“Just Google It”

In the first half of John Batelle’s  The Search, he begins to detail the story of Google’s extraordinary and rapid rise to fame. Batelle has followed Google and its founders’ successes from a mismatched computer stack in a Stanford dormitory to the media darling/hottest internet company in the land.

Two of Google’s innovations that have dramatically altered the way we are accustomed to searching, include Page Rank and adwords. While the name “Page Rank” is trademarked by Google, the patent belongs to Stanford University, where Google founder Larry Page and later, Sergey Brin, conceptualized the 1995 research project that eventually morphed into their company. Page submitted his first paper on Page Rank to dismal reviews,  leading to rejection of publication. Page and Brin’s next paper detailing Page Rank was published later in 1998. They called it “The Anatomy of a Large-Scale Hypertextual Web Search Engine” and Google was born.

As explained by Google, “PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves ‘important’ weigh more heavily and help to make other pages ‘important’.” Although Google continues to devleop its search technology and other factors contribute to search results, PageRank continues to provide the basis for all of Google’s web search tools.

Adwords is a cost-effective method of search advertising that enables even cash-strapped small businesses, or any ordinary person for that matter, to buy key words for as little as 1 cent per click.

“Just Google It…” This phrase, once applicable to internet searching, now holds a wealth of meaning as Google’s interface can take the place of software, email, news, and more. In Nicco’s webcast for this week, he talks about Google’s strategy to move the application layer, once reserved for hard drives, over the Internet. So, now, with Google docs you can write papers, plug data into spreadsheets and design presentations, in addition to uploading documents for storing or collaborative projects, all for free. It is even possible to download a free, fully customizable software package via Google Pack and to create your own personalized Google homepage to boot.

Since Google is attempting to challenge even the software market, I wonder if we will ever be comfortable with moving everything online. Perhaps I’m biased as a Microsoft employee and avid user of Office 2007, but I’ve also been used to using Office for papers, spreadsheets, presentations, etc. since middle school when I had to start typing and turning in papers. To me, Office equals ease and comfort. 

I’ve also suffered through countless nights attempting to complete work online on a spotty internet connection. For those of us who live in the city, especially in older homes, reliable Internet is never as accessible or easy as it seems no matter what provider you’re using. I also travel frequently and I’ve noticed lately while working online through airport and hotel Wi-Fi connections that sometimes coverage is not as reliable as when I’m at
the office or at school. I also do a decent amount of work on planes – I’ll type up a spreadsheet, paper, presentation, etc. I don’t need an internet connection to complete any of those things. In general, I’m just not comfortable with having to be online to complete daily task.

Google’s future in the application market remains to be seen….however, it seems that “Just Google It” has staying power as being synonymous with searching. Just as we still blow our noses with “Kleenex,” clean our ears with “Q-tips” and “Xerox” to make copies, we will continue to “Google” to search the Internet.