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What Scares Google? |
Posted: 30 Oct 2013 04:05 PM PDT Posted by Dr-Pete As SEOs, we spend a lot of our collective time afraid of what Google might do next. This Halloween, I thought maybe it was time to turn the tables. It's easy to think of Google as an unstoppable force, but, like any company, Google has weaknesses and their behavior suggests some very real fears about the future. Fear #1: Lack of revenue diversityGoogle does everything, right? They've got Chrome, Android, Google Glass, Motorola Mobile, self-driving cars, flying WiFi, and now they're even trying to make you immortal. It all makes for great PR, except for one very important factâ"this is how Google's revenue broke down in Q3 of 2013:
Factor in profitability, and the situation gets even worse (Motorola Mobile operated at a loss in Q3). Compared to physical products or even traditional advertising, AdWords and AdSense are as close to magic money-making machines as you're going to find. Google didn't just find a pot of gold—they found the only key to Leprechaun City, and the door locks from the outside. If the leprechauns escape, Google is in trouble, and no self-driving car is going to find them. Fear #2: Falling cost-per-click (CPC)Even as Google's revenues continue to rise, their average CPC has fallen for eight quarters in a row. So far, Google has managed to offset this CPC fall by increasing overall impressions and creating advertising enhancements that drive higher click-through rates (CTRs), but the trend is a very real problem and absolutely tops Google's list of worries. What's driving this trend? That leads us to #3... Fear #3: Changing face of mobileTraditionally, mobile ads have just been cheaper than desktop ads, and as mobile devices proliferate, average CPCs have fallen. This problem led Google to take an extreme approachâ"they forcibly rolled out "Enhanced Campaigns" to all advertisers, effectively removing the option to have separate bids on mobile devices. The problem for Google is that this sleight-of-hand doesn't remove the reality of how consumers behave on mobile phones and tablets, where traditional search advertising is simply less effective (at least, so far). There's also just less space for ads. Consider this desktop search result for "artificial christmas trees":
Counting paid product placement, there are parts of 14 ad units visible on one screen. There are 19 total ad units on the page (the right-hand AdWords block contains 8 ads). Now compare this to the same query on iOS7 on my iPhone 5S:
On one screen of mobile results, there are only two visible ads, with five total ads (two before and three after the organic results). Google promotes the message that mobile is becoming more like desktop every day, as screen size and resolution increases, and hybrid devices (like "phablets") become more popular. The reality, though, is that mobile is still a unique animal, and will be for the foreseeable future. Google's development also suggests that they don't really believe this desktop/mobile unification story. Desktop search UI is being driven more and more by advances in the mobile UI. As smartphone traffic grows and Google dives into even more experimental directions (like Google Glass), consumer behavior is evolving quickly, and it's unclear how this evolution will change our interactions with advertising. Fear #4: Fickle investor confidenceMost days, Google is still a darling to investors, but as a publicly traded company their amazing history is both a blessing and a curse. Google's core revenues (not counting Motorola) have been up every quarter since Q1 of 2011:
It's a great story, except for one problemâ"Google is a mature company with massive market share. The expectation that Google can continue to grow, quarter after quarter, indefinitely, is unrealistic bordering on ridiculous. Of course, investors don't want to hear that. Google will have a bad quarter, and their investors have been trained on good news for far too long. We tend to believe that someone has to beat Google at their own game, and that a competitor like Bing has to best them at search. The reality is that Google is fighting their own market expectations, and if Google fails to meet expectations by enough, they may start to unravel. Fear #5: The Facebook factorWe tend to focus on whether Facebook can ever compete with Google on search, but there's one area where the social giant dominates Google. People go to Facebook and stayâ"they go to Google to leave as quickly as possible. Google's entire model flies in the face of the traditional advertising philosophy of doing everything possible to increase pageviews and time-on-site. Google is keenly aware of this problem. In addition to Google+, they've made many moves in the past year that seem to be designed to increase pageviews. For examples, carousels (including the local carousel) and related searches in Knowledge Graph boxes don't lead to outside sitesâ"they lead directly to more search results. Google is testing new Knowledge Graph entities that use data from third-party sites but then link prominently to more Google searches. For example, we recently spotted this KG entry in testing:
All of the blue links in this box (there are 7 visible in this image) go to additional Google searches. Only the smaller, light-gray links go to the original source websites. Put simply, while Facebook may be struggling to define its revenue model, the social giant is a platform. It's a place people go to do things, and it's a place people spend a lot of time. For most of us, Google is a place we go to for quick answers and then leave. The faster and better Google is at search, the faster we leave, and for a company with 84% of its revenue tied up in advertising, this is a serious problem. Fear #6: Government regulation (US/EU)I put this one last for one reason â" while I think US and/or EU regulators could theoretically cause significant harm to Google, I don't think either government has the political will to crack down on an industry giant. Google's problem, though, is that they can't simply play nice. They have to push the envelope with advertising, and that's going to mean an ongoing battle with regulators. Take this recent example of a paid shopping result we spotted in testing (the live version is a bit different):
Other than the "Sponsored" designator at the top, this paid shopping result looks a lot like a Knowledge Graph entry. The test version is even placing one selected provider and [Shop now] button before the specs and other information. With CPCs falling, Google is going to keep pushing harder, and they're going to keep testing government regulators' limits. Why should we care?This is not a "gotcha" post, and I don't necessarily think that Google is doomed to fail. What I do think is that it's vital to maintain a healthy perspective about Google's motives and possible futures. Last year, I said that my #1 SEO tip for 2013 was to diversify. If I wrote that article again, I doubt I'd change much. If your entire business is built on Google, you're riding a wave that's eventually going to crash into the shore. It may be because Google changes the rules, or it may be because they fail, but you've built your future on something you absolutely can't control. If you understand Google's fears and aspirations, you may at least start to appreciate why it's critical to build your business on more than one marketing channel. Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! |
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Pizza quality is inversely proportional to flexibility. At some places, the inflexibility can be appropriately confused with callous indifference or even rudeness.
