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Google Markets: Preliminary Matter

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Question:

Discuss about the Google Markets for Preliminary Matter.

 

Answer:

Introduction

Google is well known for its trick of matchmaking i.e. there technique in of pairing the pool of internet user to the advertiser is amazing. Some of the observer has concluded that this match making somehow represent one of the greatest business ideas in history (Preis et al 2013). This has never been done by other media companies like television, magazine and newspaper but none is more profitable. Google mission is pretty clear to rearrange all the information in the world and make it accessible and useful to the whole universe.

 

Understanding Search

As a preliminary matter to study search then one has to understand its mechanics, how Google as a firm does indexing to the web and does the ranking own its search results. It’s also crucial to the entire infrastructure which provide power to Google and they boost their competition through its scaling and complexity.

When looking at search it’s important to understand the following facts while performing any search, on Google the result on are usually generated by the specific industry professionals to be either natural or organic search. Different engine use distinctive algorithms in coming up with order of the organic results. Specifically Google uses Page Rank techniques initially developed by the founder of Google Larry Page it is a bit of play which all web pages (Wu et al 2014).  It’s important to know that Google usually never accept financing for placement of any links in organic search results.  In the ranking Page Rank consider the pages which have more links and rank them higher thus acting like a contest.

Search engine optimization involves (SEO) the process of improving the features of the organic page. It’s functionally critical to many organization more in the marketing frame because it should be concerning for the pages to first within the page to ensure that customer easily view the site.  It’s vague how Google how Google has refined Page Rank because at the past many have tried to jam the system. But they are background efforts to which uses other two hundred signals which is coupled with search support team by constantly carrying out analysis own user behavior to ensure that they tweak the system and while boosting its accuracy. Some link fraud use some bogus websites to link back to the pages they are trying to promote but Google works relentlessly to try and uncover and shut down there efforts (Haucap et al 2014).

 

Spider, Bots and Crawlers

When a search is performed in Google it’s redirected to other search engine and not the web as thought before. The process that includes retrieving something that is a copy of the web, which is the result of many stored and indexed documents that are kept online in their own very computer. The Google index is consist of trillions of URLs an when you start the search Google starts retrieving and how fast Google is, can be proved by how fast the option that appear own the search tab when type a given command.

Web crawler, spider or software robots are the specific software that there are used to create the massive indexes which are used to retrieve the information required within the shortest time possible (Gimen et al 2015) They may have some difference but at the end of the day they usually do the same thing. Spider for instance normally collects all the public computer a network or networks for their public websites. They peruse the list or what is known commonly as crawling through all the available is ensuring the pages are uncovered completely.

Occasionally Google crawl over the updated sites as often as an hour. The one that are rarely updated are re-indexed after every few days. Based on the crawling methods than it meant that if a website in its original server is not the first page or it’s not linked to the public page the it may have possibility of it never being found. Additionally as own offer the search provide pages that allow submission of individual websites for indexing purposes.

Other people prefer their content in the web to remain of the limit. Several organization have created some set of standards that that hinder the crawler together with other related commercial search and all the engine do respect those standards. Methods used to this include putting lines coding some HTML which invisibly embedded in the web which command the entire crawler to halt indexing those pages. Users cannot see the code but they are visible to the commercial web crawlers. Other methods to stop indexing include website administrators putting special files which prevent or offer guidance on how the software crawler should treat those websites.

 

Search Advertising

To get a glimpse of search adverting then one has to know the advertising models and understand factors which underlie the ranking and the display of the adverts which own search page. Beside SEO one has to know what search engine is marketing which are practices involved in the running and constantly optimizing the search engine ad campaigns. Its quite a hot topic like the SEO which is gaining lot of influence. Approximately two-thirds of Google funds come from advertisement found own its sites and most of that comes from the search engines.

