Counterfeit click rate hazards search industry

This week, google, the Internet search leader, rose its share price on Nasdaq to more than $300. Chinese capital is pursuing the Chinese search industry, but Wang Jianjun, vice president of Sohu, said in an interview with this newspaper: "Malicious clicks are rampant in China and cannot be controlled, which greatly threatens the development of the Chinese search industry. This foreign copy mode may not be successful." Wen/reporter Xue Song
Competition in the domestic Internet search market is growing day by day. Independent Network research agency ire-search predicts that the Chinese search engine market will reach 2005 yuan in 2.26 billion, up 2004 from 1.25 billion yuan in 81%.
Behind the excitement, there are still many hidden risks in the business model of the Chinese search industry. As far as the business model is concerned, the domestic search business mainly adopts two different modes: bidding ranking and fixed ranking.
In particular, spot price rankings, as a mature business model in foreign countries, are mainly used by google and Baidu to charge fees based on clicks. Baidu is regarded as a copy of the google model, and more than 80% of the company's revenue comes from the bidding ranking.
Sohu: malicious clicks are the biggest threat
However, Chen Pei, president of Chinese search, believes that the following disadvantages of spot price rankings in the Chinese market make it not highly valued:
First, it is complicated to sell, and enterprises do not necessarily understand it. Second, it results in high cost investment. To keep their top rankings, enterprises must compete with other companies, in this case, vicious competition is inevitable, raising the price. Third, the manufacturers' investment budget is not easy to control, the traffic uncertainty is strong, and it is difficult for enterprises to determine how much they should invest to be cost-effective. "The biggest threat to the bidding model is malicious clicks", which many insiders hold. During the investigation, the reporter found that various search companies accused each other of cheating on technical indicators such as click rates, and some of them could even say the cheating methods they used, for example, if you compile a software program, you can increase the click rate, and write a program to fake the IP address of the click operator.
"This type of malicious click is rampant and uncontrollable in China ." Wang Jianjun said that although google has malicious clicks, their malicious clicks on the U.S. market are small-scale and controllable. In China, almost everyone can help you with this malicious click, which is already a public secret of the industry.
For example, he said that a competitor will help you, and his ranking can also come up; your agent will also help you, because it can be assigned a proxy Commission; your alliance website may help you, even the organization will help you with the order, because more money can be allocated after you click it. I made a lot of money by clicking. I also recommended it to my relatives and friends. I am very happy to pay several hundred yuan a month.
Why is such a flood of malicious clicks? Wang Jianjun believes that network integrity is not as good as we expected. The click can be fake, and the customer does not trust the data provided by your company. However, it is impossible for him to build a system for monitoring. If there are 10 fake customers in 100 clicks, and 90 fake customers, the customer will lose confidence.