The five (and a half) engines    that drive Googles     search ecosystem      Matt Loney   www.scrumulus.com              ...
Discovery    Point of the whole system is to convert 1bn      individuals from people who are searching      into paying ...
Content                                                                    Search results influenced by PageRank         ...
Ad traffic                                                                                                                ...
Referral traffic                                                                                                          ...
Merchant/Customer interaction                                                                                             ...
A quick word about AdWords                                                                                                ...
Ads in Google search results                                                                                              ...
Ads in Google search results                                                                                              ...
So we have 5.5 engines that drive the ecosystem                                                                           ...
And five points of value conversion...                                                                                    ...
...of which Google controls two directly                                                                                  ...
and so influences the other three with its apps...                                                                        ...
The final picture                                                                                                         ...
Five (and a half) engines that drive Google's search ecosystem
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Five (and a half) engines that drive Google's search ecosystem

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A quick introduction to the self-reinforcing engines that drive much of Google's success. It's a little theoretical, but it demonstrates - I hope - why Google's model is so powerful.

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Five (and a half) engines that drive Google's search ecosystem

  1. 1. The five (and a half) engines that drive Googles search ecosystem Matt Loney www.scrumulus.com Copyright Matt Loney, scrumulus.com
  2. 2. Discovery Point of the whole system is to convert 1bn individuals from people who are searching into paying customers Person is incentivised to search with Google due to perception of relevant results Googles incentive is to produce more relevant results This is Engine #1 Discovery Person searching via search Search results Customer Conversion Drives effort from person to produce Drives searching more relevant usage to paying search results customer is via search Better Search ££££Google search results 1bn individuals Copyright Matt Loney, scrumulus.com
  3. 3. Content Search results influenced by PageRank High PageRank means high position inContent website search, generating more SEO traffic to content sites Site owners are incentivised to tailor site, content to achieve higher PageRank Content This is engine #2 Drives site design and SEO content Traffic Discovery Google PageRank Person searching via search Search results Customer Conversion Drives effort from person Drives site to produce Drives searching PageRank Better site PageRank algorithm more relevant usage to paying customer is design and search results via search content Better Search ££££ Google search results 1bn Individuals Copyright Matt Loney, scrumulus.com
  4. 4. Ad traffic Google Ads Google AdSense ££ Drives ad revenue Drives inclination to use Google Ad traffic Adsense Site owners place Google ads on their site Ads on site Site owners incentivised to generate adContent website traffic to Google AdSense to increase revenue targetting supported content Ad Ad- Google Ads incentivised to pay minimum to site owners to increase ad traffic Content This is Engine #3 Drives site design and SEO content Traffic Discovery Google PageRank Person searching via search Search results Customer Conversion Drives effort from person Drives site to produce Drives searching PageRank Better site PageRank algorithm more relevant usage to paying customer is design and search results via search content Better Search ££££ Google search results 1bn individuals Copyright Matt Loney, scrumulus.com
  5. 5. Referral traffic Google Ads £ Google AdWords Google AdSense Google bank ££ Drives ad Obscure Drives £££ revenue relationship potential customers Drives inclination to Referral Drives use Google Ad traffic increased Adsense traffic spend While site owners deal with AdSense, merchants get their traffic via Adwords, Ads on site and are incentivised to spend more with MarketingContent website AdWords to increase referrals Merchant targetting supported content Google is incentivised to send most traffic Ad Ad- to the highest bidders Content This is Engine #4 Drives site design and SEO content Traffic Discovery Google PageRank Person searching via search Search results Customer Conversion Drives effort from person Drives site to produce Drives searching PageRank Better site PageRank algorithm more relevant usage to paying customer is design and search results via search content Better Search ££££ Google search results 1bn individuals Copyright Matt Loney, scrumulus.com
  6. 6. Merchant/Customer interaction Google Ads £ Google AdWords Google AdSense Google bank ££ Drives ad Obscure Drives £££ revenue relationship potential customers Drives inclination to Referral Drives use Google Ad traffic increased Adsense traffic spend Merchants use referral traffic to convert potential customers into customers Ads on site MarketingContent website Naturally, the merchant is incentivised to Merchant sell goods or services to increase revenue Marketing Convert to targetting customer supported spend content Ad Ad- The customer is incentivised to inject more money into the system Content Fulfilment This is Engine #5 Goods or Drives site SEO services Drives capacity to design and content Traffic Discovery increase Google PageRank Person searching revenues via search Search results Customer Conversion from person Drives revenue Drives site Drives effort to produce searching from outside ££££ PageRank Drives the loop Better site PageRank algorithm more relevant usage to paying customer is design and search results via search content Better Search ££££ Google search results 1bn individuals Copyright Matt Loney, scrumulus.com
