Another Company Sets Its Eyes On Surpassing Google
9th February 2007
Powerset a San Francisco based search engine company is close to announcing a new search technology that may propel it past Google. The technology attempts to understand the meanings between words, similar to the way humans understand language, this technology has been coined “natural language”. The technology was developed at Palo Alto Research Center (PARC) and has been 30 years in the making.
“The deal is significant because practical use of linguistic technology has eluded Google. The giant search engine has said it wants to implement language-understanding technology one day. However, tests of linguistic approaches haven’t made any difference in Google’s results so far, it says (see our Q&A with Google Director of Research Peter Norvig below; also see his speech last year about this at Berkeley). Google has shunned reliance on word meanings, instead focusing on finding the most popular pages that contain the keywords. As for relationships between words, Google relies on statistical relationships, such as frequency they appear together, but not on linguistic relationships.”
“The deal with PARC, which is owned by Xerox, is Powerset’s answer to its critics, such as search expert Danny Sullivan, who all but heaped scorn on Powerset’s ambitions when we first wrote about them. At the time, Sullivan didn’t know the degree to which Powerset has focused on this.”
“The move is significant because Google’s own technology, based on “page rank,” has been virtually replicated by other search engines like Yahoo and MSN, and so isn’t as difficult to emulate as it was a few years ago. Powerset could possibly steal a lead if it improves search results by a significant measure with natural language and simultaneously incorporates a near-equivalent to Google’s existing capabilities. Powerset has been hiring lots of Yahoo search experts and others, to help it do that.”
“We’d be surprised if Google doesn’t scrutinize Powerset closely, perhaps even consider an acquisition (although in our Q&A today with Norvig, below, he says Google is now working on natural language after all). Until now, though, Google’s disciplined focus on a statistical approach may have blinded it to the possibilities of a linguistic approach, Powerset’s executives say. Powerset plans to launch the search engine publicly this year.”
