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


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

• 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

• 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

• 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

The Future
• “The ultimate search engine would understand exactly what you mean and give back exactly what you want.” • - Larry Page

• 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

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