Simply finding the information is no longer enough. Users need ways to judge the trustworthiness of the content and whether it is useful.

1. Why Search is
No Longer Enough
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
December 1, 2012.
December 1, 2012 1

2. Users need context to judge…
# of reviews # of shares
… the trustworthiness of the content
December 1, 2012 2

3. Amazon Reviews of Reviews
December 1, 2012 3

4. Recency of Review
latest review 4 days ago last review from 2007
December 1, 2012 4

5. Looking for media player …
“If the author of the
web page did not use
the words “accelerate
bpm” in the
description, then it
won‟t appear in search
results.”
…that can accelerate the song’s bpm
December 1, 2012 5

6. Best French restaurant in Tribeca…
“Which of the
three 5-star
French
restaurants do I
actually go to? I
need to „phone a
friend‟.”
…but I still don’t know which to choose
December 1, 2012 6

7. PageRank is no longer sufficient
“Ranking of web pages used to
be great for helping to find
information….
… but now, the amount and
variety of information goes
well beyond web pages, so
PageRank is no longer
sufficient in helping people find
information and then judge its
Source: SmashingMagazine trustworthiness.”
-- Augustine Fou
…because of the new types of info beyond web pages
December 1, 2012 7

8. So What?
“As there are far more types of info, ranking of
just web pages is no longer enough. And even if
people can find the info, they need more context
to judge its trustworthiness and usefulness. What
is needed is some kind of ContextRank, which is
one-step beyond just finding the info via search.”
- Dr. Augustine Fou
December 1, 2012 8

9. Dr. Augustine Fou – Chief Digital Strategist
“I help clients leverage digital
tools and techniques to create
sustainable competitive
advantage.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
@acfou Augustine Fou