Technorati Retools, Gets “Universal” Too

Technorati has gotten a “major refresh” that’s six months in the making, according to founder and CEO Dave Sifry. The biggest change is a shift away from searching only blogs to include more kinds of user-generated content, including photos and video. Technorati’s search technology is still tag-based, but now include more social media:

Whereas folks using Technorati a couple of years ago were predominantly coming to us to search the blogosphere to surface the conversations that were most interesting to them, today they are increasingly coming to our site to get the 360 degree context of the Live Web – blogs of course, but also user-generated video, photos, podcasts, music, games and more. They want all the good stuff out there, all in real-time, and we’re using the power of 80 million bloggers to help organize it and make it fun to browse; using the wisdom of crowds as a mirror on ourselves.

In addition, Technorati has gone the same “universal” route as Google, eliminating search silos to return multiple media in the same results set, rather than having a separate search function for each category. Technorati has kept a blog-search-only option. Another way Technorati is similar to Google is the presence of a ticker across the top of the page highlighting popular searches, as Google is doing with its Hot Trends.

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