Return to Video

2012 Korea Webmaster Conference

  • 0:00 - 0:08
  • 0:08 - 0:09
    [APPLAUSE]
  • 0:09 - 0:10
    Good morning.
  • 0:10 - 0:14
    It's very good to see
    everybody today.
  • 0:14 - 0:19
    I'm really excited to talk to
    you a little bit about Search,
  • 0:19 - 0:22
    and talk to you a little bit
    about Google, the evolution of
  • 0:22 - 0:26
    Search, how Search works today,
    and the future of
  • 0:26 - 0:29
    Search, and then also talk
    a little bit about
  • 0:29 - 0:32
    openness and the web.
  • 0:32 - 0:35
    So who am I?
  • 0:35 - 0:36
    Why am I here?
  • 0:36 - 0:39
    Why am I in front of you?
  • 0:39 - 0:42
    I started out working on Search,
    as you heard earlier
  • 0:42 - 0:45
    today, 12 years ago tomorrow.
  • 0:45 - 0:48
    So I have one more day
    left before I'll be
  • 0:48 - 0:51
    around for 12 years.
  • 0:51 - 0:55
    I get to answer lot of questions
    from webmasters,
  • 0:55 - 0:58
    people who want to know how
    search engines work, how to do
  • 0:58 - 0:59
    better in search engines.
  • 0:59 - 1:05
    And we've made a total of over
    400 different videos that have
  • 1:05 - 1:09
    been viewed over 6.6
    million times.
  • 1:09 - 1:13
    So, a lot of people want to know
    how search engines work,
  • 1:13 - 1:15
    how to do better on search
    engines, and we're excited to
  • 1:15 - 1:18
    talk about that today.
  • 1:18 - 1:21
    I also have a lot of
    ties with Korea.
  • 1:21 - 1:26
    For example, the phone that I
    carry with me every single day
  • 1:26 - 1:27
    is Galaxy Nexus.
  • 1:27 - 1:30
    It's a fantastic phone.
  • 1:30 - 1:33
    I actually have two Samsung
    phones in my pocket right now.
  • 1:33 - 1:38
    One's a the local phone and
    one's for the United States.
  • 1:38 - 1:43
    And in fact, the very first car
    that I ever owned was a
  • 1:43 - 1:47
    Hyundai Excel, a
    blue hatchback.
  • 1:47 - 1:49
    I drove it all the way
    through college.
  • 1:49 - 1:52
    It was a incredibly car.
  • 1:52 - 1:54
    I drove it all the way
    into grad school.
  • 1:54 - 1:58
    I have extremely fond memories
    of my Hyundai Excel.
  • 1:58 - 2:01
    Now I know that Hyundai has made
    huge strides and has made
  • 2:01 - 2:03
    even better--
  • 2:03 - 2:04
    you know, like the Equus.
  • 2:04 - 2:04
    Right?
  • 2:04 - 2:07
    Now, Hyundai is a
    luxury brand.
  • 2:07 - 2:10
    But I have been extremely
    excited and proud to use
  • 2:10 - 2:15
    Korean products for years
    and years and years.
  • 2:15 - 2:17
    So what am I going to
    talk about today?
  • 2:17 - 2:21
    I'd like to talk about the
    evolution of Search, that is,
  • 2:21 - 2:25
    the past. How Search got
    to the way it is.
  • 2:25 - 2:27
    I also want to talk about
    Search today.
  • 2:27 - 2:30
    It's important to know how
    search engines work.
  • 2:30 - 2:34
    If people are interested in
    search engine optimization or
  • 2:34 - 2:37
    knowing the process that Google
    goes through in order
  • 2:37 - 2:40
    to decide whether to launch
    a change or not.
  • 2:40 - 2:41
    And then I'd like to talk
    a little bit about
  • 2:41 - 2:42
    the future of Search.
  • 2:42 - 2:46
    What would Search look like in
    a perfect world, if you could
  • 2:46 - 2:50
    control everything about it and
    make sure that you had the
  • 2:50 - 2:53
    ideal perfect search engine?
  • 2:53 - 2:56
    And then I wanted to close out
    by talking a little bit about
  • 2:56 - 3:00
    the importance of the open web
    standards and how important is
  • 3:00 - 3:03
    to make sure that the web is
    open so that everybody can
  • 3:03 - 3:05
    benefit as a result.
  • 3:05 - 3:11
    So let's start with the early
    days of search engines.
  • 3:11 - 3:14
    One of the very first well-known
    search engines
  • 3:14 - 3:16
    globally was Yahoo.
  • 3:16 - 3:20
    And it's almost a little bit of
    a strangeness, a little bit
  • 3:20 - 3:24
    unusual to call it a search
    engine, because Yahoo started
  • 3:24 - 3:29
    out as a hand-compiled
    list of links.
  • 3:29 - 3:32
    So an individual person would
    decide what category
  • 3:32 - 3:34
    to put things in.
  • 3:34 - 3:37
    They would decide whether it
    deserved to be a certain
  • 3:37 - 3:39
    category or not.
  • 3:39 - 3:43
    The problem with that is that
    it doesn't scale very well.
  • 3:43 - 3:45
    You need to find a search engine
    that can work across
  • 3:45 - 3:48
    the breadth of the entire web,
    or else it isn't going to be
  • 3:48 - 3:54
    as useful for every kind of
    query that people get.
  • 3:54 - 3:57
    And so the next generation of
    search engines looked at the
  • 3:57 - 4:03
    content on the page, that is,
    the actual words that existed
  • 4:03 - 4:04
    on the page.
  • 4:04 - 4:08
    Now, whenever I joined Google,
    we were a start-up, so there
  • 4:08 - 4:12
    was less than 100 people,
    whenever I joined Google.
  • 4:12 - 4:15
    And at the time, I was
    worried that we would
  • 4:15 - 4:18
    be crushed by Altavista.
  • 4:18 - 4:20
    Google was a little
    tiny company,
  • 4:20 - 4:23
    Altavista was a huge company.
  • 4:23 - 4:27
    But Google has something that
    the other search engines at
  • 4:27 - 4:29
    that time did not do.
  • 4:29 - 4:33
    We looked at the links pointing
    to web pages.
  • 4:33 - 4:38
    So, not just what a web page
    said about itself, because,
  • 4:38 - 4:40
    you might meet someone and
    they say that they're
  • 4:40 - 4:42
    fantastic, they say
    they're great.
  • 4:42 - 4:45
    But if you meet someone and
    their friend says that they're
  • 4:45 - 4:48
    fantastic, or you know someone
    who objectively says that
  • 4:48 - 4:52
    they're great or fantastic, that
    means even more than if
  • 4:52 - 4:54
    you say it yourself.
  • 4:54 - 4:58
    So looking at links was a vital
    new way to discover the
  • 4:58 - 5:04
    reputation of web pages and
    which web pages should count.
  • 5:04 - 5:07
    Google also started to look
    at, not just pay for
  • 5:07 - 5:10
    inclusion, but trying to make
    sure the very best pages rank
  • 5:10 - 5:13
    in the best possible order.
  • 5:13 - 5:16
    Back whenever Google started,
    it was relatively common for
  • 5:16 - 5:20
    people to pay to be indexed
    in their search engine.
  • 5:20 - 5:23
    And if you think about it,
    that's not a great idea.
  • 5:23 - 5:25
    A search engine should
    try to be as
  • 5:25 - 5:27
    comprehensive as possible.
  • 5:27 - 5:30
    You shouldn't need to pay for
    the search engine to give you
  • 5:30 - 5:32
    good information.
  • 5:32 - 5:37
    So Google has also evolved.
