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The Evolving Internet: Some Implications, Strategies, and Techniques for More Effective The Evolving Internet: Some Implications, Strategies, and Techniques for More Effective

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MSU Product Center September 26 2007 Professor Larry G Hamm Presentation Outline Introduction Search Engine Basics Business Search with Google News Search Social Search Basic Information Trapping ID: 782352

news search www web search news web www google information continued http sites engines data visible social source pages

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Slide1

The Evolving Internet: Some Implications, Strategies, and Techniques for More Effective Research

MSU Product Center

September 26, 2007

Professor Larry G. Hamm

Slide2

Presentation Outline

Introduction

Search Engine Basics

Business Search with Google

News Search

Social Search

Basic Information Trapping

The Future??

Slide3

QUESTIONS?

Who is Tim Berners-Lee?

What happened for “research” in 1990?

Slide4

Slide5

Current Number of Websites

July 2007-489,774,269

Slide6

Top Global Web Properties Ranked by Total Unique Visitors (000)*

June 2007

Total Worldwide, Age 15+ - Home and Work Locations

Number(000’s) Percent Reach

Total Unique Internet Visitors --- 778,310

100%

Google Sites 544,783 70 Microsoft Sites 529.155 68

Yahoo! Sites 471,924 61

Time Warner Network 266,367 34

eBay 264,732 34

Wikipedia Sites 208,120 27

Fox Interactive Media 163,545 21

Amazon Sites 145,947 19

Apple Inc. 123,554 16

Adobe Sites 121,966 16

CNET Networks 116,579 15

Ask Network 115,655 15

Viacom Digital 88,654 11

Lycos Sites 77,517 10

The Mozilla Organization 70,850 9

Slide7

Share of Online Searches by Engine

August 2007

Total U.S. Home, Work and University Internet Users

Source: comScore qSearch

 

Aug

07

Total Internet Population

100%

Google Sites

56.5

Yahoo! Sites

23.3Microsoft Sites11.3Ask Network4.5Time Warner Network4.5

* Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

Slide8

Share of Online Searches by Engine

August 2007

Total U.S. Home, Work and University Internet Users

Source: comScore qSearch

 

Aug

07

Total Number of Searches (Million)

9820

Google Sites

5545

Yahoo! Sites

2290Microsoft Sites1106Ask Network438Time Warner Network441

* Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

Slide9

Herbert Simon, Nobel Prize Economist:

“What information consumes is rather obvious: it consumes the

attention

of its recipients. Hence

a wealth of information creates a poverty of attention”

SOURCE: “Designing Organizations for an Information-Rich World,” in Donald M. Lamberton, ed.,

The Economics of Communication and Information

(Cheltenham, England: Edward Elgar, 1997).

Slide10

The Source of Power?

Knowledge is no longer the “scarce” resource.

Attention is the “limiting factor”!

Implications:

Global--- Decisions on what is brought into global consciousness

Research --- Discipline to direct and control your attention

Slide11

The Role of ATTENTION

THEREFORE:

“The most important function of attention is not taking information in, but screening it out.”

Slide12

Introduction The Meaning of Relevance

Definition:

The degree to which a search record (piece of information) meets the researchers’ query.

PROBLEM - Relevance to Search Engine and Researcher Are

DIFFERENT

To a researcher: Does the result help answer the intent of the query?

To a Search Engine: Does the result meet the search engine’s ranking algorithm?

Slide13

Slide14

Summary and Conclusion

Precision searching requires the process of consciously narrowing and eliminating the

gap

between

researcher’s

and

search engine’s

RELEVANCYKnowledge of the search process and the characteristics of information sources are required to attack search engine relevance.Intuition is required by the researcher to focus on formulating the search statements.

Slide15

Search Engine Basics

The

Invisible

versus the

Visible

Web

Defining and Identifying Search Engines

How Search Engines Work

Why Google?

Slide16

The Invisible Web

Great amounts of information exist than is not accessible via internet search engines

Much was

formatted digitally

but not ‘indexed’ (see latter lecture)

“Google Books” project is the grandest attempt to date to ‘shrink’ the invisible web.

