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On August 10th, the headline search page was launched, and its slogan is “Search for what you want to search for.” Two days later, the search guide for the headline search silently changed to “Search for what you want to see.”

The subtle difference between “want to search” and “want to see” is also the reason why the headline search differs from several other searches.

Four major search engine comparisons

China is the highest Baidu in the world, the WeChat with the largest number of users, the pulsating byte of the market, and the world’s highest market share. Let’s compare the search platforms. Similarities and differences.

In order to compare headline search with other search engines, we searched for ten different types of vocabulary such as movies, artists, services, and illnesses, and sorted out the search results of these four search platforms.

We first searched for the movie “Where” that is currently being shown. In addition to Google’s lack of grounding away from the Chinese Internet community, the other three platforms are able to see direct purchase links or applets in the first few search categories.

Google also has two special features. First, it shows the search results of Google Maps, such as the temple, which is the old temple; the second is that it is the only one of the four platforms that does not show the N01 car information. The search platform, the other three major platforms show relevant information. It can be said that Google is very close to the hot spot and presents the most popular content.

Baidu’s presentation format is the most. The preview videos, lists, related characters, and encyclopedias are all in the list. The display form is rich. It is also the only platform in this search result that displays advertisements, and we are on Baidu. The impression is also more consistent.

The three press releases presented in WeChat’s latest report are all car information, and the circle of friends can see the relevant discussions of friends. Two articles reading 10W+ are also in the forefront of WeChat search, followed by expressions. Compared with other search platforms that lead to ticket purchases, the cat’s eye program is located behind, unlike the other two platforms, it is basically at the forefront. WeChat is also the easiest platform after Google’s presentation. After the first three screens of colorful pages, the content behind it is basically from the public number, as well as “has been concerned”, “1 friend is watching”, “reading 3 Wan +” and other information.

The headline is the most favorite to guess your mind and guide you to search for more platforms. In several search processes, the headline will often display recommended content such as “Everyone is searching”, “Others are still searching”, “Related searches”, “Related avatars” and so on.

The search section of the headline recommendation guide appears more frequently than Baidu. It can be said that users are expected to search and watch it here.

We tried to search for the actor “Liu Yanran”.

Google and Baidu, two companies that started with search engines, displayed the actor’s card-based data panel on the results page, including works, netizens, user-related searches, and more. The data panel is located at the top, and the artist’s relevant information can be presented as quickly as possible.

Google Search is the only search engine that displays the content of Weibo, Douban, and Public Articles on the homepage. However, the WeChat public account content is incomplete on Google search results pages, and cannot display specific information, but still Clickable link to browse normally.

The most eye-catching feature of WeChat display results is that it displays the star itinerary directly as a card, which is provided by the WeChat applet.

At the top of the search for the headline is the artist’s headline homepage. There are only 4 dynamics. It is obvious that the artist team is not operating, but it is still at the top. The next step is to constantly carry out relevant search recommendations, from the cooperative artists, Weibo, film and television works, did not stop the recommended pace.

Baidu is similar to the headline in the artist section and has a lot of guidance recommendations. But the top data panel is better than the headline. However, what can be spit out is that it also presents the community option of the artist. There is no community of individual artist dynamics. It makes people feel that this is entirely built by Baidu. I may not know that it exists.

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When searching for the word “cough”, Baidu “disappoints” to show three advertisement results on the first page search page. But beyond that, Baidu still provides a lot of useful intelligent aggregation pages, voice answers from doctors from major hospitals, popular science articles, and medical service information provided by third parties.

The headline search was only on the line for a few days, and it was more cautious in this part of the medical profession. The content displayed is different from other categories, and a large part comes from third parties, including doctors, dandelion medicine, and encyclopedia doctors. In this regard, there are a lot of questions about cough, but basically it is not the answer provided by the Goku question and answer. Medical treatment may be the result of a search with the least amount of headlines.

In the WeChat search, Tencent’s medical-related content is at the forefront of search results, such as Tencent Medical Code and Micro Health.

Let’s show you a “weather” search page. For words such as weather, date, and constellation, the content that the user wants to know is generally homogeneous, and the content is presented in a regular manner.

