0:00
0:07[APPLAUSE]
0:08Good morning.
0:10It's very good to see everybody today.
0:14I'm really excited to talk to you a little bit about Search,
0:18and talk to you a little bit about Google, the evolution of
0:21Search, how Search works today, and the future of
0:25Search, and then also talk a little bit about
0:28openness and the web.
0:32So who am I?
0:34Why am I here?
0:35Why am I in front of you?
0:39I started out working on Search, as you heard earlier
0:41today, 12 years ago tomorrow.
0:45So I have one more day left before I'll be
0:47around for 12 years.
0:50I get to answer lot of questions from webmasters,
0:54people who want to know how search engines work, how to do
0:57better in search engines.
0:59And we've made a total of over 400 different videos that have
1:04been viewed over 6.6 million times.
1:08So, a lot of people want to know how search engines work,
1:12how to do better on search engines, and we're excited to
1:14talk about that today.
1:17I also have a lot of ties with Korea.
1:20For example, the phone that I carry with me every single day
1:25is Galaxy Nexus.
1:27It's a fantastic phone.
1:29I actually have two Samsung phones in my pocket right now.
1:32One's a the local phone and one's for the United States.
1:37And in fact, the very first car that I ever owned was a
1:43Hyundai Excel, a blue hatchback.
1:47I drove it all the way through college.
1:49It was a incredibly car.
1:51I drove it all the way into grad school.
1:53I have extremely fond memories of my Hyundai Excel.
1:57Now I know that Hyundai has made huge strides and has made
2:01even better--
2:02you know, like the Equus.
2:04Right?
2:04Now, Hyundai is a luxury brand.
2:06But I have been extremely excited and proud to use
2:10Korean products for years and years and years.
2:14So what am I going to talk about today?
2:17I'd like to talk about the evolution of Search, that is,
2:20the past. How Search got to the way it is.
2:24I also want to talk about Search today.
2:27It's important to know how search engines work.
2:30If people are interested in search engine optimization or
2:33knowing the process that Google goes through in order
2:36to decide whether to launch a change or not.
2:39And then I'd like to talk a little bit about
2:41the future of Search.
2:42What would Search look like in a perfect world, if you could
2:46control everything about it and make sure that you had the
2:49ideal perfect search engine?
2:53And then I wanted to close out by talking a little bit about
2:55the importance of the open web standards and how important is
2:59to make sure that the web is open so that everybody can
3:03benefit as a result.
3:05So let's start with the early days of search engines.
3:10One of the very first well-known search engines
3:13globally was Yahoo.
3:15And it's almost a little bit of a strangeness, a little bit
3:19unusual to call it a search engine, because Yahoo started
3:24out as a hand-compiled list of links.
3:28So an individual person would decide what category
3:32to put things in.
3:34They would decide whether it deserved to be a certain
3:36category or not.
3:38The problem with that is that it doesn't scale very well.
3:42You need to find a search engine that can work across
3:44the breadth of the entire web, or else it isn't going to be
3:48as useful for every kind of query that people get.
3:53And so the next generation of search engines looked at the
3:57content on the page, that is, the actual words that existed
4:02on the page.
4:04Now, whenever I joined Google, we were a start-up, so there
4:08was less than 100 people, whenever I joined Google.
4:11And at the time, I was worried that we would
4:14be crushed by Altavista.
4:18Google was a little tiny company,
4:20Altavista was a huge company.
4:23But Google has something that the other search engines at
4:26that time did not do.
4:29We looked at the links pointing to web pages.
4:33So, not just what a web page said about itself, because,
4:37you might meet someone and they say that they're
4:39fantastic, they say they're great.
4:42But if you meet someone and their friend says that they're
4:45fantastic, or you know someone who objectively says that
4:48they're great or fantastic, that means even more than if
4:51you say it yourself.
4:53So looking at links was a vital new way to discover the
4:58reputation of web pages and which web pages should count.
5:03Google also started to look at, not just pay for
5:06inclusion, but trying to make sure the very best pages rank
5:10in the best possible order.
5:13Back whenever Google started, it was relatively common for
5:15people to pay to be indexed in their search engine.
5:20And if you think about it, that's not a great idea.
5:23A search engine should try to be as
5:24comprehensive as possible.
5:27You shouldn't need to pay for the search engine to give you
5:29good information.
5:32So Google has also evolved.
