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UNITED INTERNATIONAL UNIVERSITY
Semester project on “Google”
COURSE TITTLE: E BUSINESS
COURSE INSTRUCTOR: JINEA AKHTAR
COURSE CODE: MGT 3225
SECTION: B
NAME ID
Sabbir Uddin Ahmed 111 121 506
Tazkia Hossain 111 122 279
Sadman Shoumik Ahmed 111 121 187
Syed Mohibul Hasan 111 121 590
Date of submission: 27th August 2014
Table of Contents
EXECUTIVE SUMMARY.................................................................................................................................3
CHAPTER 1: INTRODUCTION........................................................................................................................5
About the company:................................................................................................................................5
Major activities:.......................................................................................................................................5
How Google search engine works:..........................................................................................................6
How the site works, operating the site:...................................................................................................7
Chapter 2: Financial Performance Analysis................................................................................................11
Revenue Models: How does the site make money?..............................................................................11
Main areas from where Google earns its revenue:................................................................................11
Revenue models by product..............................................................................................................11
Ratio Analysis.........................................................................................................................................13
Items required for Ratio Analysis.......................................................................................................14
Analyze the balance sheet.....................................................................................................................19
Predict the future growth opportunities of the firm with financial information...................................21
Chapter 3 – Analyze the Site Performance................................................................................................22
ALEXA Analysis.......................................................................................................................................22
Site Overview:....................................................................................................................................22
E-commerce Web site features that ANNOY customers:.......................................................................25
The eight most important factors in successful E-commerce site design:.............................................26
CHAPTER 4: MARKETING ANALYSIS...........................................................................................................29
Opportunities:.......................................................................................................................................30
Search Engine Optimization:..................................................................................................................30
Top 10 news on Google:........................................................................................................................32
1. Rockchip and roll:......................................................................................................................32
2. Google's Self-Driving Cars Will Need Steering Wheels - For Now..............................................33
3. Google's audacious Project Loon wants to spread the Net with high-flying balloons:...............33
4. Google for tweens: New growth strategy targets kids under 13:..............................................34
5. Microsoft adds over 50 new U.S. cities to Google Street View-like Bing Maps service:.............34
6. Google Acquires Motorola Mobility...........................................................................................34
7. Google Unveils Ambitious Android Expansion at I/O Conference.....................................................35
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8. Google disruption in China seen as government crackdown.............................................................35
9. Google Alerts British News Outlets about Deleting Their Links............................................................35
10. Siding With Google, Judge Says Book Search Does Not Infringe Copyright...................................35
CHAPTER 5: Conclusion and Recommendation.........................................................................................36
REFERENCE:...............................................................................................................................................38
3
EXECUTIVE SUMMARY
Google has been the leading website for many consecutive years and will continue to develop
its worldwide domination of all aspects of the internet, search, multimedia and
telecommunications industries. Even leads the industries and the market regulators the future
of televisions, computers, telephones, gaming devices, musical equipment and data
transmission. Sooner or later Google will be ready on all fronts with the products and services
that are needed to be successful. They will continue to enhance news, mail, chatting, voice
messages, blogs, forums and information sharing of any kind with seamless integration of the
products and services. The problems it seems to face are regarding the external sources of
copyright issues, US government regulation, foreign government intervention, international
cultural issues and privacy issues. If the corporate culture remains open and free flowing with
strong connections to youth, well versed Information Technology remains prevailing in the
industry and educational resources, they should not have a problem with their intentions to the
outside world and their customer base. The search engine companies are in a different category
than most industries and because the core business touches and manipulates a growing
amount of personal information along with government data in the USA and internationally.
