A recent patent application from Google describes the way they make use of previous query for influencing the advertisements that pop up during a search.

The patent describes the ways in which the search engine decides the relation between a current and previous query. This is used to determine whether they should encourage ads that support both queries.

The patent clearly describes the way they expand the search query for matching with various advertising keywords. This happens when there is no previous query from the searcher. In such a case, the search engine will look for related words and will perform query broadening.

Ads are shown mostly based on the words which relates to the particular query. This is obtained through getting information through clustering tools and various other systems.

This patent describes how search results could be expanded through a web search. This indicates the instance during which there are no results for any query entered by the user. Google will also look at various overlapping words in those queries which happened during the search, for displaying results to users. Previous queries in this way will relate to the sponsored links which are highlighted on the top of the pages which are shown as results.

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Google is trying to expand the language search. The recent patent from the search engine giant describes the expanded language search engine. This will enable us to search for those pages in various other languages which could be done through the translation of the queries searched with.

This patent is expected to help users to receive various additional results in the user’s language. Users can also search for anything in their traditional language. The search engine will look for results, when these are specified by the searcher. They also return such results in other languages, based on various other factors including the popularity of the language, attributes of the users etc. Search history of the users, subject matter of a query and its relevance, the character type given as input by the user etc will also be considered when displaying results in languages for the users.

The language setting of the browser, search engine domain, user input etc all will be considered by the search engine for determining whether results have to be displayed in other languages. The search engine has to be set up to expand various languages used in selecting the results. This patent is expected to help Google to bring a large number of users.

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Every year Google comes up with the result after analyzing the queries entered by the users. The report will include the details regarding the interests of people in politics, entertainment etc. this year, Google has published the result and it is shown that, the queries are connected to the global events including Euro 2008 and Beijing Olympics. In this, social networks, politicians, actors etc are placed at high positions.

The 34 countries featuring various lists and some of the lists come with similarity between the nations. Others reveal the differences in the culture. Brazil has a list showing the most recent queries connected to football while UK shows that with the tickets which are hot for various concerts.

Something that is of special interest to the Google users includes the social networks and the entertainment. The results from some other countries reveal that in spite of the election year, the users of Google were interested in acts like music. The result from Russia shows that the president received less attention from Google users as compared to the cultural events.

As different from other companies working in this area, Google gave least importance to the leading search terms, instead gave much importance to the fast rising ones.

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Back in June 2008, Yahoo and Google have planned for an online advertising marriage. This was an attempt initiated by Yahoo as a tactic to keep away from the grasp of Microsoft. 

But as per the latest news from the number 1 and 2 search engines, this marriage is now dead. Even when they walk away from this agreement, Google agrees to the fact that, this association will be beneficial to the parties involved, in online advertising. Yahoo will be able to show more ads for the queries which generate no advertisement in the current scenario. News ads will be highly useful for the users as well as advertisers. This will be valuable for the publishers as well. 

In June, when they decided to have a join venture, they announced that the implementation will be done after four months and by this time, they expected to receive green signal for the launch. After this period, Google is now moving away from Yahoo without trying to face the legal issues. They abandoned the agreement altogether. On the other hand, when Microsoft offered shares to Yahoo in the beginning, they denied this, going after Google.  As per Google, their success lies on what they offer to customers, their products and features.

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