Google has bought a new search technology called Orion and along with it – inventor Ori Allon.
The new technology, also coveted by Microsoft and Yahoo!, finds pages where the content is about a topic strongly related to the key word. It then returns a section of the page, and lists other topics related to the key word so the user can pick the most relevant.
The technologies true innovation lies in the accuracy with which it returns results and the speed at which you subsequently find the relevant information. It is good news for sponsored links – and therefore Google – as the ability to return even more accurate results should improve the return on investment, which will allow Google to up prices accordingly.
It doesn’t appear to be as good news for websites in the general search list as the results do not return the webpage itself, but a section of it – so searchers may get their answers without being drawn onto a website, giving that site less traffic.
Having said all this, it could be that Google has only done the deal to make sure that its main competitors can’t and Orion, like other Google acquisitions may be re-badged and brought to the public in a totally new guise. We will have to wait and see.