Search Engine Optimization, Search Engine Marketing and Search Engine Positioning Newsletter, October 22, 2005 edition

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(Continued) The RFS Newsletter, Oct 22, 2005. Page 3
In other news on Monday, deviating a bit to better accomodate Wall Street's way of doing things, Google will amend its quarterly financial results in adding new earnings numbers that differ from traditional accounting practices. Despite these changes, Google will continue to report its earnings under GAAP. In the process, Google will list its "pro forma" earnings (what it's profit would have been) if not for a recurring charge for stock-based employee compensation that's unrelated to its ongoing operations. The move, disclosed Thursday on Google's Web log, is designed to clear up recent confusion about whether the rapidly growing company's profits are living up to analyst expectations.

Hoping to bring more clarity, Google will list its "pro forma" earnings -- essentially what its profit would have been if not for a recurring charge for stock-based employee compensation that's unrelated to its ongoing operations. (Editor's note: Google's spectacular third quarter earnings report filed Thursday is the subject of my closing note today). Providing pro forma earnings isn't unusual, particularly in the technology industry, but it's a significant departure for Google because its iconoclastic management has vowed to defy Wall Street's traditions. Investors prefer a pro forma breakdown because that's the way industry analysts typically project corporate earnings.

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