The search engine's money

In 2007, the brand of Google, whose value reached by the time the $ 66.43 billion, topped the rating of the most valuable brand, the BrandZ Top-100, compiled by research company Millward Brown Optimor for the newspaper Financial Times. The cost of the brand in the pre-crisis year increased by 77%, which allowed Google to get up from 7th place in 2006, immediately on the first. In second place on the list is a brand of General Electric, which cost - $ 61.88 billion, while the third - Microsoft ($ 56,9 billion). Coca-Cola took the fourth position in the list.

The question naturally arises: how search engines can achieve financial success than defined by their main financial flows? The answer is obvious - money free search services come from paid advertising, directly depend on attendance, utilization of these services. In turn, attendance is determined by the usefulness of search service - relevance, efficiency, ease of interface, scope and filter vast amounts of information and knowledge.

In particular, the commercialization of most modern search engines is based on a clear business model: customers free use of various information services (the main one being - search), and the revenue received from advertisers for advertisements to the users of these services.

Information resources may be advertised on search sites in different ways, the most popular of which is - paid search results. In these cases, the owners of information resources are paying money for something that their resources if they are relevant user's request will be included on the first page of search results. Such policies may sometimes conflict with the needs of end users, in fact, it would seem natural results, which are provided by the algorithms of search engines, are more relevant for the needs of most users than paid search results. But in fact, in many cases, paid search is actually more pertinentnym to provide more useful results. This phenomenon is one of the most amazing coincidences aspirations: search services - to increase their income and end-users - get helpful documents in search results.

On the other hand, advertisers are penalized for trying to attract traffic, which is irrelevant, that will not make users search service to consumers. Advertisers are looking for a way to build your brand using paid search get much more for their dollars if their content is relevant and interesting to users.

As a promotional tool in Google services are used AdWords and AdSense. Advertisers using Google AdWords, create ads to attract targeted traffic to their sites and get prospects. Publishers partner Google distribute these ads targeted to relevant search results, using Google AdSense, which allows publishers to get their share of the profits from the active Ad Review readers.

For website owners who want to have more control over your corporate information system or search on the site, Google has developed a scalable software solution Google Search Appliance, which allows to obtain accurate results for any volume of documents.

In addition, the company followed the path of integration in their system a variety of tools - from the postal service and the "messenger", ending with blogs, photo albums, documents, automatic translators, electronic payment system and web analytics. It is known that Google has other sources of income, such as the delivery of enterprise search, but they share almost no effect on the core business model.

The world's biggest search engine on Runet - "Yandekce" - is almost never used in an explicit form of paid search results technology, widely used at Google. The role of such advertising are other systems - "Yandex" and "media-context Bunker."

"Yandex" - a tool for placing contextual ads on the pages of "Yandex" and at the participating sites of its advertising network. Contextual advertising displays only those ads to the visitor, which are directly related to the fact that it is currently looking for. And these interests of the user by itself is clearly stated in the query to the search engine.

Media-context banner. displayed to users who are currently interested in the subject of advertising offers (this is determined by the context of inquiry). Compliance of subjects of each page of a subject is automatically determined based on a given set of words and phrases. Media-context banner placed on a set of keywords and phrases on a given topic (the so-called thematic packages). In addition, advertisers may use geographic targeting to users saw a banner in the region in which the advertiser is interested. Banner Impressions organized in such a way as to cover the maximum number of users interested in the stated theme, resulting in a banner combines the advantages and contextual and display advertising. In addition, a banner displayed on the websites - partners "Yandex".

Many Ukrainian search engines as an option based contextual advertising. In particular, the largest Ukrainian system of "meta" provides an opportunity to advertise in search results, relevant keywords that you type a user of the service "MetaKontekst." At the same time launched an entire affiliate network, which allows website owners making up the context blocks, offered "MetaKontekstom" earn up to 50% of the clicks (clicks on the advertiser's website).

One of the major Ukrainian portal "Bigmir" (www.bigmir.net) also in some measure can be considered as a search engine. Indeed, among its functions is information retrieval, built on the technology of Google. Contextual advertising "Bigmir", also "borrowed" from Google, is implemented in two basic ideas - in the form of contextual links and contextual banners that are generated when you enter these keywords the advertiser. In this reference shows are free, pay only the landing sites, and the price of clicks generated on an auction basis.

Search business model, which does not fit the conventional view of businessmen, it becomes very real and tangible. Today search engines are transformed into meaningful business projects, the proceeds of which are leading in the world.

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