This new ground of storage, manipulation and usage of possibly sensitive or personal data over
the internet to a variety of output sources is continuing to grow into something to not trust and
to evaluate continually. The fact that it is more than a simple data base but a search engine that
seemingly may become a device of artificial intelligence is nothing to ignore. Google will have to
continue to address the privacy issues from all aspects and be strong supporters of standards
for privacy and needs to get to the bottom of all the copyright issues along with more cultural
issues and they continue to grow into the international community. These cultural issues are as
important as privacy issues because the end result is the customer base needs to feel loyal to
them and if they feel violated in any way, they may lose large markets. Google’s approach of
making fast internet services available to the general public and also bring archival data to the
fore front of our society is an incredible long reaching enterprise. It is interesting that historical
research will greatly benefit from the undertakings of a high technology company. The issue of
personal data coupled with the potential artificial intelligence aspects of the search engines and
4
federal and international government intrusions is something that will require continued
extremely close scrutiny. Hopefully Google will continue to get it all right and also protect us all
from any problems
5
CHAPTER 1: INTRODUCTION
Google is one of the largest companies of the world. Within just 1years it became world’s top
ranked website too. Google has succeeded to become the most user friendly website, within
few years. It has become an integral part of most of the people’s lives and the word has
become a verb as Google are often heard to say let’s “Google” it. A brief overview of the
company has been stated below:
About the company:
Formation year September 4, 1998.
Founder name Larry Page and Sergey Brin.
Country of origin Menlo Park, California, USA
Source: Wikipedia, 2014.
Major activities:
The successful Android mobile operating system is one the major activities, which is
reporting 400,000 activations per day (April 2011).
Picasa photo organization, it is an image organizer and image viewer for organizing and
editing digital photos, plus an integrated photo-sharing website, originally created by a
different company but owned by Google since 2004
Google ‘Earth’ the 3D view of the earth technology that was initially the
startup Keyhole.
6
Google Energy that is developing and investing in renewable energy projects such as
wind farms in North Dakota.
Google Driverless Car that uses Google Street View with artificial intelligence
technology.
The law of abundance is evident here if you want a glimpse of the facts and the
staggering global statistics for Google in its search engine and associated online
properties such as YouTube, Android and other associated subsidiaries and technologies
Source: Slide Share, 2014.
How Google search engine works:
Figure 1: How Google operates.
7
Source: Sunmade, 2014.
Every computer these days are linked with internet facilities, thus every computer is also
backed by a search engine as its browser home page. Without search engines, it would be hard
to find the information one need while browsing the Web.
Google's search engine is a powerful tool. It has its own set of search index as its inventory. This
search index comprises of all possible keywords mapped to the websites which contain those
keywords. Google does not save the webpage url to the index, but a unique document ID that
identifies those urls in a separate database. Like other search engines, Google uses a
special algorithm to generate search results.
Google uses automated programs called spiders or crawlers, just like most search engines.
What sets Google apart is the most famous page ranking algorithm throughout the world -Page
Rank algorithm. Google does its ranking very simply just by relevance. There are a variety of
factors that is considered while ranking the matching pages. These include keyword density,
keyword proximity, keyword prominence and link popularity. Link popularity has emerged as
the most popular factor in ranking since it can act as a replacement for quality and reliability.
After ranking the search results, Google displays results on its search engine results page
(SERP).
How the site works, operating the site:
Google has the most simple and neat home page, as it has been developed to be user friendly,
it does not contain anything except the Google logo and the search box.
Figure 2: Google search engine preview.
8
Source: Google, 2014
Figure 3: How to use google.
Source: Google, 2014
When searched for a certain word on Google, it tends to show some of the most searches done
by the specific IP address. Not only the most searches top the list, Google also gives priority to
the most linked pages. If a specific web page is sponsored Google also ranks the page as the top
most searches
9
If provided with the most specific keyword. Google has the capability to satisfy every search of
every user at anytime, anywhere and anyplace. As it built the most powerful system of search
till now
10
11
Chapter 2: Financial Performance Analysis
Revenue Models: How does the site make money?
Google’s major internet services include online advertising technologies, search, cloud
computing, and software. Google also partners with its communication hardware
manufacturers to build mobile phones such as Nexus and Motorola. Google’s infrastructure
remains a crucial area of investment. In 2012, a fiber-optic infrastructure was installed
in Kansas City, USA to facilitate fiber broadband service. The primary source of revenue for
Google is advertising. Advertising is provided through AdWords service which consists of
products such as Search Ads, Display Ads, Mobile Ads and YouTube Ads.
Main areas from where Google earns its revenue:
1) Sites Revenues – Google’s very own sites such as Google Search, Google Finance, Google
Hotel Finder, Google Flight Search and Google Image Search made 62.6% of the total
revenues.
