Search Engine The Indian landscape

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Search Engine -The Indian landscape
Peeyush Bajpai

• Raftaar The First Integrated Hindi Search Engine

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Future of Net Search

• Across Digital Devices
• Non-English based
• Combination of Speech and Text
• Long Tail of Search will get longer
• Outsourced Search
• On the Fly Translation
• Maximum searches would originate from India
• Social Search aspects would be crucial

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Present Search

• Search in India
• User is Bilingual
• Predominantly Urban
• English Based Thought
• Hindi Search
• Out of curiosity
• Very very specific

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Future Net Search in India

• A Different Proposition Altogether
• Language Difference
• Technology Difference
• Demographic Difference
• As with other forms of media internet too will
  move from the urban elite to the mainstream Indian

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Language Difference

• Multiplicity of Languages
• 22 scheduled languages
• Many other languages
• Lateral/ Contextual
• Unlike English, Indian Languages are High Context
• Dialect differences
• Variation in Dialects within one language too
• Most Indian Languages are Phonetic Similar

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Technology Difference

• At the User Level
• Less Computer Savvy
• Font Issues
• English Keyboard
• Software in English
• Slow Net Speed
• At the Content Provider
• Urls, Title Meta Tags in English
• Mostly Web 1.0 based
• Old Local Content difficult to migrate
• ASCII encoded, Image based, pdf, etc.
• But Technology itself has the answers
• Raftaar Overcomes many of these

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Demographic Difference

• Typically Less Informed
• Most information usually in English
• Education levels are low
• Social Cultural Differences
• Social Networking
• Peer Review
• Subculture
• Internet would initiate development as well as
  adaptation

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Raftaar Difference

• Type Search in Hindi (Devnaagari Script)
• using the mouse as well as the keyboard
• Read Hindi content without worrying of fonts and
  display
• Related word option ensure you reach your desired
  content
• Ability to spell check
• Category Search

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Raftaar Objectives

• Make the net usable
• Local Language
• Make it user friendly
• Intuitive
• Simple
• Make the net useful
• Linking
• Relevant
• Of the People By the people, For The people

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Hindi Search

• Contextual/ Lateral
• Search for Krishna is also connected to Shyam
• Search is about relevance, which will be more
  dependent on social networks
• Much longer tail
• Localization not mere translation

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Marketing through Search

• Search engine optimization
• Key Word Relevance
• Referencing
• URL (IDN), Tags
• Search engine advertising
• Contextual, Multiple points on the long tail,
• Paid inclusion
• Extremely poor referencing in Hindi sites
• An Intelligent Mix

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In Conclusion

• Hindi Search Still Evolving
• First Movers Advantage
• Relevance of Result will be the key
• Much longer tail
• Localization and not translation

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Thank You