This week, Webcology was able to snag the affable and thoroughly knowledgably Gabriel Weinberg, founder of everyone’s favourite dark horse search engine, Duckduckgo.com. Joining co-hosts Jim Hedger and Dave Davies for 40 minutes, Gabriel was kind enough to answer any question that was thrown in his direction.

The following are some of the questions and salient points of the interview. Note: unless otherwise noted, the answers are not direct quotes, but summations.

Why would you start a search engine?
For personal interest – didn’t like the increased amount of irrelevant links that would pop up, or the lack of use of structured content, and far too cluttered. Gabriel didn’t intend to start a ‘real’ search engine.

Did you have any expectations of user growth?
Nope – thought there was room to go where the big search engines don’t – but people took to the concept, so they added more user-focused aspects, like privacy, and a lack of clutter.

Why is privacy so important?
Gabriel didn’t know much about it when he started, as he was more interested in the tech side of building a SE. But privacy advocates started asking questions, and once it was researched, he found it ‘creepy’ to have peoples’ private info, and rather than be sucked into a cycle he didn’t want to be involved in, he chose to dump customer info.

How do you ensure relevant results?
Privacy is a good reason for people to try, but good results gets them to stay – this is done through less spam/clutter and nicer look and feel. More and better instant answers are the relevant issues to users.

What does SEOs need to do to get placement?
There’s no easy answer, but get good quality. As a hybrid engine, they have their own indexes, but they use others.
The goal is not a goal to be a Google killer, but to be a unique alternative.

What is search? What’s important to your users?
Search is getting info as fast as possible with least mental effort. Main problem with Googles’ SERPs was that they weren’t that readable, showing a lot of irrelevant information in the descriptions led to a lot of back and forth clicking. Simplify it with structured content, so you can process it without as much mental effort.

Why is structured content better for search?
Using the tofu ginger recipe analogy, allowing the site structure to determine the nature of the query actually improves search results, as it identifies the inherent need of the user and gives a better user experience.

Do DDG take data from ODP?
They were, but stopped as it was becoming stagnant.

Are DDG tempted to move away from absolute privacy if it affects the financials?
NO – it’s core to what they’re doing. Revenue is tied to intent, so it’s not much of a concern.

Mobile search – any plans to get into emerging platforms?
They have apps for android and IOS, But they’re unique to platform. They plan to release something before the end of year. Instant answers belong on top!

How do they market themselves?
50% word of mouth
25% marketing – the privacy issue has been a huge opportunity for this
25% interviews

Considering how they scale, it’s impressive considering they only have 5 FT employees – their hybrid approach helps with this.

What is a “goodie”?
Instant answers, called goodies as they generally happen serendipitously.

Where did DDG name come from? Is it something we’re supposed to get? Does the name’s irreverence impede success?
There’s nothing you’re supposed to get. Just came to mind one day, and Gabriel just liked it. No focus group. It doesn’t seem to affect its success – people resonate with irreverence. And it IS memorable.

Jim Hedger

Jim Hedger is an organic SEO and digital marketing specialist. Jim has been involved in the online marketing industry since 1998 and a SEO since 1999. Best known as a broadcaster, interviewer, content writer and search industry commentator, Jim is a frequent conference speaker and organizer. He hosts the search focused radio show Webcology on WebmasterRadio.FM and is a WebmasterRadio.FM conference interviewer. Jim brings a wealth of knowledge, experience, passion and creative thinking to each project. Preferring a teamwork approach, Jim strives to inform and train his clients and their staff to run and maintain their own search and social media efforts.

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