5:37From going from ten blue links, as we sometimes call
5:41it, the ten blue links referred to just the ten
5:43search results and the links that would come out of that.
5:47Google has gotten better and better.
5:49So now, at least in the United States, we're able to return
5:53all of the information blended together according to what is
5:56the most relevant.
5:58Now, I know that in Korea we're more likely to have
6:01segmented search, and so you'll have things in
6:03different sections.
6:05But it can be very useful at times to be able to say,
6:08first, let's see a web result.
6:10Then, let's see a video, because I've done the search
6:13Korean pop.
6:14And then, maybe a few more web results.
6:17So that sort of intelligence to figure out when you want to
6:20have a video result or an image or something that's a
6:24web result can be extremely useful.
6:28So I'd like to take just a second and talk about what the
6:32world would look like without Google.
6:36Whenever Google started out, search engine quality was not
6:40as good as it today.
6:43So Google was one of the very first search engines that
6:46clearly marked advertisements.
6:49I remember whenever I started out at Google, I went and I
6:52talked to another company.
6:54And they had a list of results that they called featured, and
6:57they had a list that they called partnered.
7:01And I said, what's the difference between a featured
7:04result and a partner result?
7:07And the company said, there's no difference at all.
7:09Everything is paid for.
7:11And that didn't seem fair at the time.
7:13So Google did a very good job of trying to mark what clearly
7:16what were the ads and what were the organic, what were
7:19the editorial results.
7:21And you can't pay to get a higher ranking on Google.
7:25I'm proud that even to this day, you can't pay to get a
7:29higher ranking on Google.
7:32If there hadn't been Google, I think you would also have
7:35found more spam on the web.
7:38I don't know how far this wireless mic will work.
7:40Let's see how we can go.
7:42Even if you can read English, this might look like nonsense,
7:48like gibberish.
7:49And the fact is, it is nonsense.
7:53It is gibberish.
7:55This is something that my team works on,
7:57called spam or web spam.
8:01If you see, free sound effects,
8:04Puget Sound naval shipyard.
8:06Maybe someone would type in Santa Anita
8:11VIP baseball sounds.
8:13A spammer would make these sorts of pages with the hope
8:17that if someone were to type in two or three random words
8:21from this page, a person would land on this page.
8:25And then you could show ads, or you could include malware.
8:28You could basically do something that would infect
8:31the user's computer or otherwise harm them.
8:34And so spam is a really bad thing.
8:37And before Google, there was a lot more spam on the web.
8:41Google changed the conversation in a lot of ways
8:44to think about the quality of the search results and not
8:47having spam.
8:48So I think we would have had more of it if Google hadn't
8:51taken strong action on spam.
8:54We definitely would have seen a lot more viruses
8:57and malware as well.
8:59I remember one year at Christmas, I
9:04went to visit my relatives.
9:06And has anyone had the experience where the computer
9:10was running a little bit slowly because it got infected
9:13or it had malware, spiders, viruses?
9:16Anyone had that sort of
9:18experience with their computers?
9:19Maybe their parents' computers?
9:21Anything along those lines?
9:22A few people.
9:24Absolutely, Well at the time, I had just spent an entire day
9:30cleaning out my mother-in-law's computer.
9:32So, out of the vacation--
9:35I had about five days off-- one entire day was spent
9:38getting her computer into good shape.
9:41And I realized that her computer was infected with a
9:44company that had been a partner of Google.
9:48So I went back to Google after the Christmas break and I
9:51said, we have to stop this.
9:53We never, ever want to partner with any sort of malware or
9:58negative provider or anything like that.
10:01And I'm very proud that Google has taken a strong stand.
10:04We try not to show ads.
10:05We try not to work with anyone who might be infecting
10:08someone's computer.
10:09We also make Chrome, which is not only fast, but protects
10:13users' computers by flagging malware and potential spyware
10:16and viruses, and we even mark potential hack sites and
10:20spyware in our search results.
10:22
10:24One last thing is that, if we didn't have Google, I think
10:28people would be a little bit slower.
10:32So, I've been in Korea for a few days now.
10:34I've gotten to take a tour of some palaces, museums, really
10:38got to see a lot of the sights.
10:40And I realized that there's this culture of
10:42pali pali, of speed.
10:46I was in my hotel and I needed to get this shirt cleaned so
10:50that it would be nice for everyone so
10:52it wouldn't be dirty.
