Now, it didn’t catch my eye because of its subject – Causes – but because of what its subject was doing: refocusing its business back out on the Independent Web, from its original home in the zoological garden that is the Facebook platform.
Last week I spent an afternoon down at Facebook, as I mentioned here. While at Facebook I met with Blake Ross, Direct of Product (and well known in web circles as one of the creators of Firefox). Talk naturally turned to the implications of Google’s controversial integration of Google+ into its search results – a move that must both terrify (OMG, Google is gunning for us!) as well as delight (Holy cow, Google is breaking its core promise to its users!).
Turns out Ross had been quite busy the previous weekend, and he had a little surprise to show me. It was a simple hack, he said, some code he had thrown together in response to the whole Google+ tempest. But there was most certainly a gleam in his eye as he brought up a Chrome browser window (Google’s own product, he reminded me).
Blake had installed a bookmarklet onto his browser, one he had titled – in a nod to Google’s informal motto – “Don’t be evil.” For those of you who aren’t web geeks (I had to remind myself as well), a bookmarklet is “designed to add one-click functionality to a browser or web page. When clicked, a bookmarklet performs some function, one of a wide variety such as a search query or data extraction.”
When engaged, this “Don’t be evil” bookmarklet did indeed do one simple thing: It turned back the hands of time, and made Google work the way it did before the integration of Google+ earlier this month.
It was a very elegant hack, more thoughtful than the one or two I had seen before – those simply took all references to Google+ out of the index. This one went much further, and weaved a number of Google’s own tools – including its “rich snippet” webmaster tool and its own organic search listings, to re-order not only the search engine results, but also the results of the promotional Google+ boxes on the right side of the results, as well as the “typeahead” results that now feature only Google+ accounts (see example below, the first a search on my name using “normal Google” and then one using the bookmarklet).
After Blake showed me his work, we had a lively discussion about the implications of Facebook actually releasing such a tool. I mean, it’s one thing for a lone hacktivist to do this, it’s quite another for a member of the Internet Big Five to publicly call Google out. Facebook would need to vet this with legal, with management (this clearly had to pass muster with Mark Zuckerberg), and, I was told, Facebook wanted to reach out to others – such as Twitter – and get their input as well.
Due to all this, I had to agree to keep Blake’s weekend hack private till Facebook figured out whether (and how) it would release Ross’s work.
Today, the hack goes public. It’s changed somewhat – it now resides at a site called “Focus On The User” and credit is given to engineers at Facebook, Twitter, and Myspace, but the basic implication is there: This is a tool meant to directly expose Google’s recent moves with Google+ as biased, hardcoded, and against Google’s core philosophy (which besides “don’t be evil,” has always been about “focusing on the user”).
We wanted to see how much better social search could be for consumers if Google chose to use all of the information already in its index. We think the results speak for themselves. Specifically, we created a bookmarklet that uses Google’s own relevance measure—the ranking of their organic search results—to determine what social content should appear in the areas where Google+ results are currently hardcoded. That includes the box on the right; the typeahead; and the indent under the first result for brand searches like “Macy’s” or “New York Times”.
All of the information in this demo comes from Google itself, and all of the ranking decisions are made by Google’s own algorithms. No other services, APIs or proprietary data stores are accessed.
Facebook released a video explaining how the hack works, including some rather devastating examples (be sure to watch the AT&T example at minute seven, and a search for my name as well), and it has open sourced the codebase. The video teasingly invites Google to use the code should it care to (er…not gonna happen).
Here’s an embed:
It’d be interesting if millions of people adopted the tool, however I don’t think that’s the point. A story such as this is tailor made for the Techmeme leaderboard, to be sure, and will no doubt be the talk of the Valley today. By tonight, the story most likely will go national, and that can’t help Google’s image. And I’m quite sure the folks at Facebook, Twitter, and others (think LinkedIn, Yahoo, etc) are making sure word of this exemplar reaches the right folks at the Federal Trade Commission, the Department of Justice, Congress, and government agencies around the world.
Not to mention, people in the Valley do care, deeply, about where they work. There are scores of former Google execs now working at Twitter, Facebook, and others. Many are dismayed by Google’s recent moves, and believe that inside Google, plenty of folks aren’t sleeping well because of what their beloved company’s single-minded focus on Google+. “Focus on The User” is a well-timed poke in the eye, a slap to the conscience of a company that has always claimed to be guided by higher principles, and an elegant hack, sure to become legend in the ongoing battle of the Big Five.
