Rockstar Consortium US LP et al v. Google Inc

Filing 18

MOTION to Change Venue by Google Inc. (Attachments: # 1 Text of Proposed Order Google Inc's Motion to Transfer Venue, # 2 Index, # 3 Declaration of Abeer Dubey, # 4 Declaration of Sam Stake, # 5 Exhibit 1, # 6 Exhibit 2, # 7 Exhibit 3, # 8 Exhibit 4, # 9 Exhibit 5, # 10 Exhibit 6, # 11 Exhibit 7, # 12 Exhibit 8, # 13 Exhibit 9, # 14 Exhibit 10, # 15 Exhibit 11, # 16 Exhibit 12, # 17 Exhibit 13, # 18 Exhibit 14, # 19 Exhibit 15, # 20 Exhibit 16, # 21 Exhibit 17, # 22 Exhibit 18, # 23 Exhibit 19, # 24 Exhibit 20, # 25 Exhibit 21, # 26 Exhibit 22, # 27 Exhibit 23, # 28 Exhibit 24)(Mann, James)

EXHIBIT 13

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Do a simp~ a query en a search engine--and vmat you usually get are hundreds of documenls·-many of wh'cl1
are unusable and irre:evant.
For example, a \tVeb user looklr.g f{J( T101e warner Inc.'s home page by entering the query term "Time wame('
in a search englne may find the right site buried beooath matly other sites.

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ll)'ourV\'eb site comes up number 100 in a search, it Is unlikely that peop!a will see lt. sa:d Brad Aronson,
president of o;gaal Froot!ers , an lntemet marketing and JN.eb site das'9fl company in Bryn Ma-...-r, Pa.
One Answer. Buy \o\brds

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f{J( examp:.O, it ts possib-:e f{J( a company to buy its ovm name or an ad to ensure it is listed at lhe top of a
search resvl!s page.
Ttme Warner cou:d thus ensute that an}'One who enters the term ''Time Warner" Wi'l see its home page or ad at
the lop of the search results.

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Charges f{J( a banner ads in search engines vary, bull e-nd to be expensive, accord fig to Belh Lanahan,
spokesperson fO( one of the 1
Neb's more popu'.ar search eng:nes, lnfoSeek. OependOg en Impression and
specifiC top-ic, advertisements that rotate lhrough directories range from $7,500 to S73,Q00f0( a four-week
period. Advertisements that appear only with the resu.lts of a specirte key wofd search ate a minimum of $1,000
for a four-week period.
\\'ebCrawler, tyros, and lnfoseek offer advertisem9flt banner f;nks, howevef Alta Vista's product fs stil1 in
bata-tesl.

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The general solution to avo:-d gelling buried by others' v.'O<dS is to buy a Msearch Word,~ an option Introduced last
year by several search engines.

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Don Bradley, spokespesson fof Digital Equ'pmeol COfp.'s Alta Vt-Sta engine, however, said that users must !eam
mora about query techn!ques to deflf"IS a search Alta V1sta and WebCrawlar offer their users lips en searchilg.

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Proper Page Oes!gn: less Costly
A more cost-efficie-nt way to ma'<e It easy to f.nd your V\leb page is to design your page in a m&Mer that
provides !he h:ghest possib:e relevance lo ke,..,.-ords ..pages then will come up Vl most search engines. (Oig"tal
Frontiers, 6101527 ·1517, lnfoSeek, 406J567-2768, lNebCrawler, 51018J3:3-7152; DEC, 508/493-5111)

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Search mechanisms fall Into two categories. The first are silas like Yahoo! which function Ike te~ephooo books,
usua'Jy listing sites one or two times under speciflc subjects. "Neb masters should submit their URL in Of'der to
be f's!e<:l

By contrast, search engines like WebCra-,o;!er an<llnfoSeek use "sp:ders~ Of "robots• to index lhe V•ieb. These

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pr09rams automat~Hy seard1 tM Web by index:ng- one page and thon indexing all documents that aro
toyperl~ked toll !f your 1Neb s'te has 50 pages, a spiderweb may index every page.

Ma;or engioes-!ncluding A!ta Vista, Exc~e. lnfoseek, Lycos, Yahoo! and V\'ebCrawler··use a datas1lt Indexed by
the spXier to pro-Me a set of re!ale<:l sites .

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These sites are presented to lha user in order of their relevance, \Vhlch Is determined by set criteria used by the
engine.

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10/22/2012 3:12PM