2) Network Revenues – Google’s partner sites are part of the advertising network created
through AdWords and AdSense. Google earns 20.9% of its revenues through this network.
3) Other revenues – In this segment, Google provides other services that are not directly
related to its advertising business model. These services include products and services such
as Google News, Google Translate, Android OS and Chrome. Google earns 9.8% of its total
revenue from these sources.
4) Motorola Mobile – Google acquired Motorola Mobility for $12.5 billion in May 2012. This
was the largest ever acquisition undertaken by Google to this day. Motorola Mobility is an
American telecommunications equipment corporation headquartered in Chicago, Illinois. It
produces smartphones and tablets using Google’s Android Operating System. It also makes other
equipment such as set-top boxes for television sets. Google earned 7.5% of its revenue from this
source, although it has now announced that it would sell a major part of Motorola Mobility to
Chinese PC maker Lenovo.
Revenue models by product
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AdWords –The advertising business of Google is like no other in the market. Advertisements in
traditional media such as radio or television can’t portray how well each company is doing in
the market. A single ad through TV or radio can reach only a limited number of people. Through
the internet Google can’t reach almost anyone using the internet. The ad business in Google
works on a Cost per Click (CPC). This means the moment a Google user accesses a page on
which an ad appears, Google charges the company that placed the ad. The company only has to
only pay based on the number of clicks. The amount per click is minimal; hence the money
Google makes depends on the web traffic.
The amount per click is not fixed as it is based on auction. This is good for the company’s
business as the high bidders shelling out large amounts of cash are very profitable. Would-be
buyers of AdWords bid for the right to use a particular ad, or phrase. If the bidder pays a high
price, then Google enjoys a high percentage of profit. If the bidder underbids, then it loses the
ad space to a more motivated seller willing to pay more money.
Pricing structure of AdWords
Method Description
Pay per Click (PPC) or Cost per Click (CPC) Company pays for each time a user clicks.
Cost per Mille (CPM) or cost per thousand
impressions.
Company pays for every 1000 user views of
the ad.
Google earns around 70% of its revenue from AdWords and another 20% from AdSense. In total
Google earns 90% of its revenue from advertising. Advertising is driving force of Google’s
growth in business.
AdSense – AdSense is a sister concern of AdWords. It is a similar to AdWords but offers a
different type of service. Rather than having ads appear on search pages accessed upon visiting
Google.com, AdSense allows owners of other websites to join Google's network and run
Google-branded ads. The ad publishers within the Google Network of content sites can run
modified advertisements targeted to audiences based on their psychographic factors. The
advertisements are maintained by Google and they can generate revenue on a per-click basis.
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DoubleClick – It is an online advertising technology. Display advertising comprises of video,
text, images, and other interactive ads. Display ads appear on YouTube, Google Finance, and
Google Network member websites.
YouTube – This is a free video sharing web platform where users can upload their own videos
and share it with everyone. It is the most popular video sharing site as the people from around
the world use it. The uploaders can become members and create their own channels. They can
share videos and receive feedback from anybody having a google account. According to
estimates, Google makes around $4 billion per year by putting ads on top of user-uploaded
videos. The video uploader also makes money on this web site. Google operates on a profit-
sharing system where the user receives a part of the revenue raised from the ads on their
videos. Once the videos are uploaded for viewing, the uploader receives 55% of the advertising
revenue generated through videos, via an automatic payment each time his or her outstanding
earnings top £60.
If the video is set up to roll in the beginning of the video, the uploader gets paid only if the user
watches 75% of the advertisement.
Google’s main product might just be a search engine, but it invests heavily in research and
development to create new products and improve existing products. It invests a significantly in
infrastructure and patents that help it to provide innovative services and products to users.
Services such as Google earth, maps, Gmail, Docs and Google + were created to drive more and
more people towards Google – which is the ultimate goal of its business. The vast array of
products from Google makes users spend more time on its site to generate more web traffic
which ultimately results in more revenue from advertising.
