Search engines and advertising: an unholy alliance?

摘要

The various Internet search engines are an invaluable tool for the professional searcher looking for information not available in traditional printed and online media. All the major search tools offer their services for free, while at the same time engaging in cut-throat competition for advertising clients, who in most cases account for over 80% of their revenue. This highlights the need for accountability as far as business practices and product promises are concerned - something which is sorely lacking at the present time. Most of the search tools provide very little information about their true indexing capabilities, while at the same time often delivering misleading or downright false facts about their competitors. On top of this, most of their claims cannot be sufficiently verified (database size, indexing abilities, etc.). Perhaps the most troubling aspect is the search tools' reliance on and close ties with advertisers. We are all made aware of this by constantly viewing the result, namely the widespread use of banners extolling the virtues of a plethora of products and services. This includes the extensive use of keyword advertising and the ability by advertisers to have their banners shown when certain search words are used, as well as the use of Cookies and other types of session IDs which in time can provide a wealth of demographic information about the searcher. On top of this, searchers must also be aware of the tricks launched by information providers in order to get their attention. In this paper I will discuss these practices, point out a number of causes for concern in connection with the search tools and their advertising efforts, and provide some of the information the professional online searcher needs in order to evaluate their use of search engines.