Googles 10 years history, strategy, business model and a an outlook into the future.

1. Google 1998 – 2008 at a glance By Andreas Jaffke http://www.linkedin.com/in/andreasjaffke Googles past and a look into the future May 31 st 2008

4. Google’s History and milestones (1) 1998 : Larry Page and Sergey Brin create Google searchengine. In September 1998, Google Inc. opened its door in Menlo Park, California. 2000 : Google introduces AdWords , a self-service ad program that could be activated online with a credit card in a matter of minutes. Google Toolbar. 100 million search queries per day. Source : Google Corporate History 2001 : Google captured the top trending searches and institutionalized them as the Google Zeitgeist . Google is profitable in the 4th quarter. Google hires Dr. Eric Schmidt as new CEO. Google penetrates further into Asia and Latin America. 2002 : Introduction of the Google Search Appliance for corporate Search (Googlebot search robot). Release of Google API . Significant improvements in AdWords.

5. Google’s History and milestones (2) 2002 (cont.) : The launch of Google Labs enabled Google’s engineers to present their pet ideas proudly to an adventurous audience. Google News launched in beta in September of 2002, offering access to 4,500 leading news sources from around the world. Google launches Google Sets for product search. Source: Google Corporate History 2003 : Google acquires Pyra Labs and became the home for Blogger . Google Desktop launched and Google Toolbar improved.

6. Google’s History and milestones (3) 2004 : New web-based mail service called Gmail , which at launch included a gigabyte of free storage for each user. Acquisition of Picasa , Inc. This Pasadena, Calif.-based digital photo management company helps users to organize, manage and share their digital photos. Acquisition of Keyhole Corp., a digital and satellite image mapping company based in Google's own headquarter town, Mountain View, Calif. The start of Google Earth. New European Headquarters in Dublin. The 150 Googlers who work here come from 35 countries and speak 17 languages. Source: Google Corporate History

7. Google’s History and milestones (4) 2004 (cont.) : Nikesh Arora joined as senior executive overseeing Google's operations in the European market. Based in London. New R&D center to attract the best and brightest among Japanese and other Asian engineers in Tokio (Japan). Additional engineering center in Washington. 8 billion Web pages indexed. Launch of Google Groups (Former usenet groups) The Google Books program announced agreements with leading libraries. Enables users worldwide to search scanned books in Google. Source: Google Corporate History

8. Google’s History and milestones (5) 2005: The Google Search Appliance spawned a new blue Google Mini . The Mini is the first Google hardware product to be sold only through the Google Store Google Maps launched for North America Google introduces My Search History (saving time by knowing, and showing, what you've searched before) and the Google Web Accelerator (saving time serving web pages by "pre-fetching" them – delivering only updated content). Google acquires San Diego-based web analytics firm Urchin Software. Google Analytics . Source: Google Corporate History

9. Google’s History and milestones (6) 2005 (cont.): Own Google Blog runs frequent postings about Google products and people by those who know them best. Personalized Homepage ( iGoogle ). Google Sitemaps . Webmasters are able to prioritize the pages they want crawled first and speed up updates. Opening of a new Chinese R&D center and hired the distinguished Dr. Kai Fu-Lee in Bejing. Launch of Google Talk . Launch of Google Blog Search for live content. Source: Google Corporate History

10. Google’s History and milestones (7) 2005 (cont.): H iring of Internet pioneer Vincent Cerf to continue his global Internet thinking on our behalf. We now offer Local service via mobile phones with Google Mobile . Opened our first offices in Latin America too – in Sao Paulo, Brazil and in Mexico City. New office in Phoenix. Google Base to upload content in a structured searchable format is launched. 2 highly recognized women join the board of directors: Dr. Shirley Tilghman and Ann Mather Google acquires Orkut 5.000 Googlers around the world Source: Google Corporate History

11. Google’s History and milestones (8) 2006: Google.org aspires to use the power of information and technology to address the global challenges of our age: climate change, poverty and emerging disease. Opening of offices in Africa (Cairo), Asia (Delhi, Haifa, Istanbul, Mumbai, Osaka, Seoul), Eastern Europe (Moscow) and elsewhere. Within the U.S., we opened locations at Arizona State University in Tempe and Carnegie Mellon University in Pittsburgh with the usual trappings: Great people and great ideas! New launches: Page creator , Google Finance , Google Calendar , Custom Search , Trends , Notebook . Source: Google Corporate History

