Numerous technologies that rely on the internet have been created since its inception, changing the way and the pace at which life functions are carried out throughout the world. With Google, users may access a wealth of information from the World Wide Web based on their searches. In addition to being a search engine, Google also provides a number of additional tools like Google Maps, Google Docs, the Google Play Store, Gmail, and Google Plus, all of which improve the sharing of information and content. Additionally, Google's inspiring aim is to organize the world's knowledge and make it available and accessible to users everywhere. I chose this technology because of the increased reliance on Google which comprises a series of interconnected information systems. From the 2016 Google statistics, Google users do an average of 2 trillion searches per year and 2.3 million per second (Buddenbrock, 2016). Google technology supports various essential processes in life, for instance, communication, business, advertising, and education scholarly journals and websites available. Considering such impact and vast usage, it is, therefore, important to focus on the technology, its design, target, background, and how it functions (Buddenbrock, 2016). It would also be satisfying to discuss some of the benefits and costs associated with the use and development of the Google technologies including information on competitors and the probable future of the technology.
Background of Technology
Google is a search engine whose development began in 1997; the main architects were Sergey Brin and Larry Page. Google which was originally referred to as BackRub came up as the two scholars were doing their research project on accessing files through the internet at Stanford University. On September 15, 1997, the google.com domain was registered (Krishnan & Gonzalez, 2015). A year later in 1998, Google company was incorporated, marking a new dawn to the world because since then, the technology has given rise to new products that have made a difference in people and activities around them. Internet was a good invention and thanks to Google, the usefulness and the potential of it can now be exploited through the search engine and its products.
Functionality
Search engines are programs that filter and search documents and files using the keywords given by the user and give a list of the results. Google is classified as the search engine technology. It focuses on transforming the various aspects of the business by offering information. Google is supported by many mobile applications and devices, and thus, it is accessible to anyone and anywhere as long as they are connected (Hansell & Markoff, 2006). Google applies to cloud computing that enables it to store large chunks of information in the cloud. For instance, Gmail allows storage of up to 25 GB email messages which can be easily traced by the users. Google architecture and design allow compatibility with most operating systems such as Windows, Android, and iOs, thus reaching out to many customers irrespective of the device being used. In fact, the compatibility has given rise to innovative platforms such as the Google Play Store, which gives application developers a chance to market and sell programs and applications.
Hardware
In its early stages of development, Google developers used the Stanford University hardware Sun Microsystems Ultra II that supported the BackRub system (Belkadi, 2014). The software had dual processor of 200MHz and RAM of 256 MB. There were also Pentium II servers and hard drives that were responsible for running the searches. Today, the hardware system comprises a search interface, processors, battery storage, hard disks, routers, and server centers. The computers that are commonly used in Google servers are the commodity-class x86 that use customized Linux. This version is used for efficiency purposes and to reduce the cost of maintaining the servers, customized processors, and therefore, high RAM is recommended. Google has about 900,000 servers located in different parts around the world such as the United States, Europe, Russia, South America, and Asia. Hard drives are also essential hardware components in Google for data storage in all the server centers.
The Various Types of Servers in Google
Server infrastructure includes web servers, data gathering servers, Index, Spelling, Ad, and document servers, each with a unique specified functionality. The web servers are responsible for coordinating the incoming queries and organizing the results from other servers into HTML pages. Index server assigns Ids (doc Id) to the documents aligned with the submitted query. The server sends the queries to Index Server, which combines results, ranks, and summarizes them. The data gathering servers, on the other hand, play the role of updating documents in the databases, for instance, the web crawler does web spidering and performs index ranking and updating of new and existing pages. The vast number of documents in Google is stored on the document servers; the server fetches part or whole document based on the search requests. The storage servers, therefore, require a bigger disk space to accommodate the files. Google supports advertising services such as AdWords and Adsense which are managed by the Ad servers. In addition, functionalities are the Spelling Servers that often give spelling suggestions to the user based on the typed queries to ease the search process and increase the accuracy of the search results.