As I’ve said before, I’m planning on spending some time with folks at Google in the coming weeks. I’m eager to understand their point of view. Certainly they are playing a longer-term game here – and seem willing, at present, to take the criticism and not respond to the chorus of complaints. Should Google change that stance, I’ll let you know.
But while there’s probably much to say about the earnings call – in particular whether Google’s core CPC business is starting to erode (might that be due to Facebook, Wall St. wonders?) – I’m more interested in Google’s jihad against samesaid competitor, a jihad called Google+.
And in the earnings call, Google+ was identified as one of the shining stars of the quarter.
Here’s a quote from the press release, the very first quote, attributed to Larry Page. I’ve highlighted the parts where Google+ is mentioned.
“I am super excited about the growth of Android, Gmail, and Google+, which now has 90 million users globally – well over double what I announced just three months ago. By building a meaningful relationship with our users through Google+ we will create amazing experiences across our services.”
You getting that? The lead quote had to do with Google+, pretty much, not the company’s earnings, which ended up being a miss (Google is blaming fluctuations in foreign currency for much of that, and I have no idea whether that’s true, false, or silly).
But here’s my question: When is Google going to release actual engagement numbers for Google+? Because in the end, that’s all that really matters. As I have written in the past, it’s pretty easy to get a lot of people signing up for Google+ if you integrate it into everything Google does (particularly if you do it the way they’ve done it with search).
But can you get those folks to engage, deeply? That’d be a real win, and one I’d give full credit to Google for executing. After all, it’s one thing to get the horse to water…another to have it pull up a chair and share a few stories with friends.
Now, Page did talk about engagement in his comments today, but as far as I can tell, it was not specific to Google+ (though it was crafted to be easily conflated, and in reports I’ve seen across the web, it has been). He certainly led with Google+, but this is what he said:
“Engagement on + is also growing tremendously. I have some amazing data to share there for the first time: +users are very engaged with our products — over 60% of them engage daily, and over 80% weekly.”
Er….so you’re saying the folks who use Google+ use *Google* a lot. That’s not surprising – most of them came to Google+ because they were already using Google a lot. But what about minutes per month usingGoogle+? I’m guessing if Google had good news on that particular front, they’d be trumpeting it in a more direct fashion.
Look, I’m being critical here, and perhaps unfairly. But like many others, I’m a bit baffled by Google’s moves last week around search integration, and I’m looking forward to Google addressing the mounting criticism from not only its competitors, but its fans as well. So far, the company has decided to ignore it – both in its earnings calls, and in my own communications with company representatives. That only leads to speculation that Google is doing this on purpose, to get to critical mass with G+ before, cough cough, apologizing a month or so down the line and “fixing” the approach it’s taken to search integration.
I’m going to be down there soon, talking to key execs in search and, I hope, at Google+. There are always more sides to the story than are apparent as that story develops. Stay tuned.
(image) Dialing in from the department of Pure Speculation…
As we all attempt to digest the implications of last week’s Google+ integration, I’ve also be thinking about Facebook’s next moves. There’s been plenty of speculation in the past that Facebook might compete with Google directly – by creating a full web search engine. After all, with the Open Graph and in particular, all those Like buttons, Facebook is getting a pretty good proxy of pages across the web, and indexing those pages in some way might prove pretty useful.
But I don’t think Facebook will create a search engine, at least not in the way we think about search today. For “traditional” web search, Facebook can lean on its partner Microsoft, which has a very good product in Bing. I find it more interesting to think about what “search problem” Facebook might solve in the future that Google simply can’t.
And that problem could be the very same problem (or opportunity) that Google can’t currently solve for, the very same problem that drove Google to integrate Google+ into its main search index: that of personalized search.
As I wrote over the past week, I believe the dominant search paradigm – that of crawling a free and open web, then displaying the best results for any particular query – has been broken by the rise of Facebook on the one hand, and the app economy on the other. Both of these developments are driven by personalization – the rise of “social.”
Both Facebook and the app economy are invisible to Google’s crawlers. To be fair, there are billions of Facebook pages in Google’s index, but it’s near impossible to “organize them and make them universally available” without Facebook’s secret sauce (its social graph and related logged in data). This is what those 2009 negotiations broke down over, after all.
