Countdown to 16: Google will become the next Yahoo do? -Google, Yahoo-IT information

Beijing time on August 12, according to foreign media reports, as the representative of the age of the Internet, Google and Yahoo came out of the same origin have different destinies, and many people will ask, and Google will duplication the tragic fate of Yahoo? The answer is: very likely.

Phoenix fell than chickens, Yahoo, in the eyes of the media have become a byword for failed, now no one wants to remember those glorious times belonged to it.

But look at old magazines in the past, we would find many flattering words on Yahoo. 1998 Fortune magazine wrote: "Yahoo has won the battle of the search engines, will do something in the future. "Yahoo's 40 million users, but 2 years later, that figure has ballooned to 185 million.

The story behind without saying that Yahoo's building collapse case will in the future become a classic business school case studies. Many people think Yahoo missed the annexation of Facebook and Google's opportunity is the end of the fallen, but others felt that it should be committed to Microsoft. However, the case of Yahoo's most valuable legacy left to the people is on its growth and decline history of thought, how to avoid Yahoo's old companies are thinking the problem.

Speaking of this issue, we naturally think of model similar to Google and Yahoo, this mighty Search Giants, like Yahoo, do drop abyss after 16 years?

2016 = 2000 years Google Yahoo?

Indeed, Google's current performance is flawless. In the latest report, which again exceeded Wall Street's expectations this year, the search giant's market value is several times more than Apple, its growth in mobile advertising revenue is enviable, Google in the digital field trip to find a new way of advertising. However, behind the bustling, there is a simmering.

While Google's has been a huge success in the digital advertising industry, but the industry is in turmoil, the pace of change can not imagine. The future, Google will continue to maintain its dominance in the industry, no one dared to give an affirmative answer.

From the current market view, Google actually take a mainstream way. It remains focused on browsers and Web pages of the digital advertising market, as everyone knows, the industry's Center of gravity is tilted to the applications and content. Google still rely on traditional search ads to show, it is still at the design stage to attract users, and its precise effects and put in a new promotional advertising is quite different. Compare with Google, its rival Facebook in digital advertising war is on the way, they are more focus on user participation and experience.

Digital advertising is not a pillar, Google can you hold on?

Disturbing ads give way to participate in advertising

This advice applies to all companies. Advertising as a product carrier, whose biggest role is to encourage users to buy. But figures show that after seeing the ads, only 0.5% users can choose to click on. In the presence of a variety of ad blocking software, or even about 50% ads on a user page at all.

In this way, advertisers will have to advertise on more pages, so the user loads the page kept getting longer, the user experience is impossible to talk about. Over time, brutally disturbing ads more and more unpopular, and advertising conversion rate becomes lower, it also contributed to the explosive growth of ad blocking applications (last 41%).

Right now, the contradiction between the advertiser and the user has reached a critical point, and if the two parties do not give way, eventually you will lose-lose situation. Therefore, many swift brands began to seek more effective media for advertising, their main goal is to enhance brand awareness and user's willingness to buy.

Since then, new promotional advertising has emerged. This advertisement will provide users with some valuable content, increase user participation, promoted effect naturally guaranteed.

Google also saw this trend and make the appropriate changes, but their product managers do not see this trend, its promotional advertising does not bring value to the user, instead, cheat click on the large button is still all over the page.

If you miss the tailwind of content marketing, Google will lose the potential for growth in the future, closer and closer to Yahoo's track.

Users are used to shift from search to explore

Holds the absolute dominance of Google in the search business, but in the era of the people involved in, the search is no longer the only channel of access to information. In the flow on the suction capacity, Facebook has overtaken Google, is giving way to the search bar user explore. Marketing master Seth ? Goodin said the searches "do you know what you're looking for is" exploring different, "users don't know what they are looking for." Google in this immense change, were gradually left behind.

Since 2012, Google kept at around 100 billion monthly searches, almost no increase, average on the user, search only once per day. By contrast, the average time users spend on Facebook has reached 50 minutes. Now that Facebook will be able to get what they want, why do users need to search it.

Search habits gradually being replaced by subscription

Promotional items are Facebook lit up, an important reason is that users spend more and more time on the mobile platform, and they prefer the subscription information, rather than the traditional Web browsing (only 15%).

In response to this change, Google introduced the AMP mobile Web acceleration program. To be honest, AMP is a great plan, content subscription but do not touch the upper half dime, Google just gave the browser a speed increase.

Wall Street was optimistic about Google's future, but even Google behind the world's most popular mobile operating system Android, its mobile business success is based on existing search business, Google just will it move from desktops to mobile. If the user has changed the traditional search habits, Google's Empire will soon be gone.

Next all on its own

Although Google and Yahoo's main business is similar, in many ways, but it has a larger pattern. Meanwhile, Google is constantly changing strategy to create a YouTube and Android and a series of successful products.

Now, how digital content available to Google priorities need to be addressed, if not a people-centred, to improve the quality of content and user engagement, I am afraid that this ship will gradually off course, on the road to Yahoo's decline.

Statement : the personal view of the author only, and do not represent information positions IT.

