The only feature so far that seems to have a chance at changing the actual idea behind search is the new Microsoft Gadgets feature. The arrow on the right of the search categories will open up a screen of 40 macros that can modify searches. It looks like a tool that users will eventually be able to make and customize for themselves, perhaps even share with other users.
The Microsoft Gadget Macro thing is basically only a set of search criteria. It tells the engine to either prefer results or else exclusively use ones from specific sites or pages with certain keywords. Some of them search only certain sites, and some are a lot more flexible. I could add the Jessica Simpson search to the macro called “what did gawker says about that?” [sic] to find results on the list of pages included in it. Here are a couple screenshots of adding the macro.
Gawker Macro Added
Gawker Macro Installed
It created a new search category on the navigation bar. When you perform a search with that macro, a user needs to be in that search category to use it. The idea is almost a search filter. It lets users apply the advanced search criteria in the macro to every search they want, and it’s pretty easy.
That seems to be the extent of the improvements so far. So will any of these changes make somebody say, “Holy cow, I had no idea that search could get this much better!”? No way. Maybe some users will think the new look and feel are cool, but there isn’t a feature here yet that will revolutionize the way we search. The most innovative thing here is the use of macros, and the rest just kind of blend into the general search experience. The changes will, however, distinguish Microsoft’s search from the others. This could be important from the perspective of a searcher who prefers the look and feel of one product.
As far as optimization, the only thing that could change here is optimizing for macros. This could amount to looking at the most popular macros for your type of site and trying to add more preferred keywords. This would be even easier than guessing what keywords potential customers use. For macro's that prefer specific sites, you might be challenged with trying to get your site included in the list.
I expect we’ll see more changes as the Microsoft Live site starts filling up with office and productivity software. Microsoft has superior Office software to integrate with their underdog search engine, but at the same time, Google still brings a superior search engine to integrate into their recently acquired Writely word processor. Microsoft has a history of successfully finding ways to integrate their products, and I think we may start seeing round 2 of the Google and Microsoft rivalry heat up as these products start to develop.
