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“The Searching Quagmire”
Paid placement: advertising that is outside of the editorial content of the search results
Paid inclusion: advertising within the editorial content of the search results
Paid submission is the practice of requiring payment to speed up the processing of a listing
Spamdexing: manipulation of metatags and text by Webmasters
Misconceptions That Lead us
Astray1. The whole Web is crawled
2. All search engines search the same set of Web pages
3. AND should find more results than OR
4. All search engines work the same
5. Search engines search the actual page at the time of searching
6. “Advanced” features (i.e. Boolean queries), are the best way to search and will get you everything that is relevant to your question
7. Directories and search engines are the same thing
How do search engines
determine ranking? Popularity of the site (indicated by number of links to it)
Link analysis (if more pages point to a site, then those pointers represent “selections” by real experts on a topic)
Collaborative filtering (the choices others with the same query have made)
Exceptions to popularity (new sites have fewer links to them)
Boosting ranking by type of site
Sources of search engine revenues (pay-for-ranking)
Information skewing
Metadata and classification schemes
Context and personalization
What should we do?
Know the identity of the metadata
source
Identify that a source can be trusted
Monitor and publicize the behavior of
Web information or metadata sources
over time
Establishing and Maintaining
Trust in Online Systems Trust and quality are tightly connected
Consumers want information that is
accurate, relevant, and timely
Data is constantly changing
How do you know if content is
trustworthy?
◦ Look for spelling and grammar errors
◦ Look for citations of facts and statistics
Continued…
Web sites should be easy to navigate
◦ Information should download quickly
Author should be clearly identified
Include an e-mail link to the Webmaster
Think about sponsorship
◦ .gov, .edu, .com
Links should not be out of date
Currency is one of the most important
factors in information quality
Continued …
Look at the stated goals and
objectives of the website
Stability/staying power
The style should be consistent with
the subject content