Tuesday, December 6, 2011

The Evolution of Google

Google has come a long, long way since 1996 – from the research project it was then, to the search engine power house it is today. The search giant recently released a 6 minute video encapsulating 15 years of evolution, highlighting its key milestones and possibilities for the future.

The video comes as a follow-up to one Google posted in August this year, shedding some light into the “methodology” behind search ranking and evaluation.

Underpinning Google’s efforts to revolutionise search is their goal to “get you to the answer you’re looking for faster and faster, creating a nearly seamless connection between your questions and the information you seek. That means you don’t generally need to know about the latest search feature in order to take advantage of it.” (Ben Gomes, Google Fellow)

As part of this release, Google also created a timeline of search features.

In our opinion, the most significant changes to Google AdWords came by way of enhancements to their standard paid search ad format with the inclusion of the advertisers domain name, or description line as part of the ad title and more recently, the shift from displaying ads on to the right of Google’s organic search results to below the last organic listing.

Other improvements worthy of mention include the introduction of Image Search ads which resulted in ads similar to paid search ads, but including an image thumbnail displayed above of search results. Also, the inclusion of Google Local resulted in Location Extensions; which provided advertisers with the ability to feed store information, Click to Call functionality and Maps integration within their ads.

Perhaps the most exciting development was the introduction of ‘blended search’, whereby a combination of the above ad formats as well as video content from websites such as YouTube was offered to searchers, providing a more comprehensive and interesting search results page.

Who knows what Google will come up with next?!


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