12. Google’s History and milestones (9) 2006 (cont.): Introduced U.S. Government Search to make it easier to find Federal information and keep up-to-date on government news. Later U.S. Patents. Eric Schmidt Joins Apple’s Board of Directors Integration of AdWords with Google Analytics and adding VideoAds. Multi-Year Pact to Provide Search and Advertising Across Fox Interactive Media's Growing Online Network Including the MySpace Community. Launch of Checkout . Tied to Google Search and Google AdWords, improving the user experience with those products and making e-commerce more efficient for everyone Source: Google Corporate History

14. Google’s History and milestones (11) 2006 (cont.): More Google services for Mobile: News, Gmail, Maps, Mobile Ads, SMS Scrap for Orkut users Video : Acquisition of YouTube Ecologically compromised : Installation of a large solar panel installation at Mountain View campus. More Products and Services : Web site Optimizer for Webmasters; Docs&Spreadsheets Wiki-Platforms acquisition JotSpot creates Google Sites . Allows easy home page creation. 10.674 Googlers around the world – the first time employee base hit 5 digits Source: Google Corporate History

19. Google’s History and milestones (16) 2007: Product improvements > More and more personalization and localization Personalized Homepage iGoogle , Google history , flight lookups (US only), Google Reader, and much more Brought Google Desktop to Linux systems Google Lab’s is always launching new products and tools Source: Internet

20. Google’s History and milestones (17) Partnerships > Entering the offline Advertising market With EchoStar and Astound Cable on a TV Ads Trial Radio advertising services expanded thanks to a partnership with Clear Channel as well as new support from leading radio station systems for Google AdSense for Audio . With Salesforce.com to give companies of all sizes better tools to build their business online. Source: Google Corporate History

21. 2. Googles Vision, Mission and values

22. Never settle for the best " The perfect search engine ," says Google co-founder Larry Page, " would understand exactly what you mean and give back exactly what you want ." Given the state of search technology today, that's a far-reaching vision requiring research, development and innovation to realize. Google is committed to blazing that trail.

24. Ten things: 2. It's best to do one thing really, really well Google does search . With one of the world's largest research groups focused exclusively on solving search problems, Google knows what they do well, and how they could do it better. Through continued iteration on difficult problems, they have been able to solve complex issues and provide continuous improvements to a service already considered the best on the web at making finding information a fast and seamless experience for millions of users . Google’s dedication to improving search has also allowed them to apply what they have learned to new products . As they continue to build new products* while making search better, their hope is to bring the power of search to previously unexplored areas, and to help users access and use even more of the ever-expanding information in their lives . Source : Google Webpage

25. Ten things: 3. Fast is better than slow Google believes in instant gratification . You want answers and you want them right now. Who is Google to argue? Google may be the only company in the world whose stated goal is to have users leave its website as quickly as possible. By fanatically obsessing on shaving every excess bit and byte from its pages and increasing the efficiency of its serving environment, Google has broken its own speed records time and again . Others assumed large servers were the fastest way to handle massive amounts of data. Google found networked PCs to be faster. Where others accepted apparent speed limits imposed by search algorithms, Google wrote new algorithms that proved there were no limits . And Google continues to work on making it all go even faster. Source : Google Webpage

26. Ten things: 4. Democracy on the web works Google works because it relies on the millions of individuals posting websites to determine which other sites offer content of value. Instead of relying on a group of editors or solely on the frequency with which certain terms appear, Google ranks every web page using a breakthrough technique called PageRank™ . PageRank evaluates all of the sites linking to a web page and assigns them a value, based in part on the sites linking to them. Source : Google Webpage

27. Ten things: 5. You don't need to be at your desk to need an answer The world is increasingly mobile and unwilling to be constrained to a fixed location . Whether it's through their PDAs, their wireless phones or even their automobiles, people want information to come to them. Wherever search is likely to help users obtain the information they seek, Google is pioneering new technologies and offering new solutions. Source : Google Webpage

28. Ten things: 6. You can make money without doing evil Google is a business. The revenue the company generates is derived from offering its search technology to companies and from the sale of advertising displayed on Google and on other sites across the web. However, you may have never seen an ad on Google. That's because Google does not allow ads to be displayed on our results pages unless they're relevant to the results page on which they're shown . Google has also proven that advertising can be effective without being flashy. Google does not accept pop-up advertising, which interferes with your ability to see the content you've requested . We've found that text ads (AdWords) that are relevant to the person reading them draw much higher clickthrough rates than ads appearing randomly. Source : Google Webpage

29. Ten things: 7. There's always more information out there Once Google had indexed more of the HTML pages on the Internet than any other search service, its engineers turned their attention to information that was not as readily accessible. Google's researchers continue looking into ways to bring all the world's information to users seeking answers . Source : Google Webpage