Saying yes to every prospect and every request isn't the point of most organizations. The point is to do work that people seek out, that changes things for the better, to bring ideas that spread to the world.
Some of the legendary families that serve great pizza in New York aren't in the customer service business. They're in the great pizza business.
Saying yes to every request is one way to do business, but it's not the only way.
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Mish's Global Economic Trend Analysis |
Scathing Attack on Rajoy in Spanish Press; Spain on Brink of Deflation, CPI Goes Negative Posted: 30 Oct 2013 08:04 PM PDT Spain's CPI has declined for four consecutive months and eight out of the last twelve. A decline of .4 percentage points in October pushed the CPI negative for the first time since 2009. Via translation from El Economista The Consumer Price Index (CPI) fell four tenths of a percent in October to -0.1% due to falling prices of food and non-alcoholic beverages and the lower rise in university education, according to the leading indicator of the evolution of prices in Spain released Wednesday by the National Statistics Institute (INE).Scathing Attack on Rajoy Rarely does one see a scathing attack of government officials in mainstream media, but this attack by El Confidencial (mainstream to Spain) qualifies. Via translation please consider Recession Continues and Spain on Brink of Deflation Liars, irresponsible and heartless have brought misery to the poor and middle class crushed with confiscatory taxes. These are the qualifications of prime minister Rajoy and his henchmen who hypocritically celebrate deception to a people. They have not taken Spain out of the recession, but they have brought us to the brink of deflation that will bring more poverty, pain and tears.Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
How the NSA Hacked Google and Yahoo! - Part Two - Man in the Middle - "Flying Pigs", "Hush Puppy" Posted: 30 Oct 2013 03:00 PM PDT In response to NSA Breaks Into Secure Communication Links of Google and Yahoo I received a few comments worth exploring. Reader "Fury" commented "True encryption using the RSA algorithm is unbreakable today. No way can the NSA break the prime number encryption that is used, I don't care how many supercomputers they have." A knowledgeable friend commented "The secure parts are impenetrable by computer technology. A break-in is impossible unless Google let them in or the NSA somehow got the encryption key. The latter would require human agents." The article I linked to above came from an October 30 article in the Washington Post. Here is the chart in question. Man in the Middle Mainstream media is nearly always late to these stories, and so was I. The answer to how the NSA hacked Google and Yahoo! comes from Schneier on Security a "blog covering security and security technology". With thanks to reader "marvinmartian" for the link, please consider Bruce Schneier's September 13 post New NSA Leak Shows MITM Attacks Against Major Internet Services. The Brazilian television show "Fantastico" exposed an NSA training presentation that discusses how the agency runs man-in-the-middle attacks on the Internet. The point of the story was that the NSA engages in economic espionage against Petrobras, the Brazilian giant oil company, but I'm more interested in the tactical details.Flying Pig Screenshot Spying on Petrobras – Brazil's Largest Company Let's take a closer look at NSA Documents Show United States Spied On Brazilian Oil Giant One of the prime targets of American spies in Brazil is far away from the center of power – out at sea, deep beneath the waves. Brazilian oil. The internal computer network of Petrobras, the Brazilian oil giant partly owned by the state, has been under surveillance by the NSA, the National Security Agency of the United States."Flying Pigs", "Hush Puppy", "SILVERZEPHYR" The NSA was clearly caught lying. What else besides corporate espionage? Political enemies? (Why not given the target on friends?) State trials? Client attorney privileges? Once again, I praise Edward Snowden as a national hero for leaking these documents. We would otherwise not know about any of this stuff, and without that leak, it is 100% certain nothing about this would have been done. Instead, Big Brother would likely have expanded to look at every document, every phone call, every corporation, every blog, and literally everything written or said by everyone on the planet, with taxpayers footing the bill. My fear is that happens regardless. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Posted: 30 Oct 2013 11:46 AM PDT The Washington Post reports NSA infiltrates links to Yahoo, Google data centers worldwide, Snowden documents say In this slide from a National Security Agency presentation on "Google Cloud Exploitation," a sketch shows where the "Public Internet" meets the internal "Google Cloud" where user data resides. Two engineers with close ties to Google exploded in profanity when they saw the drawing.Note the Smiley Please note the Smiley in the lower center part of the image. The adjacent text says "SSL added and removed here!". For those interested in "SSL" technology, Wikipedia offers this explanation. Transport Layer Security (TLS) and its predecessor, Secure Sockets Layer (SSL), are cryptographic protocols which are designed to provide communication security over the Internet. They use X.509 certificates and hence asymmetric cryptography to assure the counterparty whom they are talking with, and to exchange a symmetric key. This session key is then used to encrypt data flowing between the parties. This allows for data/message confidentiality, and message authentication codes for message integrity and as a by-product message authentication. Several versions of the protocols are in widespread use in applications such as web browsing, electronic mail, Internet faxing, instant messaging and voice-over-IP (VoIP). An important property in this context is perfect forward secrecy, so the short term session key cannot be derived from the long term asymmetric secret key.The diagram suggests the NSA is somehow able to add its own "secure" layer or simply remove the security layers of Google and Yahoo! Italian Magazine Claims NSA Monitors Pope This story is not yet confirmed but Reuters reports Italian magazine says U.S. spies listened to pope, Vatican says unaware. An Italian magazine said on Wednesday that a United States spy agency had eavesdropped on Vatican phone calls, possibly including when former Pope Benedict's successor was under discussion, but the Holy See said it had no knowledge of any such activity.Reflections on Monitoring "God's Work" The humorous comment of the day goes to Zerohedge who said "We can only assume this means keeping on top of Goldman's activities around the globe: after all, when one intercepts god's phone calls, one is mostly interested what the bank that does god's will is doing." In case you missed the connection, in November 2009 Goldman Sachs' CEO Lloyd Blankfein claimed "Goldman is doing God's work". For details, please see God's Work and Goldman's Prayer. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
Posted: 30 Oct 2013 12:56 AM PDT In spite of a 12.8% annual return, with an 8% return assumption, the Illinois Teachers Retirement System (TRS) fell another $3.5 billion in the hole. TRS pension underfunding grew to $55.73 billion as of June 30, 2013. Via email, the Illinois Policy Institute explains the growing liability. First, TRS only has $0.40 in the bank for every dollar it should have today to make necessary pension payouts in the future. That means the high investment returns in 2013 were earned on less than half of the assets that TRS should haveWho is to Blame for Shortfalls? Please consider the Illinois Policy Center report State pension contributions: Taxpayers bear the brunt of increasing pension costs A common refrain sounded by public sector unions is that government workers have consistently "paid their share" into Illinois' pension systems and the state has not. However, the facts tell a different story.Illinois' Five Pension Systems Illinois has five state pension systems, and all of them are seriously underfunded:
All Five Systems Bankrupt TRS, SERS,SURS, JRS, and GARS are all insolvent. None of them can possibly meet their pension obligations. With 10-year treasuries yielding a scant 2.5%, plan assumptions of 8% are preposterously high on a sustained basis. Yet, TRS went another $3.5 billion in the hole in spite of a 12.8% annual return. What the hell is TRS going to do in the face of a stock market plunge, a bond market plunge, or both? GARS, the General Assembly Retirement System is only 17.4% funded. Is it any wonder that state legislators are pressing for more tax hikes? Beware Tax Hikes! On October 18, I reported Illinoisans Beware: "Progressives" Seek Massive Tax Hike Again; Fight the Hike! Pension shortfalls are the reason for the proposed hikes. A few people commented the "progressive" tax was not as much as they pay. Here is Rep Naomi Jakobsson's proposed scheme. Property Taxes What I failed to point out previously is that I pay $14,000 annually in property taxes on a home I can sell for $400K or so. Sales Taxes My sales tax rate is 7.75%. But hey, that could be worse. Cicero tops the state with a 9.5% tax. In Chicago, the sales tax is 9.25%. In spite of all these massive taxes, the entire state is bankrupt! The Solution Raising taxes for the benefit of legislators and seriously undeserving public unions is certainly not the answer. The solution is twofold:
Nothing else can possibly work, and the numbers prove it. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com Mike "Mish" Shedlock is a registered investment advisor representative for SitkaPacific Capital Management. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Visit http://www.sitkapacific.com/account_management.html to learn more about wealth management and capital preservation strategies of Sitka Pacific. |
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