10:54And the phone in the hotel has a button that
10:58says, instant service.
11:00So you just pick it up.
11:01And it was 10:00 at night.
11:03And I said, OK, I need to get this shirt clean.
11:06And they were very apologetic.
11:08They said, I'm sorry, it's going to take
11:10until tomorrow morning.
11:12And I was like, OK, that's fantastic.
11:15I wasn't expected it in just a few hours.
11:19South Korea is fantastic for speed.
11:22Things get done very quickly.
11:24We care about speed at Google, too.
11:27If we can't return the search results to you in under 500
11:31milliseconds--
11:32in under half of a second--
11:35we consider that a failed search.
11:38In addition, I worked in the Ads group for over a year.
11:42Now at Google, typically the engineers who work on Search
11:46Quality never talk to the engineers who work on Ads.
11:50They even sit in different buildings.
11:52It's as if they're almost in different companies.
11:55But the Ads group had a really good practice.
11:58They said, unless the ads are ready, we're not going to make
12:04the users wait to get the search results.
12:07So let me say that again.
12:08If your search results have been finished, they're ready
12:11to go, but we don't know what the ads should be, we're never
12:15going to make you wait for the ads.
12:17We go ahead and show the search results to you.
12:20And I think that's a really good practice.
12:23People are in a hurry.
12:24If you're in a subway on your phone and you're doing a
12:27search, you don't want to wait for the ads.
12:29You want to get the information quickly.
12:32You want to move on.
12:33And so I think that emphasis on speed has been something
12:36that we've care about a very much amount at Google.
12:41So that's a little bit about the history of Search, about
12:44the evolution of Search.
12:47Let me talk about how Search is today, how it works, and a
12:51few things that you might want to know about search engine
12:53optimization.
12:56The first thing that you need to know is that search is
12:58actually very hard.
13:00
13:02We have seen well over one trillion URLs on the web.
13:10One trillion, so one thousand billion different URLs.
13:16The web is huge.
13:18Finding the right information is like finding a grain of
13:21sand on the beach.
13:23It's extremely difficult to find the right grain of sand.
13:26In addition, over one billion searches a day come to Google,
13:32every single day.
13:34If it's a slow day it's still well over a billion.
13:37If it's a fast day, it can be even much, much higher.
13:40But no matter what, we have so many searches coming in that
13:45we have to be able to do it as quickly as possible.
13:49And finally, there are people who try to cheat.
13:51There are people who try to rank higher than they should,
13:54or who try to abuse users' trust. And those people make
13:58over a million spam pages every hour.
14:02Now the net result of all of this is that we have to do as
14:07much as we can with computers.
14:10If you remember, I talked about Yahoo, and I talked
14:13about how they compiled a list of links by hand.
14:16That approach can never scale 100% all the
14:19way up to the web.
14:21So what Google tries to do is, it tries to figure out how it
14:25can handle as much of its searches with computers.
14:28Because computers can work 24/7.
14:31Computers don't get tired.
14:33You don't have to give computers the day off.
14:35Computers will run the same program the same way every
14:38time, and they don't get biased.
14:40They don't have a particular point of view.
14:42
14:45So, I wanted to talk a little bit, given that we do use
14:48computers, about how we change the computer
14:53programs that we use.
14:56It turns out it's a pretty involved process.
14:59We do a lot of work to try to make sure that we return the
15:02best possible search results.
15:06It all starts out with an idea.
15:08An engineer has an idea.
15:10Over 20,000 ideas last year alone.
15:15Some of them are pretty good ideas.
15:17Sometimes they don't make sense.
15:19But the next thing you're going to do when you have an
15:21idea is you start out and you implement
15:23it in a test sandbox.
15:25That is, you test it out before you
15:27try it on real users.
15:30When that happens, if it looks pretty good, we have an entire
15:34group of thousands of readers.
15:36And we showed them the search results before the change and
15:41after the change, and they don't know which one is new.
15:46So it's like a blind taste test to decide whether a
15:49change is good or not.
15:50If the change still looks good-- because people tend to
15:53like the new results, even though they don't know which
15:55one is the new one, but they tend to pick the set of search
15:58results that they like--
16:00then we actually send that out to a small
16:03percentage of real users.
16:06So if you have used Google in the past, maybe to do deep
16:10research, there is at least a chance that we've looked at
16:13the clicks on the search results to help us make Google
16:16Search quality better.