Invisible Web information is differentiated by:

ACCESS

MODE of creation

Slide17

The Invisible Web

(continued)

Information is differentiated by the nature of ACCESS to it:

1.Publicly available ---

Libraries

2.Semi-public ---

‘Private’ Libraries

i.e. MSU Libraries

3.Private data --- Only available for purchase or through reciprocity

Slide18

The Invisible Web

(continued)

Types of

Private Data –

Private data sets open to anyone with a checkbook (Mintel)

Restricted private data sets --- to contributors (Trade Association)

Proprietary data of individual firms/public institutions (Freedom of Information Act)

Spy data (commercial and public)

Private data interfaces with ‘Searchable’ data when private data firms use “free sample” or “versioning” marketing strategies

Slide19

The Invisible Web (continued)

Differentiated by

MODE

of creation:

PRIMARY

versus

SECONDARY

Data

Primary Data is data collected/generated through direct observation, survey, or pollSecondary Data is data that is ‘repackaged’ primary data

Secondary data results from an ‘editing’ process

Evaluating secondary data requires an

identification

and evaluation of the base source(s)Always go to the “ORIGINAL SOURCE”!!!

Slide20

The Visible WebDefining and Identifying Search Engines

What is a search engine?

Definition – A search engine is an enormous database of websites compiled by a software robot that seeks out and indexes websites.

How does it work?

Sends a ‘spider’ or ‘crawler’ to visit a Web page, finds the information on the page.

The ‘crawler’ then sends its “finds” to an indexer which takes every word on a Web page, logs it, categorizes it and than stores the results in a huge databases

.

Slide21

Defining and Identifying Search Engines

What types of search engines exist?

www.searchengineshowdown.com

www.lib.berkeley.edu/TeachingLib/Guides/Internet/FindInfo.html

General All Purpose Search Engines

(Big 4) – Google; YahooSearch; Live.com; Ask.com

Metasearch Engines

– Search engines that search other search engines (S.E. ‘bot’) –

www.dogpile.com

www.clusty.com

www.kartoo.com

Slide22

Defining and Identifying Search Engines

What types of search engines exist?

(continued)

Specialized Search Engines

(Vertical Search Engines) – Search engines dedicated for specific subject areas or specific purposes. For research:

www.lii.org

“Customized Search Engine

” – Now anyone can create one www.google.com/coop/cse/

--- See

www.customsearchguide.com

Slide23

The Visible Web

How Search Engines Work

Search Engine – RANKING ALGORITHMS

WHAT? – Ranking Algorithms are used to

ORDER

the search results

WHY DOES ORDER MATTER? Answer -

ATTENTION

because the researcher wants ‘help’ in deciding relevance for the searcher's needs

HOW? - Most ranking algorithms are and continue to be ordered by the frequency of use of the searched

“WORDS”

Google

created a new addition to their Ranking Algorithm

Slide24

The Visible Web

How Google Works

 

1.

The web server sends the query to the index servers. The content inside the index servers is similar to the index in the back of a book - it tells which pages contain the words that match the query.

                   

2.

The query travels to the doc servers, which actually retrieve the stored documents. Snippets are generated to describe each search result.

3.

The search results are returned to the user in a fraction of a second.

Slide25

The Visible WebConclusion

An Overview of a Basic Search

Be very proficient with

ONE

search engine

Remember because of different software approaches and indexing,

NO TWO SEARCH ENGINES WILL PRODUCE THE SAME RESULTS

When very focused and search is narrowed, identify and use other specific engines

Should the “

Product Center”

create their own?

Slide26

Business Search with Google

Translating Web Language

Underlying Search Logic

Understanding Google Search Features

Conclusion

Slide27

Translating Web Language

Reading URL’s –

Uniform Resource Locator

This the Web site’s address; i.e. Were a Web site lives

Example:

http://online.wsj.com/article/SB114609925357637113.html

http: -

Transfer Protocol (hypertext)the way the information is transfer on the Web.

HTML – Hypertext Markup Language is current Web language

XML (eXtensible Markup Language) is coming as the vehicle for information trapping

Slide28

Translating Web Language

(continued)

Reading URL’s

(continued)

www.online.wsj.com

(domain name) of the server

Domain Suffix (com)

Perhaps the first and most important things to examineAssigned by ICANN – Internet Corporation for Assigned Names and Numbers –

www.icann.org

Country Codes (.uk) follow domain suffix

(.us) not used by most U.S. sites except with state/local government sites. Current Issues?

