Here is another part I did not developed so far. It deals with other
functionalities and services that the search engine do have but do not put sufficiently
in advance to the Internet user. So let's say that the advanced research which is
located on the home page is already not that much used you can then imagine how
much is used a service which is hidden.
dimanche 1 février 2009
5.6 Google success is his weakness
The fate of Google is linked also to the one of Search Engine Optimization
which is the ability to well index a website on search engines. The main issue is that
Google being the most well known search engine a lot of computer scientists tried to
understand how Google was working in order to index web pages. The more
experiments are made and the more the secret algorithm of Google is known. As we
can imagine few are the web masters who are interested to have a website in the
latest pages of Google. This is why Google results are not the most rational and are
not the reflect of our physical society.
This observation is far more important if we consider that some studies38
showed that Internet users are considering only the first 3 results of Google when
making research on it.
Illustration 19: Eye Tracking on Google
which is the ability to well index a website on search engines. The main issue is that
Google being the most well known search engine a lot of computer scientists tried to
understand how Google was working in order to index web pages. The more
experiments are made and the more the secret algorithm of Google is known. As we
can imagine few are the web masters who are interested to have a website in the
latest pages of Google. This is why Google results are not the most rational and are
not the reflect of our physical society.
This observation is far more important if we consider that some studies38
showed that Internet users are considering only the first 3 results of Google when
making research on it.
Illustration 19: Eye Tracking on Google5.7 Google's disappearance hypothesis
It is hard to believe that a company such as Google can close his gates one
day but everything can happen and moreover in the world of ICT, so let's imagine
what will be the consequences of his disappearance. I truly believe that all Internet
users will go for its followers Yahoo and Microsoft with exactly the same behaviors.
It however said that the patent of Google algorithm belong to the Stanford
University and expires in 2011 what will then happen to Google at that time?
day but everything can happen and moreover in the world of ICT, so let's imagine
what will be the consequences of his disappearance. I truly believe that all Internet
users will go for its followers Yahoo and Microsoft with exactly the same behaviors.
It however said that the patent of Google algorithm belong to the Stanford
University and expires in 2011 what will then happen to Google at that time?
Conclusion
The purpose of this intermediate report was for me to show my knowledge
about the topic, to prove that the problematic is pertinent, interesting and that there is
enough to write about it.
I wanted to show as well that I have the ideas clear enough for the next
coming months. What I keep in mind from this work is that I like the research I am
doing, that I am very curious about the final result (how to make the difference when
looking for information on the Internet and that the gap between rational search of
information and mass search information is abyssal).
I am quite conscious that a lot of work has to be done and that a lot of
questions have still no answers.
However I would like as well to emphasize what I personally did so far and
what I learned:
• I know now how to structure a master thesis. I had until now no knowledge
about it and I learned from scratch how to set up an academical report;
• I studied since June 2008 the world of search engines and comes to know a
lot about the topic. Once graduated I would like to continue on the field of emarketing
either on a PhD level or in an international e-marketing company.
This thesis is then making me more valuable to pretend to one of those two
goals;
• Studying this field brought me additional ideas regarding the e-marketing
field. I wrote done an additional 20-pages report (not included in this
intermediate report) about a hypothetical computer application which could
give information about how to launch e-marketing campaigns on a global
scale;
February will be for sure the month which will decide how this master thesis
will be achieved. I have concretely more than 3 weeks to dedicate days and nights to
this project.
The biggest issues I will have to think about are:
• Chapter 3.1.6: regarding semantic web I did not study yet in detail the topic and I will have to come back on this point later;
• Chapter 4: how to measure the gap of information between mass behavior
when looking for information on the Internet and the most rational behavior?;
• Chapter 5: The Google example;
• Re writing the thesis from an informal point of view this time (using the third
person of the singular instead of the first which does not sound very
academic);
about the topic, to prove that the problematic is pertinent, interesting and that there is
enough to write about it.
I wanted to show as well that I have the ideas clear enough for the next
coming months. What I keep in mind from this work is that I like the research I am
doing, that I am very curious about the final result (how to make the difference when
looking for information on the Internet and that the gap between rational search of
information and mass search information is abyssal).
I am quite conscious that a lot of work has to be done and that a lot of
questions have still no answers.
