According to Teknotum, Robby Stein, Vice President of Google Search Products, shared his views on the evolution and commercialization prospects of the company's search products in an interview on the podcast "Silicon Valley Girl." He emphasized that advertising, as Google's main source of revenue, will not disappear from the search experience. Instead, it will develop into a more targeted form by leveraging the detailed information provided by users in advanced search services.
Expansion of Search Services, Advertising Remains Central
Robby Stein pointed out that although the company has introduced many new service features, the basic way users use Google Search has not fundamentally changed. He said, "I think advertising will not disappear. The way people use Google Search hasn't really changed. What has changed is that (with the emergence of advanced services) the scope of search is expanding."
Stein emphasized that the information in Google's new services does not directly use advertising data, but instead uses Google's own information system to crawl available information on the web. Therefore, for companies hoping to be included in these service results, the priority is to focus on data openness and sharing.
Data Precision for Businesses Is Key to Inclusion
To be more effectively included in search results, Stein advised local businesses to:
Claim local business information: Ensure that their basic information is accurate and error-free.
Add menu or product information: Provide detailed, structured content.
Be eligible to accept reviews: Establish a reliable user feedback mechanism.
He clearly stated that, at this stage, there are no available advertising products in these new search services, so optimizing basic information is key for companies to gain visibility.
Future Opportunities: Fine-Grained Data Driving New Advertising
Stein outlined future commercialization opportunities. He mentioned that users can now perform many new types of searches, such as taking a photo of shoes for a query, or providing five sentences of description in local restaurant searches. He believes that these finely-grained inputs will provide the company with more assistance, especially in advertising.
"Therefore, we have already started some ad experiments in Google's advanced search experience, and I think you will soon see some of the results," he added.
About the commercialization of the new search system, Stein summarized that the company is looking for new forms of advertising based on the fine-tuned information input into the system. He admitted that the issue of how advertising will be presented in these systems is still in the early stages of exploration.
Finally, he reiterated that Google's top priority is "first and foremost" to focus on creating excellent consumer products.
