Microsoft Corp, the No. 3 Web search provider in the US, is rolling out changes to its search engine aimed at narrowing the gap with market leader Google Inc.
Microsoft quadrupled the number of sites it searches for new information and overhauled the core technology that decides what search results to display, said Satya Nadella, corporate vice president for Microsoft's search and advertising platform group.
Nadella said that the updates will be phased in by the end the month. Among them are improvements to the way Live Search understands what users are looking for even if they misspell a word, type in two words instead of a compound word, or use a variation, like "driving" instead of "drive."
Live Search also will better detect what Nadella calls "stop words" -- keywords or phrases that are not considered unless there's a specific combination or context -- like the name "Will Smith" in the US.
"It's a huge improvement," Nadella said. "We believe we can now compete with Google."
Microsoft's search team also singled out four search categories for special attention: shopping, health, entertainment and local search and maps.
When users type a product category or specific product name into Live Search, they'll get back photos, links to "best of" shopping guides, and reviews on specific aspects of that particular product.
Microsoft culls product ratings from many sites, and then presents an average it calls the "opinion index."
The company cleaned up the way its local business search and maps Web page looks, cutting out a second search box and a floating toolbar over the map that Nadella said confused users.
Microsoft added one-click driving directions from major intersections, plus the ability to see real-time traffic conditions and find alternate routes.
Microsoft launched a dedicated health information search site based on MedStory, a health search company it acquired in February.
The results include a mix of regular Web listings and specific health and medical content licensed from sources like the Mayo Clinic.
The software maker also added some glitz to its entertainment search results. Now, name searches for celebrities turn up photos, thumbnail-sized videos, and new features like the "Celebrity xRank," which gauges whether online buzz around a certain celebrity is currently positive or negative.
Last month, Microsoft snagged 11 percent of US Web searches, far behind Google's 57 percent and Yahoo Inc's 23 percent. Making money from search depends on volume, and Microsoft has its eye on the billions of dollars Google rakes in from search-related keyword advertising.
Brad Goldberg, general manager of the company's search business group, said Microsoft's goal in this round of search overhauls was to address the needs of the 70 million people who already use Live Search sometimes, rather than those who habitually use Google or Yahoo.
Through marketing, including incentives like loyalty clubs and rewards, Goldberg said Microsoft hopes to get them to use Live Search for more of their daily online tasks.
Microsoft is starting small because it "needs some success to fuel its future campaign," said Allen Weiner, an analyst for the Gartner research group. He said he expects the software maker to really go after Google's market share next year.
Targeting existing users will increase search volume, but also help Microsoft to gain momentum, he said.
Web users tend to pick the industry-leading search engine; while technology is important, Weiner said that to unseat Google, Microsoft is going to have to do more than tweak its core technology.
"In order to do that, you need to do something fairly startling," Weiner said.
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