Software
Google is all about collecting and integrating data into their systems; this process requires both hardware and software components to achieve positive results. It is important to note that most of Google’s software development practices ensure that the operations are read-only, and thus, the servers need constant updates based on the queries redirected to the servers. Among the software, requirements include a set of programs that are integrated to enhance the quality of search, and among which is the PageRank algorithm as well as customized C++, Java, and Python programming languages. PageRank works by analyzing the web pages and websites using the reasoning of that whether a particular page is linked to many other pages, and hence, such a page is awarded a higher ranking. The ranking defines the document relevance and generates a scorecard of the importance of pages based on the linkages with other important sites (Belkadi, 2014). Other mathematical techniques like the use of linear algebra in PageRank have since helped in boosting the speed of searches. More adjustments have also been made for the sake of advanced search engine optimization processes. The Google search, in particular, is written using the C++ language, while Java was used in coding the back end of Gmail. Google infrastructure relies on the Google Web Server (GWS) software that uses Linux operating system; the software allows Google to deliver online services efficiently. For a storage, Google makes use of the Google File System, Colossus, BigTable, the DBMS, and SQL system. Abstractions such as the protocol buffers, Sorted String Table are responsible for data storage, while the RecordIO performs record sequencing. Also, for indexing purposes, Google uses systems such as TeraGoogle for large searches, Caffeine or the percolator for continuous indexing, while hummingbird is applied for advanced and complex searches, voice searches as well as updating the indexes. There is also the Borg software for process scheduling and organization of requests.
The Cost, Initial Investment, and Ongoing Costs
The process of founding, developing, and growing Google has used and still requires monetary resources to keep up with efficient operations. Google programs require constant updates, monitoring, and optimization and expansion processes. This calls for hardware, software and other physical and human resources. All these resources and server operations add up to a high cost. For instance, Google Company is set to incur up to $5 billion during the second quarter of the year 2017 in the construction of new data centers to increase efficiency and reach out to more customers. Google is all about expansion through the construction of more data centers which are estimated to be above 100; this activity also involves a cost of purchasing real estate and equipment. There is also a high value of time invested by the server designers working for up to 14 hours a day to ensure that the servers are efficient (Lardinois, 2013). Maintaining the servers requires a source of power like electricity as well as a backup to provide ample power supply to the computers. Apart from electricity costs, there are expenses on purchasing some of the computer network systems used in data centers. Bandwidth also amounts to the costs incurred by Google to run its systems.
Benefits of Google
Google technology has stimulated various inventions that have in turn yielded benefits to the users. Some of the innovative products and services include Gmail, YouTube advertisements, Google Maps, and Google+.
Google Maps help the users in getting directions, one can easily locate a building, a landmark or any other unfamiliar place at the comfort of their gadget. This feature eliminates the troubles involved while physically locating a building or a shop that include time wastage, bothering others, and possible misguidance from people. Businesses have also taken advantage of this free service by submitting details on location, services or products offered to Google places that enable the users to view the information as a way of marketing (Lardinois, 2013). The other benefit offered by Google is mailing services through the Gmail. It has a capacity of up to 25 GB of memory for email storage. The channel has facilitated official communication and sending of documents and other files. People can communicate easily through the platform and exchange ideas. Google calendar that is automatically updated helps in scheduling events after syncing with various available devices, allowing people to plan events and set reminders.
As a search engine, Google delivers content to its users, documents and web pages can be accessed through searching and following the links given by the search results. It enables people to generate and share information through other social platforms, use it for studies and general knowledge. With Google, anyone can learn about anything and familiarize his/herself with the unknown things and places, technologies, science and gather facts on the questions under study. Data from researches, reports, company websites, and blogs are made accessible to the users upon searching by Google, which is a benefit to the scholars who find supporting evidence on various claims (Lardinois, 2013). What could have been previously done by studying various unnecessary chapters and books is simplified through Google by delivering precise results based on the searching keywords. In addition, there is also Google Docs that is an online tool that allows the users to edit and read documents in the form of Microsoft Word, spreadsheet, or PowerPoint. Google Docs also provides sharing of documents with others and thus promotes information sharing and access, which are important aspects of business, education, and general communication. The list of Google products includes chats and socialization platforms like the Google+, LinkedIn, and Hangouts. These platforms allow the users to send small messages, build professional profiles and connect with others based on factors such as interests, location, place of work and profession. A platform like LinkedIn is well known for connecting employer and job seekers and even business partners based on field of expertise and professional relationships.