Slide29

Translating Web Language(continued)

Reading URL’s

(continued)

Common DOMAIN SUFFIXES

.com - commercial site

.edu - educational institution

.gov - government agency in the U.S.

.net - network with most assigned to ISP networks

.org - non-profit/non-commercial organization (Caution:

many companies are setting up “non-profits” to get .org domain suffixes to disguise their agendas)

OTHERS - .mil, .biz, .info, .coop, .pro

Slide30

Underlying Search Logic

Boolean Logic Searches

Definition -

Use of mathematical set theory to retrieve search information.

AND, OR, and NOT searches

See following Venn diagrams:

Slide31

Underlying Search Logic(continued)

Boolean Logic Searches -

AND

Slide32

The Visible Web

Why Google?

(continued)

Boolean Logic Searches -

OR

Slide33

Underlying Search Logic(continued)

Boolean Logic Searches -

NOT

Slide34

The Visible Web

Why Google?

Google Has Two Basic Strengths Over Other Search Engines

Popularity Ranking

Number of and Breadth of Features

Slide35

The Visible Web

Why Google?

(continued)

“Popularity” Ranking – “The Google Creation”

A page’s ranking includes a score for how many “other pages” link to it i.e. How ‘popular’ it is with other Web sites

This is done on multiple levels. For Example: If page

X

and Y

both have 100 pages linked to them, but the 100

Y

pages have more links to them than do the 100

X pages, Y gets a higher score for ranking

Slide36

The Visible Web

Why Google?

(continued)

“Popularity” Ranking – “The Google Creation”

(continued)

THE UNDERLYING ASSUMPTION:

A Web page that has more pages linked indirectly (like a pyramid scheme) to it implies that more pages find it relevant implying that it will be more relevant to you.

Analogy – Your popularity is ranked within high school by how many friend your friends have and how many friends those friends have and so on.

Slide37

The Visible Web

Why Google?

(continued)

“Popularity” Ranking – “The Google Creation”

(continued)

“THE GOOGLE BIAS”

New pages won’t have as many links as established pages; therefore a lower ranking. Analogy: New friends might be better than the old friends.

Slide38

The Visible Web

Why Google?

(continued)

Google’s Breadth of Features

Home Page Features –

One of the Cleanest/Clutter Free Page

Advanced Search Features

Business research useful features are highlighted here

Slide39

The Visible Web

Why Google?

(continued)

Google’s Advanced Search Features

Advanced features allow searchers to narrow their queries to very specific searches

Narrowed searches allow the gaps between ‘researcher’ and ‘search engine’ RELEVANCY to close much quicker

With precision query formulation, the search will be faster and more useful

8 highlighted advanced features

Slide40

The Visible Web

Why Google?

(continued)

1.Google uses a modified Boolean Search

Searches can be done from

Google Home Page

or from

Advanced Features Page

Slide41

The Visible Web

Why Google?

(continued)

“Phrase Searching”

Google automatically

“ANDS”

words

Accepts one or more “OR’s”Use a minus sign in front of term to “NOT” it

Google will not search on very common

“STOP”

words

like “a”, “it”, and “the”.

Slide42

The Visible Web

Why Google?

(continued)

2.

Option to retrieve only a specific file format

(pdf), (ps), (xls), (ppt), (doc), (rtf)

Very useful if searching for a certain ‘type’ of data. For example: xls. and financial data.

Slide43

The Visible Web

Why Google?

(continued)

3.

Date restrictions

4. Window to limit retrieval to title or URL fields

5. Box for limiting to (or excluding) a particular DOMAIN or URL

Slide44

The Visible Web

Why Google?

(continued)

6. Page Specific Searches:

for pages similar one to the entered URL

for pages that link to the entered URL

7. Links to “Topic-Specific Searches”

for pages similar one to the entered URL

for pages that link to the entered URL

8. Domain specific searches for .gov, .mil, and .edu

Slide45

Everything About Google??

http://www.google.com/intl/en/help/refinesearch.html#domain

http://www.google.com/intl/en/help/operators.html

http://www.google.com/intl/en/help/cheatsheet.html

http://www.google.com/intl/en/help/features.html

http://www.google.com/options/

Slide46

The Visible WebThe Greatest Google Feature??

