Google has forced a change on enterprise search and Web search. People now recognize that Google is "more than search." There is considerable risk associated with ignoring the impact of Google's search activities on other companies. This seminar takes a look at how Google has imposed a change in technical and market strategy in two apparently different markets: the enterprise, and the public Web space. Tutorial attendees will learn:

• The specific changes that Google has brought to Microsoft MSN.com search and Yahoo.com search. The focus is on coverage, search functionality and positioning.
• The specific changes that Google has brought to EPI Thunderstone, Mondosoft, Index Engines, and FAST Search & Transfer with particular emphasis on each of these organization's products and services for the enterprise market.
• New opportunities created by Google's enterprise initiatives for companies with software and services that address the security and federation issues associated with the Google Appliances, Models 5005 and 8008.
• Third-party software developed to work within and around Google's operating environment. Examples of these tools are software that makes Gmail into a virtual drive in Windows Explorer, a Swedish software service that makes irrelevant the user's operating system, and search engine optimization tools that Google makes an effort to block or render non-functional.
• Techniques essential to obtaining a high-page or relevance ranking in a results list. Google's "standards" have required developers to go "back to the future" in order to avoid the Google sandbox or blacklist. The seminar reviews how specific Google tactics can be used to optimize results rankings for Yahoo and MSN indexing.
• Functions operating within the Google computer system that provide calendar, electronic payment, and self publishing features. These individual innovations provide Google with platforms on which to base new businesses and services that directly support Google's core search technology.
• The outlook for Google innovations, products and services over the next six months. This section of the tutorial is speculative and is designed to ignite a lively discussion about whether Google can continue to influence both directly and indirectly the actions at Microsoft and Yahoo.