Scribe Notes: Chapter 7- The Search Economy- Google Dance- The back and forth movement between Google’s updates and SEOs (search engine optimizers). This “Dance mainly affected small online companies that depended on optimizing their site for business. People speculate that Google updates in order to force businesses to go to Adwords for traffic. - White Hats- Are businesses that use legitimate techniques to help search engines find their sites. - Black Hats- Are businesses that use fraudulent tactics to optimize their sites.- Affiliate sites- Are sites that associate with bigger sites and act as a middle man inthe advertising world. These sites are often only hubs that lead customers to an authority. Google prefers to work directly with the authorities and, therefore, doesnot like working with them.- Content verses intent attachment- content attachment (blasting content) is the model used in TV ads and intent attachment (user expresses intent) is the model used by Google. In the future the two will be brought together. For example, if TiVo took notice of what shows a particular person was recording they could then show ads that are relevant to their interests. - Local is a Search Business- o Yellow pages are perhaps the most successful off-line search company, and within one generation it will be dead due to the massive online movement.o Mobile local search is a tool that may soon be sweeping the world. All products have a Universal Product Code so if a cell phone was had a way to scan these UPCs people would be able to compare prices to find the best price locally. - Trademarks- Google has a lot of power and needs to watch who buys Adwords forwhat sites to protect sites from having rival sites buying up the Adwords for their
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