT ALLOW TO YOU SCAN INSIDE THE CODE BAIZE OF A PAGE, WE DO THE CONTROL WE MENTIONED, SIMPLE THING, COMMAND F, CONTROL F, SIMPLE THING BUT REALLY POWERFUL FOR FINDING THESE OBLIGATIONS GEEKS WITHIN THAT DATA. >> SO THE OTHER THING TO SAY ABOUT THAT IS YOU'RE ABSOLUTELY RIGHT. YOU CAN'T BELIEVE HOW BAD, THE CODE IS. SO A BIG--ACTUAL KEY TO MAKING WEB ENGINES WORK IS HAVING ROBUST PARSERS THAT WILL NOT FAIL WHEN SOMEBODY LEAKS OUT CLOSE TAG OR SOMETHING. >> AND SO, I THINK THE MICRODATA THING IS IT'S REALLY VALUABLE TOOL AND YOU NEED TO CHANGE THE CULTURE SO THAT THE WEB MASTERS WILL START TO CREATE THESE THINGS PROPERLY. SO I DON'T THINK I ACTUALLY WANT TO GIVE IT THAT SORT OF VERY NITTY-GRITTY DETAIL QUERY CAPABILITY TO GENERIC PEOPLE BECAUSE THEY DON'T KNOW THE RICH TAGGING FORMAT, THEY DON'T KNOW ALL THE TERMS. THERE'S A TON OF THEM. SO IF YOU GO TO A SITE LIKE A--TICKET SELLING SITE AND I WANT TO SAY, I WANT TO KNOW THE CONCERTS AT WOLF TRAP NEXT WEEK, THAT MICRODATA WILL PULL THAT STUFF NATURALLY UP TO THE TOP. THAT'S THE POINT OF IT IS TO ALLOW US BETTER MATCHING BETWEEN THE QUERY. AND THE STRUCTURED CONTENT IN THAT WEB SITE. >> THANK YOU THAT WAS GOOD. I THINK WE HAVE A QUESTION FROM DOUG. >> I THINK YOU PRETTY MUCH ANSWERED MY QUESTION, AS CONTENT CREATORS WE WANT TO MAKE SURE THAT PEOPLE FIND ALL THE AWESOME CONTENT WE CREATE, SO I DIDN'T KNOW IF YOU COULD TALK ABOUT SOME OF THE OTHER TOOLS YOU HAD LIKE THE KEY WORD SEARCH TOOL, AND HOW WE MIGHT USE THAT TO SORT OF INCREASE THE CAPABILITIES OF PEOPLE HAVE OF FINDING OUR CONTENT. >> O, OKAY, SO DAN KIND OF HIT ON THIS ONE EARLIER, RIGHT? AND I THIS EXAMPLE WHERE I USED TO WORK AT MSN AND I CAME TO WORK AND YOU HAD TO WORK WITH THE ACTUAL NEWS PEOPLE, AND THERE ARE REPORTERS THAT HAVE BEEN HIRED THAT CAME IN AND THEY DON'T WORK WEB, THEY WORK WORDS, SO, THEY ARE VERY ATTUNED TO THIS THING CALLED THE APP STYLE GUIDE, ALL RIGHT, AND IF YOU'RE A WRITER, YOU HEARD OF IT. AND IT'S A BIT OF I CHALLENGE BECAUSE IT SAYS YOU DESCRIBE AN OBJECT BY ITS PROPER NOUN AND NAME. SO I POINTED TO THE PARKING LOT AND I SAID WHAT'S THAT. IT'S A SPORT UTILITY VEHICLE, AND I SAID OH, OKAY. SO I THINK IT'S AN SUV, AND THEY SAID WHAT'S THE DIFFERENCE? THEY SAID, WELL, 26 PEOPLE SEARCHED ON SPORTS UTILITY PEOPLE YESTERDAY, NORHUNDRED SEARCHED ON SUV, YESTERDAY, WHAT YOU TELL ME WHAT THE DIFFERENCE IS? SO THE NUMBER ONE THING I WILL