Google experiment often with merging some videos and images ads with search, but usually the ads that are seen to the organic search are just text ads. Those words are the ads advertisement, which created to target what the user would type as a query. Hence advertiser always bid on the type of words they want to be used so as to ensure the display of their add This a great idea linking search with advertisement since what the user want be search  always indicate openly some interest in a given topic. Google ads usually emerge when many user have some purchasing intentions. Thus without any doubt search ads hence are far more effective than the conventional display ads. To make it better, search ads are very targeted because advertiser reward Google only after results are delivered.

 Advertising through search can be done through the following setting up a Google Ad Words account for advertisement in some few minutes. The specifically choose a singled or multiplied campaign which open up for more than one ads for some keywords. Payment also are specified when a click is done, there overall ad budget and the after that they can control additional factors like timing and ad campaign duration.

 

Mobile Apps the Biggest Challenge for Google Search

Its approximated that user spend about 3hours in the US in using there Smartphone and tablet. In comparison between desktop uses of web browsers, users who have tablet are estimated that they use estimated 86% of their time in apps and only 14% own the web. This is a major concern to Google since when a search in own the search engine, it both provide the ads and continuously updates the user profile. But when a search is done through other engine for instant Yelp own the iphone, the Google can trace that at all. Yelp earned up to $550 million in ad alone in 2015, which was a 45% increase from the past year. This list is rapidly growing for specific app that differ the user from the Google web search.

This fragmentation has an impact on Google search and the app owner is taking the advertising to another level with a new technique called the deep linking. This development allows launch and provision of information about a given item. Example is clicking a tumblr link for wrist watch and the link direct you to the vendor say Amazon without passing through Google.

Comparing the statistics of 2012 and 2014, a great change can be noted. In 2012 the statistics were standing at 82.5% for the share of the mobile search alone. E-market has done there research following the rise of specific app and in 2014 the number were at 65.6% and the growth in the above mentioned was by 5.4% to about 23%. Although the is decline in Google search in mobiles as a remedy Google is now offering some additional features which aim at giving the user a reason to stick to the search and map products (Gimen et al 2015). The new hotel format is an example which allows one to have access to high quality photos, booking services are also provided and hotel rating is also provided.

Other example is in the car search, it’s a format that allow for panoramic peruse through the cars, it offer the surfer “build and price” opportunity and adding up with finding the dealer. The one for mortgage provide for side to side clear comparisons. The ones for restaurants provide option for food delivery via deep linking.

The relevance of Google on mobile especially is absolutely inevitable. But like all other business venture it comes with it shares of risk. For instance the move by Google travel booking is already raising heat with the biggest customer of the firm (Dioun &Haveman 2015). Priceline and Expedia spend jointly about %2.5 billion in search and advertising thus making up to 5% of Google revenue.  Google has an ability to make a contact hotels, travel agencies and airlines but this would create channel pressure and a shift in the market. Other concerns are the legal issues and the claims that Google is using its dominance in the search to advance its own service above its rivals.

 

Reference

Preis, T., Moat, H. S., & Stanley, H. E. (2013). Quantifying trading behavior in financial markets using Google Trends.

Dioun, C., & Haveman, H. (2015, January). The Price of Legitimacy: Regulation, Risk and Uncertainty in Legal Marijuana Markets. In Academy of Management Proceedings (Vol. 2015, No. 1, p. 13312). Academy of Management.

Wu, J., & Deng, Y. (2015). Intercity information diffusion and price discovery in housing markets: Evidence from Google Searches. The Journal of Real Estate Finance and Economics, 50(3), 289-306.

Haucap, J., & Heimeshoff, U. (2014). Google, Facebook, Amazon, eBay: Is the Internet driving competition or market monopolization?. International Economics and Economic Policy, 11(1-2), 49-61.

Gimeno, J., Yu, T., & Zhang, Y. (2015, January). Strategic Impact of Input Hedging on Output Markets: Do Hedging Windfalls Make Firms Aggressive?. In Academy of Management Proceedings (Vol. 2015, No. 1, p. 13146). Academy of Management.

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