{"id":414,"date":"2008-03-24T14:26:18","date_gmt":"2008-03-24T13:26:18","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/2008\/03\/24\/lapres-google\/"},"modified":"2008-03-24T14:26:18","modified_gmt":"2008-03-24T13:26:18","slug":"lapres-google","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2008\/03\/24\/lapres-google\/","title":{"rendered":"L’apr\u00e8s Google"},"content":{"rendered":"

Nous vivons sous l’aire Google.<\/p>\n

C’est une domination absolue !<\/p>\n

Google est LE moteur de recherche mondial pour Internet.<\/p>\n

Et comme sur Internet, on trouve tout… \u00e0 condition de savoir \u00e0 quelle adresse, la fonction de recherche est devenue compl\u00e8tement centrale, au c\u0153ur de nos comportements d’Internautes<\/strong>.<\/p>\n

Ainsi, pour un marchand, Google repr\u00e9sente en g\u00e9n\u00e9ral largement plus de la moiti\u00e9 du chiffre d’affaires<\/strong>.<\/p>\n

Google a ensuite mis en place sa plate forme de publicit\u00e9 : Adwords.<\/p>\n

Adwords est LA plate forme de publicit\u00e9 sur Internet<\/strong>. L’entreprise qui souhaite faire de la publicit\u00e9 ach\u00e8te des mots cl\u00e9s, et associe des annonces \u00e0 ces mots cl\u00e9s, les annonces contenant un lien vers le site de l’entreprise.<\/p>\n

Google se charge de pousser ces annonces, dans les \u00ab\u00a0bonnes pages\u00a0\u00bb : sur les pages d’affichage des r\u00e9sultats de la recherche, ou sur des pages int\u00e9grant le programme de publicit\u00e9 Google (Adsense).<\/p>\n

Ces trois briques sont compl\u00e8tement imbriqu\u00e9es. Le moteur de recherche est la racine de tout. Adwords et Adsense utilisent les connaissances du moteur de recherche pour proposer des publicit\u00e9s extr\u00eamement contextualis\u00e9es.<\/p>\n

Mais vous savez sans doute tout \u00e7a. J’en reparle juste pour \u00ab\u00a0reposer le d\u00e9cor\u00a0\u00bb.<\/p>\n

Cette domination absolue ne peut pas durer \u00e9ternellement.<\/p>\n

D’abord, elle est trop dangereuse. Sur Internet comme dans n’importe quelle industrie, il n’est pas sain qu’un seul acteur ait une domination aussi forte. On s’en rend compte par exemple lors des censures li\u00e9es \u00e0 la Chine et au Tibet.<\/p>\n

Et puis, le contexte \u00e9volue. C’est la vie des entreprises.<\/p>\n

Alors, quels sont les \u00e9volutions, les changements qui peuvent d\u00e9stabiliser Google<\/strong>, et permettre l’\u00e9mergence de solutions alternatives ?<\/p>\n

On peut tout d’abord imaginer que les lois anti-trust interviennent, comme elles sont par exemple intervenues, dans les ann\u00e9es 80, pour d\u00e9manteler AT&T.<\/p>\n

Mais comment d\u00e9couper Google ?<\/p>\n

L’activit\u00e9 de recherche, sans la fonction publicit\u00e9, ne rapporte rien…<\/p>\n

On pourrait imaginer imposer ce d\u00e9coupage (moteur de recherche \/ moteur de publicit\u00e9) avec des API publiques et des contrats entre les entit\u00e9s. L’avantage de cette d\u00e9coupe est qu’elle permettrait, th\u00e9oriquement, l’\u00e9mergence d’autres moteurs de publicit\u00e9s, utilisant les bases d’index du moteur de recherche de Google.<\/p>\n

L’autre \u00e9v\u00e8nement, qui pourrait modifier la donne, vient de l’\u00e9volution constante du Web.<\/p>\n

Le mod\u00e8le \u00ab\u00a0page HTML avec des liens\u00a0\u00bb sur lequel est enti\u00e8rement b\u00e2ti Google commence \u00e0 vieillir<\/strong>.<\/p>\n

Le Web devient interactif, richmedia<\/strong>.<\/p>\n

Aujourd’hui, la solution passe par du d\u00e9claratif. On met des applications richmedia en ligne, et en parall\u00e8le, si on veut avoir un minimum de r\u00e9f\u00e9rencement sur Google, on met en ligne des donn\u00e9es adapt\u00e9es \u00e0 Google.<\/p>\n

C’est n\u00e9cessairement une solution de transition, un pl\u00e2tre provisoire.<\/p>\n

Des solutions mieux adapt\u00e9es aux contenus richmedia et aux applications en lignes vont n\u00e9cessairement \u00e9merger<\/strong>.<\/p>\n

Google pourra-t-il s’adapter \u00e0 ces nouveaux mod\u00e8les, en rupture avec son \u00ab\u00a0Page Rank\u00a0\u00bb ? Difficile pour Google, quand tout le business model est bas\u00e9 dessus…<\/p>\n

D’autres acteurs pourront- ils cr\u00e9er des solutions cr\u00e9dibles ? Quels sont les investissements n\u00e9cessaires pour atteindre la masse critique minimum ? L’intelligence de Google, \u00e0 ses d\u00e9buts, est d’avoir pris en compte, d\u00e8s le d\u00e9but, l’ensemble de la probl\u00e9matique : pas simplement l’algorithme de recherche, mais \u00e9galement le probl\u00e8me li\u00e9 au volume.<\/p>\n","protected":false},"excerpt":{"rendered":"

Nous vivons sous l’aire Google. C’est une domination absolue ! Google est LE moteur de recherche mondial pour Internet. Et comme sur Internet, on trouve tout… \u00e0 condition de savoir \u00e0 quelle adresse, la fonction de recherche est devenue compl\u00e8tement centrale, au c\u0153ur de nos comportements d’Internautes. Ainsi, pour un marchand, Google repr\u00e9sente en g\u00e9n\u00e9ral […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[7],"tags":[373,378,42,17,8,3],"class_list":["post-414","post","type-post","status-publish","format-standard","hentry","category-e-marketing","tag-e-marketing","tag-futur","tag-google","tag-leaders-internet","tag-nouvelles-interfaces","tag-web-20"],"yoast_head":"\nL'apr\u00e8s Google - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2008\/03\/24\/lapres-google\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L'apr\u00e8s Google - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Nous vivons sous l’aire Google. C’est une domination absolue ! Google est LE moteur de recherche mondial pour Internet. Et comme sur Internet, on trouve tout… \u00e0 condition de savoir \u00e0 quelle adresse, la fonction de recherche est devenue compl\u00e8tement centrale, au c\u0153ur de nos comportements d’Internautes. 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