The app economy, on the other hand, is just plain invisible to anyone. Sure, you can go to one of ten or so app stores and search for apps to use, but you sure can’t search apps the way you search, say, a web site. Why? First, the use case of apps, for the most part, is entirely personal, so apps have not been built to be “searchable.” I find this extremely frustrating, because why wouldn’t I want to “Google” the hundreds of rides and runs I’ve logged on my GPS app, as one example?
Secondly, the app economy is invisible to Google because data use policies of the dominant app universe – Apple – make it nearly impossible to create a navigable link economy between apps, so developers simply don’t do it. And as we all know, without a navigable link economy, “traditional” search breaks down.
Now, this link economy may well be rebuilt in a way that can be crawled, through up and coming standards like HTML5 and Telehash. But it’s going to take a lot of time for the app world to migrate to these standards, and I don’t know that open standards like these will necessarily win. Not when there’s a platform that already exists that can tie them together.
What platform is that, you might ask? Why, Facebook, of course.
Stick with me here. Imagine a world where the majority of app builders integrate with Facebook’s Open Graph, instrumenting your personal data through Facebook such that your data becomes searchable. (If you think that’s crazy, remember how most major companies and app services have already fallen all over themselves to leverage Open Graph). Then, all that data is hoovered into Facebook’s “search index”, and integrated with your personal social graph. Facebook then builds an interface to all you app data, add in your Facebook social graph data, and then perhaps tosses in a side of Bing so you can have the whole web as a backdrop, should you care to.
Voila – you’ve got yourself a truly personalized new kind of search engine. A Facebook search engine, one that searches your world, apps, Facebook and all.
Strangers things will probably happen. What do you think?
I’m going to add another Saturday morning sketch to this site, and offer a caveat to you all: I’ve not bounced this idea off many folks, and the seed of it comes from a source who is unreservedly biased about all this. But I thought this worth airing out, so here you have it.
Given that Google+ results are dominating so many SERPs these days, Google is clearly leveraging its power in search to build up Google+. Unless a majority of people start turning SPYW (Search Plus Your World) off, or decide to search in a logged out way, Google has positioned Google+ as a sort of “mini Internet,” a place where you can find results for a large percentage of your queries.(My source is pretty direct about this: “Google has decided that beating Facebook is worth selling their soul.”)
But to my point. An example of samesaid is the search I did this morning for that Hitler video I posted. Here’s a screenshot of my results:
As you can see, the Universal search feature kicked in, and put News results at the top. I know that news results won’t get me straight to the video, I want the YouTube or Vimeo page, not a story about the video. So I look to the results below. The next four results are from Google+. Right below the fold is the actual YouTube video. I didn’t see it on first blush.
So I found that video by clicking on someone’s Google+ post about it (see how the first one is purple, and not blue? That’s the one I clicked on). Some dude I don’t know posted it to Google+, I clicked through to his post (gaining Google another pageview), then clicked through the video to YouTube. That’s lame. That’s not a Googley search experience.
But if that’s how the world of Google works now, that means it’s very important that you tend your Google+ pages, so that you rank well in Google search. Google has pretty much gamed its own search engine to insure Google+ will succeed.
Now, this presents us all a conundrum. If a large percentage of people are logged into Google and/or Google+ when they are searching for stuff, that means Google+ pages are going to rank well for those people. Hence, I really have no choice but to play Google’s game, and tend to my Google+ page, be I a brand, a person, a small business…. are you getting the picture here? If you decide to NOT play on Google+, you will, in essence, be devalued in Google search, at least for the percentage of people who are logged in whilst using Google.
I dunno. This strikes me as wrong. I’ve spent nearly ten years building this site, Searchblog, and it has tens of thousands of inbound links, six thousand posts, nearly 30,000 comments, etc., etc. But if you are logged into Google+ and search for me, you’re going to get my Google+ profile first.
Seems a bit off. Seems like Google is taking the first click away from me and directing it to a Google service.
Now, if I decide to protest this, and delete my Google+ account, I better pray no one else named John Battelle creates a Google+ account, or they will rank ahead of me. And while Battelle is a pretty unique name, there are actually quite a few of us out there. Imagine if my name was John Kelly? Or Joe Smith?
Yikes. Quite a conundrum.
Again, just sketching on a Saturday morning. It’s a beautiful day, so I think I’ll stop, take a ride, and think a bit more about it before I write anymore.
