President/CEO, Einstein DentalRobert C. Silkey

Google Universal SearchPress Release 5/16/07

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Google New Search Doctrine5/16/07

• "The ultimate goal of universal search is to break down the silos of information that exist on the web and provide the very best answer every time a user enters a query.

• While we still have a long way to go, today's announcements are a big step in that direction."

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Google New Search Doctrine5/16/07

• Beginning today, the company will incorporate information from a variety of previously separate sources – including videos, images, news, maps, books, and websites – into a single set of results.

• At first, universal search results may be subtle. Over time users will recognize additional types of content integrated into their search results as the company advances toward delivering a truly comprehensive search experience.

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Google Silos of Information

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Why Breaking Down Silos (Channels) of Information

• Declared Reason – Provide Better User Search Experience

• Un-Declared Reason– Move Share Price from $600 to $2,000/Share

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Better Search Experience

• Website Not Always User Best Experience– Going To Movies (Map)– Venus Fly Trap (Image)– LeBron James (LASIK News)

Universal Search Makes Sense

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Google $600 to $2,000/Share

Current Revenue Model

• PPC (Pay Per Click)– Direct Revenue

• Organic Listing (Formally Free Listing)

- No Direct Revenue

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• Purchase YouTube ($1.65 Billion)• Purchase Double Click ($3.1 Billion)• Introduce Universal Search (Focus on Video)• Dilute Website Organic Listings• Sell More PPC Advertising• Build Profile to Sell Video Advertising

Universal Search Will Focus on Video to Recoup $4.75 Billion Investment in Video

Google $600 to $2,000/Share

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How Does Universal Search Work?

• New Google Algorithms For Search

• Algorithms will Not Just Focus Websites

• Traditional Website Search Results Will Now Includes…

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UNIVERSALSEARCH

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Universal Search for: YouTube Acquisition Video, Blog, Website and News

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Universal SearchCosmetic Dentistry Lake Tahoe

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Universal SearchCarmichael Porcelain Veneers

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Universal SearchCosmetic Dentist Queens

(Subtle at First?)

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Google Universal SearchAll Major Search Engines Adopt Concept

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What Does This Mean?

• Universal Search is a Foundational Shift • Cost of Internet Going Up• Dilution of Websites on First Page of Search

Results• Video, Video and More Video • Only 6 Months Since Introduction

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Questions & Answers

Live Web Search19

President/CEO, Einstein Dental

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Robert C. Silkey