  • 5:37 - 5:41
    From going from ten blue links,
    as we sometimes call
  • 5:41 - 5:44
    it, the ten blue links referred
    to just the ten
  • 5:44 - 5:48
    search results and the links
    that would come out of that.
  • 5:48 - 5:50
    Google has gotten better
    and better.
  • 5:50 - 5:53
    So now, at least in the United
    States, we're able to return
  • 5:53 - 5:57
    all of the information blended
    together according to what is
  • 5:57 - 5:59
    the most relevant.
  • 5:59 - 6:01
    Now, I know that in Korea we're
    more likely to have
  • 6:01 - 6:03
    segmented search, and so
    you'll have things in
  • 6:03 - 6:05
    different sections.
  • 6:05 - 6:09
    But it can be very useful at
    times to be able to say,
  • 6:09 - 6:11
    first, let's see a web result.
  • 6:11 - 6:13
    Then, let's see a video, because
    I've done the search
  • 6:13 - 6:14
    Korean pop.
  • 6:14 - 6:17
    And then, maybe a few
    more web results.
  • 6:17 - 6:20
    So that sort of intelligence to
    figure out when you want to
  • 6:20 - 6:24
    have a video result or an image
    or something that's a
  • 6:24 - 6:28
    web result can be extremely
    useful.
  • 6:28 - 6:32
    So I'd like to take just a
    second and talk about what the
  • 6:32 - 6:37
    world would look like
    without Google.
  • 6:37 - 6:40
    Whenever Google started out,
    search engine quality was not
  • 6:40 - 6:43
    as good as it today.
  • 6:43 - 6:46
    So Google was one of the very
    first search engines that
  • 6:46 - 6:50
    clearly marked advertisements.
  • 6:50 - 6:52
    I remember whenever I started
    out at Google, I went and I
  • 6:52 - 6:55
    talked to another company.
  • 6:55 - 6:58
    And they had a list of results
    that they called featured, and
  • 6:58 - 7:01
    they had a list that they
    called partnered.
  • 7:01 - 7:04
    And I said, what's the
    difference between a featured
  • 7:04 - 7:07
    result and a partner result?
  • 7:07 - 7:09
    And the company said, there's
    no difference at all.
  • 7:09 - 7:12
    Everything is paid for.
  • 7:12 - 7:14
    And that didn't seem
    fair at the time.
  • 7:14 - 7:16
    So Google did a very good job of
    trying to mark what clearly
  • 7:16 - 7:20
    what were the ads and what were
    the organic, what were
  • 7:20 - 7:22
    the editorial results.
  • 7:22 - 7:25
    And you can't pay to get a
    higher ranking on Google.
  • 7:25 - 7:29
    I'm proud that even to this day,
    you can't pay to get a
  • 7:29 - 7:33
    higher ranking on Google.
  • 7:33 - 7:36
    If there hadn't been Google,
    I think you would also have
  • 7:36 - 7:38
    found more spam on the web.
  • 7:38 - 7:40
    I don't know how far this
    wireless mic will work.
  • 7:40 - 7:43
    Let's see how we can go.
  • 7:43 - 7:48
    Even if you can read English,
    this might look like nonsense,
  • 7:48 - 7:50
    like gibberish.
  • 7:50 - 7:53
    And the fact is,
    it is nonsense.
  • 7:53 - 7:56
    It is gibberish.
  • 7:56 - 7:58
    This is something that
    my team works on,
  • 7:58 - 8:01
    called spam or web spam.
  • 8:01 - 8:04
    If you see, free sound effects,
  • 8:04 - 8:07
    Puget Sound naval shipyard.
  • 8:07 - 8:11
    Maybe someone would type
    in Santa Anita
  • 8:11 - 8:14
    VIP baseball sounds.
  • 8:14 - 8:17
    A spammer would make these sorts
    of pages with the hope
  • 8:17 - 8:22
    that if someone were to type in
    two or three random words
  • 8:22 - 8:25
    from this page, a person would
    land on this page.
  • 8:25 - 8:29
    And then you could show ads, or
    you could include malware.
  • 8:29 - 8:32
    You could basically do something
    that would infect
  • 8:32 - 8:35
    the user's computer or
    otherwise harm them.
  • 8:35 - 8:38
    And so spam is a really
    bad thing.
  • 8:38 - 8:42
    And before Google, there was
    a lot more spam on the web.
  • 8:42 - 8:44
    Google changed the conversation
    in a lot of ways
  • 8:44 - 8:48
    to think about the quality of
    the search results and not
  • 8:48 - 8:49
    having spam.
  • 8:49 - 8:51
    So I think we would have had
    more of it if Google hadn't
  • 8:51 - 8:55
    taken strong action on spam.
  • 8:55 - 8:57
    We definitely would have
    seen a lot more viruses
  • 8:57 - 8:59
    and malware as well.
  • 8:59 - 9:05
    I remember one year
    at Christmas, I
  • 9:05 - 9:07
    went to visit my relatives.
  • 9:07 - 9:10
    And has anyone had the
    experience where the computer
  • 9:10 - 9:14
    was running a little bit slowly
    because it got infected
  • 9:14 - 9:17
    or it had malware,
    spiders, viruses?
  • 9:17 - 9:18
    Anyone had that sort of
  • 9:18 - 9:20
    experience with their computers?
  • 9:20 - 9:22
    Maybe their parents'
    computers?
  • 9:22 - 9:23
    Anything along those lines?
  • 9:23 - 9:24
    A few people.
  • 9:24 - 9:30
    Absolutely, Well at the time, I
    had just spent an entire day
  • 9:30 - 9:33
    cleaning out my mother-in-law's
    computer.
  • 9:33 - 9:35
    So, out of the vacation--
  • 9:35 - 9:39
    I had about five days off--
    one entire day was spent
  • 9:39 - 9:41
    getting her computer
    into good shape.
  • 9:41 - 9:44
    And I realized that her computer
    was infected with a
  • 9:44 - 9:49
    company that had been
    a partner of Google.
  • 9:49 - 9:52
    So I went back to Google after
    the Christmas break and I
  • 9:52 - 9:53
    said, we have to stop this.
  • 9:53 - 9:58
    We never, ever want to partner
    with any sort of malware or
  • 9:58 - 10:01
    negative provider or
    anything like that.
  • 10:01 - 10:04
    And I'm very proud that Google
    has taken a strong stand.
  • 10:04 - 10:06
    We try not to show ads.
  • 10:06 - 10:08
    We try not to work with anyone
    who might be infecting
  • 10:08 - 10:10
    someone's computer.
  • 10:10 - 10:14
    We also make Chrome, which is
    not only fast, but protects
  • 10:14 - 10:17
    users' computers by flagging
    malware and potential spyware
  • 10:17 - 10:21
    and viruses, and we even mark
    potential hack sites and
  • 10:21 - 10:22
    spyware in our search results.
  • 10:22 - 10:25
  • 10:25 - 10:28
    One last thing is that, if we
    didn't have Google, I think
  • 10:28 - 10:32
    people would be a little
    bit slower.
  • 10:32 - 10:34
    So, I've been in Korea
    for a few days now.
  • 10:34 - 10:39
    I've gotten to take a tour of
    some palaces, museums, really
  • 10:39 - 10:41
    got to see a lot
    of the sights.
  • 10:41 - 10:43
    And I realized that there's
    this culture of
  • 10:43 - 10:47
    pali pali, of speed.
  • 10:47 - 10:50
    I was in my hotel and I needed
    to get this shirt cleaned so
  • 10:50 - 10:53
    that it would be nice
    for everyone so
  • 10:53 - 10:54
    it wouldn't be dirty.
  • 10:54 - 10:58
    And the phone in the hotel
    has a button that
  • 10:58 - 11:00
    says, instant service.
  • 11:00 - 11:02
    So you just pick it up.
