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Issue #008: AOL

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                    SearchReturn Discussion List
             "Understanding Internet Search Technology"
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Moderator:                                          Published by:
Disa Johnson                                       SearchReturn
               http://www.searchreturn.com
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October 20, 2005                                       Issue #008
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                   .....IN THIS DIGEST.....

// -- FEATURED POST -- //

         "AOL"
                 ~ Mike Moran

// -- ESSENTIAL NEWS -- //
 
         "Jagger Google Update"
         "Yahoo! Local Addition"
         "Shoppers Research Online"
         "Search Usability"
         "Splogs"

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// -- FEATURED POST -- //

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==> 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

 


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// -- ESSENTIAL NEWS -- //

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==> "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).

 


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==> 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.

 


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==> 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.

 


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==> 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.

 


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==> Splogs

http://www.searchreturn.com/digest/refs008.shtml

Essentials: Search engines are currently nutty about blogs, which
naturally results in splogs.

 


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Copyright 2005 Disa Johnson. All Rights Reserved.
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