Google Analytics
Google Analytics is a platform that allows collection and analysis of website visitors’ activities, reports, and data, which include the path used to arrive at the website, the number of visitors, and the activities on the website. Google analytics goes ahead and gathers additional information concerning the website visitors such as their location.
Business Benefits of Google Analytics
Most businesses today use websites to pass information, sell their products, and reach out to customers. Google has stepped in to bridge the gap between the customers and the business entities by offering products such as Google Analytics. This feature offers companies valuable data on who visits the websites by giving an analysis of the information collected. The data is useful in determining the progress of a marketing campaign as well as optimizing it to achieve better outcomes. Analyzing the data helps to identify and employ the right marketing strategies based on the website activities. A company, therefore, reduces the loss incurred by wrong campaign activities and devises the right measures to promote their businesses.
Many businesses have websites but fail to reap its benefits due to factors such as unavailability of essential services or information on the web that a user may be looking for. Google Analytics comes in to improve the usability of a business website, which is achieved by analyzing the aspects of the sites that fails to meet the user needs, i.e. intended feature. Google Analytics provides the business with the data on what the customers are looking for, such information is based on the pages visited by the audience before and after reaching the company website. Also, Google Analytics gathers the users’ device and operating system information to aid in ensuring compatibility with the business website so that no user is denied access to the sites (Lardinois, 2013). The other benefit to the business is the identification of the target market using the Google Analytics reports on the audience with details concerning their age, interests, gender, and location. Once the target audience is identified, marketing and adverts are customized in line with their interests, geographical location, and needs, and campaigns are more likely to boost the customer base. From Google Analytics and reports, a company can make appropriate monetary decisions by allocating budget to the worth and wanting sectors. The reports allow the business to estimate the return on investments, identify gaps, and allow them to make the right budget choices.
Google users also reap the benefit of system efficiency from the Google infrastructure. The company has numerous servers and administrators and has proven to be reliable and efficient. The availability of proper technology and infrastructure gives security of continuity of service with minimal interruptions and low chances of failures. The down times are rare, and hence, the tools are dependable giving the users a security assurance.
Competition
Since its inception, Google has faced competition from various search engines, among which are Yahoo, AOL, Baidu, Bing, and Ask. When Google was invented, there existed other search engines which were in a position to search pages and information from the web based on the typed keywords. Despite this, Google has remained exceptional due to its high-tech optimization tools which enable the user to generate more relevant results. The optimized search is achieved through the PageRank algorithm that has helped to keep Google the most appropriate up to date. The other competitive advantage of Google technology is the wide range of innovative services such as Google+ and Gmail that make it have a larger scope of customers (Matthews, 2016).
Despite the high market share of about 68.8% in the countries like the United States, Google still faces some competitive threats from other search engines. Digital advertising and commercial searches are some of the main income generators in Google. The organization encounters tough competition from the companies like Amazon in product searches. Reports from ComScore have shown a high growth of business items search of 73% in Amazon as compared to a stagnant growth in Google, thus making the first a competitive threat. Apple is another Google’s competitor, especially in innovations; some of Apple products such as Ad blocking in iOs have proven to be one of the most threatening and insulting inventions by the company. Blocking Google ads is said to be an advantage to the users who experience minimal interruptions and improve user experience, in turn, this feature is a threat to Google Ads market targets.
