Five (and a half) engines that drive Google's search ecosystem
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Transcript of Five (and a half) engines that drive Google's search ecosystem
Copyright Matt Loney, scrumulus.com 2012
The five (and a half) enginesthat drive Google'ssearch ecosystem
Matt Loneywww.scrumulus.com
Copyright Matt Loney, scrumulus.com 2012
BetterSearchresults
Discoveryvia search
Drivesusage
Drives effort to produce more relevant search results
Google search
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
Google's incentive is to produce more relevant results
This is Engine #1
Perso
n sea
rch
ing
Conversionfrom personsearchingto paying
customer isvia search
1bn individuals
Cu
stom
er
££££
Sea
rch re
sults
Discovery
Copyright Matt Loney, scrumulus.com 2012
Go
og
le P
age
Ran
k Sea
rch re
sults
Better site design andcontent
SEO Traffic
Drives site PageRank
BetterSearchresults
Discoveryvia search
Drivesusage
Drives site design andcontent
Drives effort to produce more relevant search results
Google search
Search results influenced by PageRank
High PageRank means high position in search, generating more SEO traffic to content sites
Site owners are incentivised to tailor site, content to achieve higher PageRank
This is engine #2
PageRank algorithm
Perso
n sea
rch
ing
Conversionfrom personsearchingto paying
customer isvia search
1bn Individuals
Cu
stom
er
££££
Co
nten
t web
site Content
Content
Copyright Matt Loney, scrumulus.com 2012
Ads on site
Content
Go
og
le P
age
Ran
k Sea
rch re
sults
Better site design andcontent
SEO Traffic
Ad traffic
Drives site PageRank
Drives inclination to use Google Adsense
BetterSearchresults
Discoveryvia search
Drivesusage
Drives site design andcontent
Drives ad revenue
Drives effort to produce more relevant search results
Google search
Google Ads
Site owners place Google ads on their site
Site owners incentivised to generate ad traffic to Google AdSense to increase revenue
Google Ads incentivised to pay minimum to site owners to increase ad traffic
This is Engine #3
Ad
-s
up
po
rte
d
co
nte
nt A
d
targ
ettin
g
££
PageRank algorithm
Perso
n sea
rch
ing
Conversionfrom personsearchingto paying
customer isvia search
1bn individuals
Cu
stom
er
££££
Co
nten
t web
site
Go
og
le Ad
Sen
se
Ad traffic
Copyright Matt Loney, scrumulus.com 2012
Go
og
le Ad
Wo
rds
Go
og
le Ad
Sen
se
Ads on site
Content
Go
og
le P
age
Ran
k Sea
rch re
sults
£££££
Better site design andcontent
SEO Traffic
Ad traffic
Obscurerelationship
Drives site PageRank
Drives inclination to use Google Adsense
Referral traffic
Drives potential customers
BetterSearchresults
Discoveryvia search
Drivesusage
Drives increased spend
Drives site design andcontent
Drives ad revenue
Drives effort to produce more relevant search results
Google search
Google Ads
While site owners deal with AdSense, merchants get their traffic via Adwords, and are incentivised to spend more with AdWords to increase referrals
Google is incentivised to send most traffic to the highest bidders
This is Engine #4
Ad
-s
up
po
rte
d
co
nte
nt
Ad
ta
rge
tting
PageRank algorithm
Perso
n sea
rch
ing
Conversionfrom personsearchingto paying
customer isvia search
1bn individuals
Cu
stom
er
££££
Co
nten
t web
site
Merch
ant
Marketing
Googlebank
£
Referral traffic
Copyright Matt Loney, scrumulus.com 2012
Marketing
Fulfilment
Cu
stom
er
Perso
n sea
rch
ing
Go
og
le Ad
Wo
rds
Go
og
le Ad
Sen
se
Ads on site
Content
Go
og
le P
age
Ran
k Sea
rch re
sults
££££
£££