  • 11:02 - 11:03
    And it was 10:00 at night.
  • 11:03 - 11:06
    And I said, OK, I need to
    get this shirt clean.
  • 11:06 - 11:08
    And they were very apologetic.
  • 11:08 - 11:11
    They said, I'm sorry,
    it's going to take
  • 11:11 - 11:13
    until tomorrow morning.
  • 11:13 - 11:15
    And I was like, OK,
    that's fantastic.
  • 11:15 - 11:19
    I wasn't expected it in
    just a few hours.
  • 11:19 - 11:22
    South Korea is fantastic
    for speed.
  • 11:22 - 11:25
    Things get done very quickly.
  • 11:25 - 11:27
    We care about speed
    at Google, too.
  • 11:27 - 11:32
    If we can't return the search
    results to you in under 500
  • 11:32 - 11:33
    milliseconds--
  • 11:33 - 11:35
    in under half of a second--
  • 11:35 - 11:38
    we consider that a
    failed search.
  • 11:38 - 11:43
    In addition, I worked in the
    Ads group for over a year.
  • 11:43 - 11:46
    Now at Google, typically the
    engineers who work on Search
  • 11:46 - 11:50
    Quality never talk to the
    engineers who work on Ads.
  • 11:50 - 11:52
    They even sit in different
    buildings.
  • 11:52 - 11:55
    It's as if they're almost
    in different companies.
  • 11:55 - 11:59
    But the Ads group had a
    really good practice.
  • 11:59 - 12:04
    They said, unless the ads are
    ready, we're not going to make
  • 12:04 - 12:07
    the users wait to get
    the search results.
  • 12:07 - 12:09
    So let me say that again.
  • 12:09 - 12:12
    If your search results have been
    finished, they're ready
  • 12:12 - 12:15
    to go, but we don't know what
    the ads should be, we're never
  • 12:15 - 12:18
    going to make you wait
    for the ads.
  • 12:18 - 12:21
    We go ahead and show the
    search results to you.
  • 12:21 - 12:23
    And I think that's a really
    good practice.
  • 12:23 - 12:25
    People are in a hurry.
  • 12:25 - 12:27
    If you're in a subway on your
    phone and you're doing a
  • 12:27 - 12:30
    search, you don't want
    to wait for the ads.
  • 12:30 - 12:32
    You want to get the information
    quickly.
  • 12:32 - 12:34
    You want to move on.
  • 12:34 - 12:37
    And so I think that emphasis
    on speed has been something
  • 12:37 - 12:42
    that we've care about a very
    much amount at Google.
  • 12:42 - 12:45
    So that's a little bit about the
    history of Search, about
  • 12:45 - 12:47
    the evolution of Search.
  • 12:47 - 12:51
    Let me talk about how Search is
    today, how it works, and a
  • 12:51 - 12:53
    few things that you might want
    to know about search engine
  • 12:53 - 12:56
    optimization.
  • 12:56 - 12:59
    The first thing that you need
    to know is that search is
  • 12:59 - 13:00
    actually very hard.
  • 13:00 - 13:03
  • 13:03 - 13:11
    We have seen well over one
    trillion URLs on the web.
  • 13:11 - 13:16
    One trillion, so one thousand
    billion different URLs.
  • 13:16 - 13:18
    The web is huge.
  • 13:18 - 13:21
    Finding the right information
    is like finding a grain of
  • 13:21 - 13:23
    sand on the beach.
  • 13:23 - 13:27
    It's extremely difficult to find
    the right grain of sand.
  • 13:27 - 13:32
    In addition, over one billion
    searches a day come to Google,
  • 13:32 - 13:34
    every single day.
  • 13:34 - 13:38
    If it's a slow day it's still
    well over a billion.
  • 13:38 - 13:41
    If it's a fast day, it can be
    even much, much higher.
  • 13:41 - 13:45
    But no matter what, we have so
    many searches coming in that
  • 13:45 - 13:49
    we have to be able to do it
    as quickly as possible.
  • 13:49 - 13:52
    And finally, there are people
    who try to cheat.
  • 13:52 - 13:54
    There are people who try to rank
    higher than they should,
  • 13:54 - 13:59
    or who try to abuse users'
    trust. And those people make
  • 13:59 - 14:03
    over a million spam
    pages every hour.
  • 14:03 - 14:07
    Now the net result of all of
    this is that we have to do as
  • 14:07 - 14:10
    much as we can with computers.
  • 14:10 - 14:14
    If you remember, I talked about
    Yahoo, and I talked
  • 14:14 - 14:17
    about how they compiled a
    list of links by hand.
  • 14:17 - 14:20
    That approach can never
    scale 100% all the
  • 14:20 - 14:21
    way up to the web.
  • 14:21 - 14:25
    So what Google tries to do is,
    it tries to figure out how it
  • 14:25 - 14:29
    can handle as much of its
    searches with computers.
  • 14:29 - 14:32
    Because computers
    can work 24/7.
  • 14:32 - 14:33
    Computers don't get tired.
  • 14:33 - 14:36
    You don't have to give computers
    the day off.
  • 14:36 - 14:38
    Computers will run the same
    program the same way every
  • 14:38 - 14:41
    time, and they don't
    get biased.
  • 14:41 - 14:42
    They don't have a particular
    point of view.
  • 14:42 - 14:45
  • 14:45 - 14:49
    So, I wanted to talk a little
    bit, given that we do use
  • 14:49 - 14:53
    computers, about how we
    change the computer
  • 14:53 - 14:56
    programs that we use.
  • 14:56 - 15:00
    It turns out it's a pretty
    involved process.
  • 15:00 - 15:03
    We do a lot of work to try to
    make sure that we return the
  • 15:03 - 15:06
    best possible search results.
  • 15:06 - 15:09
    It all starts out
    with an idea.
  • 15:09 - 15:11
    An engineer has an idea.
  • 15:11 - 15:16
    Over 20,000 ideas
    last year alone.
  • 15:16 - 15:17
    Some of them are pretty
    good ideas.
  • 15:17 - 15:19
    Sometimes they don't
    make sense.
  • 15:19 - 15:21
    But the next thing you're going
    to do when you have an
  • 15:21 - 15:23
    idea is you start out
    and you implement
  • 15:23 - 15:25
    it in a test sandbox.
  • 15:25 - 15:28
    That is, you test it
    out before you
  • 15:28 - 15:30
    try it on real users.
  • 15:30 - 15:34
    When that happens, if it looks
    pretty good, we have an entire
  • 15:34 - 15:36
    group of thousands of readers.
  • 15:36 - 15:41
    And we showed them the search
    results before the change and
  • 15:41 - 15:46
    after the change, and they don't
    know which one is new.
  • 15:46 - 15:49
    So it's like a blind taste
    test to decide whether a
  • 15:49 - 15:51
    change is good or not.
  • 15:51 - 15:54
    If the change still looks good--
    because people tend to
  • 15:54 - 15:56
    like the new results, even
    though they don't know which
  • 15:56 - 15:59
    one is the new one, but they
    tend to pick the set of search
  • 15:59 - 16:00
    results that they like--
  • 16:00 - 16:04
    then we actually send
    that out to a small
  • 16:04 - 16:06
    percentage of real users.
  • 16:06 - 16:10
    So if you have used Google in
    the past, maybe to do deep
  • 16:10 - 16:13
    research, there is at least a
    chance that we've looked at
  • 16:13 - 16:17
    the clicks on the search results
    to help us make Google
  • 16:17 - 16:19
    Search quality better.
  • 16:19 - 16:26
    Now we try out over 20,000
    Search experiments every year.
  • 16:26 - 16:30
    But what we end up doing gets
    compiled into a report.