However I would like as well to emphasize what I personally did so far and
what I learned:
• I know now how to structure a master thesis. I had until now no knowledge
about it and I learned from scratch how to set up an academical report;
• I studied since June 2008 the world of search engines and comes to know a
lot about the topic. Once graduated I would like to continue on the field of emarketing
either on a PhD level or in an international e-marketing company.
This thesis is then making me more valuable to pretend to one of those two
goals;
• Studying this field brought me additional ideas regarding the e-marketing
field. I wrote done an additional 20-pages report (not included in this
intermediate report) about a hypothetical computer application which could
give information about how to launch e-marketing campaigns on a global
scale;
February will be for sure the month which will decide how this master thesis
will be achieved. I have concretely more than 3 weeks to dedicate days and nights to
this project.
The biggest issues I will have to think about are:
• Chapter 3.1.6: regarding semantic web I did not study yet in detail the topic and I will have to come back on this point later;
• Chapter 4: how to measure the gap of information between mass behavior
when looking for information on the Internet and the most rational behavior?;
• Chapter 5: The Google example;
• Re writing the thesis from an informal point of view this time (using the third
person of the singular instead of the first which does not sound very
academic);
Declaration
I certify that this work has been done by myself and only myself. All the
sources used for its realization have been well indicated.
Ronan CHARDONNEAU
European Master in Business Studies
Institut de Management de l'Université de Savoie d'Annecy (FR)
Università degli studi di Trento (IT)
Universität Kassel (GER)
Universidad de León (SP)
22th January, 2009
sources used for its realization have been well indicated.
Ronan CHARDONNEAU
European Master in Business Studies
Institut de Management de l'Université de Savoie d'Annecy (FR)
Università degli studi di Trento (IT)
Universität Kassel (GER)
Universidad de León (SP)
22th January, 2009
List of literature
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faq.asp Last access: 23/01/2009
Alexa the Web information company. (2008): Top sites by country URL:
http://www.alexa.com/site/ds/top_500 Last access: 23/01/2009
Anonymous. (2007): Baidu au Japon? URL: http://asia.2803.com/chine/baidu-au-japon/ Last access: 23/01/2009
Arrington, M. (2008): Cuil On BusinessWeek's Most Successful of 2008 List. Huh? URL:
http://www.washingtonpost.com/wp-dyn/content/article/2008/12/29/AR2008122901227.html Last
access: 23/01/2009
Battelle, John. (2005): The birth of Google URL:
http://www.wired.com/wired/archive/13.08/battelle.html?tw=wn_tophead_4 Last access:
23/01/2009
Boswell, W. (2004?): AOL Search: How to Search with AOL Search URL:
http://websearch.about.com/od/enginesanddirectories/a/aol_search_2.htm Last access: 23/01/2009
Boucq, I. (2009): Yahoo et vos données persos... URL:
http://www.erenumerique.fr/yahoo_et_vos_donnees_persos_-news-15162.html Last access:
23/01/2009
Chardonneau, R. (2008): International Marketing: Google URL:
http://storage.canalblog.com/24/01/274197/31730758.pdf Last access: 23/01/2009
China Tech News. (2007): CCTV: Baidu Search Engine Fraud Exposed? URL:
http://www.chinatechnews.com/2007/05/31/5459-cctv-baidu-search-engine-fraud-exposed/ Last access: 23/01/2009
China Daily. (2008): Baidu cuts revenue forecast on ad scandal URL:
http://www.chinadaily.com.cn/bizchina/2008-12/14/content_7302788.htm Last access: 23/01/2009
Chitu, A. (2008): Google Starts to Index the Invisible Web URL:
http://googlesystem.blogspot.com/2008/04/google-starts-to-index-invisible-web.html Last access: 23/01/2009
Crédoc, (2008): La diffusion des technologies de l'information et de la communication dans la société
française URL: www.arcep.fr/uploads/tx_gspublication/etude- credoc - 2008 -101208.pdf Last acess: 23/01/2009
Crepuq. (2003): Etude sur les connaissances en recherche documentaire des étudiants entrant au 1er
cycle dans les universités québécoises URL:
http://www.crepuq.qc.ca/documents/bibl/formation/etude.pdf Last access: 23/01/2009
EduDoc. (2008): Enquête sur les compétences documentaires et informationnelles des étudiants qui accèdent à l'enseignement supérieur en Communauté française de Belgique URL:
http://www.edudoc.be/synthese.pdf Last access: 23/01/2009
Einhorn, B. (2007): Baidu Thinks It Can Play in Japan URL:
http://www.businessweek.com/globalbiz/content/feb2007/gb20070215_649662.htm?
