Microsoft’s Deep Search, an optional generative AI feature meant to help searchers with complex questions that don’t have simple answers, appears to have rolled out to more users today. Personally, I can see the “Deep Search” icon at the top right of the Bing search box after doing a Bing search. And I asked others and they see it too.
how it looks. Here’s a screenshot of the “Deep Search” icon at the top right of the Bing search results page:
When you click on it, it takes you to a screen to refine your search and it says “Take a second look at your search…” and then does several related searches to get the search results.
For [search engine optimization] query, Bing Deep Search cannot return any results. But for a search for an SEO company, you can:
Here is an example search [Bing] who asks me if I want the [AI chat] version:
Live for all? Microsoft’s Mikhail Parakhin made it sound like it’s not fully live yet, but everyone I asked can see it:
We are testing it everywhere, the plan is also to roll it out everywhere.
— Mikhail Parakhin (@MParakhin) February 2, 2024
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.
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.
It’s slow, very slow. 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.
In my tests, I ran a search, put the window in the background, and came back later to see the results. It’s too slow.
Why we care This is another AI-based SERP feature that will compete with and potentially steal clicks from organic listings. But any clicks it steals could help users complete their tasks faster, since user intent can be ambiguous for many queries.
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