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Google Case Study

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Case 5: Google’s Country Experiences: France, Germany, Japan

1. How does a search engine work and make money? What is the exportability of a search engine’s technology and business model?
Google, the world’s largest search engine provides simple, fast and relevant search results by using PageRank technology that displays results by detecting the keywords inside web pages and determining the importance of a search result based on the number and popularity of other sites that linked to the page. Google Search provides at least 22 special features beyond the original word-search capability. The special features include synonyms, weather forecasts, time zones, stock quotes, maps, earthquake data, movie show times, airports, home listings, and sports scores. There are special features for numbers, including ranges, prices, temperatures, money/unit conversions, calculations, and package tracking, patents, area codes and language translation of displayed pages.
Google earns its revenue through paid advertising which are listed on the Google search page, the listed advertisement and links get charged by Google every time someone clicks those displayed links and advertisement. Google also runs ads on websites that participate in Google's AdSense program. The advertisers pay Google for each click, Google keeps some of the money, and passes the rest of the money to the websites that ran the ads. Google also places ads on other site such that they have run such as Gmail and YouTube. Google’s business model demonstrates an efficient planning for global expansion. Although Google’s o was originally licensing its search engine to other websites,
Google introduced the advertising program which is a premium sponsorship. Moreover, after conquering the US market, Google started to offer its services in other countries - through various search interface languages and in a

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