Sean Walsh
Sean is a Director at Intelligency heading up our digital marketing and client services operations. Sean has 15+ years experiencing working both in-house and agency with brands including Lloyds, Alstom, Hitachi, Lufthansa, Viaplay, DFDS Seaways and Mercedes-Benz.
Microsoft revealed a groundbreaking AI feature this week called Deep Search. It’s an advanced tool designed to assist users with intricate questions lacking straightforward answers.
How it works
Deep Search enhances Bing’s existing framework, leveraging its web index and ranking system. It incorporates GPT-4’s intelligence to understand a query’s multiple intents and nuances. The system then generates detailed descriptions, crafting an “ideal set of results.”
Deep Search goes beyond typical search techniques. It unveils results that usually don’t reach the top of regular search outcomes.
Expanding search horizons
Microsoft demonstrated Deep Search’s capabilities with an example. When someone searches for “how do point systems work in Japan,” Deep Search identifies related search terms. These include:
- loyalty card programs in Japan
- Best loyalty cards for travellers in Japan
- comparison of Loyalty programs by category in Japan
- redeeming loyalty cards in Japan
- Managing loyalty points with phone apps
An enhanced Search Experience
“Deep Search delves deeper than regular Bing searches,” Microsoft explained. While standard Bing searches analyse millions of web pages, Deep Search examines ten times more. This intensive search process uncovers more informative and specific results, even if they don’t contain the original search keywords.
Ranking Factors in Deep Search
Deep Search emphasises the relevance of web pages to Bing’s expanded descriptions. Key factors influencing ranking include:
- The precision of topic matching.
- Adequate detail level in content.
- Source credibility and trustworthiness.
- Content freshness.
- Page popularity.
Deep Search isn’t as swift as regular Bing searches. According to Microsoft, it might take up to 30 seconds for Deep Search to yield results. This longer wait time raises concerns about user patience and adoption.
For now, Deep Search is in its testing phase. Only select small groups of Bing users globally will encounter this feature, as Microsoft revealed in a blog post.
The Significance for Users and SEO
This AI-driven feature on Bing’s Search Engine Results Pages (SERPs) might divert clicks from organic listings. The impact on user behaviour and SEO is yet to be fully understood. Deep Search aims to help users complete tasks more efficiently, especially for queries with unclear intent.
Microsoft designed Deep Search to provide “more relevant and comprehensive answers to complex search queries.” It’s not intended for every user or query. Instead, it’s an enhancement, offering a more in-depth and richer web exploration option, complementing Bing’s existing web search capabilities.
