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Search Engine Wars: let battle commence

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Presentation given at Online Information 2010, Olympia Conference Centre, London, 30th November 2010. Looks at what Google, Yahoo and Bing are doing in their efforts to gain more share of the search engine market and revenue.

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Search Engine Wars: let battle commence

  1. 1. This presentation is licensed under a Creative Commons Attribution 3.0 License Photo: http://www.flickr.com/photos/jon_a_ross/3200941134 Search Engine Wars: let battle commence 30th November, 2010 Presenter: Karen Blakeman Karen.Blakeman@rba.co.uk twitter.com/karenblakeman http://www.rba.co.uk/ Presentation available on: http://www.slideshare.net/karenbla and http://www.authorstream.com/Use
  2. 2. What’s at stake? 2010 Financial Tables - Google Investor Relations http://investor.google.com/financial/tables.html (figures in millions) Nearly USD 21 billion so far for 2010 30/01/15 www.rba.co.uk 2 This is serious money!
  3. 3. General search engines There are only three (two?) serious contenders In alphabetical order Bing Google Yahoo Ask has given up Ask.com gives up on search as Google takes over – adieu Jeeves | Technology | guardian.co.uk http://www.guardian.co.uk/technology/blog/2010/nov/09/ask-com-sear 30/01/15 www.rba.co.uk 3
  4. 4. How did they stack up earlier this year? • Top U.S. Search Sites for April 2010 – http://blog.nielsen.com/nielsenwire/online_mobile/top-u-s-search-sites-f • Bing takes second place in the UK search market | Search Engine Marketing News – http://www.vertical-leap.co.uk/news/bing-takes-second-place-in-the-uk-s 30/01/15 www.rba.co.uk 4
  5. 5. It is not just about search.... How do Bing, Google, Yahoo make money? Get people onto their sites and keep them there! There are other contenders... 30/01/15 www.rba.co.uk 5
  6. 6. Social networks overtake Google in UK web hits 30/01/15 www.rba.co.uk 6 http://www.independent.co.uk/news/business/news/social-networks-overtake-google-
  7. 7. How they do it... Give the customers what they want “Good enough” search results – localisation, personalisation, semantic search Advertising that matches interests more accurately Social media, messaging, social/professional networks 30/01/15 www.rba.co.uk 7
  8. 8. You have Google ad preferences Oh no I don’t! Oh yes you do... ... and “preferences” with every other search engine and web site that uses behavioural targeted advertising or has Google ads 30/01/15 www.rba.co.uk 8
  9. 9. 30/01/15 www.rba.co.uk 9 Ad preferences – based on searches and pages viewed ?? http://www.google.com/ads/preferences/
  10. 10. Targeted advertising in action 30/01/15 www.rba.co.uk 10
  11. 11. Targeted advertising in action 30/01/15 www.rba.co.uk 11
  12. 12. Facebook ads 30/01/15 www.rba.co.uk 12
  13. 13. See what ad networks you are feeding • Network Advertising Initiative http://www.networkadvertising.org/managing/opt_out.asp • Browser specific, machine specific • Opt out cookies life span of 5 years or until you delete them 30/01/15 www.rba.co.uk 13
  14. 14. The Bing-Yahoo deal Yahoo to use Bing’s search engine (is it happening?) Bing to use Yahoo’s advertising sales team Yahoo will “still be innovating on top of the Bing results” 30/01/15 www.rba.co.uk 14
  15. 15. Bing Yahoo search results the same for US versions 30/01/15 www.rba.co.uk 15
  16. 16. Bing Yahoo UK 30/01/15 www.rba.co.uk 16
  17. 17. Bing Yahoo France 30/01/15 www.rba.co.uk 17
  18. 18. Bing/Yahoo • Non US versions – Yahoo still using its own databases and local ranking algorithms – Yahoo UK often more up to date than Bing • US Yahoo – lost unique region: command – lost Breaking News box 30/01/15 www.rba.co.uk 18