Ratio Analysis
14
Items required for Ratio Analysis
ItemEarnings (millions of dollars) by year
2011 2012 2013
Revenue 37,905 50,175 59,825
Cost of Revenue 13,188 20,670 25,858
Gross Profit 24,717 29,505 33,967
Net Income available
to shareholders9,737 10,737 12,920
Total Assets 72,574 93,798 96,692
Common Stock Equity 20,264 22,835 23,429
Earnings per share 8.22 8.62 9.91
Market Share Price 645.9 707.38 1120.71
Source: Google, 2014.
1. Gross Profit
2011 2012 2013
Gross Profit
Margin65.21% 58.8% 56.78%
15
2011 2012 201352.00%
54.00%
56.00%
58.00%
60.00%
62.00%
64.00%
66.00% 65.21%
58.80%
56.78%
Gross Profit Margin
Gross Profit MarginTrend
The gross profit margin for Google has been decreasing for the past 3 years which is largely due
to the increase in the cost of revenues. Revenue has been increasing year on year on a
consistent basis as the revenues grew by 19% during 2013. Cost of revenue for the years 2012
and 2013 increased 56% and 25% respectively. This has contributed to a decrease in gross profit
margin.
2. Net Profit
2011 2012 2013
Net Profit Margin 25.69% 21.4% 21.6%
16
2011 2012 20130.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%25.69%
21.40% 21.60%
Net Profit Margin
Net Profit MarginTrend
The net profit margin decreased during 2012 and increased a bit during 2013. Net profit in 2012
increased 10% and net profit in 2013 increased 20% in 2013. Although net profit increased, it
couldn’t keep the pace with increase in revenue due to rise in Research & Development costs.
3. Return on Assets (ROA)
2011 2012 2013
ROA 13.42% 11.45% 13.36%
17
2011 2012 201310.00%
10.50%
11.00%
11.50%
12.00%
12.50%
13.00%
13.50%
14.00%13.42%
11.45%
13.36%
Return on Assets (ROA)
ROATrend
The ROA during 2011 was high as the asset level was much lower during that time. In 2012, the
return decreased even though the net profit increased. The reason for this is that assets had
increased during 2012, but the net profit did not increase proportionately to the total assets.
4. Return on Equity (ROE)
2011 2012 2013
ROE 48.1% 47.02% 55.15%
18
2011 2012 201342.00%
44.00%
46.00%
48.00%
50.00%
52.00%
54.00%
56.00%
48.10%47.02%
55.15%
Return on Equity (ROE)
ROETrend
The ROE decreased a little due to an increase in equity. ROE increased steadily during 2013
largely due to a healthy net profit of $12.9 billion. Net profit increased by 20% contributing to
the rise in ROE.
5. Price/Earnings (P/E) Ratio
2011 2012 2013
P/E Ratio 78 82 113
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2011 2012 20130
20
40
60
80
100
120
78 82
113
Price/Earnings (P/E) Ratio
P/E RatioTrend
The P/E ratio suggests how expensive the value of the firm is. The share price and earning per
share of the firm are related in this ratio. The ratio means to show how many times a
shareholder is willing to pay for each dollar earned by the firm. The ratio increased significantly
during 2013 due to a high share price at the end of the year.
Analyze the balance sheet
The cash position of Google looks very healthy as it was $15.4 billion at the end of 2013. The
increase in cash reserve is not as dramatic as it was in 2012, as cash increased by almost $5
billion from 2011 to $14.7 billion in 2012.
The accounts receivables position looks much better than before as Google is collecting money
in lesser time from its customers. The accounts receivable increased to $7.8 billion in 2012 from
2011’s $5.4 billion. In 2013, the accounts receivable has decreased even though it was by a
small number.
During the end of 2011 the inventories were only $35 million, but in 2012 it increased to $505
million. This is not a good sign as Google is spending lot of money on inventory. This could also
be a reason why the cost of revenue has increased so much. In 2013, this figure increased
further to $648 million.
20
Property and Equipment has increased to $11.8 billion in 2012 from $9.6 billion in 2011. In
2013, this figure increased to $12.3 billion. This is quite understandable that Google is trying
expanding its business since infrastructure remains the core area of investment.