Just saw this hilarious Hitler video. If you know the genre and have been reading about Google+, then you know everything you need to know to enjoy this.
(By the way, someone told me about this, so I searched for it on Google. And all I got was Google+ results, not the actual video, even though I searched for it by name. Therein lies the problem, Google).
(image) I’ve just been sent an official response from Google to the updated version of my story posted yesterday (Compete To Death, or Cooperate to Compete?). In that story, I reported about 2009 negotiations over incorporation of Facebook data into Google search. I quoted a source familiar with the negotiations on the Facebook side, who told me “Senior executives at Google insisted that for technical reasons all information would need to be public and available to all,” and “The only reason Facebook has a Bing integration and not a Google integration is that Bing agreed to terms for protecting user privacy that Google would not.”
I’ve now had conversations with a source familiar with Google’s side of the story, and to say the company disagrees with how Facebook characterized the negotiations is to put it mildly. I’ve also spoken to my Facebook source, who has clarified some nuance as well. To get started, here’s the official, on the record statement, from Rachel Whetstone, SVP Global Communications and Public Affairs:
“We want to set the record straight. In 2009, we were negotiating with Facebook over access to its data, as has been reported. To claim that the we couldn’t reach an agreement because Google wanted to make private data publicly available is simply untrue.”
My source familiar with Google’s side of the story goes further, and gave me more detail on why the deal went south, at least from Google’s point of view. According to this source, as part of the deal terms Facebook insisted that Google agree to not use publicly available Facebook information to build out a “social service.” The two sides had already agreed that Google would not use Facebook’s firehose (or private) data to build such a service, my source says.
So what does “publicly available” mean? Well, that’d be Facebook pages that any search engine can crawl – information on Facebook that people *want* search engines to know about. This is compared to the firehose data that was the core asset being discussed between the parties. This firehose data is what Google would need in order to surface personal Facebook pages relevant to you in the context of a search query. (So, for example, if you were my friend on Facebook, and you searched for “Battelle soccer” on Google, then with the proposed deal, you’d see pictures of my kids’ soccer games that I had posted to Facebook).
Apparently, Google believed that Facebook’s demand around public information could be interpreted as applying to how Google’s own search service was delivered, not to mention how it (or other products) might evolve. Interpretation is always where the devil is in these deals. Who’s to say, after all, that Google’s “social search” is not a “social service”? And Google Pages, Maps, etc. – those are arguably social in nature, or will be in the future.
Google balked at this language, and the deal fell apart. My Google source also disputes the claim that Google balked at being able to technically separate public from private data. Conversely, my Facebook source counters that the real issue of public vs. private had to do with Google’s refusal to honor changes in privacy settings over time – for example, if I deleted those soccer pictures, they should also be deleted from Google’s index. There’s a point where this all devolves to she said/he said, because the deal never happened, and to be honest, there are larger points to make.
So let’s start with this: If Facebook indeed demanded that Google not use publicly available Facebook data, it’s certainly understandable why Google wouldn’t agree to the deal. It may not seem obvious, but there is an awful lot of publicly available Facebook pages and data out there. Starbucks, for example, is more than happy to let anyone see its Facebook page, no matter if you’re logged in or not. And then there’s all that Facebook open graph data out on the public web – tons of sites show Facebook status updates, like counts and so on in a public fashion. In short, asking Google to not leverage that data in anything that might constitute a “social service” is anathema to a company who claims its mission to crawl all publicly available information, organize it, and make it available.
It’s one thing to ask that Google not use Facebook’s own social graph and private data to build new social services – after all, the social graph is Facebook’s crown jewels. But it’s quite another thing to ask Google to ignore other public information completely.
From Google’s point of view, Facebook was crippling future products and services that Google might create, which was tantamount to an insurance policy of sorts that Google wouldn’t become a strong competitor, at least not one that leverages public information from Facebook. Google balked. If Facebook’s demand could have been interpreted as also applying to Google’s search results, well, that’s a stone cold deal killer.
I certainly understand why Facebook might ask for what they did, it’s not crazy. Google might well have responded by narrowing the deal, saying “Fine, you don’t build a search engine, and we won’t build a social network. But we should have the right to create other kinds of social services.” As far as I know, Google didn’t chose to say that. (Microsoft apparently did). And I think I know why: The two companies realized they were dancing on the head of a pin. Search = social, social = search. They couldn’t figure out a way to tease the two apart. Microsoft has cast its lot with Facebook, Google, not so much.