  19. 19. Localisation • Country versions for all three – automatically directed to what the search engine thinks is your local version (depends on your set up) • Google now has an option allowing you to specify your location within the country e.g. Reading – can be lazy with my searches e.g. for local restaurants but a problem for carrying out broader research • Bing seems reluctant to change UK location from London – any changes often revert to London on next login – UK version does not “localise” results • Google by far the best (though not perfect) at rolling out new features to non-US Googles 30/01/15 www.rba.co.uk 19
  20. 20. The problem with Bing • Bing launched May 2009 – see UK launch advert at http://www.youtube.com/watch?v=F409mFP1CkU • Most useful and interesting features and developments in US version only – can easily go to the Bing US but lose localised content • London Bing roundtable meeting June 2009 See Phil Bradley’s blog The Microsoft Bing Meeting http://philbradley.typepad.com/phil_bradleys_weblog/2009/06/the- microsoft-bing-meeting.html • We are still waiting! 30/01/15 www.rba.co.uk 20
  21. 21. Social media • All adding social media, social and professional network profiles to search results • Varies on your type of search – hot news topic, industry query, company, person – localised, personal searches: flights, hotels, restaurants • Separate search options, for example – http://www.bing.com/social – http://www.google.com/realtime 30/01/15 www.rba.co.uk 21
  22. 22. Google – “My social circle” • Included in your search results if you are signed in to your Google account – sometimes • Kept separate from your other results at present 30/01/15 www.rba.co.uk 22
  23. 23. My social circle and content 30/01/15 www.rba.co.uk 23 List of direct and secondary connections
  24. 24. Google search results • Additional search features in left hand side menu 30/01/15 www.rba.co.uk 24
  25. 25. Google playing catch-up with Bing • Personalise home page with your own image (Bing – you are stuck with their choice) • Scrolling page results for images (I personally still prefer Bing’s) • Preview web sites in results list 30/01/15 www.rba.co.uk 25
  26. 26. Also from Google this year... • Google Buzz – link your existing social media circles (Twitter, Picasa, Flickr, Google Reader) with Google – “Share updates, photos, videos, and more. Start conversations about the things you find interesting.” • Google caffeine – faster updating, faster search results • Google Instant – results appear as you type your search – (Yahoo’s AlltheWeb Livesearch did it in 2005 but it disappeared in 2007) 30/01/15 www.rba.co.uk 26
  27. 27. Why do Yahoo and Microsoft always give up half way? • Yahoo AlltheWeb Livesearch – far better than Google’s Instant • Yahoo Mindset – change emphasis of results for more shopping or more research oriented results • Microsoft’s Academic Live – competitor to Google Scholar and an excellent alternative, used publishers’ meta-data • Microsoft’s Live Books – excellent competitor to Google Books • Microsoft drops link command 30/01/15 www.rba.co.uk 27
  28. 28. Yahoo Clues – http://clues.yahoo.com/ 30/01/15 www.rba.co.uk 28
  29. 29. What’s the verdict? • Results pages are including a greater range of media – messy, selective, superficial overview? • Social media results not always comprehensive • Need to target searches more precisely using advanced tools and options • Use the one that gives you the most relevant results • Specialist subject tools still essential for the serious researcher 30/01/15 www.rba.co.uk 29
  30. 30. 30/01/15 www.rba.co.uk 30
  31. 31. Or do your own... • http://blekko.com • “Slashtags” – define your own set of web sites for searches 30/01/15 www.rba.co.uk 31
  32. 32. And the winners are.. 30/01/15 www.rba.co.uk 32
  33. 33. 30/01/15 www.rba.co.uk 33 http://www.unifiedstream.com/facebook-reaches-600-million-users- bloomberg-profiles-mark-zuckerberg/ http://www.digitaltrends.com/mobile/facebook-25-pct-of-u-s- traffic-and-100-million-app-downloads/?news=123 http://www.mediapost.com/publications/? fa=Articles.showArticle&art_aid=135476

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