  • 16:30 - 16:33
    And every week we evaluate
    that report, and then we
  • 16:33 - 16:35
    decide how many to launch.
  • 16:35 - 16:37
    Let me just very briefly
    show you some stats.
  • 16:37 - 16:40
  • 16:40 - 16:44
    So these are numbers from 2009,
    but the proportions, the
  • 16:44 - 16:47
    rough percentages, are
    about the same.
  • 16:47 - 16:51
    We would try out anywhere from
    10,000 to 20,000 ideas.
  • 16:51 - 16:57
    Of that, many more thousand,
    8,549, we would send to these
  • 16:57 - 17:00
    blind side-by-sides.
  • 17:00 - 17:03
    And then a smaller fraction of
    that actually get sent out to
  • 17:03 - 17:06
    real users and to see whether
    users tend to click on the
  • 17:06 - 17:10
    newer results or tend to click
    on the older results.
  • 17:10 - 17:12
    And the final number changes
    that we launched
  • 17:12 - 17:16
    last year was 585.
  • 17:16 - 17:20
    That means we change how
    Google ranks its search
  • 17:20 - 17:24
    results more than once a day.
  • 17:24 - 17:28
    Every single day, we're looking
    for ways to improve
  • 17:28 - 17:32
    how we rank our search results,
    and we never stop
  • 17:32 - 17:33
    that process.
  • 17:33 - 17:34
    It's always going on.
  • 17:34 - 17:38
    Once you work at Google, you
    start to notice anytime you do
  • 17:38 - 17:41
    a search and you don't find the
    exact result that you're
  • 17:41 - 17:42
    looking for.
  • 17:42 - 17:44
    And then you end up
    filing that away.
  • 17:44 - 17:46
    And you're going to send an
    email and ask how can we make
  • 17:46 - 17:49
    that search better?
  • 17:49 - 17:54
    So I wanted to cover in just
    three slides, if you wanted to
  • 17:54 - 17:57
    rank better in global search
    engines, here are the tips and
  • 17:57 - 18:00
    the tricks that you would
    want to know.
  • 18:00 - 18:04
    There's basically only three
    slides of material here, but
  • 18:04 - 18:08
    if you are comprehending of this
    knowledge, you will know
  • 18:08 - 18:15
    more than probably 80% of people
    who make websites.
  • 18:15 - 18:19
    On this slide, I just want
    to cover the basics.
  • 18:19 - 18:23
    You want to make your site
    crawlable by search engines.
  • 18:23 - 18:25
    Now, how do you do that?
  • 18:25 - 18:29
    The first step is just to make
    sure that you give permission
  • 18:29 - 18:30
    to the search engines.
  • 18:30 - 18:35
    So there's a very well-known
    standard known as robots.txt.
  • 18:35 - 18:39
    And if you allow search engines
    to crawl using this
  • 18:39 - 18:42
    robots.txt, then they
    can enter your site.
  • 18:42 - 18:46
    Otherwise, it's as if you put up
    a sign that says you're not
  • 18:46 - 18:47
    allowed to enter.
  • 18:47 - 18:50
    So the very first step once you
    decide you'd like to be
  • 18:50 - 18:53
    crawled is to allow search
    engines to crawl in
  • 18:53 - 18:55
    robots.txt.
  • 18:55 - 19:00
    The next thing to do you can
    actually do at home or at work
  • 19:00 - 19:02
    using any web browser.
  • 19:02 - 19:06
    And the idea is just to click
    on links and make sure that
  • 19:06 - 19:09
    you can find all the different
    pages of your site.
  • 19:09 - 19:15
    For example, if you have to do a
    search in a web form, search
  • 19:15 - 19:18
    engines might not know how
    to do that search.
  • 19:18 - 19:22
    So the way to get around that
    is to offer links at the
  • 19:22 - 19:25
    bottom that show you where you
    can click to reach each of the
  • 19:25 - 19:26
    amounts of information.
  • 19:26 - 19:30
    So simply by testing things out,
    by clicking links, you
  • 19:30 - 19:33
    can find all of the pages
    on your site.
  • 19:33 - 19:34
    That means your site should be
  • 19:34 - 19:37
    discoverable in search engines.
  • 19:37 - 19:38
    It should be able
    to be crawled.
  • 19:38 - 19:41
  • 19:41 - 19:45
    The next thing to bear
    in mind is to try to
  • 19:45 - 19:47
    use standard HTML.
  • 19:47 - 19:52
    So you saw in the last
    presentation by Junyoung that
  • 19:52 - 19:57
    if you use Flash, then if you
    have an iPhone, you just can't
  • 19:57 - 20:00
    see that site, because the
    iPhone doesn't know how to
  • 20:00 - 20:02
    interpret Flash.
  • 20:02 - 20:07
    If you can use standard HTML,
    that makes it much easier for
  • 20:07 - 20:10
    search engines to interpret
    your site.
  • 20:10 - 20:13
    So for example, most search
    engines won't know what to do
  • 20:13 - 20:17
    with ActiveX fast or
    asynchronous JavaScript also
  • 20:17 - 20:19
    known as AJAX.
  • 20:19 - 20:23
    So if you can use standard HTML
    technology, rather than
  • 20:23 - 20:29
    Flash or AJAX or ActiveX, or
    at least use less of that.
  • 20:29 - 20:33
    Use it for pictures in the
    middle, but make sure that the
  • 20:33 - 20:37
    navigation is standard,
    static HTML links.
  • 20:37 - 20:40
    That way, every person
    and search engine can
  • 20:40 - 20:42
    discover your site.
  • 20:42 - 20:44
    So those are the basics.
  • 20:44 - 20:47
    Here is just one or two more
    slides about search engine
  • 20:47 - 20:48
    optimization.
  • 20:48 - 20:50
  • 20:50 - 20:55
    This slide is about the text
    that you put on your site.
  • 20:55 - 21:00
    You would not believe how many
    pages have a title that just
  • 21:00 - 21:02
    says Untitled.
  • 21:02 - 21:05
    Or they don't have
    any title at all.
  • 21:05 - 21:09
    Or the title of the page is
    exactly the same on every
  • 21:09 - 21:11
    single page of the site.
  • 21:11 - 21:15
    Whenever anyone does a search
    and they see the snippet for
  • 21:15 - 21:18
    your web search result, the
    snippet that they say will be
  • 21:18 - 21:23
    determined by your title and,
    in many cases, your meta
  • 21:23 - 21:24
    description.
  • 21:24 - 21:29
    So in many ways, it's like if
    you were walking by a shop,
  • 21:29 - 21:33
    and the shop had an inviting
    glass display with lots of
  • 21:33 - 21:38
    things you can see, versus
    whether it was boarded up.
  • 21:38 - 21:40
    Now, if you see something that's
    very inviting, like if
  • 21:40 - 21:43
    users see a title that looks
    interesting and useful to
  • 21:43 - 21:46
    them, or if they see a meta
    description that says, this is
  • 21:46 - 21:49
    going to be the information that
    you need, then they're
  • 21:49 - 21:51
    more likely to click
    through and find
  • 21:51 - 21:54
    information on your website.
  • 21:54 - 21:56
    So it makes a really big
    difference to make sure that
  • 21:56 - 22:00
    you have page titles
    and descriptions.
  • 22:00 - 22:03
    It's amazing what even that can
    do as far as making sure
  • 22:03 - 22:07
    that users click through
    to your site.
  • 22:07 - 22:10
    Junyoung also mentioned that a
    lot of people use pictures of
  • 22:10 - 22:13
    text rather than the
    text itself.
  • 22:13 - 22:16
    We've seen this over and over
    again to the point where
  • 22:16 - 22:20
    Google has joked internally
    that we should try to run
  • 22:20 - 22:23
    optical character recognition on
    images to try to figure out
  • 22:23 - 22:25
    what the text is on
    various pages.