Overall, the total assets have increased to $96.7 billion in 2013 from $72.6 billion in 2011 which
shows that the company has grown.
The accounts payable has increased drastically from $588 million in 2011 to more than $2
billion in 2012. This means that Google is delaying payments in order to use the supplier’s
money in its business. It is not necessarily a bad thing as it is only a result of increasing revenue.
The accounts payable figure increased to $2.1 billion in 2013.
Google’s short term debt has increased from $1.2 billion in 2011 to $2.5 billion in 2012. Once
again, this shows that the revenue is Google is increasing and it needed this money to fund the
daily operations. This amount has decreased to $2.1 billion in 2013.
The accrued expenses have increased by an alarming rate from $1.4 billion in 2011 to $3.3
billion in 2012. This amount decreased to $3 billion in 2013.
The long term debt for 2011, 2012 and 2013 are almost close to $3 billion each. It remained
very consistent throughout the last 3 years.
The current assets of Google are almost 6 times that of current liabilities. The current assets
during 2011 were $52.7 billion and current liabilities were $8.9 billion. In 2013 the current
assets were $62.8 billion and current liabilities were $13.2 billion. This shows Google’s overall
liquidity position is very sound.
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Predict the future growth opportunities of the firm with financial information
Google has clearly improved its performance in 2013 from 2012 as the revenue has
increased by 20% to $59.8 billion and the net income has also increased by 18% to $12.9
billion. The performance forecast for 2014 looks good as the company is the world’s most
popular search engine. During 2013, the firm has earned $9.9 per share. The investors have
a lot of confidence in Google as the share price is now $590. The future prospect looks
promising for the company as they rolling out new products that are more innovative and
good for businesses around the world.
1-Jul-1
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200
400
600
800
1000
1200
1400
Stock price from 2012 to 2014
Date
Price
in D
olla
rs
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Chapter 3 – Analyze the Site Performance
ALEXA Analysis
Site Overview:
Engagement Metrics:
Alexa ranks google.com as the number one site both in the USA as well as in the entire world.
This is not surprising given Google’s increasing popularity and an endless list of interesting
services. The ranking is calculated based on the average daily visitors to the site and page views
of the site for the past 3 months. So far the statistics have been very consistent:-
Criteria Value Description
Daily Page views per visitor 23.49Estimated daily page views on
the site per visitor
Daily Time on site (mm:ss) 18:49Estimated daily usage of site
per visitor
Source: Alexa,2014.
Audience Demographics:
Gender – Both males and females have an equal presence in using this site. The number of
people from both the genders is similar to the general internet population.
Education – Being less or more literate is no barrier for people to use the internet these days.
People with no education browse the site as much as people do from graduate school, although
statistics have very slight variations.
Browsing Location – People browsed the site most at home and the least in school.
Audience Geography:
Country Percent of Visitors Rank in Country
1. United States 30.1% 1
2. India 9.0% 2
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3. Japan 3.3% 3
4. Russia 3.3% 4
5. Brazil 3.1% 3
Source: Alexa, 2014.
Maximum number of visitors is located in USA. And as the table clearly shows, most of the
users of Google are from the developed countries of the world. Even though India is not a fully
developed country, the vast urban population has wide access to Internet. Hence, a staggering
9% of Google’s users are located in India.
Where do Google.com’s visitors come from?
Search Traffic – This indicates the percentage of search traffic that has come to this site from a
search engine over the past 3 months. It is 2.4% now. This means that 2.4% of traffic has come
through search in Google.
Top search keywords sending traffic to this site:
Keyword Percent of Search Traffic
1. Gmail 11.32%
2. Google 5.28%
3. AdSense 2.89%
4. Translate 2.88%
5. Google translate 2.25%
Source: Alexa, 2014.
Upstream Sites – Which sites did people visit immediately before this site?
Facebook.com
Youtube.com
Yahoo.com
Wikipedia.org
Twitter.com
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What sites link to google.com?
As of 25th August 2014 a total of 3,366,704 sites link to google.com. Some of the sites that link
to google.com are:-
Youtube.com
Baidu.com
Yahoo.com
Antpedia.com
Taobao.com
What sites are related to google.com?
