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Google Lost Its Mojo: Content Curation is the New Search

Google Lost Its Mojo: Content Curation is the New Search | Online Relations & Community management |

Robin Good: Though I had seen and scooped this article before, I must have not done a very good job of really reading it from back to back. Paul Kedroski, who wrote this over a year and half ago, really captured the historical essence of content curation on the web.


This is an absolutely must-read article for anyone wanting to grasp what is happening with content curation on the web, hwile seeing things in proper perspective.


He wrote: "What has happened is that Google's ranking algorithm, like any trading algorithm, has lost its alpha.


It no longer has lists to draw and, on its own, it no longer generates the same outperformance -- in part because it is, for practical purposes, reverse-engineered, well-understood and operating in an adaptive content landscape.


Search results polluted by spam that you often started looking at results only on the second or third page...




There are two things that can happen now.


a) We could get better algorithms, which is happening to some degree, with search engines like Blekko and others.


b) Or, we could head back to curation, which is what I see happening, and watch new algos emerge on top of that next-gen curation again.


Think of Twitter as a new stab at curation, but there are plenty of other examples.


Yes, that sounds mad. If we couldn't index 100,000 websites in 1996 by hand, how do we propose to do 234-million by hand today?


The answer, of course, is that we won't -- do them all by hand, that is. Instead, the re-rise of curation is partly about crowd curation -- not one people, but lots of people, whether consciously (lists, etc.) or unconsciously (tweets, etc) -- and partly about hand curation (JetSetter, etc.).


We are going to increasingly see nichey services that sell curation as a primary feature, with the primary advantage of being mostly unsullied by content farms, SEO spam, and nonsensical Q&A sites intended to create low-rent versions of Borges' Library of Babylon.


The result will be a subset of curated sites that will re-seed a new generation of algorithmic search sites, and the cycle will continue, over and over.


In short, curation is the new search. It's also the old search."


Must read. 9/10


Full article:



Via Robin Good, Ilkka Olander
Robin Good's comment, July 11, 2012 1:10 AM
Thank you Ishak.
Stewart-Marshall's comment, July 11, 2012 11:40 AM
Excellent - a very prophetic analysis - wished I'd read it a year and half ago :-)
Beth Kanter's comment, July 11, 2012 12:34 PM
I only use google like a phone book -when I'm looking for a specific reference. But if I'm doing research on a topic, my strategy for years has been to go to the key sources (curators) and look through their libraries. I find the lack of context that search returns - makes me want to throw up. It is a much better experience to see it in context through the yes of someone who knows the content area.
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INFOGRAPHIC: History of Chrome |

INFOGRAPHIC: History of Chrome | | Online Relations & Community management |

Google's Chrome browser helped spark a wave of innovation in web technology since its arrival in late 2008. Over the last 4 years, dozens of new technologies have emerged, changing the landscape of the web forever. Chrome has been at the forefront of compatibility for these new technologies and has accelerated the pace of browser releases across the industry. The History of Chrome illustrates key milestones in the browser's history, the technologies that have emerged since it launched, and the meteoric rise in users who count on Google Chrome as their browser of choice. The infographic was translated into six languages (English, Spanish, French, Italian, German and Portuguese) for distribution in multiple international markets.

Via Peter Azzopardi
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