16:19Now we try out over 20,000 Search experiments every year.
16:25But what we end up doing gets compiled into a report.
16:29And every week we evaluate that report, and then we
16:33decide how many to launch.
16:35Let me just very briefly show you some stats.
16:37
16:40So these are numbers from 2009, but the proportions, the
16:43rough percentages, are about the same.
16:46We would try out anywhere from 10,000 to 20,000 ideas.
16:50Of that, many more thousand, 8,549, we would send to these
16:57blind side-by-sides.
16:59And then a smaller fraction of that actually get sent out to
17:02real users and to see whether users tend to click on the
17:05newer results or tend to click on the older results.
17:09And the final number changes that we launched
17:12last year was 585.
17:16That means we change how Google ranks its search
17:20results more than once a day.
17:23Every single day, we're looking for ways to improve
17:27how we rank our search results, and we never stop
17:31that process.
17:32It's always going on.
17:34Once you work at Google, you start to notice anytime you do
17:37a search and you don't find the exact result that you're
17:40looking for.
17:41And then you end up filing that away.
17:43And you're going to send an email and ask how can we make
17:45that search better?
17:48So I wanted to cover in just three slides, if you wanted to
17:53rank better in global search engines, here are the tips and
17:57the tricks that you would want to know.
17:59There's basically only three slides of material here, but
18:04if you are comprehending of this knowledge, you will know
18:08more than probably 80% of people who make websites.
18:15On this slide, I just want to cover the basics.
18:19You want to make your site crawlable by search engines.
18:22Now, how do you do that?
18:25The first step is just to make sure that you give permission
18:28to the search engines.
18:30So there's a very well-known standard known as robots.txt.
18:35And if you allow search engines to crawl using this
18:38robots.txt, then they can enter your site.
18:42Otherwise, it's as if you put up a sign that says you're not
18:46allowed to enter.
18:47So the very first step once you decide you'd like to be
18:50crawled is to allow search engines to crawl in
18:53robots.txt.
18:55The next thing to do you can actually do at home or at work
18:59using any web browser.
19:01And the idea is just to click on links and make sure that
19:05you can find all the different pages of your site.
19:09For example, if you have to do a search in a web form, search
19:15engines might not know how to do that search.
19:18So the way to get around that is to offer links at the
19:21bottom that show you where you can click to reach each of the
19:24amounts of information.
19:26So simply by testing things out, by clicking links, you
19:30can find all of the pages on your site.
19:32That means your site should be
19:34discoverable in search engines.
19:36It should be able to be crawled.
19:38
19:41The next thing to bear in mind is to try to
19:44use standard HTML.
19:46So you saw in the last presentation by Junyoung that
19:52if you use Flash, then if you have an iPhone, you just can't
19:57see that site, because the iPhone doesn't know how to
19:59interpret Flash.
20:02If you can use standard HTML, that makes it much easier for
20:07search engines to interpret your site.
20:09So for example, most search engines won't know what to do
20:12with ActiveX fast or asynchronous JavaScript also
20:17known as AJAX.
20:18So if you can use standard HTML technology, rather than
20:23Flash or AJAX or ActiveX, or at least use less of that.
20:28Use it for pictures in the middle, but make sure that the
20:32navigation is standard, static HTML links.
20:36That way, every person and search engine can
20:39discover your site.
20:41So those are the basics.
20:43Here is just one or two more slides about search engine
20:46optimization.
20:47
20:49This slide is about the text that you put on your site.
20:55You would not believe how many pages have a title that just
20:59says Untitled.
21:02Or they don't have any title at all.
21:05Or the title of the page is exactly the same on every
21:08single page of the site.
21:10Whenever anyone does a search and they see the snippet for
21:14your web search result, the snippet that they say will be
21:18determined by your title and, in many cases, your meta
21:22description.
21:24So in many ways, it's like if you were walking by a shop,
21:28and the shop had an inviting glass display with lots of
21:32things you can see, versus whether it was boarded up.
21:37Now, if you see something that's very inviting, like if
21:39users see a title that looks interesting and useful to
21:42them, or if they see a meta description that says, this is
21:45going to be the information that you need, then they're
21:48more likely to click through and find
21:51information on your website.
21:54So it makes a really big difference to make sure that
21:56you have page titles and descriptions.
22:00It's amazing what even that can do as far as making sure
22:03that users click through to your site.