  7. 7. A quick word about AdWords Google Ads Competition from other advertisers ££ increases PPC prices ££ Google AdWords Google AdSense Google bank £££ Drives ad Obscure Drives £££ revenue relationship potential customers Drives inclination to Referral Drives use Google Ad traffic increased Adsense traffic spend Google AdWords bidding process based in part on merchant competition and Ads on site search volumes maximises Google MarketingContent website revenue Merchant Marketing Convert to targetting customer supported spend content Google uses all available data on the Ad Ad- individual to increase relevance of search results and ads Content Fulfilment Browsing history Demographic data Goods or Drives site SEO Google Chrome services Drives capacity to design and content Traffic Discovery increase Google PageRank Person searching revenues via search Search results Customer Conversion from person Drives revenue Drives site Drives effort to produce searching from outside ££££ PageRank Drives the loop Better site PageRank algorithm more relevant usage to paying customer is design and search results via search content Better Search ££££ Google search results 1bn individuals Copyright Matt Loney, scrumulus.com
  8. 8. Ads in Google search results Google Ads Competition from other advertisers £££ increases PPC prices ££ Google AdWords Google AdSense Google bank ££ Drives ad Obscure Drives £££ revenue relationship potential customers Drives inclination to Referral Drives use Google Ad traffic increased Adsense traffic spend Plus, Google places its own contextual ads in search results in its search results Ads on site pages, as shown on the next slide MarketingContent website Merchant This is a tertiary engine because it would Marketing Convert to targetting customer supported spend content not sustain itself without the content sites Ad Ad- – would you go to a site to search just ads alone? Content Fulfilment Therefore this is Engine #5.5 Browsing history Demographic data Goods or Drives site SEO Google Chrome services Drives capacity to design and content Traffic Discovery increase Google PageRank Person searching revenues via search Search results Customer Conversion from person Drives revenue Drives site Drives effort to produce searching from outside ££££ PageRank Drives the loop Better site PageRank algorithm more relevant usage to paying customer is design and search results via search content Better Search ££££ Google search results 1bn individuals Copyright Matt Loney, scrumulus.com
  9. 9. Ads in Google search results Google Ads Competition from other advertisers ££££ increases PPC prices ££ Google AdWords Google AdSense Google bank £ Drives ad Obscure Drives £££ revenue relationship potential customers Drives inclination to Referral Drives use Google Ad traffic increased Adsense traffic spend Drives temptation to make Marketing Adsense ads onContent website Ads on site ads more Google search prominent SEM traffic Merchant Marketing Convert to targetting supported customer spend content Ad Ad- Drives SEM traffic that removes Content need to pay Fulfilment content sites Browsing history Demographic data Goods or Drives site SEO Google Chrome services Drives capacity to design and content Traffic Discovery increase Google PageRank Person searching revenues via search Search results Customer Conversion from person Drives revenue Drives site Drives effort to produce searching from outside ££££ PageRank Drives the loop Better site PageRank algorithm more relevant usage to paying customer is design and search results via search content Better Search ££££ Google search results 1bn individuals Copyright Matt Loney, scrumulus.com
  10. 10. So we have 5.5 engines that drive the ecosystem Google Ads £ Drives ad Drives £££ revenue potential customers Drives inclination to Referral Drives use Google Ad traffic increased Adsense traffic spend Drives temptation to make Adsense ads onContent website ads more Google search prominent SEM traffic Merchant Drives SEM traffic that removes need to pay content sites Goods or Drives site SEO services Drives capacity to design and content Traffic Discovery increase revenues via search Drives revenue Drives site Drives effort to produce from outside ££££ Drives the loop Better site PageRank more relevant usage design and search results content Better Search ££££ Google search results 1bn individuals Copyright Matt Loney, scrumulus.com
  11. 11. And five points of value conversion... Google Ads Google AdWords Google AdSense Obscure relationship MarketingContent website Ads on site Merchant Marketing Convert to targetting supported customer spend content Ad Ad- Content Fulfilment Google PageRank Person searching Search results Customer Conversion from person searching PageRank to paying algorithm customer is via search Google search 1bn individuals Copyright Matt Loney, scrumulus.com
  12. 12. ...of which Google controls two directly Google Ads Google AdWords Google AdSense Obscure relationship MarketingContent website Ads on site Merchant Marketing Convert to targetting supported customer spend content Ad Ad- Content Fulfilment Google PageRank Person searching Search results Customer Conversion from person searching PageRank to paying algorithm customer is via search Google search 1bn individuals Copyright Matt Loney, scrumulus.com
  13. 13. and so influences the other three with its apps... Google Ads Google AdWords Google AdSense Obscure relationship Drives temptation Google Analytics to make will increasingly Google Apps for busisness Google Apps Marketplace MarketingContent website Ads on site ads more work with Google Tag Manager Google Tag Manager Google Webmaster prominent Google Webnaster Google Analytics Google Analytics merchant CRM. Google Admeld Merchant Universal Analytics Marketing Convert to targetting supported customer spend content Will bring integration Ad Ad- across platforms, Drives customer touch SEM traffic that removes points Content need to pay Fulfilment content sites Browsing history Demographic data Google Chrome Google PageRank Person searching Search results Customer Conversion from person searching PageRank to paying algorithm customer is via search Google search 1bn individuals Copyright Matt Loney, scrumulus.com
  14. 14. The final picture Google Ads Competition from other advertisers ££££ increases PPC prices ££ Google AdWords Google AdSense Google bank £ Drives ad Obscure Drives £££ revenue relationship potential customers Drives inclination to Referral Drives use Google Ad traffic increased Adsense traffic spend Drives temptation Google Analytics to make will increasingly Google Apps for busisness Google Apps Marketplace Marketing Adsense ads onContent website Ads on site ads more Google search work with Google Tag Manager Googl Tag Manager Google Webmaster Google Webmaster prominent Google Analytics Google Analytics merchant CRM. Google Admeld SEM traffic Merchant Universal Analytics Marketing Convert to targetting supported customer spend content Will bring integration Ad Ad- across platforms, Drives customer touch SEM traffic that removes points Content need to pay Fulfilment content sites Browsing history Demographic data Goods or Drives site SEO Google Chrome services Drives capacity to design and content Traffic Discovery increase Google PageRank Person searching revenues via search Search results Customer Conversion from person Drives revenue Drives site Drives effort to produce searching from outside ££££ PageRank Drives the loop Better site PageRank algorithm more relevant usage to paying customer is design and search results via search content Better Search ££££ Google search results 1bn individuals Copyright Matt Loney, scrumulus.com

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