TELL PEOPLE, IF YOU YOU'RE CREATING CONTECT, MAKE SURE IT'S RELEVANT AND BEFORE YOU START THROWING SHOWS AT ME SAYING DAMMIT MY CONTENT IS ALWAYS RELEVANT, OKAY, YOU'RE ALL AWESOME AND I LOVE YOU ALL, YOU YOU'RE NOT THE RIGHT JUDGE OF OF WHETHER YOU'RE CONTENT'S RELEVANT. OKAY? SO YOU START WITH THESE THINGS. GOOGLE HAS A FEW TOOLS, TRENDS IN THE ADD WORDS TOOL ARE AVAILABLE, CAN YOU USE THOSE, IT WILL GIVE YOU A GREAT SNOOP SHOT OF HOW MANY TIMES SOMEONE ACTUALLY SEARCHED ON A WORD OR A PHRASE. THAT'S A GREAT INDICATOR WHETHER SOMETHING'S POPULAR AND THEN YOU USE THAT WORD ORIGINAL PHRASE AS YOU CREATE YOUR CONTENT OKAY, AND IT COULD BE THAT IT'S A SHORT FORM VERSION OF A LONGER WORD, IT COULD BE THE CO LOCKIAL VERSION OF A LATIN PHRASE. WE HAVE A PLUG IN FOR EXCEL, THAT CAN YOU DO ALL YOUR WORK RIGHT THERE IN SPREADSHEET OR WITH MY TOOL SET WE HAVE AN ORGANIC KEY WORD SEARCH TOOL, THAT LOOK AT QUERY AND WHAT THE VOLUMES LIKED LIKE ON THEM, JEWELS ARE HIGHLY SCALABLE, THEY'RE REALLY GREAT, WHAT I REALLY LIKE ABOUT THEM IS OUR TOOL WILL LET YOU GO BACK ON SIX MONTHS ON DATA, GOOGLE'S TOOL HAS MORE VOLUME IN IT, SO BAYOUSING THE TWO TOOLS HAVE YOU A TRUE SENSE OF WHAT PEOPLE ARE ACTUALLY SEARCHING FOR AND WHEN THEY'RE LOOKING IF FOR IT. THAT IS A FEBRUARY 1 THING YOU CAN DO WHEN YOU'RE CREATING CONTENT IS USE THOSE TOOLS, USE THE DATA TO MAKE THE RIGHT CHOICE OF WHAT TO RIGHT. I WANT TO HIGHLIGHT ONE THING THAT IS PROFOUND AND I THINK A LOT OF PEOPLE IN OUR ADIENCE DON'T BELIEVE THIS BUT YOU SAID, IT'S IMPORTANT TO SORT OF DO USABILITY TESTING, FOR A KEY WORD. >> FOR EXAMPLE, ANY OF YOU WHO CREATE A SURVEY, USABILITY TEST IT FIRST BECAUSE YOU CANNOT BELIEVE THE WAY PEOPLE CAN MISINTERPRET YOUR OBVIOUS AND EVIDENT LANGUAGE. WHEN I CREATE MID CLASS ISSUES THE FIRST THING WE DID, AS SOFTWARE PEOPLE AND WE USABILITY TESTED IN CLASS. HOW MANY OF HAVE YOU GONE TO A CLASS THATY BEEN USABILITY TESTED? NONE. IT'S NOT SOMETHING DONE. BUT IT'S ACTUALLY REALLY IMPORTANT IN THIS WEB SPACE TO BE ABLE TO DO THIS AND HOOK IT IN AND GET THE FEEDBACK FROM PEOPLE IN THEIR REAL RESPONSE TO THE THINGS YOU'RE BEAUTIFULLY CREATING. >> SO I'M JUST GOING TO JUMP ON TOP OF THAT ONE. I DID USABILITY TESTING JUST BEFORE I RELAUNCHED MY TOOL PLATFORM LAST JUNE. I AM A PROFESSIONAL IN THIS SPACE. I KNOW THE TERMINOLOGY. YOU CAME TO BE A PROFESSIONAL LIKE ME IN SOME SPACE, WE SHOULD MAKE THE SAME