22:07Junyoung also mentioned that a lot of people use pictures of
22:10text rather than the text itself.
22:13We've seen this over and over again to the point where
22:16Google has joked internally that we should try to run
22:19optical character recognition on images to try to figure out
22:23what the text is on various pages.
22:25But the fact is, if you include the text yourself
22:28rather than just pictures or pictures of text, then we
22:32actually have words to index.
22:34
22:37The last bit of information about what text you should put
22:40on your page is to think about users and what they will type.
22:44So for example, suppose I wanted to know how high is
22:49Namsan Tower.
22:51What would I type?
22:53I would type, how high is Namsan Tower.
22:57But somebody else who is making the web page might say
23:01Namsan Tower is this high.
23:03And so users will often type different things than what the
23:07webmaster will put on their web page.
23:10We try to help users out, so if you type automobile, and
23:15the web page has car, we'll try to return that web page
23:19because we know about synonyms. But if you could put
23:23the words on your page directly, that makes it work
23:26much better.
23:28Now, I'd like to try an experiment.
23:30I don't know if this will work.
23:34And I haven't warned the translators that this was
23:36going to happen.
23:37So I don't know how well this will go off.
23:40But let's give it a try.
23:42In my pocket I have a device.
23:47You guys have probably all seen one of these before.
23:51Right?
23:52You put it into your computer.
23:55You can store things on it, images, pictures, files.
23:58
24:02What would you call this device?
24:03
24:08Lots of different answers.
24:10I heard USB stick.
24:12What did someone else say?
24:15Flash drive.
24:16Anything else?
24:18Memory stick.
24:20Thumb drive.
24:23Two gigabytes.
24:25There's so many different words that people
24:27could use for this.
24:28Now, I don't know how it works in Korean.
24:31It might be you all have the exact same word for this.
24:34But in English, people could type five or ten different
24:37things if they were searching for this one product.
24:40So it's a very simple analogy.
24:42If you had a web page and you were selling USB sticks, you'd
24:48want to use all of the words to describe it.
24:51You'd say, this is a premium quality flash drive.
24:55If you haven't seen this thumb stick before, it's a
24:58retractable tip, it has two gigabytes of storage, and when
25:02you use this flash drive, you'll find that it easily
25:05serves up the pictures and files.
25:08Now in just three sentences of text I've gotten four or five
25:12different synonyms for thumb drive, USB stick, flash drive.
25:18I haven't done in a way that's artificial.
25:20It's not spamming.
25:22It's helpful because it describes all the different
25:24ways of using this particular product.
25:28It's amazing to me how many people will use specialized,
25:33very technical terms, and they won't think about what a real
25:37user will type when they're looking for information.
25:40If you make something that's interesting or useful, people
25:44will want to talk about it.
25:46And so the best way to get links, in my experience, is to
25:50come up with something excellent.
25:51An interactive feature or some kind of research that people
25:55haven't seen before.
25:56Pictures.
25:57The kinds of things that people
25:58want to send to friends.
26:00They want to bookmark.
26:01They want to come back to.
26:02They want to tell people about.
26:05Any of that can be compelling content.
26:07It could be a video.
26:08But whatever it is, that's the kind of thing that can cause
26:11people to want to link your site.
26:15It's also pretty interesting that social media
26:18can amplify a message.
26:20There's a lot of people on Facebook.
26:22There's a lot of people on Twitter, Sidewall, right?
26:26So you can get the word out in lots of different ways
26:29whenever you have new material.
26:31It can be extremely useful to build up a following, because
26:34if you engage in conversations with the people who read your
26:38site, then they're more interested and they want to
26:41share your content with other people.
26:43So we have seen times where someone can do a single tweet,
26:47and from that tweet, tens of thousands of people will visit
26:51the site and view the site.
26:54So social media can be a wonderful way to help spread
26:57your message.
26:58
27:02I'll do a little bit of a plug and just mention that Google
27:06provides free tools for webmasters.
27:08Google.code.cr/webmasters I think we'll be showing a demo
27:13later today of Webmaster Tools.
27:16But it's very simple system that shows you how fast your
27:19site is, how responsive it is, if we know about errors on
27:22your site, if we ever detect that your site might have been
27:26hacked or have malware, we'll send you a message directly so
27:29that you can be alerted of it.
27:31There's all sorts of great free information in Google's
27:34Webmaster Tools.
27:35And we try to make that available.