Better site design andcontent
SEO Traffic
Ad traffic
Conversionfrom personsearchingto paying
customer isvia search
Obscurerelationship
Drives site PageRank
Drives inclination to use Google Adsense
Referral traffic
Drives potential customers
Drives revenue from outside the loop
BetterSearchresults
Discoveryvia search
Drivesusage
Goods orservices
Drives increased spend
Drives site design andcontent
Drives ad revenue
Drivescapacity to increase revenues
Drives effort to produce more relevant search results
Google search 1bn individuals
Google Ads
Merchants use referral traffic to convert potential customers into customers
Naturally, the merchant is incentivised to sell goods or services to increase revenue
The customer is incentivised to inject more money into the system
This is Engine #5
££
Ad
-s
up
po
rte
d
co
nte
nt
Ad
ta
rge
tting
Ma
rke
ting
s
pen
d
Co
nv
ert
to
c
ust
om
er
££££
PageRank algorithm
Co
nten
t web
site
Merch
ant
Googlebank
£
Merchant/Customer interaction
Copyright Matt Loney, scrumulus.com 2012
Marketing
Fulfilment
Cu
stom
er
Go
og
le Ad
Wo
rds
Go
og
le Ad
Sen
se
Ads on site
Content
Go
og
le P
age
Ran
k Sea
rch re
sults
££££
£££
Better site design andcontent
SEO Traffic
Ad traffic
Conversionfrom personsearchingto paying
customer isvia search
Obscurerelationship
Drives site PageRank
Drives inclination to use Google Adsense
Referral traffic
Drives potential customers
Drives revenue from outside the loop
BetterSearchresults
Discoveryvia search
Drivesusage
Goods orservices
Drives increased spend
Drives site design andcontent
Drives ad revenue
Drivescapacity to increase revenues
Drives effort to produce more relevant search results
Google search
Google AdsCompetition from other advertisers increases PPC prices ££
£££
Ad
-s
up
po
rte
d
co
nte
nt
Ad
ta
rge
tting
Ma
rke
ting
s
pen
d
Co
nv
ert
to
c
ust
om
er
££££
Googlebank
££
PageRank algorithm
Perso
n sea
rch
ing
1bn individuals
Co
nten
t web
site
Merch
ant
Google AdWords bidding process based in part on merchant competition and search volumes maximises Google revenue
Google uses all available data on the individual to increase relevance of search results and ads
Browsing historyDemographic data
Google Chrome
A quick word about AdWords
Copyright Matt Loney, scrumulus.com 2012
Marketing
Fulfilment
Cu
stom
er
Go
og
le Ad
Wo
rds
Go
og
le Ad
Sen
se
Ads on site
Content
Go
og
le P
age
Ran
k Sea
rch re
sults
££££
£££
Better site design andcontent
SEO Traffic
Ad traffic
Conversionfrom personsearchingto paying
customer isvia search
Obscurerelationship
Drives site PageRank
Drives inclination to use Google Adsense
Referral traffic
Drives potential customers
Drives revenue from outside the loop
BetterSearchresults
Discoveryvia search
Drivesusage
Goods orservices
Drives increased spend
Drives site design andcontent
Drives ad revenue
Drivescapacity to increase revenues
Drives effort to produce more relevant search results
Google search
Google AdsCompetition from other advertisers increases PPC prices ££
££
Ad
-s
up
po
rte
d
co
nte
nt
Ad
ta
rge
tting
Ma
rke
ting
s
pen
d
Co
nv
ert
to
c
ust
om
er
££££
Googlebank
£££
PageRank algorithm
Perso
n sea
rch
ing
1bn individuals
Co
nten
t web
site
Merch
ant
Browsing historyDemographic data
Google Chrome
Plus, Google places its own contextual ads in search results in its search results pages, as shown on the next slide
This is a tertiary engine because it would not sustain itself without the content sites – would you go to a site to search just ads alone?