Skip the Title -

Click the cache?

WHY?

Google ‘

Highlights’

(different color)

keywords/phrasesNo pop-ups that are attached to Web pages

Faster – Google’s servers are the best in the world

Allows for

‘text only’

versionsAllows access when the current site is ‘unavailable’

Slide47

The Visible WebThe Greatest Google Feature??

Further ‘Search’ Within the Result Generated Sites

If

not

in cache but titled page, use browser’s

“Find” button (Control+F) to show keywords/phrases

Use (Control+F) for NEW search with new words and phrases

Slide48

The Visible WebConclusions

Is the desired information -

CONCEPTUAL

or

FACTUAL?

If Conceptual:

Use in-depth research (library, books, scholarly journals, etc.) is most likely necessary to effectively frame the search.

If Factual: A search engine web search can most likely proceed

But always strive to find the

“Original Source”

Slide49

The Visible WebConclusions

Set a time limit

- ‘Web Surfing’ can be addictive causing:

Tendencies to wonder off task

Get attention ‘fatigue’ resulting in overlooking possible sources

All other forms of destructive social and moral behaviors.

Slide50

News Searching

What Do You Want:

Read news without ‘a paper, TV, or radio’?

Just see last second’s headline?

Find older stories?

Monitor an industry?

Other?

Slide51

NEWS SOURCE GENERATED INFORMATION

Introduction

The evolution of news based information

Story telling

town criers

news posters/papers

 electronic news divisions  the WEB

News is now a ‘commodity’

Minimal costs of distribution

‘Creation of news content’ is believed by many to be unrestricted (text messages, cell phone pictures, etc.)

Believed by many that with the ‘information democracy’ they have the “right” to create news and that their “news” is as legitimate as anyone else’s

Slide52

NEWS SOURCE GENERATED INFORMATION

Introduction

(continued)

News

Differentiation

Attention

 Merger of News & Entertainment

The Daily Show

,

The Colbert Report

, etc.

Slide53

NEWS SOURCE GENERATED INFORMATION

Five Specific Types of Web News Outlets

1.

Individual Online News Sites

2.

Breaking News Aggregators

3.

News Alert Services

4.Searchable News Data Bases

5.

Industry News Sites

Slide54

NEWS SOURCE GENERATED INFORMATION

Web News Outlets

(continued)

1.

Individual Online News Sites

Definition – Migrations of existing established media outlets to Web based platform

Examples: CNN.com, nytimes.com, onlinewsj.com

Usually have graphics, delivery methods similar to parent outlet

Mix of “free” and for fee services

Most have archives with most of non-current for fees (NYT’s recent decision!)

Slide55

NEWS SOURCE GENERATED INFORMATION

Web News Outlets

(continued)

2.

Breaking News Aggregators

Definition – Sites that pull material from multiple online news sources

Usually limited to recent “Headline” material

Use to do keyword search for relevant news articlesUse when the individual site does not cover all possible relevant (geographic/minor stories) information

Slide56

NEWS SOURCE GENERATED INFORMATION

Web News Outlets

(continued)

2.

Breaking News Aggregators

(continued)

Personalize one of the general portal sites (Google News, My Yahoo) and make it your “start page”

Go to a

“news service” site like BBC, CNN, MSNBC, etc.Go to favorite newspaper and set up an RSS feed

Slide57

NEWS SOURCE GENERATED INFORMATION

Web News Outlets

(continued)

3.

News Alert Services

Definition – Same as breaking news aggregators except for a “User Profile” can be created

Delivery method is via e-mail or Web site

Useful if your particular interest is a company, product, topic, etc.

Issues include:

Completeness of what is delivered (original source, abstract)

Search provisions and degree of advanced features

Frequency of the Update

Slide58

NEWS SOURCE GENERATED INFORMATION

Web News Outlets

(continued)

4.

Searchable News Data Bases

Definition – archive oriented (as opposed to headline) multiple news source aggregators

Best are “fee based” (MSU Library)

Dialog

LexisNexis

Dow Jones (Factiva)

ProQuest

Others

Slide59

NEWS SOURCE GENERATED INFORMATION

Web News Outlets

(continued)

4.