LANGUAGE, HELL NO. THAT'S WHAT USABILITY TAUGHT ME, I WAS WAY OFF BASE. I WAS USING TECHNICAL TERMS THAT A DECADE AGO WERE WHAT WE LEARNED THAT WAS THE FACTUAL STATEMENT OF WHAT WE WOULD CALL THIS OBJECT OR PROCESS, BUT TODAY IT'S NOT HOW PEOPLE REFER TO IT. SO WHEN WE SAT DOWN USABILITY TESTING AND WE SAID, COMPLETE THIS TASK. HOW WOULD YOU DO IT WITH THESE OPTIONS? IMMEDIATELY PEOPLE WENT OFF THE TRACK. THEY WERE COMPLETELY LOST. OR A TOPIC THAT IS VERY MUCH TALKED ABOUT IN OUR INDUSTRY AND IT'S A COMMON WORD IN THE INDUSTRY, YET NO ONE HAS ANY IDEA WHAT THE DEFINITION IS, SO IF YOU LABEL A TOOL WITH THAT WORD ON IT, NO ONE KNOWS WHAT TO DO, LIKE YOUR SURFER DUDE, THEY LOOK AT IT AND SAY, I DON'T KNOW WHAT THAT MEANS. AND THEY MOVE ON AND THEN THEY COMPLAIN AND SAY HOW COME YOU DON'T DO THIS. SO IT'S INCREDIBLY IMPORTANT THAT USABILITY IS A PART OF THIS. TELL OPEN YOUR EYES TO EVERYTHING ONLINE. >> THANK YOU. SO WE ARE TWO MORE QUESTIONS AND THEN WE'RE GETTING NEAR THE END OF THIS TALK. AND I SHOULD REMIND YOU THAT YOU WILL BE ABLE TO SPEAK WITH THESE GENTLEMAN AT THE RECEPTION AFTERWARDS. THOMAS WHAT IS YOUR QUESTION? >> WHAT NEW SEARCH CAPABILITY ARE YOU LOOKING FORWARD TO? PARTICULARLY EXCITED ABOUT AT GOING AND HE WILL AT BING? >> I AM ALL ABOUT MOBILE. I SO EXCITED ABOUT THIS AND I'M NOT GOING TO LIE TO YOU, I WANT A PAIR OF GOOGLE GLASSES. >> [LAUGHTER] >> I WANT TO--I WANT THIS SORT OF THING! WE'LL TALK LATER THIS SORT OF THING IS HIGHLY INTRIGUING TO ME. WE HAD THIS ENTIRE GROWTH OF THE iPAD, GAVE US THE TAP TABLET EXPERIENCE IN THE TRUEST SENSE, NOW WE HAVE THE iPAD MINI, THE NEXUS, THE SURFACE AND WE HAVE THESE DIFFERENT AREAS AND WE'RE CONSUMING CONTENT ON THOSE WHILE WE'RE IN OUR LIVING ROOM WITH A LAPTOP NEXT TO US AND OUR BIG SCREEN TELEVISION. O I'M REALLY INTERESTED IN DEVICES THAT CAN CENTRALIZE MY WORLD OF MASSIVE DATA AND MAKE IT EASIER FOR ME TO GET TO THINGS THAT MATTER IN MY LIFE. SO I THINK MOBILE IS SUCH A BIG DEAL. >> SO I COMPLETELY AGREE, LET ME GIVE YOU THE 15 YEAR IDEA, INEVITABLY ANYTHING THAT'S BIG IS GOING TO GET SMALL. SO RIGHT NOW, ONE OF THE THINGS WE CAN DO WITH OUR PHONE IS BASICALLY TAKE A PATIENTS IN THE CLINIC UPPER OF SOMETHING AND IDEBTIFY IT OR LIKE YOU'RE DOING, POSTING AT THINGS IN REALTIME AND THAT'S FANTASTIC. THAT USED TO REQUIRE GIANT SUPERCOMPUTERS AND NOW IT'S IN YOUR POCKET. WHAT I LIKE IS THAT VISION OF QUERYING