  • 22:25 - 22:29
    But the fact is, if you include
    the text yourself
  • 22:29 - 22:33
    rather than just pictures or
    pictures of text, then we
  • 22:33 - 22:34
    actually have words to index.
  • 22:34 - 22:38
  • 22:38 - 22:40
    The last bit of information
    about what text you should put
  • 22:40 - 22:45
    on your page is to think about
    users and what they will type.
  • 22:45 - 22:49
    So for example, suppose I wanted
    to know how high is
  • 22:49 - 22:51
    Namsan Tower.
  • 22:51 - 22:54
    What would I type?
  • 22:54 - 22:57
    I would type, how high
    is Namsan Tower.
  • 22:57 - 23:01
    But somebody else who is making
    the web page might say
  • 23:01 - 23:04
    Namsan Tower is this high.
  • 23:04 - 23:08
    And so users will often type
    different things than what the
  • 23:08 - 23:11
    webmaster will put on
    their web page.
  • 23:11 - 23:16
    We try to help users out, so
    if you type automobile, and
  • 23:16 - 23:19
    the web page has car, we'll try
    to return that web page
  • 23:19 - 23:23
    because we know about synonyms.
    But if you could put
  • 23:23 - 23:26
    the words on your page directly,
    that makes it work
  • 23:26 - 23:28
    much better.
  • 23:28 - 23:31
    Now, I'd like to try
    an experiment.
  • 23:31 - 23:34
    I don't know if this
    will work.
  • 23:34 - 23:37
    And I haven't warned the
    translators that this was
  • 23:37 - 23:38
    going to happen.
  • 23:38 - 23:40
    So I don't know how well
    this will go off.
  • 23:40 - 23:43
    But let's give it a try.
  • 23:43 - 23:48
    In my pocket I have a device.
  • 23:48 - 23:52
    You guys have probably all
    seen one of these before.
  • 23:52 - 23:53
    Right?
  • 23:53 - 23:55
    You put it into your computer.
  • 23:55 - 23:59
    You can store things on it,
    images, pictures, files.
  • 23:59 - 24:02
  • 24:02 - 24:04
    What would you call
    this device?
  • 24:04 - 24:08
  • 24:08 - 24:10
    Lots of different answers.
  • 24:10 - 24:12
    I heard USB stick.
  • 24:12 - 24:16
    What did someone else say?
  • 24:16 - 24:17
    Flash drive.
  • 24:17 - 24:19
    Anything else?
  • 24:19 - 24:21
    Memory stick.
  • 24:21 - 24:23
    Thumb drive.
  • 24:23 - 24:25
    Two gigabytes.
  • 24:25 - 24:27
    There's so many different
    words that people
  • 24:27 - 24:28
    could use for this.
  • 24:28 - 24:31
    Now, I don't know how
    it works in Korean.
  • 24:31 - 24:34
    It might be you all have the
    exact same word for this.
  • 24:34 - 24:37
    But in English, people could
    type five or ten different
  • 24:37 - 24:41
    things if they were searching
    for this one product.
  • 24:41 - 24:43
    So it's a very simple analogy.
  • 24:43 - 24:49
    If you had a web page and you
    were selling USB sticks, you'd
  • 24:49 - 24:52
    want to use all of the
    words to describe it.
  • 24:52 - 24:55
    You'd say, this is a premium
    quality flash drive.
  • 24:55 - 24:58
    If you haven't seen this thumb
    stick before, it's a
  • 24:58 - 25:02
    retractable tip, it has two
    gigabytes of storage, and when
  • 25:02 - 25:06
    you use this flash drive, you'll
    find that it easily
  • 25:06 - 25:09
    serves up the pictures
    and files.
  • 25:09 - 25:13
    Now in just three sentences of
    text I've gotten four or five
  • 25:13 - 25:18
    different synonyms for thumb
    drive, USB stick, flash drive.
  • 25:18 - 25:21
    I haven't done in a way
    that's artificial.
  • 25:21 - 25:22
    It's not spamming.
  • 25:22 - 25:25
    It's helpful because it
    describes all the different
  • 25:25 - 25:29
    ways of using this particular
    product.
  • 25:29 - 25:33
    It's amazing to me how many
    people will use specialized,
  • 25:33 - 25:37
    very technical terms, and they
    won't think about what a real
  • 25:37 - 25:41
    user will type when they're
    looking for information.
  • 25:41 - 25:45
    If you make something that's
    interesting or useful, people
  • 25:45 - 25:47
    will want to talk about it.
  • 25:47 - 25:50
    And so the best way to get
    links, in my experience, is to
  • 25:50 - 25:52
    come up with something
    excellent.
  • 25:52 - 25:55
    An interactive feature or some
    kind of research that people
  • 25:55 - 25:57
    haven't seen before.
  • 25:57 - 25:58
    Pictures.
  • 25:58 - 25:59
    The kinds of things that people
  • 25:59 - 26:00
    want to send to friends.
  • 26:00 - 26:01
    They want to bookmark.
  • 26:01 - 26:03
    They want to come back to.
  • 26:03 - 26:05
    They want to tell
    people about.
  • 26:05 - 26:07
    Any of that can be compelling
    content.
  • 26:07 - 26:09
    It could be a video.
  • 26:09 - 26:12
    But whatever it is, that's the
    kind of thing that can cause
  • 26:12 - 26:16
    people to want to
    link your site.
  • 26:16 - 26:18
    It's also pretty interesting
    that social media
  • 26:18 - 26:20
    can amplify a message.
  • 26:20 - 26:22
    There's a lot of people
    on Facebook.
  • 26:22 - 26:26
    There's a lot of people on
    Twitter, Sidewall, right?
  • 26:26 - 26:30
    So you can get the word out
    in lots of different ways
  • 26:30 - 26:32
    whenever you have
    new material.
  • 26:32 - 26:35
    It can be extremely useful to
    build up a following, because
  • 26:35 - 26:38
    if you engage in conversations
    with the people who read your
  • 26:38 - 26:41
    site, then they're more
    interested and they want to
  • 26:41 - 26:44
    share your content with
    other people.
  • 26:44 - 26:48
    So we have seen times where
    someone can do a single tweet,
  • 26:48 - 26:52
    and from that tweet, tens of
    thousands of people will visit
  • 26:52 - 26:55
    the site and view the site.
  • 26:55 - 26:57
    So social media can be a
    wonderful way to help spread
  • 26:57 - 26:58
    your message.
  • 26:58 - 27:02
  • 27:02 - 27:06
    I'll do a little bit of a plug
    and just mention that Google
  • 27:06 - 27:09
    provides free tools
    for webmasters.
  • 27:09 - 27:13
    Google.code.cr/webmasters I
    think we'll be showing a demo
  • 27:13 - 27:16
    later today of Webmaster
    Tools.
  • 27:16 - 27:19
    But it's very simple system that
    shows you how fast your
  • 27:19 - 27:23
    site is, how responsive it is,
    if we know about errors on
  • 27:23 - 27:26
    your site, if we ever detect
    that your site might have been
  • 27:26 - 27:30
    hacked or have malware, we'll
    send you a message directly so
  • 27:30 - 27:32
    that you can be alerted of it.
  • 27:32 - 27:34
    There's all sorts of great free
    information in Google's
  • 27:34 - 27:36
    Webmaster Tools.
  • 27:36 - 27:37
    And we try to make
    that available.
  • 27:37 - 27:41
  • 27:41 - 27:44
    So that's a little bit about
    the past of Search and a
  • 27:44 - 27:47
    little bit about how
    Search is today.
