Ask3D brings a fresh look to
search Dan Farber & Larry Dignan For ZDNET
We looked at this search engine
in the Advanced Users Class. Most of the attendees liked the new
look and Search Concept.
Ask has breathed some new life into search
with a major site overhaul. Dubbed Ask3D, the revamped site combines search
suggestions, results and related structured data on a single page. “Search
today puts so much onus on users to hunt and peck through millions of blue
links,” said Ask CEO Jim Lanzone. “Search doesn’t have to look and act
like it did in 1996.”
Lanzone could say the same about search in
2007. Google introduced its new Universal Search last month, which delivers
search results across various data sources, including Web sites, videos,
images, news, maps, and books, integrated on a single page. It’s similar
to Ask3D by virtue of integrating various data types and using sophisticated
technology, but it is still mostly a sea of links, lacking the user interface
enhancements and layout navigation features that Ask3D delivers.

The left panel on the page includes the
Ask’s Zoom Related Search, which suggests related queries to help users
express their searches more precisely, with less guess work, Lanzone said.
The middle panel houses the search result (which loads first), including
Smart Answers and an upgraded Binoculars feature (below), which previews
Web pages and includes information, such as the load time at 56k, page
weight, number of pop-ups and whether the site is Flash-based.

The third panel applies a new “Morph” content-matching
and ranking algorithm to return selected results from a hundred structured
databases, such as images (with rollovers), news, music files, videos,
encyclopedia entries, business listings, stock quotes and blogs, based
on relevance (ExpertRank, which identifies the most authoritative sites)
and click popularity (DirectHit) from previous user queries. The Morph
algorithm retrieves only the most relevant content and reorders the content
modules based on the query, Lanzone said. The Morph content does not appear
for all search results, or at least in the demo version I used.
The home page has also been overhauled with
new icons, search suggestions as the default and skins. Eventually users
will be able to add their skins.
Ask3D is still the Budget to Google’s Hertz
and Yahoo’s Avis, to use the car rental analogy, but it has developed a
differentiated user experience for users who are looking for a search engine
that is easier to drive.
I asked Lanzone about competing against Google’s
more spare interface for Universal Search and search philosophy–the ‘cost’
of an extra query is minimal give how fast the engine returns results.
“Google went in the right direction, but it’s baby steps. We have more
flexibility in what we can do,” Lanzone said. In other words, Ask has less
to lose by introducing a totally revamp user experience.
He said that Ask tested Ask3D on 5 percent
of the 25 to 30 million users in the U.S. over the last six months. “Their
query abandonment went down, and the number of picks into content went
up,” Lanzone said. “Other search engines give you lots of links and leave
you for dead.”
He admitted that Ask trails competitors in
the comprehensiveness of its search engine, surfacing the freshest pages
and crawling as deeply on average. “The Edison project, which is next big
project this year, is a rebuilding of the entire search engine. We have
been working on it for 18 months….We have always done batch crawling of
the Web–every few months. Late this year will launch the new search engine,
crawling deeper and more incrementally, and with more understanding of
the pages,” Lanzone said.
Slowly but surely Ask is making the kind of
improvements that will appeal to the broader market of users who are frustrated
with the sea of blue link. |