chan=globalbiz_asia_technology Last access: 23/01/2009
Enquiro. (2008): Eye Tracking Studies URL:http://www.enquiroresearch.com/eyetracking-report.aspx Last access: 23/01/2009
Enquiro. (2004): Search Engine Usage in North America URL:
http://pages.enquiroresearch.com/search-engine-usage-in-na.html?
source=Search_Engine_Usage_In_North_America_whitepaper Last access: 19/01/2009
Eternal Dreamer. (2008): Why Google is so Successful? URL:
http://crumja.wordpress.com/2008/05/20/why-google-is-so-successful/ Last access: 23/01/2009
Eye tools. (2009): Eyetools Eyetracking Research URL:
http://www.eyetools.com/inpage/research_google_eyetracking_heatmap.htm Last access:
23/01/2009
Grallet, G. (2009): Baidu, un autre Google s'éveille URL: http://www.lexpress.fr/actualite/hightech/
baidu-un-autre-google-s-eveille_734826.html Last access: 23/01/2009
Houste, F. (2009): Russie: Yandex sera le moteur de recherche par défaut de Firefox URL:
http://www.search-engine-feng-shui.com/2009/01/russie-yandex-sera-le-moteur-de-recherche-pardefaut-de-firefox/ Last access: 23/01/2009
Internet World Stats (2008): Internet Usage and Population in North America URL:
http://www.internetworldstats.com/stats14.htm Last access: 23/01/2009
Internet World Stats (2008): INTERNET USAGE STATISTICS
The Internet Big Picture URL:http://www.internetworldstats.com/stats.htm Last access:
23/01/2009
Internet World Stats. (2008): Internet Usage in Asia
URL:http://www.internetworldstats.com/stats3.htm Last access: 23/01/2009
Kahn, J. (2005): Yahoo helped Chinese to prosecute journalist URL:
http://www.iht.com/articles/2005/09/07/business/yahoo.php Last access: 23/01/2009
Kaplan, I. (2008): Bad Data Can Cost You Big Time URL:
http://www.federationofcredit.com/base/document/Newsletter/IKaplanSept08.html Last
access: 23/01/2009
Koch, P. / Koch, S. (2009): How big is the Internet? URL: http://www.pandia.com/sew/383-
web size.html . Last access: 19/01/2009
Koch, P. / Koch, S. (1999-2006): A short and easy search engine tutorial URL:
http://www.pandia.com/goalgetter/index.html Last access: 19/01/2009
Leung, Hon-wing 梁漢榮. (2004): A study of computer science students' conceptions of information literacy and their experiences in information search process and use URL:
http://sunzi.lib.hku.hk/hkuto/record/B29597730 Last access: 19/01/2009
Lipsman, A. (2007): 61 Billion Searches Conducted Worldwide in August/Google Ranks as Top
Global Search Property URL: http://www.comscore.com/press/release.asp?press=1802 Last
access: 23/01/2009
Mar Hauksson, K. (2007): Global search report 2007 URL:
http://www.e3internet.com/downloads/global-search-report-2007.pdf Last access: 23/01/2009
Merriam Webster. (2001): Google - Definition from the Merriam-Webster Online Dictionary URL: http://www.merriam-webster.com/dictionary/google Last access: 23/01/2009
Millward Brown. (2008): Top 100 most powerful brands 08 URL:
http://www.millwardbrown.com/Sites/optimor/Media/Pdfs/en/BrandZ/BrandZ-2008-Report.pdf
Last access: 23/01/2009
Netcraft (2009): January 2009 Web Server Survey URL:http://news.netcraft.com/archives/2009/01/16/
january_2009_web_server_survey.html Last access 23/01/2009
Ohayon, O. (2008): Google, moteur de recherche ou moteur de navigation? URL:
http://fr.techcrunch.com/2008/10/30/fr-google-moteur-de-recherche-ou-moteur-de-navigation/ Last access: 23/01/2009
Peterson, Robert A. / Merino, Maria C. (2003): Consumer Information Search Behavior and the
Internet URL: http://www3.interscience.wiley.com/cgi-bin/fulltext/102525298/PDFSTART Last access: 23/01/2009
Plesu, A. (2005): How Big Is the Internet? URL: http://news.softpedia.c om/news/How-Big-Is-the-Internet-10177.shtml Last access: 23/01/2009
Rafat, A. (2008): Czech Portal Seznam Could Fetch $900 Million; Google, Apax, Warburg and Others in Fray URL: http://www.washingtonpost.com/wpdyn/
content/article/2008/08/15/AR2008081502517.html Last access: 23/01/2009
Rosen, J. (2008): Google’s Gatekeepers URL:
http://www.nytimes.com/2008/11/30/magazine/30google-t.html?