These are sites that are related to this site in some way. For example, they receive traffic from
similar keywords, have a similar audience, or are frequently cited together on web pages. Some
of the related links are:-
Amazon.com
Wikipedia.org
Statcounter.com
Myspace.com
Linkedin.com
Imdb.com
Where do visitors go on google.com? :
This list shows the subdomains that visitors visited most within Google:-
Subdomain Percent of Visitors
Google.com 72.45%
Mail.google.com 52.00%
Accounts.google.com 27.36%
Docs.google.com 12.32%
25
Plus.google.com 12.32%
Source: Alexa, 2014.
Site comparison
Google vs Yahoo
Google Yahoo
Global Ranking 1 4
Source: Alexa, 2014.
Google vs Yahoo vs Bing
Google Yahoo Bing
Global Ranking 1 4 23
Source: Alexa, 2014.
E-commerce Web site features that ANNOY customers:
Serial Web site features that ANNOY customers Yes/No
1 Pop-up ads No
2 Requiring installation of extra software to view site No
3 Dead links No
4 Confusing navigation No
5 Requirement to register and log-on before viewing site No
6 Slow-loading pages No
7 Content that is out of date No
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8 Ineffective site search tool No
9 Inability to use browser’s back button No
10 No contact information available(Web form only) No
11 Overdone sites(Unnecessary splash/flash screens or animation) No
12 Text that moves Yes (sometimes
the logo moves)
13 Poor appearance- color, fonts, format No
14 Music or other audio that plays automatically No
15 Opening a new window for a link Yes(if required)
The eight most important factors in successful E-commerce site design:
Serial Factor Description
1 Functionality Google created its home page simple so that it loads quickly
works fast, and points users to the website.
2 Informational Easily links to any desired information of the customers.
3 Ease of use Google consists of simple fool-proof navigation.
4 Reductant navigation Alternative navigation to the same content.
5 Ease of purchase One or two clicks to purchase.
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6 Multi browser functionality Site works with the most popular browser.
7 Simple graphics Google does not have distracting obnoxious graphics and
sounds that the user cannot control. It is rather user
friendly.
8 Legible text Google avoids backgrounds that distort text or make it
illegible. And has a neat background.
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29
CHAPTER 4: MARKETING ANALYSIS
Google clearly states its mission as,
“To organize the world’s information …. And make it universally accessible and useful”.
Source: www.google.com
Google explains that it believes that the most effective, and ultimately the most profitable, way
to accomplish the mission is to put the needs of the users first. Offering a high-quality user
experience has led to strong word-of-mouth promotion and strong traffic growth.
Google philosophy for marketing is:
Focus on the user and all else will follow.
It’s best to do one thing really, really well.
You can make money without doing evil (the founders are well known and chastised for
making this statement).
The user prioritized industry has three basic commitments done to serve the customers are:
We will do our best to provide the most relevant and useful search results possible,
independent of financial incentives. Our search results will be objective and we will not
accept payment for inclusion or ranking in them.
We will do our best to provide the most relevant and useful advertising. Advertisements
should not be an annoying interruption. If any element on a search result page is
influenced by payment to us, we will make it clear to our users.
We will never stop working to improve our user experience, our search technology and
other important areas of information organization”.
The company explains the system followed by them to provide customer value as they serve
their users by developing products that can be quickly and easily found, created, organized, and
helps share information. Placing premium products that matter to many people and have the
potential to improve their lives tops the customer value list.
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Some of the key benefits that they tend to look after are: Comprehensiveness and Relevance;
Objectivity; Global Access; Ease of Use; Pertinent, Useful Commercial Information; Multiple
Access Platforms and Improving the Web.