In addition to Google, search results for the other three platforms presented search results for a 15-day weather forecast. Baidu and WeChat also have a small program for their own platform.

In this part, the most prominent content is WeChat. Perhaps because it has been trial service direct, search straight for a long time, WeChat is very rich in the search results of such services. City service, weather service, weather public number will be presented in the searchpage.

No shortage of competitive search tracks

The headline search is online, and the most used one is Baidu. As the “hegemony” of the domestic search engine, two days before the headline search went online, Ping Xiaoli, general manager of Baidu app’s business department, also answered the media’s questions about market competition. “There is a new influent person who also indicates that search is still a market that everyone is optimistic about, because search is really one of the users’ needs.”

In Ping Xiaoli’s view, the search and information flow products are still quite different, and the search technology requirements will be higher. “Searching this track has always been competitive, with an average of two inbounds in two years, and Baidu’s share has been above 80%.”

But from the “search engine Baidu is dead” to “search on Weibo”, Baidu can be said to be the enemy. Traditional search engines have impacted the original business, and the on-site search of hundreds of millions of months of live apps has taken on more and more users’ minds.

Google is a sigh of relief, it still has a Chinese search engine, able to present different data content such as WeChat, Weibo, and know. But in terms of presentation richness, Google is far less than other platforms.

And Zhang Xiaolong said in the WeChat public class that WeChat search should be able to find the content in the small program. “All small programs can find their content by searching and connect users directly to the applet.”

WeChat’s more than two million small programs can enhance a variety of extended services, and the premium content accumulated by the public content pool can also provide users with information. We can also see the existence of small programs in several search tests to provide a variety of services, such as star trips, weather, encyclopedia, knowing questions and answers. WeChat, which has been searched by the internal test applet, will be a big threat to Baidu.

But the development of WeChat search is slower than expected. The first thing to kill is the headline.

On July 31, the byte-hopping search department asked, “Is there a chance to create a new search engine? Do you want it?” Ten days later, the headline will let you “search for what you want to search for.”

“Headline Search” with distinctive headlines

About the headline and Baidu search engine slogan, there are stories to tell.

“Baidu, you know” is Baidu search slogan that everyone knows. But what most people don’t know is that “something to search, nothing to look at” has become a mobile phone.Degree of new brand advocates. Slogan’s conversion can also be seen as a shift in the direction of Baidu’s search strategy. Anything can be done with Baidu. Search here, there are high quality content recommendations for information flow here too.

Baidu also has an advantage in search, they have experience and understand users. If you are using Baidu’s simple search, then you will be surprised by Baidu’s reputation in the minds of users. After all, simple search provides a smooth and efficient search service that can fully meet your needs.

Simple search does not have the relevant content of the Baijia number, it will appear more relevant and accurate in the presentation of the content. If simple search is the upper limit of Baidu in everyone’s mind, the headline search is more like Baidu (lower limit) with too much content weight in the search engine Baidu is dead.

The headline content presented in the headline search is more than that of Baidu. Headline number homepage, micro-headline, watermelon video, Goku Q&A and other content weights are higher, and third-party content richness is not as good as Baidu. If the content structure of the headline search remains the same, then we don’t have to compare it with a mature search engine. It is just a more comprehensive site search.

But from “searching what you want to search” to “searching for what you want to see,” we can also see the subtle changes in headline search. If you want to see anything, you can search, and the results of the headline search can give you an endless search experience. The headline search product has the same potential as the “black hole” of time, just like other products.

But the headline is a search platform that never stops. It doesn’t have a natural stop point, it’s always scrolling infinitely, and it’s done automatically, which allows the headline search to always present content to the user. This is good for retaining users, but it is not conducive to users to pay attention away from the phone.

Missouri Senator Josh Hawley also proposed a bill to protest against this product set-up. He wants to stop social media apps from using some products to make users addicted to the app. The effect of the bill is to prevent social media giants from “using psychological skills” to attract users’ attention.

Headline search is the use of this mental skill to the extreme.

The positioning of the headline search inside the headline is obviously not just an on-site search engine. Just as its products will never slip, the headlines must also hope that search can be a stable and long-lasting source of users in the product matrix. As Zhang Yiming said:

If there is no expansion of the search scene and quality content, the headline’s growth space may be only 40 million DAU.