Google’s Universal Search What is it?

Robert C. Silkey

President/CEO, Einstein Law

Google’s Universal SearchPress Release 5/16/07

Google’s New Search Doctrine5/16/07

• "The ultimate goal of universal search is to break down the silos of information that exist on the web and provide the very best answer every time a user enters a query.

• While we still have a long way to go, today's announcements are a big step in that direction."

Google’s New Search Doctrine5/16/07

• Beginning today, the company will incorporate information from a variety of previously separate sources – including videos, images, news, maps, books, and websites – into a single set of results.

• At first, universal search results may be subtle. Over time users will recognize additional types of content integrated into their search results as the company advances toward delivering a truly comprehensive search experience.

Google’s Silos of Information

Why Breaking Down Silos (Channels) of Information

• Declared Reason – Provide Better User Search Experience

• Un-Declared Reason– Move Share Price from $600 to $1,000/Share

Better Search Experience

• Website Not Always User Best Experience– Going To Movies (Map)– Venus Fly Trap (Image)– LeBron James (LASIK News)

Universal Search Makes Sense

Google $600 to $1,000/Share

Current Revenue Model

• PPC (Pay Per Click)– Direct Revenue

• Organic Listing (Formally Free Listing)- No Direct Revenue

How to Increase Revenue?

• Dilute Organic Listings (Rebellion if Moved To Paid)• Increase PPC Revenue• Dominate Internet Video

Google $600 to $1,000/Share

• Purchase YouTube ($1.65 Billion)• Purchase Double Click ($3.1 Billion)• Dilute Website Organic Listings With Video• Build Profile to Sell Video Advertising• Sell More PPC Advertising

Universal Search Will Focus on Video to Recoup $4.75 Billion Investment in Video

How Does Universal Search Work?

• New Google Algorithms For Search

• Algorithms will Not Just Focus Websites

• Traditional Website Search Results Will Now Includes…

UNIVERSALSEARCH

Universal Search for: YouTube Acquisition Video, Blog, Website and News

Universal SearchWrongful Death Lawyer Utah

Universal Search -- Attorney Lynn Harris6 of 10 Are Video Listings

Universal SearchCar Accident Jacksonville

(Subtle at First?)

Google’s Universal SearchAll Major Search Engines Adopt Concept

What Does This Mean?

• Universal Search is a Foundational Shift • Cost of Internet Going Up• Dilution of Websites on First Page of

Search Results• Video, Video and More Video • Only 4 Months Since Introduction

Google’s Universal Search What is it?

Robert C. Silkey

President/CEO, Einstein Law