_r=2&partner=rss&emc=rss&pagewanted=all Last access: 23/01/2009
Schwartz, B. (2009): Firefox Drops Google For Yandex In Russia, But Big Loser May Be Rambler URL:http://searchengineland.com/firefox-drops-google-for-yandex-in-russia-but-big-loser-maybe-
rambler-16107 Last access: 23/01/2009
Tobin, R. / Hotchkiss, G. / Lee, P. (2008): Chinese Search Engine Engagement URL:
http://app.marketo.com/lp/enquiro/chinese-search-engine-engagement.html?
source=Chinese_Search_Engine_Engagement_whitepaper Last access: 23/01/2009
Université de Lyon. (2007): De la documentation au plagiat URL:
http://www.compilatio.net/files/sixdegres-univ-lyon_enquete-plagiat_sept07.pdf Last access:
23/01/2009
URFIST de Rennes. (2008): ENQUÊTE SUR LES BESOINS DE FORMATION DES
DOCTORANTS Á LA MAÎTRISE DE L’INFORMATION SCIENTIFIQUE dans les Ecoles
doctorales de Bretagne URL: http://www.uhb.fr/urfist/files/Synthese_Enquete_SCD-URFIST.pdf
Last access: 23/01/2009
Wilsdon, N. (2007): Global Search Report 2007 URL: http://www.e3internet.com/downloads/globalsearch-
report-2007.pdf Last access: 23/01/2009
Xiti Monitor. (2008): Baromètre des moteurs - Novembre 2008
60/62
Encore un mois porteur pour Google URL: http://www.xitimonitor.com/fr-fr/barometre-desmoteurs/
barometre-des-moteurs-novembre-2008/index-1-1-6-152.html Last access: 23/01/2009
faq.asp Last access: 23/01/2009
Alexa the Web information company. (2008): Top sites by country URL:
http://www.alexa.com/site/ds/top_500 Last access: 23/01/2009
Anonymous. (2007): Baidu au Japon? URL: http://asia.2803.com/chine/baidu-au-japon/ Last access: 23/01/2009
Arrington, M. (2008): Cuil On BusinessWeek's Most Successful of 2008 List. Huh? URL:
http://www.washingtonpost.com/wp-dyn/content/article/2008/12/29/AR2008122901227.html Last
access: 23/01/2009
Battelle, John. (2005): The birth of Google URL:
http://www.wired.com/wired/archive/13.08/battelle.html?tw=wn_tophead_4 Last access:
23/01/2009
Boswell, W. (2004?): AOL Search: How to Search with AOL Search URL:
http://websearch.about.com/od/enginesanddirectories/a/aol_search_2.htm Last access: 23/01/2009
Boucq, I. (2009): Yahoo et vos données persos... URL:
http://www.erenumerique.fr/yahoo_et_vos_donnees_persos_-news-15162.html Last access:
23/01/2009
Chardonneau, R. (2008): International Marketing: Google URL:
http://storage.canalblog.com/24/01/274197/31730758.pdf Last access: 23/01/2009
China Tech News. (2007): CCTV: Baidu Search Engine Fraud Exposed? URL:
http://www.chinatechnews.com/2007/05/31/5459-cctv-baidu-search-engine-fraud-exposed/ Last access: 23/01/2009
China Daily. (2008): Baidu cuts revenue forecast on ad scandal URL:
http://www.chinadaily.com.cn/bizchina/2008-12/14/content_7302788.htm Last access: 23/01/2009
Chitu, A. (2008): Google Starts to Index the Invisible Web URL:
http://googlesystem.blogspot.com/2008/04/google-starts-to-index-invisible-web.html Last access: 23/01/2009
Crédoc, (2008): La diffusion des technologies de l'information et de la communication dans la société
française URL: www.arcep.fr/uploads/tx_gspublication/etude- credoc - 2008 -101208.pdf Last acess: 23/01/2009
Crepuq. (2003): Etude sur les connaissances en recherche documentaire des étudiants entrant au 1er
cycle dans les universités québécoises URL:
http://www.crepuq.qc.ca/documents/bibl/formation/etude.pdf Last access: 23/01/2009
EduDoc. (2008): Enquête sur les compétences documentaires et informationnelles des étudiants qui accèdent à l'enseignement supérieur en Communauté française de Belgique URL:
http://www.edudoc.be/synthese.pdf Last access: 23/01/2009
Einhorn, B. (2007): Baidu Thinks It Can Play in Japan URL:
http://www.businessweek.com/globalbiz/content/feb2007/gb20070215_649662.htm?
chan=globalbiz_asia_technology Last access: 23/01/2009
Enquiro. (2008): Eye Tracking Studies URL:http://www.enquiroresearch.com/eyetracking-report.aspx Last access: 23/01/2009
Enquiro. (2004): Search Engine Usage in North America URL:
http://pages.enquiroresearch.com/search-engine-usage-in-na.html?
source=Search_Engine_Usage_In_North_America_whitepaper Last access: 19/01/2009
Eternal Dreamer. (2008): Why Google is so Successful? URL:
http://crumja.wordpress.com/2008/05/20/why-google-is-so-successful/ Last access: 23/01/2009
Eye tools. (2009): Eyetools Eyetracking Research URL:
http://www.eyetools.com/inpage/research_google_eyetracking_heatmap.htm Last access:
23/01/2009
Grallet, G. (2009): Baidu, un autre Google s'éveille URL: http://www.lexpress.fr/actualite/hightech/
baidu-un-autre-google-s-eveille_734826.html Last access: 23/01/2009
Houste, F. (2009): Russie: Yandex sera le moteur de recherche par défaut de Firefox URL:
http://www.search-engine-feng-shui.com/2009/01/russie-yandex-sera-le-moteur-de-recherche-pardefaut-de-firefox/ Last access: 23/01/2009
Internet World Stats (2008): Internet Usage and Population in North America URL:
http://www.internetworldstats.com/stats14.htm Last access: 23/01/2009
Internet World Stats (2008): INTERNET USAGE STATISTICS
The Internet Big Picture URL:http://www.internetworldstats.com/stats.htm Last access:
23/01/2009
Internet World Stats. (2008): Internet Usage in Asia
URL:http://www.internetworldstats.com/stats3.htm Last access: 23/01/2009
Kahn, J. (2005): Yahoo helped Chinese to prosecute journalist URL:
http://www.iht.com/articles/2005/09/07/business/yahoo.php Last access: 23/01/2009
Kaplan, I. (2008): Bad Data Can Cost You Big Time URL:
http://www.federationofcredit.com/base/document/Newsletter/IKaplanSept08.html Last
access: 23/01/2009
Koch, P. / Koch, S. (2009): How big is the Internet? URL: http://www.pandia.com/sew/383-
web size.html . Last access: 19/01/2009
Koch, P. / Koch, S. (1999-2006): A short and easy search engine tutorial URL:
http://www.pandia.com/goalgetter/index.html Last access: 19/01/2009
Leung, Hon-wing 梁漢榮. (2004): A study of computer science students' conceptions of information literacy and their experiences in information search process and use URL:
http://sunzi.lib.hku.hk/hkuto/record/B29597730 Last access: 19/01/2009
Lipsman, A. (2007): 61 Billion Searches Conducted Worldwide in August/Google Ranks as Top
Global Search Property URL: http://www.comscore.com/press/release.asp?press=1802 Last
access: 23/01/2009
Mar Hauksson, K. (2007): Global search report 2007 URL:
http://www.e3internet.com/downloads/global-search-report-2007.pdf Last access: 23/01/2009
Merriam Webster. (2001): Google - Definition from the Merriam-Webster Online Dictionary URL: http://www.merriam-webster.com/dictionary/google Last access: 23/01/2009
Millward Brown. (2008): Top 100 most powerful brands 08 URL:
http://www.millwardbrown.com/Sites/optimor/Media/Pdfs/en/BrandZ/BrandZ-2008-Report.pdf
Last access: 23/01/2009
Netcraft (2009): January 2009 Web Server Survey URL:http://news.netcraft.com/archives/2009/01/16/
january_2009_web_server_survey.html Last access 23/01/2009
Ohayon, O. (2008): Google, moteur de recherche ou moteur de navigation? URL:
http://fr.techcrunch.com/2008/10/30/fr-google-moteur-de-recherche-ou-moteur-de-navigation/ Last access: 23/01/2009
Peterson, Robert A. / Merino, Maria C. (2003): Consumer Information Search Behavior and the
Internet URL: http://www3.interscience.wiley.com/cgi-bin/fulltext/102525298/PDFSTART Last access: 23/01/2009
Plesu, A. (2005): How Big Is the Internet? URL: http://news.softpedia.c om/news/How-Big-Is-the-Internet-10177.shtml Last access: 23/01/2009
Rafat, A. (2008): Czech Portal Seznam Could Fetch $900 Million; Google, Apax, Warburg and Others in Fray URL: http://www.washingtonpost.com/wpdyn/
content/article/2008/08/15/AR2008081502517.html Last access: 23/01/2009
Rosen, J. (2008): Google’s Gatekeepers URL:
http://www.nytimes.com/2008/11/30/magazine/30google-t.html?
_r=2&partner=rss&emc=rss&pagewanted=all Last access: 23/01/2009
Schwartz, B. (2009): Firefox Drops Google For Yandex In Russia, But Big Loser May Be Rambler URL:http://searchengineland.com/firefox-drops-google-for-yandex-in-russia-but-big-loser-maybe-
rambler-16107 Last access: 23/01/2009
Tobin, R. / Hotchkiss, G. / Lee, P. (2008): Chinese Search Engine Engagement URL:
http://app.marketo.com/lp/enquiro/chinese-search-engine-engagement.html?
source=Chinese_Search_Engine_Engagement_whitepaper Last access: 23/01/2009
Université de Lyon. (2007): De la documentation au plagiat URL:
http://www.compilatio.net/files/sixdegres-univ-lyon_enquete-plagiat_sept07.pdf Last access:
23/01/2009
URFIST de Rennes. (2008): ENQUÊTE SUR LES BESOINS DE FORMATION DES
DOCTORANTS Á LA MAÎTRISE DE L’INFORMATION SCIENTIFIQUE dans les Ecoles
doctorales de Bretagne URL: http://www.uhb.fr/urfist/files/Synthese_Enquete_SCD-URFIST.pdf
Last access: 23/01/2009
Wilsdon, N. (2007): Global Search Report 2007 URL: http://www.e3internet.com/downloads/globalsearch-
report-2007.pdf Last access: 23/01/2009
Xiti Monitor. (2008): Baromètre des moteurs - Novembre 2008
60/62
Encore un mois porteur pour Google URL: http://www.xitimonitor.com/fr-fr/barometre-desmoteurs/
barometre-des-moteurs-novembre-2008/index-1-1-6-152.html Last access: 23/01/2009
Afterword
The first idea of Larry Page (one of the creator of Google) when making his
PhD thesis was to « explore the mathematical properties of the World Wide Web,
understanding its link structure as a huge graph ».
Without knowing it I went a bit in the same direction evaluating how to get
the best out of the web.
I hope I will keep moving forward on this topic and maybe one day set up a
correct theory on the subject.
PhD thesis was to « explore the mathematical properties of the World Wide Web,
understanding its link structure as a huge graph ».
Without knowing it I went a bit in the same direction evaluating how to get
the best out of the web.
I hope I will keep moving forward on this topic and maybe one day set up a
correct theory on the subject.
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