REALITY, I KNOW SOME OF YOU HAD SPECTROMETRY RETE SYSTEMS IN YOUR LAB, BIG BOXES YOU PUT IN SAMPLES AND YOU IT TELLS YOU WHAT IT IS BASICALLY AND IMAGINE THAT IN YOUR PHONE. RIGHT? SO YOU HAVE A MASS SPECTROMETER AND YOU CAN POINT AT IT, WHAT IS THAT WHITE SUBSTANCE, A LASER SHOOTS OUT AND IONIZES IT AND TELLS YOU WHAT IT IS. THAT'S NOT A PRODUCT ANNOUNCEMENT. >> I WILL TAKE A GOOGLE PHONE IF YOU MAKE THAT. >> RIGHT. >> BUT THAT'S SORT OF IN THAT AVAILABILITY OF THIS SORT OF EVOLUTION OF INCREASING FUNCTIONALITY AND MOBILE SPACE, AND THE CONNECTIVITY OF ALL THE SOCIAL STUFF AND THE MULTIMODALITY, IT'S INEVITABLE THAT STUFF LIKE THIS WILL HAPPEN. >> SPECIAL SOME OF THAT STUFF IS WORKED ON HERE AT THE NIH. >> ONE LAST QUESTION, SIR? >> MY NAME IS MICHAEL DAVIS AND I DEVELOPED--CAN YOU HEAR ME,. >> LOUDER PLEASE. >> MICHAEL DAVE AND I GUESS I DEVELOP BRANDS AND CONTECT FOR THE BRANDS AND I WANT TO RETURN BACK TO THE PREVIOUS QUESTION, WITH REGUARDS TO THE RELEVANCE OF CONTENT AND GET MORE DEFINITION FROM DANIEL, YOU MENTIONED IN THE PRESENTATION, THE IMPORTANCE OF HOW WE TITLE OUR CONTENT IN THEIR GOOGLE SEARCH AND PROBABLY BOTH OF YOU CAN SIT ON THIS, BUT HOW DO YOU RECOMMEND AND WHAT DO YOU RECOMMEND FOR TITLING CONTENT, NOT JUST THAT THE CONTENT WITHIN THE TITLE IS RELEVANT. >> WELL, I THINK YOU JUST DESCRIBED WHAT THE TOOLS ARE, ONE THING, ABOUT TITLES THOUGH, IT'S SO TEMPTING TO WRITE A SUPERCLEVER TITLE THAT EMPLOYEES DEEP WORD PLACE AND IS COMPLETELY UNFINDABLE; SPECIALLY WHEN YOU TAKE LIKE A WORD PUN AND IT HAS A SPECIAL WEIRD VARIANT SPELLING, THE SEARCH ENGINE AIN'T GOING TO FIND THAT. RIGHT? SO ONE OF THE THINGS TO THINK ABOUT IS KEEPING THEIR TITLES ASICISM AND HE WILL STRAIGHT FORWARD AND DESCRIPTIVE AS POSSIBLE. ANYTHING ELSE. >> I THINK IT IS NUMBER ONE TOOL IS BETWEEN YOUR EARS, OKAY. I'LL GIVE AN EXAMPLE OF THIS. A FRIEND OF MINE USE TO RUN S. E. O. OVER AT THE NEW YORK TIMES AND WHEN THE TSUNAMI HIT A FEW YEARS AGO, NEW YORK TIMES WAS NOWHERE IN THE SEARCH RESULTS WITH THEIR COVERAGE OF THIS AND IT WAS BECAUSE THE HEAD LINE OF THEIR STORY SAID, DISASTER! OKAY. CONGRATULATIONS FOR THAT. >> NO ONE IS GETTING UP AND SAYING, I JUST HEARD OF HUGE NEWS, CASTER! --DISASTER! EXCLAMATION POINT AND GO FIND H YOU GOAT THE MATHEMATICAL LEVEL OF IT ALL, THE AMOUNT OF DETAIL THAT SUPPORTS THE RIGHT ANSWER FOR THAT IS BUILT ON HISTORICAL REFERENCE SO THE NEWEST ITEM