16年倒计时：谷歌会成为下一个雅虎吗？ - 谷歌,雅虎 - IT资讯

北京时间8月12日消息，据外媒报道，作为互联网时代的代表，谷歌和雅虎师出同源却有了不同的命运，于是许多人会问，谷歌也会重复雅虎的悲惨命运吗？答案是：非常有可能。

落架的凤凰不如鸡，雅虎在各路媒体眼中早就成了个失败的代名词，如今已经没人愿意去追忆曾属于它的那些辉煌时光了。

不过翻看过去的老杂志，我们会发现无数对雅虎阿谀奉承的辞藻。1998年的《财富》杂志就写道：“雅虎赢得了搜索引擎之战，未来必成大器。”当时雅虎只有4000万用户，但2年过后，这一数字激增到了1.85亿。

后面的故事无需赘言，雅虎大厦轰然倒塌的案例未来一定会成为商学院的经典案例。许多人认为雅虎错失吞并Facebook和谷歌的良机是其最终倒下的原因，有人却认为当时它应该委身微软。不过，雅虎的案例留给人们最有价值的遗产是对其成长和衰落历程的思考，如何避免走雅虎的老路成了各家公司都该思考的问题。

既然说到了这个问题，我们自然会想到与雅虎模式类似的谷歌，这个不可一世的搜索巨头会像雅虎一样在16年后跌落深渊吗？

2016年的谷歌=2000年的雅虎？

确实，谷歌当下的表现真是无懈可击。在最新的财报中，它再次超出了华尔街的预期，今年搜索巨头的市值更是数次超过苹果，其移动广告收入的增长更是令人羡慕，谷歌在数字广告领域已经趟出了一条新路。不过，繁华的背后，正有一股暗流涌动。

虽然谷歌在数字广告业取得了巨大成功，但该行业正在陷入混乱，其变化速度简直无法想象。未来，谷歌能否继续维持它在该行业的统治地位，现在没人敢给出肯定的回答。

从现在的市场风向来看，谷歌其实走了一条违背主流的道路。它的精力依然集中在浏览器和网页的数字广告市场，殊不知，整个产业的重心正在向应用和内容上倾斜。谷歌的广告依然依靠传统的搜索来展现，它还停留在靠设计吸引用户的阶段，其精确投放的效果与新的推广型广告根本不可同日而语。而与谷歌相比，其数字广告战场上的老对手Facebook则走对了路，它们更注重用户的参与和体验。

如果没了数字广告这一支柱，谷歌还能挺住吗？

打扰性广告让位于参与性广告

这条建议对所有公司都适用。广告作为一个产品的载体，其最大的作用就是吸引用户购买。不过研究数字显示，看到广告后，只有0.5%的用户会选择点击。在各种广告拦截软件的作用下，甚至有50%左右的用户根本看不到网页上的广告。

这样一来，广告主就不得不在更多的网页上投放广告，因此用户加载网页的时间不断变长，用户体验根本无从谈起。长此以往，这种粗暴的打扰性广告越来越不得人心，广告的转化率变得更低了，同时它也促成了广告拦截应用的爆发性增长（去年增长41%）。

眼下，广告主与用户之间的矛盾已经到了临界点，如果两方各不退让，最终大家会面临双输的局面。因此，许多反应迅速的品牌开始寻求更有效的媒体来投放广告，它们的主要目标是提高品牌知名度和用户的购买意愿。

自此，新的推广型广告应运而生了。这种广告会为用户提供一些有价值的内容，用户参与度提高了，推广效果自然也就有了保证。

谷歌也看到了这一趋势并作出了相应改变，但它们的产品经理并没有看透这一趋势，其推广型广告并没有为用户带来什么价值，相反，各种骗点击的大号按钮依然遍布整个页面。

如果赶不上内容营销的顺风车，未来谷歌就会丢掉潜在的增长点，这样离雅虎的轨道就越来越近了。

用户习惯从搜索转向探索

谷歌在搜索业务上占有绝对的统治地位，不过在全民参与的内容时代，搜索不再是人们获取信息的唯一渠道了。在流量吸引能力上，Facebook早已成功超越谷歌，搜索栏正在让位于用户的探索欲。营销大师赛斯·高汀称，搜索中“你知道你自己要找的是什么”，但探索可不同，“用户不知道自己在找什么”。而谷歌在这一巨大转变中，正在逐渐掉队。

自2012年以来，谷歌的月度搜索次数都保持在1000亿次左右，几乎没有增量，平均到用户头上，每人每天才搜索一次。与之相比，用户每天花在Facebook上的平均时间却达到了50分钟。既然在Facebook上就能得到自己想要的，用户为什么还要去搜索呢。

搜索的习惯逐渐被订阅替代

推广型内容能在Facebook上火起来，一个重要的原因就是用户在移动平台上花的时间越来越多了，他们更喜欢通过订阅获取信息，而非传统的网页浏览（只占15%的时间）。

为了应对这一改变，谷歌推出了AMP移动网页加速计划。实话来说，AMP是个很棒的计划，但它跟内容订阅沾不上半毛钱的关系，谷歌只不过给浏览器做了个提速。

华尔街非常看好谷歌的未来，但即使谷歌手握世界最流行的移动操作系统安卓，其在移动业务上的成功依然是建立在现有的搜索业务基础之上的，谷歌只不过将它从桌面端迁到了移动端而已。如果用户改变了传统的搜索习惯，谷歌的帝国马上就会烟消云散。

未来一切靠自己

虽然谷歌与雅虎的主营业务类似，但它在许多方面有着更大的格局。同时，谷歌也通过不断的变换策略打造出了YouTube和安卓等一系列成功的产品。

眼下，如何通过数字内容变现成了谷歌需要解决的当务之急，如果不能做到以人为中心，全力提高内容质量和用户参与度，恐怕这艘巨轮会逐渐偏离航向，走上雅虎的衰败之路。

声明：本文仅代表作者个人观点，不代表IT资讯立场。