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NAVER to Start Exploratory Search Expansion with Sports and Fashion for Better User Interest Analysis

- Smart Blocks are shown more than 58 million times to 1.2 million queries daily, leading to a 20% increase in user content browsing time

 
December 8, 2022

 
NAVER plans to introduce search results that provide an overview of various user interests based on specific keywords and expand Smart Block–based exploratory search services.

 

After NAVER introduced “Smart Blocks” last year, user satisfaction with exploratory search has increased.

 

NAVER introduced AI-powered AiRSearch last year, followed by various types of Smart Blocks for FAQs, shopping, and local searches that assist customized search, enhancing the convenience of searching as a whole. Over 2.4 million Smart Blocks have been created so far, and they are being shown more than 58 million times to 1.2 million queries on average daily.

The introduction of Smart Blocks has demonstrated a positive effect on users. Results from satisfaction metrics indicate that the amount of time users spend exploring content from the search results went up by 20% in November compared to January of this year. In addition, the proportion of users exploring additional information provided by Smart Blocks increased by 14%.

At present, NAVER aims to expand the utility of Smart Blocks, starting with Smart Blocks related to sports and fashion. For this, NAVER plans to provide results aligned with user intentions by putting together various Smart Blocks introduced so far, and create a search environment that leads to the exploration of additional information.
 
Expansion of Smart Blocks starting with golf—a topic that can cater to a range of search needs for various information, including basic knowledge, golf courses, and equipment from beginners to enthusiasts

 

 

For sports, search results for the “golf” keyword will reflect the improved search. As golf has become popular across generations recently, Smart Block–based search results that cater to individual needs depending on experience will be especially useful.

Under the golf keyword, basic knowledge, including terms, rules, and etiquette; in-depth information, such as details regarding golf competitions and professional players; and information for people who enjoy golf, such as details regarding equipment and posture, will be shown as search results, providing content for diverse subtopics.

A 3D modeling and augmented reality (AR) service will also be made available to help users improve their swing posture. The Welcome to Golf block offers user-generated content to beginners, such as lessons, posture, and round reviews.

With the blocks for ▲essential golf items, ▲popular golf wear, and ▲golf equipment reviews, users can easily gain access to information on popular golf equipment and user reviews. Blocks that provide golf-related media content such as ▲golf short-form highlights and ▲golf entertainment shows will also be easily accessible.

There have been enhancements made to the process of searching for golf courses. Specifically, when a user types in the name of a golf course, they will now be able to see review data gathered by NAVER Place and the relevant weather information. The “Knowledge Base for Courses” can provide information on the average score, difficulty, and maps among 520 golf courses in Korea, and more data will be added and integrated. With just one search, users can access the course information, user reviews, and weather information, and can even make a reservation for the courses linked with NAVER’s reservation service in the search results, enhancing convenience for golf-loving users. 
 
For the trend-sensitive topic of fashion, Smart Blocks will provide additional information for popular items and brands preferred by users of similar age groups

 

 

When searching for a fashion item, the blocks-▲brands preferred by the same age group, ▲products by style, ▲popular stores by style, and ▲brands and stores also searched-will be provided as additional information. Given how the fashion keyword is trend-sensitive and can lead to actual shopping, the additional information will likely increase user satisfaction with shopping-related searches.

Each block features the products, brands, and shopping malls preferred by users in the same age group in response to queries related to clothing or goods such as hoodies, crossbody bags, dresses, and jeans. With these blocks, users can browse fashion items recently preferred by other users.

The products by style block provides information on SOHO malls, and the popular stores by style block includes information on shopping malls famous for unique styles or specific times, places, and occasions (TPOs). With the blocks-▲product reviews, ▲popular topics, and ▲influencer-generated content, users can access styling tips, influencer styling, and fashion item reviews.

The brands and stores also searched block provides a list of results preferred by the same age or gender group for a similar keyword searched by the user. In the list, reasons for recommendation, such as “popular among the same age group,” “recently emerging,” and “constantly popular,” will be displayed to help user convenience.

Starting with sports and fashion, NAVER will expand the use of Smart Blocks for keywords with various user intentions, such as “local,” “food,” “game,” and “finance,” establishing an environment suitable for exploratory search sequentially.

“About 65% of all searches call for information based on gender, age, and preference—for example, fashion, sports, travel, food, and recipe—which is why introducing Smart Blocks to exploratory search results increased the content browsing and duration time by more than double digits. With the Smart Block–based search experience as a start, NAVER will continue to provide a unique search experience with more keywords in the future,” said Choi Jae-ho, head of NAVER Search.

 

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