Powerset Launches “Understanding Engine” For Wikipedia Content

After nearly two years in the making — and plenty of hype – Powerset has finally rolled out a "natural language" search engine. It’s not a Google killer. It’s barely a business model right now. But at least it’s something the world can finally play with, and under the hood, there’s lots of potential.

By the time you read this, the Powerset site should have changed into a tool that allows you search against material within Wikipedia. Why bother using Powerset rather than using Wikipedia’s own search tool or even Google set to look only within Wikipedia pages? The Powerset pitch is that you’ll get better results because Powerset’s technology has read and understood what every word within Wikipedia actually means.

An Understanding Engine, Not Natural Language Search

To understand that more, I beg that you forget you ever heard "natural language" being associated with Powerset. That’s not really describing what they do in comparison to regular search engines.

To explain, you have to understand that Google and the other major search engines are largely stupid. They don’t really understand the content on the pages that they "read." If they see the word "walk" in a sentence, they don’t know if walk is being used as a verb or a noun. In very general terms, they don’t even know that words are words. Words are more or less patterns to them — collections of letters — and when someone searches, they try to find the pages that have those patterns in them or in links to those pages.

That’s VERY simplified, OK? The major search engines DO have some smarts, some ability to know that walk is related to walking or that walk and run might be similar words. But this is largely done through statistical guessing, rather than comprehending what the individual words actually mean, especially in terms of their exact grammatical usage.

Powerset is different. It says that its technology reads and comprehends each word on a page. It looks at each sentence. It understand the words in each sentence and how they related to each other. It works out what that sentence really means, all the facts that are being presented. This means it knows what any page is really about.

In lieu of a better phrase, call it an "understanding engine." Maybe that’s not the right phrase, but natural language search isn’t it, either. Understanding engines at least highlights the uniqueness of Powerset — that’s because it actually understands what pages are about — it can extract facts from those pages plus comprehend how those facts, as well as those pages, relate to each other.

Wikipedia Discovery Tool

One of the chief uses for Powerset is employing it as a Wikipedia discovery or query refinement tool. To use the Powerset example they gave me during a briefing last week, consider a search for [henry viii]. What’s someone interested in in when they search on that topic, given Henry did a lot of things during his reign?

Over at Google, we get query refinement suggestions at the bottom of the page, like this:

Google Query Refinement

At Yahoo

Yahoo Query Refinement

At Microsoft

Microsoft Query Refinement

Most of these are generated by looking at the relationships between those who have searched for one topic and then may have gone off and done another search. Yahoo has the most sophisticated of the pack (see Search Suggestions On Steroids: Yahoo Search Assist), but it still hasn’t actually "read" about Henry VIII and tried to group him into subtopics, in the way a human might.

That’s what Powerset tries. Here’s what you get in a search for Henry VIII:

Powerset Query Refinement

Notice the tabs at the top, where it recognizes Henry VIII could refer to the person, the opera, the play, or even a television drama. OK, so not too amazing when you think about it. But look further to the "Factz" area. Here you can see that Powerset, after reading through Wikipedia, has figured out that Henry VIII "dissolved" things like monasteries or that he "granted" things like land. And yes, he "married" a few people.

There’s even more facts that can be found like this:

Powerset Factz

This is nice refinement. Running down the list, you can quickly scan the many facts that define Henry’s life. And from the list, with a click, you can drill in more about topics and jump right to particular pages within Wikipedia:

Powerset Factz

See how there’s a link to the Falmouth, Cornwall page? Powerset has seen that there’s something Henry VIII built mentioned on that page, Pendennis Castle. That’s not covered on the main Henry VIII page, but because Powerset has read both pages and understands what they are about, it can link the facts together.

Overkill For Now?

In short, the refinement is cool. What’s not to love about it? For one, it might be overkill. During the demo, Powerset made a big deal on how Powerset could build information from across various Wikipedia pages that isn’t written on any single one of them. For example, a search for [hulk hogan] brought this up:

Powerset Factz

See how those who Hulk Hogan has defeated are itemized? It’s nice — but do you really trust that all the defeats have been captured? I wouldn’t. I’d probably still go looking for an authoritative list that had been reviewed by a human. Moreover, I can get lists like that without great refinement. A search for hulk hogan victories on Google brings me to this nice page on About.com listing his world title victories.

In addition, while Powerset did a nice job of breaking down Henry VIII according to Wikipedia, Wikipedia’s human editors do a pretty nice job right in the opening paragraphs to the Henry VIII page:

Henry VIII (28 June 149128 January 1547) was King of England and Lord of Ireland, later King of Ireland and claimant to the Kingdom of France, from 21 April 1509 until his death. Henry was the second monarch of the House of Tudor, succeeding his father, Henry VII.

Henry VIII was a significant figure in the history of the English monarchy. Although in the first parts of his reign he energetically suppressed the Reformation of the Anglican Church, which had been building steam since John Wycliffe of the fourteenth century, he is more often known for his ecclesiastical struggles with Rome. These struggles ultimately led to him separating the Anglican Church from Roman authority, the Dissolution of the Monasteries, and establishing the English monarch as the Supreme Head of the Church of England. Although some claim he became a Protestant on his death-bed, he advocated Catholic ceremony and doctrine throughout his life; royal backing of the English Reformation was left to his heirs, Edward VI and Elizabeth I. Henry also oversaw the legal union of England and Wales (see Laws in Wales Acts 1535–1542). He is noted in popular culture for being married six times.

