Google Relies on Thousands of Servers to Provide its Service.
Just as a human brain relies on neurons to recall information, Google relies on hundreds of thousands of inexpensive servers to provide its information-recall services. These servers are divided into different groups, according to their functions. For example, certain servers store documents, while other servers may suggest spelling corrections or process mail. Regardless of their type, these servers function in unison, just as components of a human brain do. In short, Google's service works to offer its users a "World Brain" just as author H.G.Wells dreamed of in 1936 when he wrote about the idea of a permanent world encyclopedia, which he hoped would serve as a "unified, if not a centralized, world organ to 'pull the mind of the world together'."
Google Sends Out Spiders & Crawlers to Appraise Backlinks.
Backlinks are Google's bread & butter. They are so essential to Google's success that Google's original name was actually Backrub. (Can you imagine saying, "I'm going to give that a Backrub" instead of "I'm going to go Google that"?) Backlinks indicate inbound traffic to a website. Rather than to simply display a list of relevant sites when you perform a search, Google uses its data-gathering servers to analyze a website's popularity. This process is known as "crawling" the site, and is carried out by bots or spiders.
Google Uses its Page Ranking System to Rank Websites.
Page rank is determined for a website based on the number and quality of its inbound links. Essentially, the more relevant the information is that a website provides, the more Google is willing to present it to users as a top-rated search result. Although crafty opportunists try to game this system, Google's page rank algorithm is difficult to tamper with. Furthermore, over 200 factors are considered by Google in determining whether a page contains information relevant to any given search, so a high page rank alone will not let you become the tail that wags the dog.
Google Makes the Bulk of its Money Through Advertisements.
Google latched onto an innovative marketing strategy early in 2000 when it launched its Adwords program. This advertising product generates billions of dollars of revenue per year for Google, and it permits average internet users to sponsor effective ad campaigns via the internet. Since Google is in the business of appraising the popularity of keywords, Google is informed with enough data to attach a monetary value to keywords. Thus, with Adwords, Google is able to serve as a keyword broker, permitting advertisers to employ quality keywords in their ads at a cost. Thus, keyword analysis not only allows Google to be a more effective as a search engine, but it also refines Google's prowess as a mammoth power in the field of advertising.
Google Improves its Capability With Frequent Acquisitions.
Google pays billions of dollars to acquire new tools. How does it recoup on its investments? After all, most of us have never even spent a dime to use Google. Partially, Google bolsters its service by acquiring innovative applications. These acquisitions, however, also serve to knock out the competition while allowing Google to make rewarding forays into cellular technology, business related technologies and marketing technology without straining the creative energies of its own staff. Thus, Google is poised to thrive on financially-sound acquisitions as much as it is on revenues generated from its own services.
- Photo Credit ""Thinking With the World Brain"", by James Withers
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