27:37
27:40So that's a little bit about the past of Search and a
27:44little bit about how Search is today.
27:46Let's talk a little bit about the future of
27:48Search and what to expect.
27:52Larry Page would like to say that the perfect search engine
27:55understands exactly what you mean and gives you back
27:59exactly what you want.
28:01So for example, I don't speak German.
28:08But what if I had a long layover in Germany on the way
28:12back from Korea?
28:14And as a result I wanted to go ride in the subway.
28:20Well, I don't speak any German.
28:22I don't recognize German.
28:24I don't read German.
28:25But wouldn't it be great if I could just point my phone at
28:28some German text and it would tell me what
28:32that says in English?
28:34Or what if I walk up to someone and I want to make
28:37sure that I'm getting on the right subway line?
28:40Wouldn't it be great if I could speak in English, my
28:44computer, which is my mobile phone, which I always have
28:48with me, could do voice recognition and then could
28:52translate that text from English into German or Korean
28:57or Spanish.
28:59And then it could synthesize that text.
29:02And so it could do speech synthesis so that I could talk
29:06to anyone in any language even if I
29:09don't speak that language.
29:11The fact is, we're not that far from having that.
29:16We're pretty close.
29:17And the idea that you could drop down in the middle of the
29:21world with anybody.
29:23I got to go to a country in Africa last year, Tanzania.
29:30Very few people in the world speak Swahili.
29:35But if your computer can speak Swahili for you, then you're
29:39able to talk to anybody in the world.
29:43So I think that we're making good progress on that.
29:47Google Translate is not perfect, but it's free and
29:52it's only going to get better and better and better.
29:56So if you want to know, what's the direction to the nearest
29:59subway station?
30:00You can type that in.
30:01You can even get it written phonetically, and then once
30:07it's translated you can have it say that aloud.
30:10And then if something doesn't translate correctly, you can
30:13hover over it to see alternate translations.
30:18So a lot of people think about Google as
30:20just a search engine.
30:22But Google's mission is to organize the world's
30:25information and make it universally
30:28accessible and useful.
30:30Great information is available in every language.
30:34Great information is available in Korean.
30:38And so the more that Google can do to help surface, to
30:42highlight, to display and show all of the great information
30:47that exists in Korean, the better off everybody in the
30:51entire world will be.
30:52
30:54This is just a picture to demonstrate where we'll be in
30:57a few years.
30:59Mobile is already to the point where we pretty much have a
31:02net connection wherever we go.
31:05And if you could take a picture of a water bottle and
31:08figure out, OK, where does this water bottle come from?
31:11Is there any nutritional information that I need to
31:13worry about?
31:14Pretty soon you'll be able to do that in any language.
31:19And we're getting very close to being able to talk to your
31:22phone and have it talk back to you in any language.
31:26So the future of Search is not just going to a desktop
31:31computer and typing into a web browser.
31:35The future of Search is that you will always have a smart
31:38computer right next to you.
31:41And you've seen this with the incredible
31:43growth of mobile phones.
31:45Your phones will be able to help you because they'll know
31:47more about you, because you choose to give information so
31:51that you can get fantastic information back out.
31:56Now, one more area about the future of Search is that it's
32:01not just the exact same list of links for
32:04every single person.
32:06In an ideal world, if you were to ask about information from
32:12just a random person on the street, or from a friend, who
32:17would you trust more to get your information?
32:20You'd probably trust your friend more.
32:23So if I were going to use a home router, or if I were
32:26going to buy concert tickets, I would trust Inhyuk
32:29and I would ask him for advice.
32:30I wouldn't just necessarily talk to any random person.
32:34So I show this picture earlier today.
32:37And you might not have noticed but, at the very bottom of
32:40this page, I have Louis Gray shared this on Google+.
32:46Now, we've started out on Google+, but we're actually
32:48trying to pull in more information from
32:50all across the web.
32:52Quora, FriendFeed, Twitter, TypePad, WordPress, all the
32:58different places you can find good information on the web,
33:01we would like to highlight that information.
33:03So when I searched for Korean pop, I found a recommendation
33:08from my friend for a specific video.
33:12That makes it more likely that I will probably like that
33:15particular video.
33:17And I don't know whether we want to play it right now.
33:19We want to save time for questions.
33:21But I played it last night, and it's a fantastic video.