Therefore this is Engine #5.5
Ads in Google search results
Copyright Matt Loney, scrumulus.com 2012
Marketing
Fulfilment
Cu
stom
er
Go
og
le Ad
Wo
rds
Go
og
le Ad
Sen
se
Ads on site
Content
Go
og
le P
age
Ran
k Sea
rch re
sults
££££
£££
Better site design andcontent
SEO Traffic
Ad traffic
Conversionfrom personsearchingto paying
customer isvia search
Obscurerelationship
Drives site PageRank
Drives inclination to use Google Adsense
Referral traffic
Drives potential customers
Drives revenue from outside the loop
BetterSearchresults
Discoveryvia search
Co
nten
t web
site
Merch
ant
Competition from other advertisers increases PPC prices ££
Drivesusage
Goods orservices
SE
M t
raff
ic
Ad
sen
se ads o
n
Go
og
le search
Googlebank
Drives increased spend
Drives site design andcontent
Drives ad revenue
Drivescapacity to increase revenues
Drives effort to produce more relevant search results
Google search 1bn individuals
Google Ads
££££
£
Ma
rke
ting
s
pen
d
Co
nv
ert
to
c
ust
om
er
Ad
-s
up
po
rte
d
co
nte
nt
Ad
ta
rge
tting
PageRank algorithm
££££
Perso
n sea
rch
ing
Browsing historyDemographic data
Google Chrome
Drivestemptation to make ads more prominent
DrivesSEM traffic that removes need to pay contentsites
Drivesusage
Ads in Google search results
Copyright Matt Loney, scrumulus.com 2012
££££
£££
Better site design andcontent
SEO Traffic
Ad traffic
Drives site PageRank
Drives inclination to use Google Adsense
Referral traffic
Drives potential customers
Drives revenue from outside the loop
BetterSearchresults
Discoveryvia search
Co
nten
t web
site
Merch
ant
Drivesusage
Goods orservices
SE
M t
raff
ic
Ad
sen
se ads o
n
Go
og
le search
Drives increased spend
Drives site design andcontent
Drives ad revenue
Drivescapacity to increase revenues
Drives effort to produce more relevant search results
Google search 1bn individuals
Google Ads
£
££££
Drivestemptation to make ads more prominent
DrivesSEM traffic that removes need to pay contentsites
Drivesusage
So we have 5.5 engines that drive the ecosystem
Copyright Matt Loney, scrumulus.com 2012
Marketing
Fulfilment
Cu
stom
er
Go
og
le Ad
Wo
rds
Go
og
le Ad
Sen
se
Ads on site
Content
Go
og
le P
age
Ran
k Sea
rch re
sults
Conversionfrom personsearchingto paying
customer isvia search
Obscurerelationship
Co
nten
t web
site
Merch
ant
Google search 1bn individuals
Google AdsM
ark
etin
g
sp
end
Co
nv
ert
to
c
ust
om
er
Ad
-s
up
po
rte
d
co
nte
nt
Ad
ta
rge
tting
PageRank algorithm
Perso
n sea
rch
ing
And five points of value conversion...
Copyright Matt Loney, scrumulus.com 2012
Marketing
Fulfilment
Cu
stom
er
Go
og
le Ad
Wo
rds
Go
og
le Ad
Sen
se
Ads on site
Content
Go
og
le P
age
Ran
k Sea
rch re
sults
Conversionfrom personsearchingto paying
customer isvia search
Obscurerelationship
Co
nten
t web
site
Merch
ant
Google search 1bn individuals
Google AdsM
ark
etin
g
sp
end
Co
nv
ert
to
c
ust
om
er
Ad
-s
up
po
rte
d
co
nte
nt
Ad
ta
rge
tting
PageRank algorithm
Perso
n sea
rch
ing
...of which Google controls two directly
Copyright Matt Loney, scrumulus.com 2012
Marketing
Fulfilment
Cu
stom
er
Go
og
le Ad
Wo
rds
Go
og
le Ad
Sen
se
Ads on site
Content
Go
og
le P
age
Ran
k Sea
rch re
sults
Conversionfrom personsearchingto paying
customer isvia search
Obscurerelationship
Co
nten
t web
site
Merch
ant
Google search 1bn individuals
Google AdsM
ark
etin
g
sp
end
Co
nv
ert
to
c
ust
om
er
Ad
-s
up
po
rte
d
co
nte
nt
Ad
ta
rge
tting
PageRank algorithm
Perso
n sea
rch
ing
Browsing historyDemographic data
Google Chrome
Drivestemptation to make ads more prominent
DrivesSEM traffic that removes need to pay contentsites
Go
og
le We
bn
as
terG
oo
gle A
naly
tics
Go
og
le Ta
g M
an
age
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oo
gle A
dm
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te rG
oo
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Go
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ag
Ma
nag
er
and so influences the other three with its apps...