  • 27:47 - 27:49
    Let's talk a little bit
    about the future of
  • 27:49 - 27:52
    Search and what to expect.
  • 27:52 - 27:56
    Larry Page would like to say
    that the perfect search engine
  • 27:56 - 27:59
    understands exactly what you
    mean and gives you back
  • 27:59 - 28:02
    exactly what you want.
  • 28:02 - 28:08
    So for example, I don't
    speak German.
  • 28:08 - 28:12
    But what if I had a long layover
    in Germany on the way
  • 28:12 - 28:15
    back from Korea?
  • 28:15 - 28:20
    And as a result I wanted to
    go ride in the subway.
  • 28:20 - 28:23
    Well, I don't speak
    any German.
  • 28:23 - 28:24
    I don't recognize German.
  • 28:24 - 28:26
    I don't read German.
  • 28:26 - 28:29
    But wouldn't it be great if I
    could just point my phone at
  • 28:29 - 28:32
    some German text and it
    would tell me what
  • 28:32 - 28:35
    that says in English?
  • 28:35 - 28:38
    Or what if I walk up to someone
    and I want to make
  • 28:38 - 28:41
    sure that I'm getting on
    the right subway line?
  • 28:41 - 28:45
    Wouldn't it be great if I could
    speak in English, my
  • 28:45 - 28:49
    computer, which is my mobile
    phone, which I always have
  • 28:49 - 28:52
    with me, could do voice
    recognition and then could
  • 28:52 - 28:58
    translate that text from English
    into German or Korean
  • 28:58 - 28:59
    or Spanish.
  • 28:59 - 29:02
    And then it could synthesize
    that text.
  • 29:02 - 29:06
    And so it could do speech
    synthesis so that I could talk
  • 29:06 - 29:09
    to anyone in any language
    even if I
  • 29:09 - 29:12
    don't speak that language.
  • 29:12 - 29:16
    The fact is, we're not that
    far from having that.
  • 29:16 - 29:18
    We're pretty close.
  • 29:18 - 29:21
    And the idea that you could drop
    down in the middle of the
  • 29:21 - 29:24
    world with anybody.
  • 29:24 - 29:31
    I got to go to a country in
    Africa last year, Tanzania.
  • 29:31 - 29:35
    Very few people in the
    world speak Swahili.
  • 29:35 - 29:40
    But if your computer can speak
    Swahili for you, then you're
  • 29:40 - 29:43
    able to talk to anybody
    in the world.
  • 29:43 - 29:48
    So I think that we're making
    good progress on that.
  • 29:48 - 29:53
    Google Translate is not perfect,
    but it's free and
  • 29:53 - 29:57
    it's only going to get better
    and better and better.
  • 29:57 - 29:59
    So if you want to know, what's
    the direction to the nearest
  • 29:59 - 30:00
    subway station?
  • 30:00 - 30:02
    You can type that in.
  • 30:02 - 30:07
    You can even get it written
    phonetically, and then once
  • 30:07 - 30:11
    it's translated you can have
    it say that aloud.
  • 30:11 - 30:14
    And then if something doesn't
    translate correctly, you can
  • 30:14 - 30:18
    hover over it to see alternate
    translations.
  • 30:18 - 30:20
    So a lot of people think
    about Google as
  • 30:20 - 30:22
    just a search engine.
  • 30:22 - 30:26
    But Google's mission is to
    organize the world's
  • 30:26 - 30:28
    information and make
    it universally
  • 30:28 - 30:30
    accessible and useful.
  • 30:30 - 30:35
    Great information is available
    in every language.
  • 30:35 - 30:39
    Great information is available
    in Korean.
  • 30:39 - 30:42
    And so the more that Google
    can do to help surface, to
  • 30:42 - 30:47
    highlight, to display and show
    all of the great information
  • 30:47 - 30:51
    that exists in Korean, the
    better off everybody in the
  • 30:51 - 30:52
    entire world will be.
  • 30:52 - 30:55
  • 30:55 - 30:58
    This is just a picture to
    demonstrate where we'll be in
  • 30:58 - 30:59
    a few years.
  • 30:59 - 31:02
    Mobile is already to the point
    where we pretty much have a
  • 31:02 - 31:05
    net connection wherever we go.
  • 31:05 - 31:09
    And if you could take a picture
    of a water bottle and
  • 31:09 - 31:12
    figure out, OK, where does this
    water bottle come from?
  • 31:12 - 31:14
    Is there any nutritional
    information that I need to
  • 31:14 - 31:15
    worry about?
  • 31:15 - 31:19
    Pretty soon you'll be able to
    do that in any language.
  • 31:19 - 31:22
    And we're getting very close to
    being able to talk to your
  • 31:22 - 31:27
    phone and have it talk back
    to you in any language.
  • 31:27 - 31:32
    So the future of Search is not
    just going to a desktop
  • 31:32 - 31:35
    computer and typing into
    a web browser.
  • 31:35 - 31:39
    The future of Search is that you
    will always have a smart
  • 31:39 - 31:41
    computer right next to you.
  • 31:41 - 31:43
    And you've seen this
    with the incredible
  • 31:43 - 31:45
    growth of mobile phones.
  • 31:45 - 31:48
    Your phones will be able to help
    you because they'll know
  • 31:48 - 31:52
    more about you, because you
    choose to give information so
  • 31:52 - 31:56
    that you can get fantastic
    information back out.
  • 31:56 - 32:02
    Now, one more area about the
    future of Search is that it's
  • 32:02 - 32:05
    not just the exact same
    list of links for
  • 32:05 - 32:06
    every single person.
  • 32:06 - 32:13
    In an ideal world, if you were
    to ask about information from
  • 32:13 - 32:17
    just a random person on the
    street, or from a friend, who
  • 32:17 - 32:21
    would you trust more to
    get your information?
  • 32:21 - 32:24
    You'd probably trust
    your friend more.
  • 32:24 - 32:27
    So if I were going to use a
    home router, or if I were
  • 32:27 - 32:30
    going to buy concert tickets,
    I would trust Inhyuk
  • 32:30 - 32:31
    and I would ask him
    for advice.
  • 32:31 - 32:35
    I wouldn't just necessarily
    talk to any random person.
  • 32:35 - 32:37
    So I show this picture
    earlier today.
  • 32:37 - 32:41
    And you might not have noticed
    but, at the very bottom of
  • 32:41 - 32:46
    this page, I have Louis Gray
    shared this on Google+.
  • 32:46 - 32:49
    Now, we've started out on
    Google+, but we're actually
  • 32:49 - 32:51
    trying to pull in more
    information from
  • 32:51 - 32:53
    all across the web.
  • 32:53 - 32:58
    Quora, FriendFeed, Twitter,
    TypePad, WordPress, all the
  • 32:58 - 33:01
    different places you can find
    good information on the web,
  • 33:01 - 33:04
    we would like to highlight
    that information.
  • 33:04 - 33:09
    So when I searched for Korean
    pop, I found a recommendation
  • 33:09 - 33:13
    from my friend for
    a specific video.
  • 33:13 - 33:16
    That makes it more likely that
    I will probably like that
  • 33:16 - 33:17
    particular video.
  • 33:17 - 33:19
    And I don't know whether we
    want to play it right now.
  • 33:19 - 33:22
    We want to save time
    for questions.
  • 33:22 - 33:25
    But I played it last night, and
    it's a fantastic video.
  • 33:25 - 33:27
    It's exactly the kind of thing
    that I think a good
  • 33:27 - 33:29
    introduction for me
    that could lead to
  • 33:29 - 33:31
    more Korean pop videos.
  • 33:31 - 33:35
    So the future of Search
    is not just far away.
  • 33:35 - 33:37
    It's coming very close.
