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I. Google's History and Founders' Background
a. Brief History of
the Internet and WWW and Google
i. DARPA, the Internet, and UCLA's Vinton G. Cerf
(interview;
in addition, be sure to read about TCP/IP
and routing tables)
a) 88% of
Americans have high-speed internet at home in 2017 (Pew Research
Center)
b) 95% of
Americans own a cellphone; 77% use smartphones in 2017 (Pew Research
Center)
ii. Tim
Berner-Lee, inventor of the internet, at https://www.w3.org/People/Berners-Lee/
iii. Hyper Text
Mark Up Language (XHTML2) at http://www.w3.org/MarkUp/
iv. September
1997, Stanford's BackRub
is renamed by Sergey Brin (married in May 2007—separated August 2013
and divorced May 2015;
plus Anne Wojcicki's company,
called 23andme) and Lawrence Page.
v. S. Brin and L.
Page, "The Anatomy of a Large-scale Hypertextual Search Engine"
(1998) at http://infolab.stanford.edu/~backrub/google.html
vi. Googlebot, a
web crawler or spider and the robots exclusion
standard/protocol at http://www.robotstxt.org/wc/exclusion.html
vii. Google’s
official blog at
http://googleblog.blogspot.com/ (last update on 1 November 2016)
viii. Key Advances:
Local Connectivity Analysis, Fritz, Personalized Results, Bigdaddy, Universal
Search, and Real-time Search
b. Disintermediation at http://polaris.gseis.ucla.edu/jrichardson/image002.gif
c. Principles of Bounded
Rationality, Least Effort
and Satisficing
d. Evaluative Criteria of Search Effectiveness
i. Popularity (top 500 sites at http://www.alexa.com/topsites) and
age of pages
ii. Relevance, Precision, and Recall at http://www.hsl.creighton.edu/hsl/Searching/Recall-Precision.html
iii. Quality based on title tags, ranking of citations or
backlinks (link:address)
analysis and .85 damping factor, anchor text, proximity, capitalization, and
font size
iv. Role of Metadata at http://www.w3.org/TR/html401/struct/global.html
v. Improving Search Results (with the use of techniques such as
quotation marks, or *, or - , or filetype:ppt,
or site:edu)
vi. Search Engine Optimization (SEO) Techniques; see SEOChat.com and SEO 101
II. Google’s New Owner, Alphabet
a.
Alphabet, a new holding
company (August 2015) and “What Does This
All Mean”
b.
Includes Calico, CapitalG, DeepMind
Technologies, Google Fiber, GV, Life Sciences, Nest, Ventures and Capital, Xlab (see wikipedia article)
c.
Eric Schmidt, Executive Chairman and author
resigns to become technical adviser
(December 2017)
Assignment 1 (Due Next Session): Think
of a topic, search it, and discuss the search results, using the criteria we
have discussed and explain the rank ordered results in terms of the likely
search algorithm (be sure to emphasize
the why rather than what you found as a result of the
search—why are the items in the order they are in? Be sure to list and
discuss at least five factors which might account for this ordering); or,
write your own thoughts about the role of Google in your life. One page limit
for text; references can go onto the second page.
Revised,
23 January 2018; created: 30 August 2006.
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