33:25It's exactly the kind of thing that I think a good
33:27introduction for me that could lead to
33:29more Korean pop videos.
33:31So the future of Search is not just far away.
33:34It's coming very close.
33:36It's mobile, it's being able to understand language better,
33:41and it's being able to understand your relationships
33:43and highlight things from your friends.
33:47One last area is that a lot of people think about search
33:50engines almost like they're a black box.
33:54They don't know how they work.
33:56I think it's important for all search engines, every global
33:59search engine, every major search engine, to talk about
34:03how they work and explain more about their policies.
34:07In an ideal world, search engines would be transparent.
34:12They wouldn't be a black box.
34:16So five or six years ago, the fact that my team worked on
34:21web spam was confidential.
34:24It was a secret.
34:26We didn't even really like to talk about the fact that we
34:29tackled web spam.
34:31But we realized that's not the best policy.
34:35The best policy is to explain how Google works so that
34:40people understand how search engines work.
34:43They know not to be afraid of them.
34:45They know their advantages.
34:47And they know how to manage public information on the web,
34:50so that they're not surprised when information shows up in
34:53search engines.
34:54And I think it's been real progress for people to know
34:59how search engines work.
35:00It can only help if everybody has an idea of the criteria
35:05and the different types of signals that search engines
35:08use in order to score results, the sorts of things that I
35:11talked about earlier in the presentation.
35:13
35:16The last area that I wanted to talk about is that I would
35:19like to close out a little bit by talking about the
35:22importance of the Open Web.
35:24Now, before I talk about the Open Web, let me just say, I
35:28think we will have a little bit of time for questions.
35:31And I think we will have a little bit of a small gift for
35:36whoever wants to ask the first one or two questions.
35:38So be thinking now if there's a particular question that
35:41you'd like to ask because the first person who's brave
35:44enough, I think we will have a little something for them.
35:48I want to give you plenty of time to think about it in case
35:50you have any questions about how Google works or anything.
35:53
35:56So let's talk about the importance of the Open Web.
35:58
36:01This is a really interesting slide.
36:06Historically, Internet Explorer has done
36:09very well in Korea.
36:12But according to the most recent stats, and I pulled
36:16these statistics, literally, yesterday, in the last six
36:21months, the usage of Google Chrome has more than doubled.
36:27Six months ago, in July of 2011, Chrome was about 4.3%.
36:33And if you look at the slide now, you can see that in
36:37December of 2011, Chrome is at 11.38%.
36:43That's important because Chrome is a browser from
36:46Google, but it's also a very good browser.
36:50It's fast. It fits very well with the pali
36:52pali ideas of Korea.
36:55But it's also secure.
36:57It protects users.
36:59It makes sure that they don't get spyware
37:02and malware and viruses.
37:05Every year, we have a contest in which people trying to
37:09crack browsers and they see if they can hack them.
37:14And for the last three years, Google Chrome was the only
37:18major browser that did not have a
37:20security hole get found.
37:23So Google has donated money to people who find security holes
37:28so that we can make Google Chrome even more secure.
37:32Now there's another reason why this graph is really
37:34interesting and why it's really important.
37:38Look at the share of Internet Explorer.
37:41In the last six months, it's dropped to about 80%.
37:48Now that is still huge.
37:51But if you have a website that relies on ActiveX or some
37:56other technology that only works on Internet Explorer,
38:01you're excluding 20% of all of your visitors.
38:06So if you have some technology that people could only use
38:10Internet Explorer with, one out of every five users is
38:14getting annoying, or is not well served, or is somehow not
38:19able to access your website and they have to go and unload
38:22their browser and load up Internet Explorer to use it.
38:26So website standards are important.
38:29Your website should work in any browser, not just in
38:33Internet Explorer, not just in Chrome.
38:35But if you build it right, it will work well in Safari, it
38:39will work well in Firefox, and it's more
38:41likely to work on mobile.
38:43You guys already heard today mobile is an
38:46incredible upward path.
38:49And so if your website is going to be prepared for
38:52things like the iPhone, which doesn't have Flash, or other
38:56mobile browsers, you want to use standard technologies.
39:00So it's absolutely the case that with Chrome above 10%,
39:04websites should use open standards.
39:09And in fact, you should avoid standards locked to one
39:11particular browser.
39:13Now when I talk about the importance of the Open Web,
39:17I'm not just talking about websites and web servers.
39:23I'm also talking about being open to search engines.
