The frame computing platform launched by Baidu seems to please users on the surface, but in fact it leaves most of the traffic on its own platform and lays the foundation for future profits. However, many small and medium-sized websites that have been thrown out of the Baidu search box have fallen into survival difficulties. Is this a good thing or a bad thing for the Internet field, which should be full of different poses? Not long ago, Li Zuogang, a webmaster of a music player fan site, found that website traffic has decreased by about half, while traffic from search engines has decreased the most. His first impression was that the website was demoted. But the real reason is that Baidu's frame computing platform is launched. Li Yanhong, the founder of Baidu, announced more than a month ago that the box computing proposed by the company in September last year entered the promotion stage from the concept and announced the opening of Baidu's box computing platform. The concept of box calculation is very puzzling, but for Baidu users, as long as the service demand is entered in the box, the system can clearly identify this demand and allocate the demand to the optimal application or content resource provider. , And finally return the matching result to the user. For example, if you enter "mini games" in the Baidu box, the first item in the search result is a "box". The box contains the download client and online game interface for several mini games recommended by Baidu. You can download this game directly or play online directly. All of this is only done on the Baidu platform. This seems to please users, but it makes many websites unhappy. In the past, using target keywords to search, Li Zuogang's website ranked first in both Baidu and Google. After the era of frame computing, Li Zuogang used the past target keywords Baidu and found that his station is still ranked first, but unlike the past, the content from Baidu's frame computing open platform is followed. It is these contents that replace Li Zuogang's website products and absorb a lot of traffic from Li Zuogang's website. As a result of the box calculation, the flow that can be intercepted is considered to be as high as 90%. "The most affected are personal websites like me, and some small and medium-sized websites that are not very high in brand awareness and user loyalty and must rely on search engines to get traffic." Li Zuogang told Southern Weekend reporters that these small and medium-sized websites are affected by The most influential is the B2C website. Since most B2C websites use search engine optimization (SEO) to gain more traffic, the emergence of box computing makes B2C websites unwilling to spend more money on those groups known as Seoer (people who help websites do search engine optimization) , But chose to join Baidu's frame computing platform. Currently, the Baidu box computing platform is in the promotion stage, completely free of charge, the entry barrier is relatively low, and small and medium-sized websites have joined in succession. Once joined, the ranking will be in the box. As a result, many technicians who rely on the site to do search engine optimization to make the site ranked top in Baidu search results lose their jobs. A webmaster of a game website revealed to Southern Weekend reporters that many people whose interests have been lost due to frame computing have been connected in private, hoping to form an alliance against Baidu's frame computing platform. Where does the box calculation come from "Baidu is not good at more innovative cloud computing, so I created a concept of box computing. In fact, this technology threshold is not high. Google's ONEBOX (a box) integrated search launched a few years ago is a similar technology." One does not Internet people who are willing to be named believe that frame computing is actually against Google's cloud computing, but technically it is not a truly innovative move. According to Yang Fan, deputy head of Cnbeta, Baidu Box Computing is an upgraded version of the Aladdin magic lamp plan that failed in the past, and it is a new bottle of old wine. The Aladdin Magic Lamp Project refers to a technology promoted by Baidu at the beginning of last year to expand the search results to information in many "dark webs" that are not included in the search engine search system. Cnbeta is an IT news and community website. "Baidu faces huge public pressure on the original auction ranking business model and must change its mind to walk. This requires a new breakthrough, so Li Yanhong found the box calculation." Yang Fan said. According to data from consulting agency Analysys International, Google's share of China's online search market in the second quarter of this year dropped from 30.9% in the first quarter to 24.2%. At the same time, Baidu's share of China's online search market increased from 64% in the first quarter to 70%. Although market share is increasing, some netizens told Southern Weekend reporters that they all dislike Baidu's keyword bidding ranking ads and the display of mixed search results. Although Google's departure forced a group of netizens to return to Baidu, their complaints about Baidu's inaccurate search were more intense. Therefore, the introduction of box computing is regarded by the industry as a way for Baidu to appease the pressure of public opinion. Moreover, frame computing is the cash cow of the future for Baidu. Internet analyst Chen Jiao told the Southern Weekend reporter that another purpose of the box calculation is to allow some keywords with weak liquidity to sell for a good price. "Baidu's own data says that the current distribution of keywords in content data and application search is 7: 3, which means that 70% of Internet users are searching for information, and 30% are searching for applications and games." Chen Jiao said that some such as " Keywords such as "mini games" have relatively weak monetization capabilities, so Baidu thought of box computing. In the view of Hong Bo, a partner of the five seasons consulting, the introduction of frame computing is Baidu's helpless move. The threat Baidu faces is that when users put more online time on Tencent's platform, or Sina's Weibo, users will search less and less time, and Baidu currently does not have a platform for users to log in. This is Baidu's biggest weakness. Search concept with Google-"When users use Google to search, the faster the user leaves Google, the better the user experience, because the user quickly finds the product or service they want, and making money is a natural thing"- Differently, Baidu advocates that users should stay on Baidu as much as possible, because users can retain traffic as long as they can retain it, and naturally they can retain revenue from traffic. Currently, Baidu is promoting the expansion of box computing to mobile terminals at a strategic height, creating a first entry for the search box to become the Internet and mobile Internet terminals. Although the technology is not new, with its powerful influence, the entire Internet ecology is likely to change due to frame computing. Disguised bid ranking? In the past, Baidu