10 years of google
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Transcript of 10 years of google
10 years of
Looking back at a decade of search that reshaped
the web
This year Google celebrates it’s 10th anniversary
Just how much impact has it had?
The Prequel
A long, long time ago, in an internet generation far, far away from the 21st Century, there were literally thousands of search engines.
A handful, 10 or so of them controlled most of cyberspace.
But then a new presence in the force appeared and started to win the battle for supremacy of the entire galaxy. I mean Internet
Remember these?
TheJurassicPeriod
And thousands more...
Making sense of it all
Some have disappeared
Some have been re-invented• Alexa – web information tool• ASK – an article community site
Some exist somewhat or completely unchanged• IntelSeek, AllTheWeb, Webcrawler
Many others became directories
Making sense of it all
But, why didn’t they work?There were literally thousands of search engines. They all did a terrible job at searchIf you wanted to find something, you had to spend an awful lot of time looking!They each tried different strategies but in the end, they all shared the same common mistakes....
Timeline1960’s “ARPA-net” – first networked internet
1990’s “HTML Web”
1995 Microsoft launches IE3
2004 “Web 2.0
2000 Google reaches 1 billion index – largest search engine
It really didn’t work
1990’s Search EnginesSearch Engines in the 1990’s used library-book style indexing. Search Engines would crawl a page and index it based on content and keywords meta-data. Meta-data tags mushroomed; companies offering meta-data “optimisation” mushroomed too. Sites were loosely categorised by industry, type or location.
Nobody thought anyone would fiddle the tags !?!
Where it all went wrong• Webmasters wrote their own meta
content• Manually submitted and categorised
their own site/sites• Birth of Meta-tag spam• “1990’s” SEO is born
Online Example
What if you wanted something different?
But that was only the start• Searches returned every matching page
from a site• So a search for “Windows Service Pack”
would return thousands of pages of results just from Microsoft.com
People didn’t couldn’t use Search engines like they do now
You couldn’t find what you needed• Webmasters, marketeers, SEO’s, affiliates
soon worked out how to fiddle the system• Search Engines thought that the answer
was amassing the greatest content• Monetisation model: charge for indexing
People didn’t couldn’t use Search engines like they do now
• Banner Marketing was huge: Microsoft had an enourmous solution with bCentral
• SiteRings (like Yahoo!) were all the rage• The traffic sources were mostly direct
instead of search
Internet Marketing: 90’s style
Generating traffic: 1990’s
Banner Ads
Buying Traffic
SEM
People didn’t couldn’t use Search engines like they do now
• 92% of companies in North America used banner ads
• 65% used e-mail• Search Engine Placement was
considered effective less than 5% of the time
Source: PriceWaterhouseCoopers
Generating Traffic: 90’s style
• Development of PageRank • Cut down on spam• Probably the biggest thing marketers dont understand
• Provided better results = happier users• Simplified the User screen – just a search box!• Limited domains to showing just once per
page• Probably one of the major changes• Let smaller sites rank alongside the biggest
• Feeling Lucky
• Meant that sites need community rating• Sites had to have popularity• More important sites got more votes• More links out = less votes per link• The most confused part of internet marketing =
major reduction of spam• Users couldn’t self vote• Probably the main reason for calling SEO snake
oil
• 2 out of 3 visits to websites now come from Google – displacing all other routes
• Ten times as many users in 2010 use Google to go directly to a site instead of using the address bar
• We use Google as a starting place to use the web
How has it changed us?
How many people show people the internet from Google?
Stacking the numbers
34k Searches per second on Google (Feb. 2010)
600 Tweets per second on twitter (Feb. 2010)
2/3 Number of visits on the web that originate at Google
57%
% of Mothers who use search BEFORE making any off -line purchasing decisions (source: Microsoft, 2010; 1000 respondents)
70%
% of Mothers who use search BEFORE making any online purchasing decisions (source: Microsoft, 2010; 1000 respondents)
In Summary
Google found a gap in the market, and exploited it. They found the best way to index websites and the best way to search through them.
Google has made search bigger, faster and easier
It didn’t just become the largest search engine, it became the largest driver of traffic on the planet
Thank you...
I’ve been working in online marketing for 15 years. Its my passion. If you have any questions at all, I’d love to hear them!
http://ie.linkedin.com/in/davidquaid
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