Microsoft today announced Deep Search, a new optional generative AI feature aimed at helping searchers with complex questions that don’t have simple answers.
How it works. Deep Search is based on Bing’s web index and ranking system. It then uses GPT-4 to discern all the possible intents and variations behind the query and calculate the descriptions for each to create an “ideal result set”.
After using a combination of query techniques, Deep Search will show results that normally don’t appear in search results.
In an example query shared by Microsoft, it showed a user searching [how do points systems work in japan]Deep Search might identify these other relevant search terms:
loyalty card programs japan best loyalty cards for travelers in japan comparison of loyalty programs by category japan loyalty card redemption in japan managing loyalty points with phone apps “By doing this, Deep Search can find results that they cover different aspects of my query, even if I don’t explicitly include the original keywords. Regular Bing searches already consider millions of web pages for each search, and Deep Search does this ten times more to find results that are more informative and specific than those that rank higher in normal search,” Microsoft said.
What Deep Search looks like. Here’s a GIF shared by Microsoft to illustrate how Deep Search works in Bing:
Ranking deep search results. The most important factor is how well a page matches Bing’s extended description. Some other factors of relevance and quality mentioned were:
How well the theme matches. If it has an “adequate level of detail”. If the source is credible and reliable. freshness How popular the page is.
Waiting time Deep search will not load as quickly as regular search results. The deep search can take up to 30 seconds to complete, Microsoft said. This makes the feature sound dead on arrival, as most searchers probably won’t have that much patience.
Limited availability right now. Only “small, randomly selected groups” of global Bing users will see Deep Search while it’s in testing, Microsoft said in a blog entry.
Why we care This is another AI-based SERP feature that will compete with and potentially steal clicks from organic listings. That said, it’s hard to say exactly how it works without trying it, which we haven’t been able to do yet. But any clicks it steals could help users complete their tasks faster, since user intent can be ambiguous for many queries.
What Microsoft says. Microsoft said it built Deep Search to provide “more relevant and comprehensive answers to the most complex search queries”:
“Deep Search is not intended for every query or every user. …Deep Search is not a replacement for Bing’s existing web search, but an enhancement that provides the option for deeper and richer exploration of the web”.
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