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What's the Worth of Blog Search?


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July 11, 2005

What's the Worth of Blog Search?

Heather Green

Had a nice sit down outside in the sun with Joe Kraus who shared some thought-provoking ideas about what he thinks is the true utility of blog search services.

(Kraus is the co-founds of Jotspot, a startup that's trying to harness the power of Wikis to improve collaboration within companies. And he's an investor is other startups, including Feedster.)

For him, the appeal and strength of search blog services such as Technorati or Feedster isn't in their ability to do one-off searches. (The kind of keyword searches we typically associate with Google). Instead, their power comes from offering services that allow you to aggregate lots of information from the blogosphere about a topic, brand, company etc over time.

One sub point: What he finds compelling in that aggregated mixture isn't so much the range of what people are writing, as what people are reading. He says that by looking at what most of people are reading about a topic, brand, etc. you can tell what the blog influencers (which is basically anyone using blogs right now) are thinking.

And he thinks that audience will remain influencers for a while, since while blogs are growing quickly it will take another 10 years until they are solidly mainstream, he says.

12:19 PM

blog technology

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I'd agree with Joe too. Being able to subscribe to a view of an entire topic from multiple perspectives takes your thinking in all kinds of directions - especially important if you're a blogger yourself attempting to cover a balanced view of a particular issue. Then I can make a post about my thoughts on say, site promotion with article marketing, and then provide resources - or even a link to someone who feels contrary to my view.

And as far as the sub-point, if you're a consultant, an author, an entrepreneur, or really anyone doing any other kind of topically-based research that has some type of profit-model attached to it, you can often know what the concerns are before you even start developing your brand or product.

I'm really curious to see what Yahoo is about to do... but that's off topic and I'm procrastinating. :)

Posted by: Tinu at July 11, 2005 04:27 PM


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