Google

By:- Smit Saini

The changing face of advertising
 Why Google?
• Biggest web search engine database
– 25 or more billion pages
• Results often include what you
want(features, shortcuts, special databases &
services).
• Today's search engines may be capturing as
little as 1% of the Web, largely because of
how they find and index online resources.
 Google’s Mission
• To organize the world’s information and make
it universally accessible and useful.
• Googol=the number 1 followed by one
hundred zeroes.
 Google Timeline
– 1995
• March-December – Ph.D. candidates Sergey Brin and
Larry Page meet at Stanford University and discuss
ideas about new search technology
– 1996-1997
• January 1996-December – Brin and Page create
BackRub

– 1998
• August-December – Sergey and Larry raise one
million dollars in funding and create Google
Corporation
• 10,000 search queries per day
• 1999
– February-June – 500,000 search queries per day
– August-December – 3 million searches per day
• 2000
– May-June – 18 million search queries per day
– November-December – 60 million searches per day
• 2002
– May – 150 million searches per day
 Facts About Google
• Industry-Internet, Computer software
• Revenue-US$16.593 billion ▲56% (2007)
• Net income-US$4.203 billion ▲25% (2007)
• Total assets-US$25.335 billion (2007)
• Total equity-US$22.689 billion (2007)
• Employees-16,805 (December 31, 2007)
• Slogan-Don't be evil

Source:-http://en.wikipedia.org/wiki/Google
 Business Model
• Method of doing business by which a
company can generate revenue and sustain
itself
• Today competition is not among products or
services, but among business models
• Internet enables the creation of many new
business models
 Google Connects Users,
Advertisers, and Publishers
Source: Donna Hoffman, Internet Commerce Strategy, MGT 557 Owen Graduate School of
Management April 19, 2002
 How Search Tools Work
• Ranking & Algorithms
Technology behind Google’s results

http://www.google.com/technology/pigeonrank.html
• Page Rank
– Does not count direct links
– Page A would have a lower rank if pages B and C did
not have a high weighting
• The basis of Google's search technology is called
PageRank™, and assigns an "importance" value to
each page on the web and gives it a rank to
determine how useful it is.
• When Google was a Stanford research project, it
was nicknamed BackRub because the technology
checks backlinks to determine a site's importance.
8,058,044,651 Web Pages Served
• There are some 100 billion items on the
Internet.
• Google currently indexes 8,058,044,651
web pages.
• Often in less than half a second.
 All the Words

• Google only returns pages that contain all

the words in your query.
• To refine or narrow your search add more
words to the search terms you have already
entered.
• New query will return a smaller subset of
the pages Google found for your original
"too-broad" query.
Personalized results based on location

• The server knows your IP

• Find the server closest to you by doing a trace route
• The relative geographic location of your computer
can be found by doing a whois query on your IP’s
server
• Once your location is found your results can be
customized based on where you live
 Personalized results from Cookies

• Google could ask the user to answer a one time

survey and store the results as a cookie
• For example:
– Age
– Sex
– Education
• A query done by a 60 year old man for “rock” might
give back different results than the same search done
by a teenager
 Linguistic Approach

• Google could tailor results based on the

language used
• For example the English word “Java” has many
definitions
– The programming language
– The coffee
– The Indonesian island
Relevant Information in Search of
People
 Business Improvements
• Develop Google software for the PC market
• The single search query using the search tool
on a windows machine is relatively slow
compared to a Google search done online
 P2P
• If Google would create software for the PC
market, maybe the amount of searchable
documents would increase drastically.
• With this P2P technology one would be able
to find a computer science document about
search engine technology that sits in a
professor’s computer at Stanford
 B2B

• Business to Business
• Google could act as an intermediary between
corporations that are looking for the business
of other corporations
• Coupled together with the Geographic
technology, a business could perform a
sample query: Find me all the businesses that
sell paper around the Philadelphia Region
 An Illusion?

• "Google represents an illusion of search.

It's quick and it's free, but it's not the whole
picture. It's very easy to get an answer, but
it's also easy to get a bad or mythological
answer."
– University of Washington professor
http://www.ischool.washington.edu/jwj/google/
 The Future
• “The ultimate search engine would
understand exactly what you mean and give
back exactly what you want.”
• - Larry Page
 Conclusion
• Improvement and better features are
expected
• Quick and easy to search
• Depending on your information need, select
your resource
• More important than ever that researchers
know how to search effectively and think
critically