  • 33:37 - 33:41
    It's mobile, it's being able to
    understand language better,
  • 33:41 - 33:44
    and it's being able to
    understand your relationships
  • 33:44 - 33:47
    and highlight things
    from your friends.
  • 33:47 - 33:51
    One last area is that a lot of
    people think about search
  • 33:51 - 33:54
    engines almost like they're
    a black box.
  • 33:54 - 33:56
    They don't know how they work.
  • 33:56 - 34:00
    I think it's important for all
    search engines, every global
  • 34:00 - 34:03
    search engine, every major
    search engine, to talk about
  • 34:03 - 34:08
    how they work and explain more
    about their policies.
  • 34:08 - 34:13
    In an ideal world, search
    engines would be transparent.
  • 34:13 - 34:16
    They wouldn't be a black box.
  • 34:16 - 34:21
    So five or six years ago, the
    fact that my team worked on
  • 34:21 - 34:24
    web spam was confidential.
  • 34:24 - 34:26
    It was a secret.
  • 34:26 - 34:30
    We didn't even really like to
    talk about the fact that we
  • 34:30 - 34:32
    tackled web spam.
  • 34:32 - 34:36
    But we realized that's
    not the best policy.
  • 34:36 - 34:41
    The best policy is to explain
    how Google works so that
  • 34:41 - 34:44
    people understand how
    search engines work.
  • 34:44 - 34:46
    They know not to be
    afraid of them.
  • 34:46 - 34:47
    They know their advantages.
  • 34:47 - 34:50
    And they know how to manage
    public information on the web,
  • 34:50 - 34:54
    so that they're not surprised
    when information shows up in
  • 34:54 - 34:55
    search engines.
  • 34:55 - 34:59
    And I think it's been real
    progress for people to know
  • 34:59 - 35:00
    how search engines work.
  • 35:00 - 35:05
    It can only help if everybody
    has an idea of the criteria
  • 35:05 - 35:08
    and the different types of
    signals that search engines
  • 35:08 - 35:12
    use in order to score results,
    the sorts of things that I
  • 35:12 - 35:14
    talked about earlier in
    the presentation.
  • 35:14 - 35:17
  • 35:17 - 35:20
    The last area that I wanted to
    talk about is that I would
  • 35:20 - 35:23
    like to close out a little
    bit by talking about the
  • 35:23 - 35:25
    importance of the Open Web.
  • 35:25 - 35:28
    Now, before I talk about the
    Open Web, let me just say, I
  • 35:28 - 35:31
    think we will have a little
    bit of time for questions.
  • 35:31 - 35:36
    And I think we will have a
    little bit of a small gift for
  • 35:36 - 35:39
    whoever wants to ask the first
    one or two questions.
  • 35:39 - 35:42
    So be thinking now if there's
    a particular question that
  • 35:42 - 35:45
    you'd like to ask because the
    first person who's brave
  • 35:45 - 35:49
    enough, I think we will have a
    little something for them.
  • 35:49 - 35:51
    I want to give you plenty of
    time to think about it in case
  • 35:51 - 35:53
    you have any questions about how
    Google works or anything.
  • 35:53 - 35:56
  • 35:56 - 35:58
    So let's talk about the
    importance of the Open Web.
  • 35:58 - 36:01
  • 36:01 - 36:06
    This is a really interesting
    slide.
  • 36:06 - 36:09
    Historically, Internet
    Explorer has done
  • 36:09 - 36:13
    very well in Korea.
  • 36:13 - 36:16
    But according to the most recent
    stats, and I pulled
  • 36:16 - 36:22
    these statistics, literally,
    yesterday, in the last six
  • 36:22 - 36:27
    months, the usage of Google
    Chrome has more than doubled.
  • 36:27 - 36:34
    Six months ago, in July of 2011,
    Chrome was about 4.3%.
  • 36:34 - 36:37
    And if you look at the slide
    now, you can see that in
  • 36:37 - 36:43
    December of 2011, Chrome
    is at 11.38%.
  • 36:43 - 36:47
    That's important because Chrome
    is a browser from
  • 36:47 - 36:50
    Google, but it's also
    a very good browser.
  • 36:50 - 36:53
    It's fast. It fits very
    well with the pali
  • 36:53 - 36:56
    pali ideas of Korea.
  • 36:56 - 36:58
    But it's also secure.
  • 36:58 - 36:59
    It protects users.
  • 36:59 - 37:02
    It makes sure that they
    don't get spyware
  • 37:02 - 37:05
    and malware and viruses.
  • 37:05 - 37:10
    Every year, we have a contest
    in which people trying to
  • 37:10 - 37:15
    crack browsers and they see
    if they can hack them.
  • 37:15 - 37:18
    And for the last three years,
    Google Chrome was the only
  • 37:18 - 37:20
    major browser that
    did not have a
  • 37:20 - 37:23
    security hole get found.
  • 37:23 - 37:28
    So Google has donated money to
    people who find security holes
  • 37:28 - 37:32
    so that we can make Google
    Chrome even more secure.
  • 37:32 - 37:35
    Now there's another reason
    why this graph is really
  • 37:35 - 37:38
    interesting and why it's
    really important.
  • 37:38 - 37:42
    Look at the share of
    Internet Explorer.
  • 37:42 - 37:49
    In the last six months, it's
    dropped to about 80%.
  • 37:49 - 37:51
    Now that is still huge.
  • 37:51 - 37:57
    But if you have a website that
    relies on ActiveX or some
  • 37:57 - 38:02
    other technology that only works
    on Internet Explorer,
  • 38:02 - 38:07
    you're excluding 20% of
    all of your visitors.
  • 38:07 - 38:10
    So if you have some technology
    that people could only use
  • 38:10 - 38:15
    Internet Explorer with, one
    out of every five users is
  • 38:15 - 38:19
    getting annoying, or is not well
    served, or is somehow not
  • 38:19 - 38:23
    able to access your website and
    they have to go and unload
  • 38:23 - 38:27
    their browser and load up
    Internet Explorer to use it.
  • 38:27 - 38:30
    So website standards
    are important.
  • 38:30 - 38:33
    Your website should work in
    any browser, not just in
  • 38:33 - 38:36
    Internet Explorer, not
    just in Chrome.
  • 38:36 - 38:39
    But if you build it right, it
    will work well in Safari, it
  • 38:39 - 38:42
    will work well in Firefox,
    and it's more
  • 38:42 - 38:43
    likely to work on mobile.
  • 38:43 - 38:46
    You guys already heard
    today mobile is an
  • 38:46 - 38:49
    incredible upward path.
  • 38:49 - 38:53
    And so if your website is
    going to be prepared for
  • 38:53 - 38:56
    things like the iPhone, which
    doesn't have Flash, or other
  • 38:56 - 39:00
    mobile browsers, you want to
    use standard technologies.
  • 39:00 - 39:05
    So it's absolutely the case that
    with Chrome above 10%,
  • 39:05 - 39:09
    websites should use
    open standards.
  • 39:09 - 39:11
    And in fact, you should avoid
    standards locked to one
  • 39:11 - 39:14
    particular browser.
  • 39:14 - 39:17
    Now when I talk about the
    importance of the Open Web,
  • 39:17 - 39:24
    I'm not just talking about
    websites and web servers.
  • 39:24 - 39:27
    I'm also talking about being
    open to search engines.
  • 39:27 - 39:30
    So this was a newspaper article
    that came out in
  • 39:30 - 39:36
    December in Korea, and it noted
    that something like half
  • 39:36 - 39:39
    of government websites were
    blocked from being crawled
  • 39:39 - 39:42
    from search engines.
  • 39:42 - 39:45
    That means that there's a lot of
    resources that people could
  • 39:45 - 39:49
    discover that they weren't
    being able to discover.