WOULD NEVER RANK AT THE TOP OF THAT STACK. BUT IF YOU'RE ACTUALLY LOOKING FOR TSUNAMI, WELL, KICKOFF YIEWRS YOU'RE GOING TO FIND THE BEST ONE. SO, IT REALLY COMES BACK TO IF I WERE SEARCHING, WHAT WOULD I LOOK FOR AND THE I IN THIS CASE IS YOUR AUDIENCE, NOT YOU. SO I MENTION THESE PERSONAS LIKE THERE'S SO MUCH INHERENT VALUE IN CREATING PERSONAS OF THE CONSUMERS OF YOUR PRODUCT OR SERVICE THAT YOU WILL THEN UNDERSTAND WHAT MOTIVATES THAT SO NOW YOU KNOW WHAT HOOKS WILL WORK FOR THEM, SO MAYBE A HUMOROUS TITLE WILL GET THEM TO TAKE THE CLICK AND COME VISIT YOU OR MAYBE IT'S CONTRARIAN OR EGO DRIB OR SOMETHING ALONG THOSE LINES BUT IF YOU COME UP WITH SOMETHING THAT'S REALLY PIGHT SCHEGREAT WORD PLAY ON THIS AND YOU'RE CONGRATULATING YOURSELF AND IT SOUNDS GREAT WITH YOUR BUDDIES OVER BEER TONIGHT, THAT'S AWESOME AND THE SIX OF YOU WILL ALONG GREAT WHEN YOU ALL TALK ABOUT IT. BUT YOU'LL BE ALOAVENLT BECAUSE THEN EVERYONE ELSE IS STILL SEARCHING FOR TSUNAMI, NOT DISASTER. >> SO I THINK THE HERESTIC AND MAKE THAT SUBTITLE. YEAH,. >> EXACTLY, SOME TOTALS ARE AWESOME BECAUSE THEY CAN GET WORKED INTO THE SNIPITS, RIGHT? >> THAT BECOMES YOUR CALL TO ACTION, SO YOU WILL KIND OF SELF-IDENTIFY PEOPLE WHO GET THAT WORD PLACE THEN AND THEY WILL--THAT WILL STAND OUT TO THEM. >> THOSE WILL BE THE GREATEST CUSTOMERS TOO,. >> ABSOLUTELY. >> ABSOLUTELY. >> THANK YOU GENTLEMAN I HAVE A COUPLE OF NOTEDDINGS HERE AT THE END, THERE WAS A QUESTION ABOUT PRIVACY, I SHOULD MENTION THAT THE INTERNET ARCHIVE, ARCHIVE.ORGWHICH CRAWLS MANY WEB PAGES WILL REMOVE PAGES THAT HAVE PRIVATE INFORMATION ON IT IF YOU REQUEST THAT OF THEM. SO DO WE MOVE THAT FROM THE CASH AND SECOND, THERE ARE OTHER SEARCH ENGINES, WITH DIFFERENT PRIVACY POLICIES BESIDES THESE TWO SEARCH ENGINES SO IF YOU WOULD LIKE TO LEARN MORE ABOUT THOSE, THE NIH LIBRARY DOES HAVE A CLASS ON GOOGLE ON BEYOND AND IN WHICH IT TALKS ABOUT SOME OF THESE OTHER SEARCH ENGINES AND THIRDLY, SOMEBODY MENTIONED POSSIBLE POWER POINTS, THERE IS GOING TO BE A WEB PAGE, THERE IS ALREADY A WEB PAGE AT VIDEO CAST.NIH.GOV, IF YOU THEN SEARCH FOR GOOGLE OR BING, YOU WILL FIND THE WEB PAGE ABOUT THIS EVENT AND WE'LL TRY TO HAVE EITHER POWER POINTS OR LINKS TO THEM, ON THIS WEB PAGE. SO, PLEASE COME TO THE RECEPTION ACROSS THE HALL, CONTINUE THE DISCUSSIONS, THANK YOU VERY MUCH TO THE STAFF AND TO OUR RESENTERS AND THANK YOU FOR COMING. [ APPLAUSE ]