Searchable News Data Bases

(continued)

Web “free” sites

See Suggestions below

Slide60

NEWS SOURCE GENERATED INFORMATION

Web News Outlets

(continued)

5.

Industry News Sites

Definition – Industry specific news sites

Created by Trade Associations

Trade Publications (their migration to the Web)

Have combined features of several types above:

News Alert Service

Breaking News Aggregators

If ‘News’ source based, may have archivesExamples: www.foodinstitute.com.

Slide61

A Few Suggested News Sites

Google News Archive Search

news.google.com/archivesearch

Claims to go back 300 years

Time, WSJ, NYTimes, The Guardian, The Washington Post

Sources from ProQuest, Factiva, HighBeam, etc.

Some full articles are free, most are fee

Timelines

Advanced Search features

Slide62

A Few Suggested News Sites

See:

www.onstrat.com/news/newssearchchart.html

For a comparison of: Yahoo, Google, daypop, rocketnews, findroy, feedster, topix

Slide63

A Few Suggested News Sites

www.monitor.bbc.uk/weekahead.shtml

www.wn.com

www.einnews.com

Subscription business information and online news service which draws from 35,000 sources

Covers 240 countries categorized by country and topic

Headlines Only!! Use to identify and than go to library sources

Slide64

A Few Suggested News Sites

News Resource Guides:

www.kidon.com/media-link

Provides info and link to sources and indicates the presence of streaming audio and video

www.abyznewslinks.com

links to newspapers, broadcast stations, internet services, etc.

www.metagrid.com

List of 8000 online magazines newspapers worldwide

www.newswealth.com Unique categories of miscellaneous ‘news’ sources

Slide65

A Few Suggested News Sites

Front Pages:

www.newseum.org/todaysfrontpages

581 front pages from 54 countries

Alphabetical main page with “Sort by Region” geographic listing

Thumbnail view

www.pressdisplay.com

Front Page Free – 7 day free trial

Full images of news pages of 500 newspapers from 70 countries for SUBSCRIPTION

Zoom and in paper search feature

Slide66

A Few Suggested News Sites

Radio/TV Sources:

www.radio-locator.com

Links to over 10,000 radio stations and over 2500 audio streams from radio stations in 130 countries

www.tvradioworld.com

From over 200 countries

Slide67

Some Conclusions and Cautions

There is great redundancy so be very selective and methodical

One way is to “personalize” your news (Self-confirmation bias)

The nature of news creation and distribution means that there will be more broken links

Spend time becoming an

“Information Trapper!”

Slide68

Social Search

What is social search?

No industry standard definition yet.

“Internet wayfinding tools informed by human judgment”

“Informed” can mean many things-including egregiously

uninformed.

Slide69

Social Search

Algorithmic Search is “Social”

Algorithms are written by humans who make choices

Now. Search engines observe human behavior – click paths, popular, URL’s, etc which are used to modify the algorithm (Yahoo’s 14 tetragigs/day)

“Personalization efforts are becoming more evident.

Slide70

Social Search

Why now?

Algorithmic search has plateaued

Humans are still better at some things

Rise in cocreation and collaboration via Web 2.0

Recall status of wikipedia

Social Networking

69% of females(56% males) ages 17-25 use Facebook

38% females (14% males) ages 17-25 use MySpace

70% ages 18-21

uses social networks

Slide71

Social Search

Issues---

Scale and scope issues – How to keep up and what is the level of “control and policies”?

Tagging – How to you get to common understanding?

Folksonomy

(also known as

collaborative tagging

,

social classification, social indexing, social tagging

, and other names) is the practice and method of collaboratively creating and managing tags to annotate and categorize content.

Ambiguity of language (‘orange’)

Others?

Social search will probably work best for non-text content (photos, music, video, widgets, etc.)