Google Analyticswill increasingly
work withmerchant CRM.
Universal AnalyticsWill bring integration
across platforms,customer touch
points
Copyright Matt Loney, scrumulus.com 2012
Marketing
Fulfilment
Cu
stom
er
Go
og
le Ad
Wo
rds
Go
og
le Ad
Sen
se
Ads on site
Content
Go
og
le P
age
Ran
k Sea
rch re
sults
££££
£££
Better site design andcontent
SEO Traffic
Ad traffic
Conversionfrom personsearchingto paying
customer isvia search
Obscurerelationship
Drives site PageRank
Drives inclination to use Google Adsense
Referral traffic
Drives potential customers
Drives revenue from outside the loop
BetterSearchresults
Discoveryvia search
Co
nten
t web
site
Merch
ant
Competition from other advertisers increases PPC prices ££
Drivesusage
Goods orservices
SE
M t
raff
ic
Ad
sen
se ads o
n
Go
og
le search
Googlebank
Drives increased spend
Drives site design andcontent
Drives ad revenue
Drivescapacity to increase revenues
Drives effort to produce more relevant search results
Google search 1bn individuals
Google Ads
££££
£
Ma
rke
ting
s
pen
d
Co
nv
ert
to
c
ust
om
er
Ad
-s
up
po
rte
d
co
nte
nt
Ad
ta
rge
tting
PageRank algorithm
££££
Perso
n sea
rch
ing
Browsing historyDemographic data
Google Chrome
Drivestemptation to make ads more prominent
DrivesSEM traffic that removes need to pay contentsites
Drivesusage
Go
og
le We
bm
as
terG
oo
gle A
naly
tics
Go
og
le Ta
g M
an
age
rG
oo
gle A
dm
eld
Go
og
le We
bm
as
terG
oo
gle A
pp
s fo
r bu
sisn
es
sG
oo
gle A
pp
s M
arke
tpla
ce
Go
og
le An
alytic
sG
oo
gl T
ag
Ma
na
ge
r
The final picture
Google Analyticswill increasingly
work withmerchant CRM.
Universal AnalyticsWill bring integration
across platforms,customer touch
points
Copyright Matt Loney, scrumulus.com 2012
Marketing
Fulfilment
Cu
stom
er
Go
og
le Ad
Wo
rds
Go
og
le Ad
Sen
se
Ads on site
Content
Go
og
le P
age
Ran
k Sea
rch re
sults
££££
£££
Better site design andcontent
SEO Traffic
Ad traffic
Conversionfrom personsearchingto paying
customer isvia search
Obscurerelationship
Drives site PageRank
Drives inclination to use Google Adsense
Referral traffic
Drives potential customers
Drives revenue from outside the loop
BetterSearchresults
Discoveryvia search
Co
nten
t web
site
Merch
ant
Competition from other advertisers increases PPC prices ££
Drivesusage
Goods orservices
SE
M t
raff
ic
Ad
sen
se ads o
n
Go
og
le search
Googlebank
Drives increased spend
Drives site design andcontent
Drives ad revenue
Drivescapacity to increase revenues
Drives effort to produce more relevant search results
Google search 1bn individuals
Google Ads
££££
£
Ma
rke
ting
s
pen
d
Co
nv
ert
to
c
ust
om
er
Ad
-s
up
po
rte
d
co
nte
nt
Ad
ta
rge
tting
PageRank algorithm
££££
Perso
n sea
rch
ing
Browsing historyDemographic data
Google Chrome
Drivestemptation to make ads more prominent
DrivesSEM traffic that removes need to pay contentsites
Drivesusage
Go
og
le We
bm
as
terG
oo
gle A
naly
tics
Go
og
le Ta
g M
an
age
rG
oo
gle A
dm
eld
Go
og
le We
bm
as
terG
oo
gle A
pp
s fo
r bu
sisn
es
sG
oo
gle A
pp
s M
arke
tpla
ce
Go
og
le An
alytic
sG
oo
gl T
ag
Ma
na
ge
r
The final picture
Google Analyticswill increasingly
work withmerchant CRM.
Universal AnalyticsWill bring integration
across platforms,customer touch
points