When high stakes deals fall apart, both sides usually claim the other is at fault, and that certainly seems to be the case here. It’s also the case with the Twitter deal, which I’ve gotten a fair amount of new information about as well. I hope to dig into that in another post. For now, I want to pull back a second and comment on what I think is really going on here, at least from the perspective of a longer view.
Our Cherished Search Paradigm Is Broken (But We Will Fix It….Eventually)
I think what we have here is a clear indication that the search paradigm we’ve operated under for a decade or so is broken. That paradigm stems from Google’s original letter to shareholders in 2004. Remember this line?: Our search results are the best we know how to produce. They are unbiased and objective, and we do not accept payment for them or for inclusion or more frequent updating.
In many cases, it’s simply naive to claim Google is unbiased or objective. Google often favors its own properties over others, as Danny points out in Real-Life Examples Of How Google’s “Search Plus” Pushes Google+ Over Relevancy and others have also detailed. But there is a reason: if you’re going to show results from all other possible contenders, replete with their associated UI and functional bells and whistles (as Google does with its own Maps, Pages, Plus etc.), well, it’s nearly impossible now to determine which service is the right answer to a particular person’s query. Not to mention, you need to put a deal in place to get all the functionality of the service. Instead, Google has opted, in many cases, to go with their own stuff.
This is not a new idea, by the way. Yahoo’s been doing it this way from the beginning. The contentious issue is that biasing some results toward Google’s own products runs counter to Google’s founding philosophy.
I have a theory as to why all this is happening, and I don’t entirely blame Google. Back when search wasn’t personalized, Google could defensibly say that one service was better than another because it got more traffic, was linked to more (better PageRank), and so on. Back when everyone got the same results and the web was one homogenous glob of HTML, well, you could claim “this is the best result for the general population.” But personalized search has broken that framework – I lamented this back in 2008 with this post: Search Was Our Social Glue. But That Is Dissolving (more here).
With the rise of Facebook and the app economy, the problem of search has become terribly complicated. If you want to have results from Facebook in your search, well, that search service has to do a deal with Facebook. But what if you want results from your running app (I have hundreds of rides and runs logged on AllSportGPS, for example)? Or Instagram? Or Path, for that matter? Do they all have to do deals with Google and Bing? There are so many unconnected pieces of the Internet now (millions of apps, most of our own Facebook experiences, etc. etc.) that what’s a good personal result for one person is not necessarily good for another. If Google is to stay true to its original mission, it needs a new framework and a massive number of new signals – new glue – to put the pieces back together.
There are several ways to resolve this, and in another post, I hope to explore them (one of them, of course, is simply that everyone should just go through Facebook. That’s the vision of Open Graph). But for now, I’m just going to say this: The issues raised by this kerfuffle are far larger than Google vs. Facebook, or Google vs. Twitter. We are in the midst of a major search paradigm shift, and there will be far more tears before it gets resolved. But resolve it must, and resolve it will.
(image) **Updated at 3 PM PST with more info about Facebook/Google negotiations…please read to the bottom…**
In today’s business climate, it’s not normal for corporations to cooperate with each other when it comes to sharing core assets. In fact, it’s rather unusual. Even when businesses do share, it’s usually for some ulterior motive, a laying of groundwork for future chess moves which insure eventual domination over the competition.
Such is the way of business, particularly at the highest and largest levels, such as those now inhabited by top Internet players.
Allow me to posit that this philosophy is going to change over the next few decades, and further, indulge me as I try to apply a new approach to a very present case study: That of Google, Facebook, and Twitter as it relates to Google’s search index and the two social services’ valuable social interaction datasets.
This may take a while, and I will most likely get a fair bit wrong. But it seems worth a shot, so if you feel like settling in for some Thinking Out Loud, please come along.
First, some abridged background. Back in 2009, on the Web 2 Summit stage of all places (yes, I was the emcee), Google, Microsoft, Facebook and Twitter announced a flurry of deals, some of which were worked out in a last minute fury of negotiations. Early in the conference Microsoft announced it would incorporate Twitter and Facebook feeds into its new search engine Bing. Not to be outdone, Google announced a deal with Twitter the next day. However, Google did not announce a deal with Facebook, and the two companies have never come to terms. Meanwhile, Microsoft has continued to deepen its relationship with Facebook data, to the point of viewing that relationship as a key differentiator between Bing and Google search.