Slide72

Social Search

Some Selected Types of Social Search

Shared bookmarks and Web Pages

Tag Engines (blogs and RSS)

Collaborative directories

Personalized vertical search engines

Slide73

Shared Bookmarks

The most basic and probably least useful type of social search

http://del.icio.us/

http://www.shadows.com/

http://myweb2.search.yahoo.com/

http://www.furl.net/

http://www.diigo.com/community

Slide74

Tag Engines

Sometimes call “taggregators” primarily search blogs and RSS feeds

http://technorati.com/

- The #1

http://www.ask.com/?tool=bls

– Could be the best

http://www.blogpulse.com/

- Monitors and is a Nielsen firm

Slide75

Collaborative directories

Directories created by teams of volunteers

Open Directory Project (AOL) – Has become dated and stale

http://www.prefound.com/

http://www.stumbleupon.com/

- Appears quite good

http://www.mahalo.com/

- Mostly currently popular material

http://www.linkedin.com/

-Professional Networking

Slide76

Personalized Verticals

It is no longer difficult or laborious to create a specialized search engine –

http://www.google.com/coop/cse/

http://www.eurekster.com/

http://rollyo.com/

Slide77

Social SearchConclusions

Social Search will grow in importance

People are less predictable than algorithms – unlimited potential or problems?

Slide78

Basic Information Trapping

Information Trapping is the process of setting monitors – traps – to cature information from the

flow

of the Web and have it sent to you.

Termed coined by Tara Calishain

http://www.researchbuzz.com

Slide79

Basic Information Trapping

Info Trapping Pros

Faster Results

– As it happens, not weeks latter

More Results

– Don’t have to remember to check

Saves You Time

– Not constantly duplicating searches

Info Trapping ConsThe sheer volume can overwhelm you.

Slide80

What Is Trappable?

News Stories

Web Sites

Conversations

Multimedia

Tag Directories

Blogs

Anything with an RSS Feed

Slide81

Basic Information Trapping

This is where ‘the action is’ for:

Consumer research

Image management

Political planning and advertising

Social profiling

Etc.

Slide82

How Do You ‘Trap’?

RSS Feed Readers

Web Page Monitors

E-Mail Alerts

‘Trapline’ Allocation

70% RSS

20% Web pages

10% e-mail alerts

Slide83

Basic Information Trapping

RSS Feeds

Definition -

an XML-based specification that allows a Web site to instantly and automatically distribute its content (news and now more) to other sites

Accessing -

requires specialized software be installed by the researcher

Slide84

Basic Information Trapping

RSS Feeds

(continued)

What is the value of RSS Feeds?

Prequalification

By setting the profile, the user ‘edits’ what information comes into the attention space

However, the researcher still has an obligation to do the editing

Guard against self-conformation biases

Must have a ‘focused’ relevancy strategy

Slide85

Basic Information Trapping

WEBLOGS a.k.a. BLOGS

Definition -

a form of personal journalism where an individual purporting to have knowledge of and interest in a specific topic posts his/her views on the topic on the Web.

Typical Characteristics of

Blogs

include:

daily postings

recommended linksoften have “chatrooms” for forums and discussions

popular blogs now generate advertising

Slide86

Basic Information Trapping

E-mail Alerts are straight forward –

Most run on an RSS platform

Are now readily available

Slide87

Basic Information Trapping

Info Trapping is a separate training session

Some possible tools include:

http://www.aignes.com/

(WebSite Watcher) Free Trail than fee service

http://www.trackle.com/

Modest subscription fee

http://www.rocketnews.com/info/portal.jsp

http://www.boardtracker.com/

(Conversations)

http://boardreader.com/

(Conversations)http://find.yuku.com/ Web 2.0 (Conversations)

Slide88

Basic Information Trapping

Some possible tools

(continued):

http://www.everyzing.com/

(Multimedia/Podcasts)

http://technorati.com/

(everything blogs)

http://www.icerocket.com/

(blogs)http://www.zuula.com/ (Beta version of a Metasearch engine for Info Trapping)

Slide89

Basic Information Trapping

Requires a fair amount of work

Absolutely requires you have a very specific search query

Requires some advanced skills for managing the “Trapline”

Slide90

The Future (NOW) of Internet Search?

“Blended” or “Universal” Search are becoming the norm

“Personalization’ of Search because of algorithm interaction with “YOUR” actual search actions

“Mobilization” will take everything where you are

The battle between Web 1.0 vs. Web 2.0 philosophy