has been a platform for traffic distribution, but after the box is displayed, many users do not need to go to the target website. Some old users may log in by directly entering the URL, but for new users, the ability of the website to capture is very weak. "Although these small and medium-sized websites can still be displayed in search results in the era of frame computing, they almost cannot attract click traffic. It is equivalent to being hung by Baidu. Its partners, but the industry is very concerned about risks, most of them are watching. "Webmaster Li Zuogang said. Compared with the concerns and wait and see of small and medium-sized websites, some larger webmasters are very willing to cooperate with Baidu. On the one hand, they have a large number of old users and do not worry about the problem of box computing sucking these old users. On the other hand, adding box computing allows Baidu to help them run away some of their small and medium-sized websites. Although there is no express contract for such an exchange of interests, both parties are unspoken. For example, major websites such as Kaixin.com and 4399 Games.com have many copycat followers. Now after adding the box calculation, the traffic of the copycats is attracted to their websites in large quantities. Baidu's requirements for partners are not particularly high in the early stage of the box computing promotion. Baidu generally observes the traffic of the website, and will only be allowed to go online after confirming that the product is okay and virus-free. This is a problem that Baidu is very concerned about in the early stage of the promotion of frame computing. Therefore, some regular small and medium-sized websites are also forced to tentatively cooperate with Baidu in frame calculation. Friends of Li Zuogang started a recruitment website to recruit high-end medical and biological talents, these people mainly use Google. Therefore, the introduction of frame calculation has little effect on company traffic. But because of concerns about someone using box calculation on Baidu to impersonate his website. This recruitment site is still tentatively cooperating with Baidu. However, in the box computing cooperation, his friend chose to fill in the customer service phone to link to the webpage, which can not only prevent the traffic from being completely sucked by Baidu, but also prevent others from impersonating themselves to join the box computing platform on Baidu. Sun Yunfeng, Baidu's chief product designer, told the media that the application open platform for Baidu's box computing is completely free for developers and has nothing to do with Baidu's advertising system. It's just that in order of results, the priority of advertising is higher than that of applications. But Zhu Yi, the content director of China Software Network, believes that Baidu will not abandon its bid-ranking advertising model in any case. And if there are many companies in the same industry entering the box calculation, it is easy to apply the auction ranking model when performing some rankings. "Although Sun Yunfeng said that the Baidu application development platform is free for developers, it does not say that the ranking of search results is also free." Zhu Yi told a Southern Weekend reporter. Many webmasters also believe that even if access to the platform is free, Baidu will require partners to sign a series of exclusive agreements in the future. For example, only Baidu ’s affiliate ads are allowed, and all other affiliates ’ads are removed. Or, the products and publicity of Baidu competitors are not allowed on the website. By then, all advertising resources and advertising business will be gathered to Baidu, Baidu platform and Baidu's partners. Change the Internet ecological chain For why the box calculation was introduced. Sun Yunfeng, Baidu's chief product designer, told the media that the only starting point is user experience. He said that when users search for "QQ download", there will be a large number of fake QQ real Trojans, search for "Haier after-sales", there will be a lot of fake post-sale real scammers, and search for "Happy Network" will be a large number of fake happy real cottages. Therefore, Baidu simply changed the rules to highlight the authoritative results. For users, this seems to be a good thing. At least after downloading small games and small software, there is no need to worry about viruses and advertisements. But in Hong Bo's view, Baidu's frame calculation will hurt the entire ecological chain of the Internet, including users. At present, Baidu has been deployed in major Internet applications such as video, security software, browsers, instant messaging tools, and e-commerce. With more and more applications that can run on Baidu search results pages, Baidu will become a traffic black hole that can only be accessed. Users no longer need to access the target website through Baidu, and Baidu itself will become a traffic terminator. Baidu's power is also reflected in the choice of website. For example, when a user searches for a Canon digital camera, Baidu gives the offer and purchase link of Jingdong Mall with the best location and the best presentation method. For other e-commerce sites, this is almost blocked. Hong Bo sneered at this, he said, "I don't know if a Taobao shop selling digital cameras is necessarily inferior to the authority of Jingdong Mall." According to Chen Jiao, an internet analyst, the more critical issue is how to ensure an open, transparent, and complete settlement mechanism for the Baidu frame computing platform, and how to ensure the priority settlement of intellectual property owners to avoid copyright disputes. One detail is that Baidu's first batch of partners came online, and many of them are affiliates of Baidu. For example, 7K7K was done by former employees of Baidu. Zhu Yi, content director of China Software Network, also believes that Baidu needs a standard that convinces everyone to take it by mouth. When two or more products of the same nature and the same nature are on the market, how does Baidu give a persuasive ranking? In fact, according to Baidu ’s past bidding ranking model, it is money. Although Box Computing does not directly block products and services other than partners, it is obviously in the ranking of box calculation results, which is inclined to the video website Qiyi, the navigation website hao123, and the e-commerce website Baidu Youya that it controls. Traces, it is an indisputable fact that the competitors in the above-mentioned industries are blocked in disguise. The failure of small websites to obtain users and traffic will inevitably lead to their marginalization and even disappear. Although users save search time, they lose the objectivity and diversity of content. "Baidu's own business model is very dependent on the blooming of the Internet, otherwise the search engine will eventually become useless. The reason why we need a search engine is because the Internet is too complicated. Once they are all big websites, we need a search engine. What are you doing? "Hong Bo said.
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