Portal search cooperation depends on traffic

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June 2007, China's first portal site Sina and the world's largest search engine service provider Google (Google), officially announced the two sides reached a strategic partnership. News, immediately by the major media, research institutions of high concern.

"Elephant Dances" vividly reflects the market position of the two companies in their respective fields, and the industry influence their cooperation may bring.

A long time must be combined

Few people doubt that portals and search engines are important to people's access to information, and that their development is closely related to the overall evolution of the Internet.

The rise of the portal has benefited from the lack of early content resources and the occlusion of people's access to information. The Internet business model, characterized by "big media", has adapted to the Internet environment at the time, although it still follows the traditional means of media management.

But today, in the context of exponential growth in Internet information, the search engine, represented by Google, has become a "filter" for people to get information via the Internet. According to Eric's user behavior monitoring system iUserTracker2007 May, the number of Web search coverage per month reached 93.14%, more than the birth of an earlier Internet service-email.

When Google and Baidu have become increasingly influential and portals seem to be fading, people are beginning to wonder how the relationship between these two types of Internet operations will change. Competition or cooperation? The choices have been laid before them.

Before that, competition was the main keynote of the strategic relationship between portals and search engines.

From the U.S. market, the competition from the same year Yahoo and Google's separate from the beginning of the start. Just, at that time, no one would think that in a few years, the market position of two companies turned upside down, and the gap is getting bigger.

In the Chinese market, with the entry of Google, the rise of Baidu, the domestic portal site also on the search engine challenges made a positive response: August 2004, Sohu launched a separate domain name search engine-Sogou; June 2005, the largest news and information portal Sina launched the "Love to ask" and has long been the main business adjustment for the network game NetEase, also launched in 2006, "Youdao" the test version of the search.

Sina and Google before the hand, the portal site at one time and Google, Baidu and so on to a search showdown posture. In the early market operation, "independent research and development" has always been the three major portal sites to promote its own search engine used in the core vocabulary.

Picking

Back to Sina and Google cooperation, iresearch Market consulting analysis that Sina's unique "content advantage" is one of the main factors contributing to cooperation.

When we see, has the content resources Sina, the final choice is the Google instead of Baidu, it is necessary to their competition relations, and even the entire Internet Information industry chain for an analysis.

What are the advantages of Sina? The world's most visited Chinese information web site, the Chinese netizens in the brand influence, these are already Sohu, NetEase, Tom and other early portals can not.

But Sina Zeng Li pushes "The Love asks" to show more and more not to adapt. In particular, when more and more UGC (user-generated content) class sites appear, "Love ask" did not bring more search traffic to Sina. And that's Google's strength.

Besides its strong search engine technology and global brand influence, Google is increasingly familiar with the Chinese environment. Therefore, Sina and Google cooperation, the "love ask" put behind the scenes, or another plan, then became the trend.

In addition to search technology, Google "for advertisers to bring more accurate customers," the advertising solution will be a powerful boost Sina's advertising growth. With the advance of cooperation, Google AdSense will appear in Sina registered users to achieve Tens blog services.

And the two sides in the content of cooperation, will reflect a greater value in the future.

When the domestic Internet news More and more "reprinted", the search market competitors will be aware of the "own content" is how important. Baidu has taken a step forward. The local search giant has got its own news license and has its own news-creation team.

And in the main opponents into the content production, Lee Kai-fu, led by the Google China team was once the effort to Google American products in the culture, as well as the introduction of hot list, navigation, input method, such as "non-content information products." As a result, it has been more challenged by the domestic internet industry.

We can roughly judge, today, Google China in the content is how scarce and eager. However, Google China has not yet obtained its own content license, which is also a lot of foreign internet companies have been unable to adapt to the Chinese market is an important reason.

Baidu as a reference, Google chose Sina, is undoubtedly logical.

Flow-oriented

Google has been one of the few internet companies in the world who have not relied on their own content to succeed. But that has changed in the last year or two. In fact, Google has entered the content supply market, marked by Google's 1.65 billion dollar takeover of YouTube, the famous video-sharing site in October 2006.

Search engine began to enter the content supply, will undoubtedly trigger the future of this field of infinite reverie.

If search engines are able to bring more professional and interesting content to netizens faster, more timely and more systematically, it will not only bring more and more accurate traffic to advertisers, but also be a "content provider" that can earn a lot of revenue and attention.

Google is becoming a producer or integrator of content. We can even imagine that YouTube videos can be played on the Sina Podcast Channel in the future.

and the search engine and the portal cooperation (content and search fusion), will eventually promote a realistic possibility: the portal site is no longer the first choice for users to log on the Internet, people more through the search engine to obtain timely news information.

However, although the so-called "business model" a wide range, but network traffic is always the basis of a variety of business models.

Sina and Google's cooperation, but to both sides in the content, advertising revenue sharing to provide a broader platform, but its basic "traffic mode" has not changed.

Without changing the content production mechanism, publishing mechanism, whether the portal site and search engine is cooperation, or merger, will not fundamentally change the existing "based on traffic, and then bring advertising revenue" business model.