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Search Search Presentation Transcript

  • -Molly,Teresa,Heather IDT585-Emerging Technologies Book Review
  • The Search
    • The Author -- John Battelle
      • technology journalist;
      • A founder of Wired Magazine
    • The Content
      • A radical new approach to search
      • Impact search is having on marketing, media, pop culture, dating, job hunting, international law, civil liberties, and just about every other sphere of human interest
      • Past, present, and future of search technology
    John Battelle
    • "Database of Intentions"
    • "Search, Before Google"
    • "Who, What, Where, Why, When, How much"
    • Digital fantasy train
    • Search, a reflection of culture
    Results: Part 1 View slide
    • “ The sum total of all queries that pour into search engines daily, revealing the intricacies and idiosyncrasies of our culture.”
    • “ More than any of its rivals, Google has become the gateway to instant knowledge. Hundreds of millions of people use it to satisfy their wants, needs, fears, and obsessions, creating an enormous artifact”, the “Database of Intentions”
    The Database of Intentions Google knows what our culture wants! View slide
  • Who & How?
    • Who
      • 38 million people
    • How
      • The engine
        • the crawl
        • the index
        • the runtime system/ query processor(interface)
      • The Process
        • Connect queries to an an index
        • Produces a list of URLs most relevant for your queries
          • text-based approach
  • What, Where, Why?
    • What
      • Nearly infinite combinations of dialects, words, & numbers.
      • According to Piper Jaffray
      • 20% of searches-> entertainment information
      • 15% -> commercial in nature
      • 65%-> informational
    • Where and Why
      • 85% use one of the big four portals
    Global Search Market Share(2005) Google 51% Yahoo 24% MSN 13% AOL 5% Others 5%
    • When
      • Search from work and home
    • The Money Shot
      • From late 1990s to 2004, search grew from the low millions to $4 billion in revenue
      • $23 billion by 2010
    When & How Much?
  • Search Timeline
    • 1990 Archie
    • 1994 Lycos & Excite
    • 1995 Yahoo
    • 1997 AltaVista
    • 1998 Google
  • A Billion Dollars, On Nickel at a Time
    • How to make money.vs.
    • How to make the perfect search Engine.
    • Bill Gross launches GoTo
    • Separating traffic
      • “ good”
      • “ Undifferentiated”
    • 15 to 8,000 in yr
    • Google still “pure” search
  • Google 2000-2004
    • Intro – AdWords
      • Every word count
      • Paid for clickthroughs
    • Company structure
      • PR – Cindy McCaffrey
      • CEO – Eric Schmidt
    • “ Don’t be Evil” http://investor.google.com/conduct.html
    • How to run a company
  • The Search Economy
    • Tweaking search results
      • search-engine optimization (SEO) http://www.webpagepublicity.com/search-engine-submission.html
        • Black hats
        • White hats
      • Spammers
    • Who decides Gray
      • Trademarks
      • Matters of trust
  • Search, Privacy, Government, and Evil
    • Public vs. privacy
    • Right vs. ability
    • PATRIOT Act
    • China Question
    Google censors itself for China
  • Perfect Search
    • Is it possible?
    • Recovery & Discovery
  • Ubiquity
    • Every object is online all the time
    • Visibility of the “invisible web”
  • Personalized Search
    • Click Streams are Objects
    • Click Streams = “Database of Intentions”
    • Does your engine really know you?
  • Semantic Web
    • Tags
    • Folksonomies
    • Blogs
  • Domain Specific Search
  • Web-Time Axis
    • Search based on Web at specific time
  • Emerging Technologies
    • Personalized online OS and applications
    • Greater capitalization of the ‘database of intentions’
    • Applications harness the power of the masses
    • Tools for archiving, tagging, sharing the past web