All of these deals have business terms, some of them financial, all with limits on how data is used and presented, I would presume. Marissa Mayer of Google told me on the Web 2 stage that there were “financial terms” in Google’s deal with Twitter, but would not give me any details (nor should she have, frankly).
Fast forward to the middle of last year, when the Google/Twitter deal was set to expire. At about the same time as renewal was being negotiated, Google launched Google+, a clear Facebook and Twitter competitor. For reasons that seem in dispute (Google said yesterday Twitter walked away, Twitter has not made a public statement about why things fell apart), the renewal never happened.
And then yesterday, Google incorporated Google+ results into its main search index, sparking a debate in the blogosphere that rages on today – Is Google acting like a monopolist? Does Facebook or Twitter have a “right” to be included in Google results? Why didn’t Google try to negotiate inclusion with its rivals prior to making such a clearly self-serving move?
Google execs, including Chair Eric Schmidt, told SEL’s Danny Sullivan that the company would be happy to talk to both companies to figure out ways to incorporate Twitter and Facebook into Google search, but clearly, those talks could have happened prior to the G+ launch, and they didn’t (or they did, and did not work out – I honestly have no idea). When Danny pointed out that Twitter pages are publicly available, Schmidt demurred, saying that Google prefers to “have a conversation” with a company before using its pages in such a wholesale fashion (er, so did they have one, or not? Anyway…). He has a point (commercial deals are de-rigueur), but…that conversation happened last year, and apparently ended without a deal. And around we go…
What’s clear is this: All the companies involved in this great data spat are acting in what they believe to be their own self interest, and the greatest potential loser, at least in the short term, is the search consumer, who will not be seeing “all the world’s information” but rather “that information which is readily available to Google on terms Google prefers.”
The key to that last sentence is the phrase “what they believe to be their own self interest.” Because I think there’s an argument that, in fact, their true self interest is to open up and share with each other.
Am I nuts? Perhaps. But indulge my insanity for a bit.
The Cost of Blinkered Competition
Back in the Web 1.0 days, when I was running The Industry Standard, I had a number of strong competitors. It’s probably fair to say we didn’t like each other much – we competed daily for news stories, advertiser dollars, and the loyalty of readers. The market for information about the tech industry was limited – there were only so many people interested in our products, and only so much time in the day for them to engage with us.
My strategy to win was clear: We’d make the best product, have the best people, and we’d win on quality. When I heard about one of our competitors badmouthing us, I’d try to ignore it – we were winning anyway: We had the dominant marketshare, the most revenues ($120mm in 2000, with $21mm in EBIDTA), and the best product.
Then something strange happened: an emissary from a competitor called and asked for a meeting. Intrigued, I took it, and was surprised by his offer: Let’s put our two companies together. Apart, he argued, we were simply tearing each other down. Together, we could consolidate the market and insure a long term win.
I considered his idea, but for various reasons, we didn’t take him up on it. I felt like we had the dominant position, that his offer was driven by weakness, not intellectual soundness, and I also felt that a combination would require that my shareholders take on too much dilution.
Two years later, both of us were out of business.
Now, I’m not sure it would have mattered, given the great crash of 2001. But what is certainly true is that I could have thought a bit deeper about what this fellow was proposing. Back in the days of print-bound information, we were essentially competing on what were publicly available assets: stories, particularly interpretations and reportage around those stories, and people: writers, editors, ad sales executives, and management. Short of combining companies, there wasn’t really any other way for us to collaborate, or at least, so I thought.
But perhaps there could have been. It’s been more than a decade since that meeting, and I still wonder: perhaps we could have shared back-end resources like operations, publishing contracts, etc. and saved tens of millions of dollars. We’d compete just on how we leveraged those public assets (stories, people). Perhaps we might have survived the wipeout of the dot com crash. We’ll never know. Since those publications died, the blogosphere has claimed the market, and now it’s far larger than the one we lost back in 2001. Of course I started Federated Media to participate in that model, and now FM has as large a revenue run rate as the Industry Standard, across a far more diverse market.
Why am I bringing this up? Because I think there’s a win-win in this whole Google/Facebook/Twitter dust up, but it’s going to take some Thinking Differently to make it happen.
