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This presentation is licensed under a Creative Commons Attribution 3.0 LicensePhoto: http://www.flickr.com/photos/jon_a_ross/3200941134
Search Engine Wars: let battle commence30th November, 2010
Presenter: Karen Blakeman
[email protected] twitter.com/karenblakemanhttp://www.rba.co.uk/
Presentation available on: http://www.slideshare.net/karenblakeman/
and
http://www.authorstream.com/User-Presentations/karenblakeman/
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What’s at stake?
2010 Financial Tables - Google Investor Relationshttp://investor.google.com/financial/tables.html (figures in millions)
Nearly USD 21 billion so far for 2010
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This is serious money!
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General search engines
There are only three (two?) serious contenders
In alphabetical order
Bing
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-search-engine-gives-up
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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-for-april-2010/
• 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-search-market/
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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...
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Social networks overtake Google in UK web hits
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http://www.independent.co.uk/news/business/news/social-networks-overtake-google-in-uk-web-hits-1994923.html
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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
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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
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Ad preferences – based on searches and pages viewed
??
http://www.google.com/ads/preferences/
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Targeted advertising in action
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Targeted advertising in action
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Facebook ads
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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
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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”
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Bing Yahoo search results the same for US versions
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Bing Yahoo UK
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Bing Yahoo France
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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
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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
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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!
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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
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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
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My social circle and content
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List of direct and secondary connections
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Google search results• Additional search features
in left hand side menu
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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
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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)
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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
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Yahoo Clues – http://clues.yahoo.com/
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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
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Or do your own...
• http://blekko.com
• “Slashtags” – define your own set of web sites for searches
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And the winners are..
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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