Source: Smart Insight
Opportunities:
In China, a massive internet market, Google possesses 16.6% of the market, second by a
large margin to Baidu, so the company still has a lot of room to grow in this massive
market
Just recently Google acquired Motorola Mobility, and with it the company's large
portfolio of intellectual property; but the true opportunity is found in rumors that
Google is planning to sell Android devices directly to the consumer
If Google could handle both the hardware and software sides of the Android devices,
like Apple does with its iOS and iPhone, Google would rake in much greater profits
Google+ puts Google’s foot in the fast-growing social media market, and should allow
the company to create more advertising revenue
Google has a long history of acquiring companies to help advance its innovation
prospects, and it seems inevitable that sooner or later the company will strike again
Google has many strengths, weaknesses, opportunities, and threats in its business; however in
the end appears to be a strong company with a bright future. The world is relying more and
more on the internet each day and at the forefront of this revolution is Google, making it a
tremendous investment for the future
Source:The Moty Fool
Search Engine Optimization:
Basically, in business optimization refers to finding an alternative with the most cost effective or
highest achievable performance under the given constraints, by maximizing desired factors that
is trying to attain the highest or maximum result without extra expense and minimizing
31
undesired ones. Practice of optimization is restricted by the lack of full information, and time to
evaluate what information is available.
As a top Internet marketing strategy, SEO considers how search engines work, what people
search for, the actual search terms or keywords typed into search engines and which search
engines are preferred by their targeted audience. And the search engine optimization indicates
the process of increasing visitors in a specific website which is done by increasing
the site's visibility in search engine results. Websites can improve search engine optimization by
editing its content, HTML and associated coding to both increase its relevance to specific
keywords and to remove barriers to the indexing activities of search engines including
required content, making sure that the pages are able to be indexed correctly, and ensuring
that the content is unique. Going through the search engine optimization process
typically leads to more traffic for the site because the site will appear higher in search results
for information that look for in the site's offerings. It also includes Promoting a site to increase
the number of backlinks, or inbound links, is another SEO tactic.
Methods followed by google as a search engine optimization:
Getting indexed
The leading search engines, such as Google, along with others, uses crawlers to find pages for
their algorithmic search results which is `Two other major directories, require manual
submission and human editorial review even where known to be formerly operating a paid
submission service that guaranteed crawling for a cost per click this was discontinued in 2009,
whereas Google offers Google Webmaster Tools, for which an XML Sitemap feed can be
created and submitted for free to ensure that all pages are found, especially pages that cannot
be found by automatically following links. Google crawlers look at a number of different factors
when crawling a site. Not every page is indexed by the search engines. Distance of pages from
the root directory of a site may also be a factor in whether or not pages get crawled.
Preventing crawling
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To avoid undesirable content in the search indexes, webmasters can instruct spiders not to
crawl certain files or directories through the standard robots.txt file in the root directory of the
domain. Additionally, a page can be explicitly excluded from a search engine's database by
using a Meta tag specific to robots. When a search engine visits a site, the robots.txt located in
the root directory is the first file crawled. The robots.txt file is then parsed, and will instruct the
robot as to which pages are not to be crawled. As a search engine crawler may keep a cached
copy of this file, it may on occasion crawl pages a webmaster does not wish to be crawled.
Pages typically prevented from being crawled include login specific pages such as shopping
carts and user-specific content such as search results from internal searches. In March 2007,
Google warned webmasters that they should prevent indexing of internal search results
because those pages are considered search spam.
Increasing prominence
A variety of methods can increase the prominence of a webpage within the search
results. Cross linking between pages of the same website to provide more links to most
important pages may improve its visibility. Writing content that includes frequently searched
keyword phrase, so as to be relevant to a wide variety of search queries will tend to increase
traffic. Updating content so as to keep search engines crawling back frequently can give
additional weight to a site. Adding relevant keywords to a web page's meta data, including
the title tag and meta description, will tend to improve the relevancy of a site's search listings,
thus increasing traffic. URL normalization of web pages accessible via multiple urls, using
the canonical link element or via 301 redirects can help make sure links to different versions of
the url all count towards the page's link popularity
Source: Wikipedia,2014
Top 10 news on Google:
1. Rockchip and roll:
33
Google's attempt at building a modular smart phone. Project Ara, is gathering pace with the
announcement that Google is building a custom processor. Paul Eremenko, who heads
up Project Ara for the website posted that Google has kicked off the development of a mobile
system on a chip (SoC) with Chinese brication-less semiconductor developer Rockchip. Few
specifics were given about the processor, but Eremenko did announce it would feature a UniPro
high-speed interface so that it could function in Ara modules without needing bridge chips.
