Searching Information in Google - Case Study Example

The given reading part indicates that Google’s search engine performs several activities within a fraction of a second and provides analytical information to users. Google encompasses three distinct parts including Googlebot, indexer, and query processor; which enable the search engine to provide more accurate results to its users ("Searching for Revenue - Google," 109-110).

2. If search information Google presents to its customers is of low quality, this condition will adversely impact Google’s overall business. The case study "Searching for Revenue - Google," reflects that people around the globe access Google nearly 200 million times each day to perform searches (111). Google’s clients range from students to chief executive officers. Once they found that information presented by Google was of low quality, they would distrust Google's search engine and go for alternatives including Yahoo or MSN. In such conditions, marketers and advertisers would not be willing to pay Google for placing their ads on websites. This situation in turn may raise potential challenges to the company’s main source of revenue.

3. RateMyProfessors.com is a website that provides students with a common platform where they could rank their teachers. Although the goal of this website was to evaluate professors’ teaching efficiency, many jokesters published false and funny information on the website. As a result, the website’s reliability and authenticity became questionable. Due to this issue, tens of thousands of users began to leave the website and thus causing the company to lose millions of dollars. To address this issue, RateMyProfessor.com developers asked Google to create an automatic verification tool that can instantly check the accuracy of the information provided. By integrating this tool into the website, the firm could resolve its poor quality information issues and improve its website trafficking.

4. Google might use a data warehouse to improve its business because a data warehouse can store information exactly similar to a database, but in a more aggregated form, making the information suitable for decision-making tasks. By incorporating data from multiple source systems, Google can create a central view across the organization. In addition, this facility may assist Google to present information consistently to its users. As experts point out, a data warehouse would be beneficial for search engines like Google to restructure the data in a way that makes sense to business users. By adopting various techniques of a data warehouse, Google can add value to customer relationship management systems. Various potential features of a data warehouse might assist Google to attract more users and thereby improve its business.

5. Google needs to cleanse the information in its data warehouse to make its information more accurate and authentic. Generally, data warehouses may contain a wide variety of information from several databases. Some of this data may be external to the organization and hence Google cannot ensure the accuracy of such data sources. Low-quality information would seriously impinge on Google’s operational efficiency since that information would limit the firm’s ability to make the right decisions. Therefore, Google must make certain that its data warehouse contains good-quality information.

6. Pay-per-click paid sponsorship, and paid search are some of the data marts that Google’s marketing and sales department uses to track and analyze its AdWords revenue. Pay-per-click is an internet advertising technique used to promote website trafficking; here, advertisers pay website owners based on several ads clicked. Using search engines, generally, advertisers bid on keywords relating to their target market. Paid sponsorship is another online advertising technique that is very similar to pay-per-click. Finally, paid search is “a type of contextual advertising where website owners pay an advertising fee, usually based on ‘click throughs’ or ‘ad views’ to have their websites search results shown in top placement on search engine result pages” (Studio Wonders, Para 38). These types of tools might assist Google managed to get a clear view of its AdWords revenue. Read More