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The Economy of Search, Click Advertising & WEB 2.0
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There are many things associated with WEB 2.0. Talking about "WEB 2.0", the word coined by O’Reilly and John Battelle, is just an advanced version of WEB 1.0 in terms of WEB as a platform, driven by Data with a semiarchitecture of participation which means the whole content is developed in a Open Source management. It is all about Participation, Standardization, Convergence, Design, Remix ability, Reusability & Economy. I am more interested in the economy part of the WEB 2.0, which would cover all other properties of WEB 2.0. And this article is about how a Virtual Economy is being created around these Chunks of Search Data using the latest BUZZ word WEB 2.0. The only thing that I could relate a Search Engine and WEB 2.0 is the participation. The more the searches the better the indexing and better the validity of search results. Remember the Web Crawlers? Past Search engines were Static Piece of Data and the indexing were almost done Manually.
Starting from Alan Emtage’s Archive to Mark MaCahill’s Gopher to the revolutionary Google (And more in pipeline www.ask.com, Quaero), every other search engine had/has one thing in common, maintaining a huge chunk of web data. Most of the past search engines just were a front end system to retrieve data based on user preference. Search engines were into paid search (Paid by the Users using the search engine) , took a set back partially due to Dot Com Bubble blast and maximum due to Google’s ‘Don’t be Evil’ Search Engine.
The pioneer in click advertising through Search Engines was Bill Gross with his http://www.go2.com/. In 1998, Bill came up with this of idea PPC (Pay Per Click). The idea was that anyone can determine the search engine ranking on desired keywords, based the money they were willing to pay for that spot. The Idea was partially picked up by Google who revolutionized the Search Economy with fundas like Adsense, Adwords etc. Thanks to Eric’s (CEO of Google) Intellectual thinking for reusing Bill’s Ideas.
This idea created a fort of opportunities around it (Next only to the Transaction Business between Search Engine and its client). Starting from Adword Specialists, to Adsense Tools, Keyword Analytics, Market Analytical Tools (Based on the archives of Search History of a User),SEO Consultants, Traffic Reporting Analysis and many more. Thus an Economy is under creation. If you think this economy caters only to Marketing and Advertising, then we have to rethink about the future applications using Search Engines as an Interface. One major research in this area is “Database of Intentions”, which is the next step to Virtual Marketing Research. More will be posted in this in near future.
Other Search Engines worth Visiting:
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AskJeevs is simply http://www.ask.com now and another search engine I would like to mention to readers of this blog is http://www.mahalo.com/, which is a human powered search-engine.