Naver reflected ▲keywords ▲text and photo information accumulated through keyword reviews in Naver search results.
As the ‘characteristics’ of the company identified through reviews are reflected in the search results, users can explore more detailed local information according to their search intent.
First, a ‘keyword review filter’ was introduced in Naver search results. In addition to the already provided ‘Business information for business information’ or ‘Business information by menu’ filters, you can collect information based on the ‘characteristics’ of the business, such as ▲Good for going on a special day ▲Does the photo look good? In July of last year, Naver introduced the ‘Keyword Review’ system, which reviews companies’ characteristics and personalities, and the data accumulated over about 1 year and 4 months became meaningful in the search area. The keyword review filter will first be applied to the restaurant industry, and the target industry is scheduled to expand starting next year.
More than 400 million text and photo reviews are organically reflected in searches, making it possible to provide more accurate search results based on user search intent. For example, considering that a user who searched for ‘Hannam-dong Steak’ is looking for steak menu-related information among local information, the place area also prioritizes showing steak photos uploaded by customers for each company and also introduces steak-related reviews. . Even keywords centered on atmosphere, such as ‘terrace restaurant’ or ‘ocean view’, show results that take search intent into account, providing a more convenient search experience.
This reorganization is an example of utilizing not only the review content accumulated in Naver, but also the search technology that Naver has developed in-house. ‘AI Snippet’ technology was applied throughout the process of finding reviews that match the user’s search intent among numerous reviews. ‘Context clustering’ technology, which compares and matches text and image information, was used to find and display images suitable for menu and atmosphere-related search terms. Naver’s place recommendation search engine ‘AirSPACE’ was used in the final process of recommending companies to users.
As Naver accelerates the activation of reviews of various regions and foods and reviews with rich content, local search results are expected to continue to become more sophisticated. In November, we are working to promote the diversity of reviews by introducing the ‘MY Place Review Mission Program’, which presents various missions related to keyword reviews and provides points to users who achieve them. In addition, missions that reflect local trends that change depending on various factors such as the season will be introduced.
Lee Se-hoon, leader of Naver Place Search, said, “The results of Naver’s review culture improvement, starting with keyword reviews, combined with its unrivaled search technology, updated the service so that SMEs can connect with users by putting their individuality first in the search environment. “He said, “In the future, review content will be content that allows users to share vivid news in the local field and will play a role in helping users acquire information that suits their needs from Naver’s various services.”
Source: Pangyo Techno Valley Official Newsroom
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