39:27So this was a newspaper article that came out in
39:30December in Korea, and it noted that something like half
39:35of government websites were blocked from being crawled
39:38from search engines.
39:41That means that there's a lot of resources that people could
39:44discover that they weren't being able to discover.
39:49Now, I want to note that there's been a lot of
39:51progress, even since this article has come out.
39:54So many, many organizations have, since this article,
39:59unblocked in robots.txt so that any search engine can
40:03come in and find high quality information.
40:05So it's not as bad as this article makes it sound
40:08anymore, but there's still some progress that could be
40:12made on making sure that websites are discoverable and
40:15are good resources.
40:16
40:20If you haven't seen this, this is something
40:23called the Khan Academy.
40:26I know that in Korea, education
40:29is incredibly important.
40:31It's vital that people be able to learn from the highest
40:35quality resources.
40:37And the web is becoming one of the highest quality resources
40:41available in the entire world.
40:44The Khan Academy is a set of videos and a website that you
40:49can use to achieve nearly a college-level education for
40:53free from anywhere in the world from home.
40:57So this is one guy.
40:59His name is Salman Khan, and he was a hedge fund trader.
41:03He made money as a banker.
41:05And then he said, OK, I'd like to do something that feels a
41:08little more meaningful with my life.
41:11And he was teaching his cousins math.
41:15Because it was a lot of trouble, he made these videos
41:18so that they could review the videos anytime they wanted.
41:22And he would call them on the phone.
41:25And eventually his cousins said, you know what?
41:28I don't want to talk to you on the phone.
41:30There's a lot of pressure.
41:31Just make the videos and then I can watch the videos as
41:34often as I need to so I can practice the math.
41:38And what really surprised Sal Khan was a lot of other people
41:44started to watch the videos, and so he started to
41:47make more of them.
41:49And now, you can learn all kinds of mathematics,
41:52economics, science, many different subjects just from
41:56watching these videos.
41:58The fact is the web is a fantastic source of
42:02information, and Korea should be represented as one of those
42:06fantastic sources of reputation.
42:10Nobody wants to be an island.
42:12An island is isolating.
42:15An island means that not as much development is happening
42:19as could happen.
42:21And so I think that there is a message that I'd like to leave
42:24for Korea, which is, we have a saying in English.
42:29And the saying is, to punch above your weight.
42:33What does that mean?
42:35To punch above your weight means you better than you
42:39would expect given the size of something.
42:43So it's someone who is doing a better job
42:46than you would expect.
42:48I think Korea is one of those companies that punches above
42:52its weight.
42:54It represents itself so well on the international stage.
42:58The World Cup, the G20, the Olympic Games that already
43:03happened, the Olympic Games that will happen in 2018.
43:07Korea has so much to be proud of.
43:10Korea is number one in the world in broadband
43:14penetration.
43:16Korea is number one in the world in getting information
43:19to people via broadband.
43:23I think the only area where Korea doesn't
43:26punch above its weight--
43:28at least, not yet--
43:30is getting its information out to the rest of the world.
43:35Korea is fantastic at providing good broadband, at
43:39providing wonderful things that it should be proud of.
43:42But if Korea could do a little bit more, so that if people
43:45want to learn about Hangul, if people want to learn about
43:50writing resources, if people wanted to learn about the
43:53official Sunshine Policies and the successes of President
43:57Kim, there's much great stuff that Korea can tell the world.
44:03And so I think it will be fantastic if that information
44:07is available to the entire world.
44:10So I hope that everybody has found this talk a little bit
44:13useful, that people have enjoyed hearing a little bit
44:16about the past of search engines, how search engines
44:20work today, and how to do better in search engines with
44:23search engine optimization, what the future of Search
44:26might look like, and then how important is for Korea to
44:31represent itself on the international stage, so that
44:34anybody wants to find more information about how great
44:37Korea is, anybody can find it.
44:42With that, you can see--
44:45this is me.
44:47I got to do a little bit of tourism on the weekend, and it
44:50was a lot fun.
44:52With that, I would love to take any questions that people
44:55have. I think we've got just a few minutes if anybody's
44:57interested.
44:58I think we do have at least a couple small things for the
45:01first one or two or three people who wanted to ask
45:03questions if anybody's interested at all.
45:06
I love the bow at the beginning, clearly a seasoned speaker.
You can always learn something new and exciting from these presentations.
