Search Engine Wars: let battle commence

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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/karenblakeman/ and http://www.authorstream.com/User-Presentations/karenblakeman/

What’s at stake? : 

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 30/11/2010 www.rba.co.uk 2 This is serious money!

General search engines : 

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-search-engine-gives-up 30/11/2010 www.rba.co.uk 3

How did they stack up earlier this year? : 

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/ 30/11/2010 www.rba.co.uk 4

It is not just about search.... : 

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... 30/11/2010 www.rba.co.uk 5

Social networks overtake Google in UK web hits : 

Social networks overtake Google in UK web hits 30/11/2010 www.rba.co.uk 6 http://www.independent.co.uk/news/business/news/social-networks-overtake-google-in-uk-web-hits-1994923.html

How they do it... : 

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 30/11/2010 www.rba.co.uk 7

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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 30/11/2010 www.rba.co.uk 8

Ad preferences – based on searches and pages viewed : 

30/11/2010 www.rba.co.uk 9 Ad preferences – based on searches and pages viewed ?? http://www.google.com/ads/preferences/

Targeted advertising in action : 

Targeted advertising in action 30/11/2010 www.rba.co.uk 10

Targeted advertising in action : 

Targeted advertising in action 30/11/2010 www.rba.co.uk 11

Facebook ads : 

Facebook ads 30/11/2010 www.rba.co.uk 12

See what ad networks you are feeding : 

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 30/11/2010 www.rba.co.uk 13

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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” 30/11/2010 www.rba.co.uk 14

Bing Yahoo search results the same for US versions : 

Bing Yahoo search results the same for US versions 30/11/2010 www.rba.co.uk 15

Bing Yahoo UK : 

Bing Yahoo UK 30/11/2010 www.rba.co.uk 16

Bing Yahoo France : 

Bing Yahoo France 30/11/2010 www.rba.co.uk 17

Bing/Yahoo : 

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 30/11/2010 www.rba.co.uk 18

Localisation : 

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 30/11/2010 www.rba.co.uk 19

The problem with Bing : 

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! 30/11/2010 www.rba.co.uk 20

Social media : 

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 30/11/2010 www.rba.co.uk 21

Google – “My social circle” : 

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 30/11/2010 www.rba.co.uk 22

My social circle and content : 

My social circle and content 30/11/2010 www.rba.co.uk 23 List of direct and secondary connections

Google search results : 

Google search results Additional search features in left hand side menu 30/11/2010 www.rba.co.uk 24

Google playing catch-up with Bing : 

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 30/11/2010 www.rba.co.uk 25

Also from Google this year... : 

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) 30/11/2010 www.rba.co.uk 26

Why do Yahoo and Microsoft always give up half way? : 

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 30/11/2010 www.rba.co.uk 27

Yahoo Clues – http://clues.yahoo.com/ : 

Yahoo Clues – http://clues.yahoo.com/ 30/11/2010 www.rba.co.uk 28

What’s the verdict? : 

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 30/11/2010 www.rba.co.uk 29

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30/11/2010 www.rba.co.uk 30

Or do your own... : 

Or do your own... http://blekko.com “Slashtags” define your own set of web sites for searches 30/11/2010 www.rba.co.uk 31

And the winners are.. : 

And the winners are.. 30/11/2010 www.rba.co.uk 32

Slide 33: 

30/11/2010 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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