Digital Marketing Handbook

(ff) #1

Google Instant 185


Google's Server Error page

The screen was first reported in 2005, and was a response to the heavy
use of Google by search engine optimization companies to check on
ranks of sites they were optimizing. The message is triggered by high
volumes of requests from a single IP address. Google apparently uses
the Google cookie as part of its determination of refusing service.[30]

In June 2009, after the death of pop superstar Michael Jackson, this
message appeared to many internet users who were searching Google
for news stories related to the singer, and was assumed by Google to be a DDoS attack, although many queries were
submitted by legitimate searchers.

January 2009 malware bug
Google flags search results with the message "This site may harm your computer" if the site is known to install
malicious software in the background or otherwise surreptitiously. Google does this to protect users against visiting
sites that could harm their computers. For approximately 40 minutes on January 31, 2009, all search results were
mistakenly classified as malware and could therefore not be clicked; instead a warning message was displayed and
the user was required to enter the requested URL manually. The bug was caused by human error.[31][32][33][34] The
URL of "/" (which expands to all URLs) was mistakenly added to the malware patterns file.[32][33]

Google Doodles
On certain occasions, the logo on Google's webpage will change to a special version, known as a "Google Doodle".
Clicking on the Doodle links to a string of Google search results about the topic. The first was a reference to the
Burning Man Festival in 1998,[35][36] and others have been produced for the birthdays of notable people like Albert
Einstein, historical events like the interlocking Lego block's 50th anniversary and holidays like Valentine's Day.[37]
Some Google Doodles have interactivity beyond a simple search, such as the famous "Google Pacman" version that
appeared on May 21, 2010.

Google Caffeine
In August 2009, Google announced the rollout of a new search architecture, codenamed "Caffeine".[38] The new
architecture was designed to return results faster and to better deal with rapidly updated information[39] from services
including Facebook and Twitter.[38] Google developers noted that most users would notice little immediate change,
but invited developers to test the new search in its sandbox.[40] Differences noted for their impact upon search engine
optimization included heavier keyword weighting and the importance of the domain's age.[41][42] The move was
interpreted in some quarters as a response to Microsoft's recent release of an upgraded version of its own search
service, renamed Bing.[43] Google announced completion of Caffeine on 8 June 2010, claiming 50% fresher results
due to continuous updating of its index.[44] With Caffeine, Google moved its back-end indexing system away from
MapReduce and onto BigTable, the company's distributed database platform.[45] Caffeine is also based on Colossus,
or GFS2,[46] an overhaul of the GFS distributed file system.[47]
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