  • 39:49 - 39:52
    Now, I want to note that
    there's been a lot of
  • 39:52 - 39:55
    progress, even since this
    article has come out.
  • 39:55 - 39:59
    So many, many organizations
    have, since this article,
  • 39:59 - 40:03
    unblocked in robots.txt so that
    any search engine can
  • 40:03 - 40:06
    come in and find high
    quality information.
  • 40:06 - 40:09
    So it's not as bad as this
    article makes it sound
  • 40:09 - 40:12
    anymore, but there's still some
    progress that could be
  • 40:12 - 40:16
    made on making sure that
    websites are discoverable and
  • 40:16 - 40:17
    are good resources.
  • 40:17 - 40:21
  • 40:21 - 40:23
    If you haven't seen this,
    this is something
  • 40:23 - 40:27
    called the Khan Academy.
  • 40:27 - 40:29
    I know that in Korea, education
  • 40:29 - 40:32
    is incredibly important.
  • 40:32 - 40:36
    It's vital that people be able
    to learn from the highest
  • 40:36 - 40:38
    quality resources.
  • 40:38 - 40:42
    And the web is becoming one of
    the highest quality resources
  • 40:42 - 40:45
    available in the entire world.
  • 40:45 - 40:49
    The Khan Academy is a set of
    videos and a website that you
  • 40:49 - 40:53
    can use to achieve nearly a
    college-level education for
  • 40:53 - 40:58
    free from anywhere in
    the world from home.
  • 40:58 - 41:00
    So this is one guy.
  • 41:00 - 41:03
    His name is Salman Khan, and
    he was a hedge fund trader.
  • 41:03 - 41:06
    He made money as a banker.
  • 41:06 - 41:08
    And then he said, OK, I'd like
    to do something that feels a
  • 41:08 - 41:11
    little more meaningful
    with my life.
  • 41:11 - 41:16
    And he was teaching
    his cousins math.
  • 41:16 - 41:19
    Because it was a lot of trouble,
    he made these videos
  • 41:19 - 41:23
    so that they could review the
    videos anytime they wanted.
  • 41:23 - 41:25
    And he would call them
    on the phone.
  • 41:25 - 41:28
    And eventually his cousins
    said, you know what?
  • 41:28 - 41:30
    I don't want to talk to
    you on the phone.
  • 41:30 - 41:32
    There's a lot of pressure.
  • 41:32 - 41:35
    Just make the videos and then
    I can watch the videos as
  • 41:35 - 41:39
    often as I need to so I
    can practice the math.
  • 41:39 - 41:44
    And what really surprised Sal
    Khan was a lot of other people
  • 41:44 - 41:47
    started to watch the videos,
    and so he started to
  • 41:47 - 41:50
    make more of them.
  • 41:50 - 41:53
    And now, you can learn all
    kinds of mathematics,
  • 41:53 - 41:57
    economics, science, many
    different subjects just from
  • 41:57 - 41:59
    watching these videos.
  • 41:59 - 42:02
    The fact is the web is
    a fantastic source of
  • 42:02 - 42:06
    information, and Korea should be
    represented as one of those
  • 42:06 - 42:10
    fantastic sources
    of reputation.
  • 42:10 - 42:13
    Nobody wants to be an island.
  • 42:13 - 42:16
    An island is isolating.
  • 42:16 - 42:19
    An island means that not as much
    development is happening
  • 42:19 - 42:21
    as could happen.
  • 42:21 - 42:24
    And so I think that there is a
    message that I'd like to leave
  • 42:24 - 42:29
    for Korea, which is, we have
    a saying in English.
  • 42:29 - 42:34
    And the saying is, to punch
    above your weight.
  • 42:34 - 42:35
    What does that mean?
  • 42:35 - 42:39
    To punch above your weight
    means you better than you
  • 42:39 - 42:43
    would expect given the
    size of something.
  • 42:43 - 42:46
    So it's someone who is
    doing a better job
  • 42:46 - 42:49
    than you would expect.
  • 42:49 - 42:52
    I think Korea is one of those
    companies that punches above
  • 42:52 - 42:54
    its weight.
  • 42:54 - 42:59
    It represents itself so well
    on the international stage.
  • 42:59 - 43:04
    The World Cup, the G20, the
    Olympic Games that already
  • 43:04 - 43:07
    happened, the Olympic Games
    that will happen in 2018.
  • 43:07 - 43:10
    Korea has so much
    to be proud of.
  • 43:10 - 43:14
    Korea is number one in the
    world in broadband
  • 43:14 - 43:16
    penetration.
  • 43:16 - 43:20
    Korea is number one in the world
    in getting information
  • 43:20 - 43:23
    to people via broadband.
  • 43:23 - 43:27
    I think the only area
    where Korea doesn't
  • 43:27 - 43:28
    punch above its weight--
  • 43:28 - 43:31
    at least, not yet--
  • 43:31 - 43:36
    is getting its information out
    to the rest of the world.
  • 43:36 - 43:40
    Korea is fantastic at providing
    good broadband, at
  • 43:40 - 43:43
    providing wonderful things that
    it should be proud of.
  • 43:43 - 43:46
    But if Korea could do a little
    bit more, so that if people
  • 43:46 - 43:50
    want to learn about Hangul, if
    people want to learn about
  • 43:50 - 43:54
    writing resources, if people
    wanted to learn about the
  • 43:54 - 43:58
    official Sunshine Policies and
    the successes of President
  • 43:58 - 44:04
    Kim, there's much great stuff
    that Korea can tell the world.
  • 44:04 - 44:08
    And so I think it will be
    fantastic if that information
  • 44:08 - 44:10
    is available to the
    entire world.
  • 44:10 - 44:13
    So I hope that everybody has
    found this talk a little bit
  • 44:13 - 44:16
    useful, that people have enjoyed
    hearing a little bit
  • 44:16 - 44:20
    about the past of search
    engines, how search engines
  • 44:20 - 44:23
    work today, and how to do better
    in search engines with
  • 44:23 - 44:27
    search engine optimization,
    what the future of Search
  • 44:27 - 44:31
    might look like, and then how
    important is for Korea to
  • 44:31 - 44:35
    represent itself on the
    international stage, so that
  • 44:35 - 44:37
    anybody wants to find more
    information about how great
  • 44:37 - 44:42
    Korea is, anybody can find it.
  • 44:42 - 44:45
    With that, you can see--
  • 44:45 - 44:48
    this is me.
  • 44:48 - 44:50
    I got to do a little bit of
    tourism on the weekend, and it
  • 44:50 - 44:53
    was a lot fun.
  • 44:53 - 44:56
    With that, I would love to take
    any questions that people
  • 44:56 - 44:58
    have. I think we've got just
    a few minutes if anybody's
  • 44:58 - 44:59
    interested.
  • 44:59 - 45:02
    I think we do have at least a
    couple small things for the
  • 45:02 - 45:04
    first one or two or three
    people who wanted to ask
  • 45:04 - 45:06
    questions if anybody's
    interested at all.
  • 45:06 -
Title:
2012 Korea Webmaster Conference
Description:

The 2012 Webmaster Conference was held in Korea on Jan 30, 2012. Matt Cutts was the main guest speaker and gave a presentation called "Search Inside" about how Google works and the importance of the open web. About 350 webmasters and developers attended the event. Please enjoy Matt's entire talk in this video. The original video was recorded by Channel IT Korea and edited by Google. Korean subtitles are available.

more » « less
Video Language:
English
Team:
Google Webmasters
Projekt:
WebmasterHelp
Duration:
45:15
Amara Bot edited anglicky subtitles for 2012 Korea Webmaster Conference
Amara Bot added a translation

English subtitles

Revízie