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Issue #008: AOL
----------------------------------------------------------------- SearchReturn Discussion List "Understanding Internet Search Technology" ----------------------------------------------------------------- Moderator: Published by: Disa Johnson SearchReturn http://www.searchreturn.com ----------------------------------------------------------------- October 20, 2005 Issue #008 ----------------------------------------------------------------- SEND POSTS: ----------------------------------------------------------------- Refer a friend: http://www.searchreturn.com/subscribe.shtml ----------------------------------------------------------------- .....IN THIS DIGEST..... // -- FEATURED POST -- // "AOL" ~ Mike Moran // -- ESSENTIAL NEWS -- // "Jagger Google Update" "Yahoo! Local Addition" "Shoppers Research Online" "Search Usability" "Splogs" ----------------------------------------------------------------- // -- FEATURED POST -- // ----------------------------------------------------------------- ==> TOPIC: AOL "Users and access. Google can posture all it wants about WiFi and dark fiber, but it can consolidate its user base and ensure access to IP data and direct pipelines with those users overnight." -Digest #007 From: Mike Moran It is out of character for Google to look to grow through acquisition--in the past they've acquired technology, not customers--but even though they are the leaders in search, they trail as a portal. Google is smart enough to know that the future of search is a personalized one, and they can't maintain their position in search without creating a relationship with their users. Today, Google's customers are its advertisers, not its searchers, leaving them vulnerable to being outflanked the way publishers are susceptible to retailers like Amazon who know which consumers are actually buying the books. Yahoo! is well ahead of Google as a portal, with years of offering e-mail, personalized news, commerce, and other goodies that get people to divulge e-mail addresses, interests, and other personal information. Microsoft and AOL even have their customers' credit card numbers. Google has started to make progress with Gmail and other services and the Google toolbar reveals a lot about surfers even if they remain anonymous, but to maintain the kind of growth they need, Google needs to know even more about their consuming public. To me, this is the best strategic reason for acquiring AOL--it is a database of customers that gives them instant relationships. Just like a TV network, AOL's content (and functions) draw the audience but the value is more than just the eyeballs---AOL knows who the eyeballs belong to. No guesses as to who will win the battle to acquire AOL or a piece of AOL (and maybe Time Warner will decide to bide its time), but every major player has the same reason to acquire AOL, whether it is MSN, Yahoo!, or even ask.com's Barry Diller. Mike Moran Distinguished Engineer and Manager of Site Architecture, ibm.com Co-author of IBM Press book, "Search Engine Marketing, Inc." http://www.mikemoran.com ----------------------------------------------------------------- // -- ESSENTIAL NEWS -- // ----------------------------------------------------------------- ==> "Jagger" Google Update http://www.mattcutts.com/blog/more-info-on-updates/ Essentials: Matt Cutts describes current index changes. Although Google updates have traditionally been named after WebMasterWorld conference events, Brett Tabke of WebmasterWorld has named the recent changes: Jagger (after Matt being nicknamed in the press Mick Jagger). ----------------------------------------------------------------- ==> Yahoo! Local Addition http://www.ysearchblog.com/archives/000199.html Essentials: Yahoo! acquires Whereonearth and plans to roll out features to local search (including mobile search) and search marketing targeting local. ----------------------------------------------------------------- ==> Shoppers Research Online http://news.com.com/2061-10811_3-5903195.html Essentials: Not so surprising, shoppers research online before buying computers and consumer electronics. ----------------------------------------------------------------- ==> Search Usability http://www.phptr.com/articles/article.asp?p=418857 Essentials: Usability experts ponder the rise of search, and the effect on navigation needs. ----------------------------------------------------------------- ==> Splogs http://www.searchreturn.com/digest/refs008.shtml Essentials: Search engines are currently nutty about blogs, which naturally results in splogs. ----------------------------------------------------------------- Essential Headlines: http://www.searchreturn.com/newsworthy.shtml Archives: http://www.searchreturn.com/digest-archive.shtml Alternate formats: http://www.searchreturn.com/info-formats.shtml Manage Subscriptions: http://www.searchreturn.com/help/manage-subs.shtml Problems unsubscribing? Contact the postmaster: Information on how to sponsor this publication: http://www.searchreturn.com/help/advertise.shtml Published by SearchReturn http://www.searchreturn.com Website Membership: http://www.searchreturn.com/register.shtml The contents of the digest do not necessarily reflect the opinions of SearchReturn or Disa Johnson. SearchReturn and Disa Johnson make no warranties, either expressed or implied, about the truth or accuracy of the contents of the SearchReturn Digest. Copyright 2005 Disa Johnson. All Rights Reserved. -----------------------------------------------------------------