2. Google's Self-Driving Cars Will Need Steering Wheels - For Now
Google unveiled a prototype car with no brakes and no steering wheel. And said it will modify it
to comply with California Department of Motor Vehicles regulations governing testing of
“autonomous” cars on public roads in the state. Those new rules require, among other things,
that a test driver be in the vehicle and be able to take “immediate physical control” in case
something goes wrong.
"During our testing we are equipping the vehicles with manual controls such as a steering
wheel, brake pedal, and accelerator pedal. With these additions, our safety drivers can test the
self-driving features, while having the ability to take control of the vehicle if necessary,” a
Google spokesperson said in a statement to NBC News. Later this year, the California DMV is
scheduled to issue another regulation that governs the “operation” of fully autonomous (no
driver, steering wheel, brake or accelerator) vehicles on public roads.
3. Google's audacious Project Loon wants to spread the Net with high-flying
balloons:
Google wants to send legions of balloons up to 60,000 feet—twice the altitude of commercial
airplanes—where they’ll be free to harness the natural energies of the wind and the sun to
create a world-wide web of connectivity. Google’s massive computing power, mixed with
government wind direction data, will theoretically help navigate the balloons around the globe,
delivering 3G (or better!) speeds to the masses no matter where the masses are.
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4. Google for tweens: New growth strategy targets kids under 13:
Google is bringing forward a brand new system for the first time that would allow children
under the age of 13 to create their own accounts, but parents would have ultimate control over
how their kids use the features due to legal issues and the Children's Online Privacy Protection
Act, which imposes strict restrictions on how outsiders collect information on children under 13
While Google doesn't officially offer its Gmail and YouTube features to children, there isn't
much to keep kids from posing as teens or adults to create an account.
5. Microsoft adds over 50 new U.S. cities to Google Street View-like Bing Maps
service:
Google Street View is a system that helped finding out a specific place that one does not know
on the other side of the globe becomes very tricky, but computers can make that task a whole
lot easier by giving a view of any cities or spots that user might want to visit.
6. Google Acquires Motorola Mobility
Google Inc. announced that the acquisition of Motorola Mobility Holdings, Inc. has closed, with
Google acquiring MMI for $40.00 per share in cash. The acquisition will enable Google to
supercharge the Android ecosystem and will enhance competition in mobile computing.
Motorola Mobility will remain a licensee of Android and Android will remain open. Google will
run Motorola Mobility as a separate business.
Source: www.1stheadlines.com
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7. Google Unveils Ambitious Android Expansion at I/O Conference
In June 25, 2014 Google annual conference for software developer held. Their unveiled
plans to expand Android, its mobile operating system, for new categories like wearable
computers and automobiles.
Source: www.nytimes.com
8. Google disruption in China seen as government crackdown
When Yi Ran is working on new designs for his Yinshen Clothing company, he often turns to
Google to search for pictures to use as inspiration. "The results are more complete and
objective than Chinese search services," the 30-year-old from Guangzhou said.
Source: www.mercurynews.com
9. Google Alerts British News Outlets about Deleting Their Links
A number of British media outlets, including the BBC and The Guardian, say that they have
received notification from Google explaining which of their online articles will no longer show
up in European online searches.
Sources: www.nytimes.com
10.Siding With Google, Judge Says Book Search Does Not Infringe Copyright
Google’s idea to scan millions of books and make them searchable online seemed audacious
when it was announced in 2004. But fast-forward to today, when people expect to find almost
anything they want online, and the plan seems like an unsurprising and unavoidable part of
today’s Internet.
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CHAPTER 5: Conclusion and Recommendation
Over the last sixteen years Google has contributed a major foundation to the internet world
especially in the online advertisement sector and nevertheless in search engine. It has created
the biggest online business platform starting from advertisement to any kind of marketing via
web. Virtually anybody can now promote business from any part of the world through this
website.. Because Google offers the easiest search system and maintains its simplicity it has
gather users of all ages throughout the world. The company according to their taken oath
maintains their commitment to serve the users. Move over, besides their number of
approaches to serve the users makes Google stands to dominate the online industry. Google
information system is now a tool which most people can afford and understand.
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