I suspect most people hitting Wikipedia are already going to find an opening paragraph like that, which does a pretty good job guiding them in refining their topics about Henry VIII and pointing them to facts.

That’s a problem for Powerset, which told me it hopes to  attract lots of those Wikipedia users to its own site, where they’ll be eventually shown ads alongside the content (ads aren’t present at launch).

Powerset was at pains to explain how popular Wikipedia is and what a well used resource it has become. Agreed — and plenty of those people wind up there because they’ve done searches at Google. About 70 percent of Wikipedia users come via search engines, according to Powerset itself. That’s a huge audience that is NOT going to magically be routed to Powerset instead. Yes, some know to go directly to Wikipedia. No doubt some of these users will hear of the new Powerset tool and go there. However, it will be a stunning achievement if these are more than a fraction of those who hit the main Wikipedia site.

Article Outlines

Powerset has another trick up its sleeve that might pull in the people. For any page you visit, there’s an "Article Outline" box that appears within it, like this:

Powerset Article Outlines

It’s very slick. Select an item, and you’re jumped to the spot within the document related to it:

Powerset Article Outlines

I think it’s self-evident that Powerset adds some nice value to Wikipedia. Indeed, everyone would probably be smart to go to it directly rather than Wikipedia itself. But as I’ve covered above, that’s not what I expect to happen.

Future In Site Search?

If Powerset fails to capture a wide audience, then what’s the way forward for it? One area is to provide better site-specific searching. Powerset’s technology can be applied to any set of documents, to make it easier for people to find what they are looking for within them. Site specific search allows those visiting a particular web site to look just within that site. That market, along with enterprise search (making intranets searchable) continues to grow. And the audience doing those types of search are likely more inclined to seek out refinement options and other exploratory tools than they are when performing general searches.

Powerset said this is a market they’re interested in, so perhaps we’ll see it grow in that area. But for those expecting it to produce Google-wealth, keep in mind that long-time and mature enterprise search player FAST sold for $1.2 billion earlier this year. Yes, that’s a huge amount of money, but it’s not the multibillions Yahoo was going to go for, and it’s much less than what Google’s valued at.

Speaking of Yahoo, it used to be the leading candidate in the past of who might acquire Powerset, especially given some close ties between the companies (Powerset has a number of former Yahoos on staff). Given Yahoo’s current troubles and unstable state, I wouldn’t expect much here.

Could a tie-up with a major player like Google or Microsoft happen? Sure. Aside from site search, the technology that allows machines to automatically comprehend what text documents are about ought to have other applications and be worth something. What those are and how much it is worth isn’t clear. Powerset’s been smart to snap up many licenses and patents around the technology that should make it attractive to a larger search player like Google or Microsoft to acquire. Within one of these organizations, I suspect more innovative things would come.

FYI, I wrote the above paragraph last Friday, before the rumors (see here on News.com and here on Techmeme) that Microsoft might want to buy it came out over the weekend. Actually, I started writing this article several months ago and in that, was covering how it might be an acquisition target. It’s a fairly obvious move to expect any of the majors to take a look, and when I talked to Powerset several months ago, I was given the impression that all the majors had taken a look.

Since then, of course, no one has acquired it — plus the company went through a management shake-up last year. It was already under fire for not getting a product out for so long. Add to these strikes as a potential Google killer the fact that it takes Powerset about a month to comprehend Wikipedia’s 2.5 million topic pages. In that time, many of those pages will have changed — thus needing to be reread again. Powerset’s impressive, but with the web having in excess of 20 BILLION constantly change pages, this is no overnight secret weapon that Microsoft might buy and employ to take the search lead.

Indeed, what Powerset says it has developed — along with patents locked up to protect it — is overkill for what’s needed today. It will be more useful probably five years from now, in ways we’re not even envisioning. For those players thinking long-term, which include both Google and Microsoft, sure — it might well make sense to buy.

By the way, the Powerset launch will no doubt inspire interest in another "natural language" search engine, Hakia. Someday I want to revisit Hakia and explain more about why I also dislike the term "natural language" being applied to it. In the meantime, you can read Vanessa Fox’s excellent article from last October on the service, Social Networking Through Search: Hakia Helps You Meet Others. And if you need a deflation of natural language hype, see The Google Challengers: 2008 Edition. In the section on Powerset, I summarize a long rant I did on the history and hype of natural language search.

For related discussion, see Techmeme.

Related Topics: Channel: Consumer | Search Engines: Hakia | Search Engines: Powerset | Search Engines: Wikipedia | Search Features: Natural Language | Search Features: Query Refinement

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About The Author: is a Founding Editor of Search Engine Land. He’s a widely cited authority on search engines and search marketing issues who has covered the space since 1996. Danny also serves as Chief Content Officer for Third Door Media, which publishes Search Engine Land and produces the SMX: Search Marketing Expo conference series. He has a personal blog called Daggle (and keeps his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



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