Yahoo Introduces ‘Immersive Search’ with Shortcuts

Fulfilling its promise to innovate in search, Yahoo has introduced a new spin on its third-place search engine. The new features aim to deliver news and entertainment content to searchers across multiple devices. Yahoo is calling the remake “immersive search.”

“Our goal is to understand what people care about and to make it fun for them to explore the most personally relevant, interesting and informative content so that they can get things done faster and stay in the know,” said Shashi Seth, senior vice president of Yahoo Search and Marketplaces.

Transactional Search

When you go to and search for topics such as Lady Gaga or the movie Wall Street: Money Never Sleeps, you’ll see a new results page with a large box at the top that gives a new take on search.

The immersive Yahoo box offers shortcuts for movies, musical artists, celebrities and news topics that organize details such as images, articles, videos, tweets, listings and ratings. Yahoo also offers a web app for Netflix that lets members add DVDs to their queue from the search-results page. Members can also start watching movies and TV shows right from search results.

“This looks different than the ‘universal search’ results that we’ve seen, whether it’s been a smart box or an answer,” said Greg Sterling, principal analyst at Sterling Market Intelligence. “Yahoo wants to bring transactions to that space as well, so if there is an event, theoretically you could buy tickets.”

Interactive Search

The new Yahoo results display image slideshows right above the standard results for topics from its Trending Now lists. And the new Image Search offers slideshows with public photos from Flickr and other Yahoo content sites, as well as the ability to view Facebook albums from friends when they sign in and connect their Yahoo accounts to Facebook.

“Yahoo is trying to…

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