Powerpoint .pps document

Google + 70%
maureen henninger
more than Google
70% more
what Google can’t find
“Google is a cheap date,” says Maureen Henninger of UTS, author of two guides to online research. “It will give you something, but it probably won’t be what you need”
Gideon Haigh, The Monthly, 2006
but the search engines are getting better at producing ‘more relevant results’, or are they?
what is relevant?
is Google just about search?
once upon a time
1992
NFSNet backbone services acceptable use policy
[no] use for for‐profit activities (consulting for pay, sales or administration of campus stores, sale of tickets to sports events, and so on) or use by for‐profit institutions
Srinija Srinivasan
Yahoo, Editor in Chief the shift from exploration and discovery to the intent‐based search [identifying the searcher's intent behind the query] of today was inconceivable
1993
On the Internet, nobody knows you’re a dog
2010
Eric Schmidt
Executive Chairman of Google
the only way to manage [the misuse of information] is true transparency and no anonymity. In a world of asynchronous threats, it is too dangerous for there not to be some way to identify you. We need a [verified] name service for people. Governments will demand it Steiner, New Yorker, 1993
2009
Personalized Search for everyone
Google, 12/04/2009 03:01:00 PM Today we're helping people get better search results by extending Personalized Search to signed‐out users worldwide, and in more than forty languages. Now when you search using Google, we will be able to better provide you with the most relevant results possible. For example, since I always search for [recipes] and often click on results from epicurious.com, Google might rank epicurious.com higher on the results page the next time I look for recipes. Other times, when I'm looking for news about Cornell University's sports teams, I search for [big red]. Because I frequently click on www.cornellbigred.com, Google might show me this result first, instead of the Big Red soda company or others.
2009
Tim Berners‐Lee, the UK Parliament
March 11, 2009
[I come to] “raise awareness to the technical, legal and ethical implications of the interception and profiling by ISPs in collaboration with behavioral targeting companies . . . it is very important that when you click, you click without a thought that a third party knows what we are clicking on. . . what is at stake is the integrity of the internet as a communications medium.
2012
Search, plus Your World
January 11, 2012 at 1:29 AM Google Search has always been about finding the best results for you. Sometimes that means results from the public web, but sometimes it means your personal content or things shared with you by people you care about. These wonderful people and this rich personal content is currently missing from your search experience. Search is still limited to a universe of webpages created publicly, mostly by people you’ve never met. Today, we’re changing that by bringing your world, rich with people and information, into search.
We’re transforming Google into a search engine that understands not only content, but also people and relationships. We began this transformation with Social Search, and today we’re taking another big step in this direction by introducing three new features:
Personal Results, which enable you to find information just for you, such as Google+ photos and posts—both your own and those shared specifically with you, that only you will be able to see on your results page;
Profiles in Search, both in autocomplete and results, which enable you to immediately find people you’re close to or might be interested in following; and,
People and Pages, which help you find people profiles and Google+ pages related to a specific topic or area of interest, and enable you to follow them with just a few clicks. Because behind most every query is a community.
2011
• you have one identity (Mark Zuckerberg)
• merging of digital identities to construct a personal digital identity
– intent‐based search
– behaviour‐based search
– behavioural targeting
– prediction search
– persuasion profile
personalized search
• prediction engines
– returning ‘stuff’ that is what it thinks you want
– filtering out what it thinks you don’t want
• algorithmic filtering based on
– click signals/history
• the ‘filter bubble’
– curating the world according to ‘relevance’
the filter bubble (Pariser, TED Talks, 2011)
did you know?
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58% in the Asia‐Pacific region cannot distinguish between paid and organic search results 40% of Australians do not differentiate between paid and organic search results iProspect, 2010
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46% of online shoppers admit that the order in which search results appeared always or sometimes influences purchasing decisions
37% were unaware that search engines display paid advertising
27% were unaware that search engines display paid advertising at the top of search results
just 15% of respondents indicated that in their most recent web search they went past the first page of search results
34% did not know that search rankings will change depending on which search engine is used The Australian Institute, 2011
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first search result received on average 72% of user clicks
second and third results receiving 13% and 8% respectively
Ed l
&L k
d 2010
who can ignore this?
are we influenced by this?
if no, then we are getting what is popular, not what is necessarily required not signed-in?
google.com/history/optout
search or discovery?
• is our understanding of what we find influenced by how we find it?
• where is the ‘stuff’ that we are uncomfortable with? stuff we aren’t profiled to want • where is the serendipity? – the stuff we would never think of asking for
– the unknown unknowns
in the meantime insist on getting what you want without algorithmic filtering
you are looking for information about the effect of drugs or substance abuse on school
retention rates
Google
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intitle:"substance abuse" OR intitle:drugs OR intitle:alcohol schools "retention rate" OR dropout inurl:edu filetype:pdf
you have been asked to be part of a team to put together a resource unit for the spread
of Buddhism in Asia. Some of the aspects which need to be explored are history,
geography and art
Bing
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intitle:buddhism AND intitle:asia* AND (intitle:spread OR intitle:histor*) NOT (sport OR "martial arts")
you are looking for fairly recent information on the use of web-based instruction for
primary schools
Exalead
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((online OR virtual OR "web‐based" OR internet OR digital) NEAR (curriculum OR syllab* OR resource*)) AND ((elementary OR primary) NEAR school*) NOT (safety OR bully*) inurl:au
after:01/01/2010
so to get back to the 70%. . . on the Internet about 600 billion documents
• about 30 ‐ 40% found by the search engines
• who knows about
– value‐added Web directories which are discovery tools
– digital libraries
– finding database content that search engines can’t find
Web directories
• catalogues of web resources, including
– datasets
– databases – digital libraries
• generally created by subject experts and/or librarians
• multi‐domain
– Infomine (University of California)
– IPL2 (Universities of Michigan, Drexel, Florida State)
– INTUTE (JISC) – lost funding, no longer being added to 
– AcademicInfo Subject Guides
http://www.academicinfo.net/subject‐guides
the power of Web directories
finding digital libraries on the spread of Buddhism
you need some statistics on Afghanistan refugees and/or
asylum seekers for a unit on human rights
IPL2 (Internet Public Library)
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force search engines to give you what you want
break the habit of total reliance on Google
remember the other 70%
any questions?