Imagine Twitter and Facebook offer efficient access to all of their “public” pages – those that its users are happy to share with anyone (or even just to their pre-defined “circles”) – to Google under some set of reasonable usage terms. Financial terms would be minimal – perhaps just enough to cover the costs of serving such a large firehose of data to the search giant. Imagine further that Google, in return, agrees to incorporate this user data in a fashion that is fair – ie doesn’t favor any service over any other – be it Twitter, Google+, or Facebook.
Now, negotiating what is “fair” will be complicated, and honestly, should be subject to iteration as all parties learn usage patterns. And of course all this should be subject to consumer control – if I want to see only Twitter or Facebook or Google+ results in particular searches (or all results for that matter), I should have that right.
And this leads me to my point. Such a set up, regardless of how painful it might be to get right, would create a shared class of assets that would have to compete at the level of the consumer. In other words, the best service for the query wins.
That’s always been Google’s stated philosophy: the best answer for the question at hand. Danny gets to this point in a piece posted last night (which I just saw as I was writing this): Search Engines Should Be Like Santa From “Miracle On 34th Street”. In it he argues that Google’s great strength has been its pattern of sending people to its competitors. And he upbraids Google for violating that principle with its Google+ integration.
It doesn’t have to be this way. It’s not only Google that’s at fault here. Facebook won’t share with Google on any terms, Facebook and Google have not been able to come to terms on how to share data (more on that below*), and Twitter clearly wants some kind of value if it is to share its complete firehose with the search giant. Imagine if all three were to agree on minimal terms, creating a public commons of social data. Yes, that would put Google in an extreme position of trust (not to mention imperil its toddler Google+ service), but covenants can be put in place that allow parties to terminate sharing for clear breaches which demonstrate one party favoring itself over others.
Were such a public commons to be created, then the real competition could start: at the level of how each service interprets that data, and adds value to it in various ways.
In it I said: It’s time that services on the web compete on more than just the data they aggregate….
I think in the end, Facebook will win based on the services it provides for that data. Set the data free, and it will come back to roost wherever it’s best used. And if Facebook doesn’t win that race, well, it’ll lose over time anyway. Such a move is entirely in line with the company’s nascent philosophy, and would be a massively popular move within the ouroborosphere (my name for all things Techmeme).
Compete on service, Facebook, it’s where the world is headed anyway!
I think it’s a major strategic mistake to not offer (Facebook’s pages and social graph) to Google (and anyone else that wants to crawl it.) In fact, I’d argue that the right thing to do is to make just about everything possible available to Google to crawl, then sit back and watch while Google struggles with whether or not to “organize it and make it universally available.” A regular damned if you do, damned if you don’t scenario, that….
For an example of what I mean, look no further than Twitter. That service makes every single tweet available as a crawlable resource. And Google certainly is crawling Twitter pages, but the key thing to watch is whether the service is surfacing “superfresh” results when the query merits it. So far, the answer is a definitive NO.
Well, perhaps I’m being cynical, but I think it’s because Google doesn’t want to push massive value and traffic to Twitter without a business deal in place where it gets to monetize those real time results.
Is that “organizing the world’s information and making it universally available?” Well, no. At least, not yet.
By making all its information available to Google’s crawlers (and fixing its terrible URL structure in the process), Facebook could shine an awfully bright light on this interesting conflict (of) interest.
Thanks to Google’s inclusion of Google+ in its search index, that light has now been shone, and what we’re seeing isn’t all good. I’m of the opinion that a few years from now, each and every one of us will have the expectation and the right to incorporate our own social data into web-wide queries. If the key parties involved in search and social today don’t figure out a way to make that happen, well, they may end up just like The Industry Standard did back in 2001.
But not to worry, someone else will come along, pick up the pieces, and figure out how to play a more cooperative and federated game.
*Update: I’ve heard from a source with knowledge of the Facebook/Google negotiations over integration of Facebook’s data into Google’s search index. This source – who while very credible does come from Facebook’s side of the debate – explained to me that during the 2009 negotiations, Google balked at Facebook’s request that Facebook data be protected in the same fashion as it is in Facebook’s deal with Bing. In essence, Google claimed no way to keep data within circles of friends in the context of a Google search. According to this source: “Senior executives at Google insisted that for technical reasons all information would need to be public and available to all.” But the source goes on to point out that in Google’s own integration of Google+, Google does exactly what it claims it could not do with Facebook data. “The only reason Facebook has a Bing integration and not a Google integration is that Bing agreed to terms for protecting user privacy that Google would not,” this source told me.
