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AOL has rolled out a slick new search interface that automatically integrates Google-powered web search results with multimedia, local or other content from AOL and its partners. The new service, called AOL Search with FullView, is available to the entire AOL Network audience, including AOL.com, AOL Search, AIM, MapQuest and all AOL clients. FullView is designed to help you automatically discover more information relevant to your search, including videos, images, local results and other query-specific types of information without the need to query those sources individually. "We wanted to address some of the frustrations we found both in search in general as well as in our own product," said Dariusz Pacsuzki, Vice President of Marketing for AOL Search. FullView results have similarities to Google's OneBox results and Ask's Smart Answers, both of which are triggered when your query has relevant information found beyond text-based web search results—for example, news or images. But AOL has pushed this idea further, dedicating the entire right rail of the result page to FullView results, and for many types of queries the range and type of content that's surfaced is impressive—particularly when a query triggers video or audio search results, one of AOL's strong suits. For example, a search for "the beatles" brings up ten standard web search results powered by Google, but the FullView results include several category specific "modules" including a photo and short bio of the band from AOL Music, four video results, two audio results, a discography, image results and news results. In each of these modules, a "click to expand" link opens additional results. Another link lets you limit results to a particular category, such as images or video. Mousing over some types of results, such as thumbnails for video or images, displays a floating box with additional information about the result. The modules change depending on the subject of your query. A search for "starbucks, santa fe, NM" triggers local search results in the FullView pane. A search for "gps" triggers shopping results from AOL partner Shopzilla. AOL has created "recipes" that determine which kinds of
modules are displayed for a wide variety of queries. It's also monitoring
the effectiveness of each recipe, and plans to move modules around
on result pages based on how effective they are. The relative positioning
of modules is an editorial decision now, but AOL plans to automate
the process, eventually even moving toward positioning modules based
on your own search history and behavioral preferences.
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