Google: The World’s Greatest Marketing Company

This post was written by Abe on July 17, 2014
Posted Under: Federated Search,View from Inside

Google has completely changed the way most of the civilized world gets its information. Most know that Google wasn’t the first, but thanks toGoogleAnswers their effective branding, few realize that Google isn’t the best. For a long time, I’ve made the claim that Google will not be remembered as the greatest technology company of all time, but the greatest marketing company. The name Google was inspired by the term “googal”, which means the number 1 followed by 100 zeros, and was intended to refer to the number of results that are returned with each search. However, this philosophy is diametrically opposed to first 30 years of online information retrieval, when librarians were trained to create search queries that were very specific, so that only a few search results would be returned. If too many results were delivered, librarians considered it a bad search, because the large set of results were too difficult to manage. Effective research was about accuracy, not quantity.  Like Heinz, which turned a huge problem, i.e. the ketchup wouldn’t come out of the bottle, into a marketing success, Google has convinced the world that large numbers of search results are a good thing. But the fact is when it comes to search, more is not better. Google is a victim of its own success. As more and more content pours into the Google index, search results are as diverse as they are voluminous.

Make no mistake, Google’s search technology is significantly improved, but the problem is that its index is growing at a rate of 100% per year. It’s too broad, covers too many subject areas, and it is too dependent on the most popular links.  This is because Google is intended to be all things to all people.  If I want to see the menu  of a Chinese restaurant , or the show times for a movie, or the hours of operation of my nearest Target, or the phone number of my optometrist, there is nothing better than Google. But if you want to do serious research, whether it’s chemical engineering or art history, Google should never be your first choice. Unfortunately, Google has become the first choice for many professionals. While hospitals spend hundreds of thousands of dollars per year on peer reviewed medical information, 83% of physicians go to Google first to do medical research.  While academic libraries spend tens of thousands on the finest collections of digital content, students choose Google as their first and only source of information for research.

Deep Web Technologies has spent the past 15 years aggregating content in real time, in specific subject areas, so that users could find the information they need quickly and effectively. We enable users to simultaneously search hundreds of content repositories specifically related to their subject discipline, delivering the most relevant results from the latest publications. So, when veterinarians are researching jaguars, their result sets don’t include articles about automobiles or football teams.  With Deep Web Tech, in addition to getting only relevant information, users get the most current information that has been published. DWT’s search technology does not require indexing, as our technology accesses the original source of the content. As soon as it is published, it is accessible to DWT customers. Just as important is the access to multiple sources from a single interface, which enables articles from other sources of content to be compared, side by side, without jumping from one site to another.

Google has become the most popular search engine in the world. But popularity doesn’t always translate into quality, just take a look at prime time television.

 

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