Also, and quite interestingly, Google also refused to agree to a clause which stated that Google could not use the data to build its own social network. Now, this is where things can get very dicey. It’s very hard to prove whether or not a company is using the data in particular ways, and had Google agreed to that clause, it might have severely limited its ability to build Google+. What is clear is that Microsoft agreed to Facebook’s terms.
The integration of Google+ into Google’s native search results has been at the top of Techmeme all day long. And right after I wrote my post on the subject (about four hours ago), Twitter’s general counsel picked up on it, resulting, I believe, in the most RT’s of a Searchblog post in the history of the site.
Just now I received an official statement from Twitter on the subject. I didn’t ask for it – I think it must have been sent out to a large list of press and bloggers. Here it is in full:
For years, people have relied on Google to deliver the most relevant results anytime they wanted to find something on the Internet.
Often, they want to know more about world events and breaking news. Twitter has emerged as a vital source of this real-time information, with more than 100 million users sending 250 million Tweets every day on virtually every topic. As we’ve seen time and time again, news breaks first on Twitter; as a result, Twitter accounts and Tweets are often the most relevant results.
We’re concerned that as a result of Google’s changes, finding this information will be much harder for everyone. We think that’s bad for people, publishers, news organizations and Twitter users.
Meanwhile, my aside at the bottom of the post wondering about anti-trust has been echoed by any number of well known commentators. I wonder if Facebook is about to make a statement?
For what it’s worth, I wrote about all this, after a fashion, in this post in 2009:
In the post, Google extols the virtues of incorporating results such as “your personal content or things shared with you by people you care about. These wonderful people and this rich personal content is currently missing from your search experience. Search is still limited to a universe of webpages created publicly, mostly by people you’ve never met. Today, we’re changing that by bringing your world, rich with people and information, into search.”
OH MY GOD! thinks I. GOOGLE IS FINALLY WORKING WITH FACEBOOK!
Nah, just kidding. What’s really going on is that Google is fully incorporating Google+ into its index. It’s as if Facebook doesn’t exist.
Now, I’ve been on this one before, and I’m sure others will point it out, or simply roll their eyes and call it a dead issue. Dead because we all know that Google hasn’t made peace with Facebook, and therefore is not crawling Facebook data, nor integrating Facebook results into its core search product in any other way than what’s absolutely necessary (ie those lame public Facebook profile pages). Facebook, in turn, has not made most of what happens inside Facebook available to search engines. It’s a standoff, because neither company really knows how to value the other company’s partnership.
And it sucks for the web. The unwillingness of Facebook and Google to share a public commons when it comes to the intersection of search and social is corrosive to the connective tissue of our shared culture. But as with all things Internet, we’ll just identify the damage and route around it. It’s just too bad we have to do that, and in the long run, it’s bad for Facebook, bad for Google, and bad for all of us. (BTW, Google also doesn’t show Twitter or Flickr results either, or any other “social” service. Just its own, Google+ and Picasa.)
Google addresses this issue in a SEL piece today: “Facebook and Twitter and other services, basically, their terms of service don’t allow us to crawl them deeply and store things. Google+ is the only [network] that provides such a persistent service,” (said Google exec Amit) Singhal. “Of course, going forward, if others were willing to change, we’d look at designing things to see how it would work.”
Er, something tells me hell will freeze over first. Google’s already failed to get a data deal done with both Twitter and Facebook. I doubt they’ll take another run at it soon, though I wish they would.
Instead, we have the deepening trend of each of the Internet Big Five trying to be All Things to All People, creating a World That If Only You’d Use Exclusively, You’d Never Have To Leave.
Ick. Remember when Google used to be a neutral player that crawled the Whole Dern Web? So sad to see that era pass. It’s not Google’s fault, entirely, but it’s sad nonetheless.
NB: I should add that I am fully aware that the integration of G+, and *only* G+, into Google’s search service is a major win for Google’s fledgling social service. I’d expect a big bump in usage due to this, if the integration is done well (ie, doesn’t irritate users). It’s clearly “tying” in the sense of what Microsoft got slapped for in its DOJ antitrust case in the late 90s, but the context is different – Google doesn’t have a clear monopoly in search, just a pretty darn big one. If Microsoft really wanted to mess with Google, it could shut down Bing. Then Google might have some problems on its hands. Stranger things….