Future of Google
Today, most of Google products, servers, and program designs are custom made by its employees; this is a strategic approach towards its future as discussed in this sector. Despite the fact that the main role of Google is to be a search engine, infrastructure matters to Google, which is one of its competitive advantage. Google focuses on reaching out and getting closer to the users in the most efficient ways possible like minimizing the response time. This means that it concentrates on reducing the costs and at the same time increases user satisfaction (Hansell & Markoff, 2006). Apparently, Google is focusing on creating worldwide string data hubs that would help the company reduce the high cost of electricity by using technologies with low power demands. With such a trend, it is expected that Google may go further and customize its microchips. Also, Google’s future plans involve the construction of mega servers and computing resources and remain competitive in such undertakings. Attaining the goals would place Google in a better position compared to its competitors like Yahoo and Bing that despite making own software still buy hardware and computing devices from companies like Dell and Rackable Systems. The intention by Google to manufacture its computing machine has received criticism, especially from Kevin Timmons who is the vice president of Yahoo. Kevin claims that such move would deviate Google focus affecting the productivity of what they would do best (Solon, 2017). Such views may, however, not make any change as Google has insisted it will major in both the design of software and hardware computing systems to come up with machines that store and compute information with a higher efficiency than any other devices in the market (Hansell & Markoff, 2006). Increasing the information processing efficiency is a move that is expected to propel the company to the right direction by reducing the computing costs. Google Company acknowledges that delivering unswerving service requires reliable software and equipment, which is the reason why its future mainly focuses on designing their own cheap and independent infrastructure.
A few years to come, Google will be pioneering the development of space science and robotics and help people gain a better understanding of the world. Google may also expand the search engine to incorporate more languages and reach out more people. The search engine may also encounter tough competition from companies like Microsoft and Dell in the design of smart hardware and software products in future. For Google to remain relevant in the market, it will have to focus on sufficiently meeting the user needs and making more innovations oriented to solving people’s problems. Google is also targeting at implementing measures that would sieve content and advertisements and block those that would harm the people by causing hatred, inciting war or terrorism activities (Solon, 2017). Google is expected to achieve more control over people through expansion of its fiber network across the world, such a project has already been initiated in Africa.
Conclusion
Although being not very promising at the beginning, statistics today shows a high reliance and use of Google, revealing its significance in people’s life. Google structure, manpower, software, hardware, and the overall infrastructure have all played an important role in making it an exceptional search engine with a wide range of innovative tools. It is a technology that people are proud of and has proven to be inevitable and almost irreplaceable in the market. High efficiency, innovative products, and reliability are some of the benefits that Google users continue to reap. The company offers a product for everyone including students, businesses, and bloggers by offering easy access to information, tools to solve various life problems and continually making the world a global village. As technology advances, more is expected from Google in form of inventions and upgrades, which will continue making Google the technology of choice and pride of the people. The future of this search engine is promising, evident from the Google Company’s devotion and determination to apply the modern computer science concepts in real-world situations to increase the efficiency of operations.
References
Belkadi, O. (2014, September 18). Four main components of Google Analytics. Retrieved from http://ppcsuccesscenter.com/2014/09/18/four-main-components-of-google-analytics/
Buddenbrock, F. (2016). Search Engine Optimization: Getting to Google’s First Page. Google It, 195-204. doi:10.1007/978-1-4939-6415-4_5
Hansell, S., & Markoff, J. (2006, July 6). A search engine that's becoming an inventor - The New York Times. Retrieved from http://www.nytimes.com/2006/07/03/technology/03google.html
Krishnan, S. P., & Gonzalez, J. L. (2015). Building your next big thing with Google cloud platform: A guide for developers and enterprise architects. Apress.
Lardinois, F. (2013, May 17). Google Believes Web Components Are The Future Of Web Development | TechCrunch. Retrieved from https://techcrunch.com/2013/05/19/google-believes-web-components-are-the-future-of-web-development/
Matthews, J. (2016, April 29). What are Google's Competitive Advantages? Retrieved from https://turbofuture.com/internet/What-are-Googles-Competative-Advantages.
Solon, O. (2017, May 15). Google's future is useful, creepy and everywhere: nine things learned at I/O | Technology | The Guardian. Retrieved from https://www.theguardian.com/technology/2017/may/18/google-assistant-iphone-ai-future-things-we-learned-at-io