30. Ten things: 8. The need for information crosses all borders Google also offers a translation feature to make content available to users regardless of their native tongue and for those who prefer not to search in English, Google's interface can be customized into more than 100 languages. To accelerate the addition of new languages, Google offers volunteers the opportunity to help in the translation through an automated tool available on the Google.com website. Source : Google Webpage

31. Ten things: 9. You can be serious without a suit Google's founders have often stated that the company is not serious about anything but search . They built a company around the idea that work should be challenging and the challenge should be fun. In the same way Google puts users first when it comes to our online service, Google Inc. puts employees first when it comes to daily life in our Googleplex headquarters . There is an emphasis on team achievements and pride in individual accomplishments that contribute to the company's overall success. Ideas are traded, tested and put into practice with an alacrity that can be dizzying. Source : Google Webpage

32. Ten things: 10. Great just isn't good enough Always deliver more than expected . Google does not accept being the best as an endpoint, but a starting point. Through innovation and iteration, Google takes something that works well and improves upon it in unexpected ways. “ Google's point of distinction however, is anticipating needs not yet articulated by our global audience, then meeting them with products and services that set new standards. This constant dissatisfaction with the way things are is ultimately the driving force behind the world's best search engine .” Source : Google Webpage

33. 3. Google’s business model - How Google makes money trough Targeted Advertising

36. Adwords and Adsense – Google’s cash cows

37. Adwords (1) Google’s cash cow –Simple but highly effective Simple text based ads Can you imagine that these little text ads could generate billions of dollars of revenue for Google? They do!

38. Adwords (2) Google’s cash cow –Simple but highly effective Simple text based ads: Example

39. Adwords (3) Contextual targeting on Google’s Content Network: Here > NY Times How does it work? Banner-Ad Served by Google

40. Adwords (4) Contextual targeting on Google’s Content Network: Here > games.com VideoAd Served by DoubleClick (Google)

41. Adwords (5) Contextual targeting on Google’s Content Network Publishing Each new AdWords campaign a client creates will automatically show his ads across the Google content network . The content network is provided either by Google’s own sites and content or by Google Adsense clients that allow Google to place its ads on their pages.

42. Adwords (6) Placement Targeting on Google’s Content Network Placement targeting is an AdWords feature that lets a client choose specific sites in the content network to display his ads . With placement targeting, he can: a) Select placements by subject matter, audience demographics, or specific URLs. b) Elect to show his ads on an entire site, a section of the site, or just an individual page or two .

44. Adsense (2) Google’s blogger integrates Adsense as an option; Example: http://socialnetworkswatch.blogspot.com

45. Adsense (3) AdSense formats for webmasters:

46. 4. Google’s strategy

49. Experts about Googles strategy (1) Biznology Blog by Mike Moran - What's Google's Strategy? March, 28, 2008 ( Full article ) Boiling Google's strategy down to just one thing is impossible, but Internet marketers (and search marketers in particular) ought to be thinking about where Google wants to take the industry, because even if Google ultimately can't go where it wants, the industry will be changed regardless. Watching Google helps us understand not only where Google is going, but where others might go also. So, what is behind all the actions we've seen Google take over the years?

50. Experts about Googles strategy (2) Biznology Blog by Mike Moran - Software as a Service (SaaS) is a Mesh April, 28, 2008 ( Full article ) This month, both Google and Salesforce.com announced some clever integration between Salesforce.com and Google Apps, so that office application activity is trackable within the Salesforce.com system. The integration itself is offered free, but Salesforce.com charges for Google Apps support, nicely solving Salesforce's problem of how to make money on this and Google's problem of how to provide support to businesses that demand it. A win-win-win for Salesforce.com, Google, and their customers.

51. 5. Google’s future? Brilliant for sure!

52. The reason? Again: Google never settles for the best! " The perfect search engine ," says Google co-founder Larry Page, " would understand exactly what you mean and give back exactly what you want ." Given the state of search technology today, that's a far-reaching vision requiring research, development and innovation to realize. Google is committed to blazing that trail.

53. 1. Get best User experience on the mobile phones to push mobile Internet Search and Mobile Advertising: 2008: Android project

54. 2. Embrace and help evolve social networks with MySpace deal, orkut ownership and OpenSocial sponsoring: 2008: OpenSocial standard project

55. 3. Keep and grow leadership on search based advertising and enter in new advertising display markets such as TV, Radio and Newsaper

56. Thank you! Andreas Jaffke [email_address]