{"id":1165,"date":"2024-01-27T23:46:56","date_gmt":"2024-01-27T23:46:56","guid":{"rendered":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/?post_type=chapter&#038;p=1165"},"modified":"2024-07-25T12:54:43","modified_gmt":"2024-07-25T12:54:43","slug":"apply-it-search-techniques","status":"publish","type":"chapter","link":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/chapter\/apply-it-search-techniques\/","title":{"raw":"Apply It: Search Techniques","rendered":"Apply It: Search Techniques"},"content":{"raw":"<section class=\"textbox learningGoals\">\r\n<ul>\r\n\t<li>Recognize common tools and strategies for doing online searches<\/li>\r\n\t<li>Recognize tools used to find business information in secondary sources<\/li>\r\n<\/ul>\r\n<\/section>\r\n<h2>Are Google Searches Reliable?[footnote]Woods, Darian. \u201cIs Google search getting worse?\u201d NPR, June 13, 2024. https:\/\/www.npr.org\/2024\/06\/13\/1197965227\/google-search-quality-algorithm-documents-leak[\/footnote]<\/h2>\r\n\r\n[caption id=\"attachment_4552\" align=\"alignright\" width=\"300\"]<img class=\"size-medium wp-image-4552\" src=\"https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2024\/01\/25125219\/pexels-caio-67112-300x200.jpg\" alt=\"Laptop with the Google search page on the screen\" width=\"300\" height=\"200\" \/> Google's constantly evolving algorithms determine the search results that you see.[\/caption]\r\n\r\n<p>Matti Wiegmann, a computer science student at Bauhaus University in Weimar, Germany, needed a new messenger bag for his laptop. Like many of us, he turned to Google for help. However, instead of finding insightful reviews and detailed comparisons, he encountered numerous spammy websites filled with ads and junk content.<\/p>\r\n<p>These websites, often referred to as content farms, prioritize [pb_glossary id=\"1983\"]search engine optimization[\/pb_glossary] (SEO) tactics over providing valuable information, making it difficult for users to find genuinely helpful content. Frustrated by his experience, Wiegmann decided to investigate further. Along with his colleagues, they collected the top 20 search results for over 7,000 product review searches, tracking these results every two weeks for more than a year from 2022 to 2023. They extended their research to other search engines like Bing and DuckDuckGo. Their analysis focused on various properties of the search results, such as the number of words, images, links, and headlines on the pages.<\/p>\r\n<p>The research revealed that while Google performed the best at filtering out spammy websites compared to other search engines, it still ranked some low-quality content highly. The study also revealed a cyclical pattern: Google would update its algorithms to demote low-quality sites, but these sites would quickly adapt and regain their rankings.\u00a0<\/p>\r\n<p>Pandu Nayak, Google's chief scientist for search, acknowledged the adversarial nature of this issue. He explained that Google continuously updates its algorithms and employs various measures to ensure search quality. Despite these efforts, the dynamic nature of online content and the rise of AI-generated material pose ongoing challenges. Nayak emphasized that despite the noise, Google still helps users find valuable information.<\/p>\r\n<p>In an era where SEO tactics and AI-generated content can skew search results, being discerning and persistent can lead to more relevant information. The top-ranked pages may not always offer the best or most reliable information. Instead, take the time to review multiple sources and sift through the search results to find truly valuable content.<\/p>\r\n<section class=\"textbox connectIt\">\r\n<h3>What are the potential benefits and challenges of using AI in search engines, and how might AI influence the quality of search results in the future?<\/h3>\r\n<p>[reveal-answer q=\"30796\"]Click to Show Sample Answer[\/reveal-answer]<br \/>\r\n[hidden-answer a=\"30796\"]<\/p>\r\n<h4>Benefits:<\/h4>\r\n<ol>\r\n\t<li><strong>Improved Search Accuracy:<\/strong> AI can analyze vast amounts of data and understand user intent better, providing more accurate and relevant search results.<\/li>\r\n\t<li><strong>Personalization:<\/strong> AI algorithms can tailor search results to individual users based on their search history, preferences, and behavior, enhancing the user experience.<\/li>\r\n\t<li><strong>Efficiency:<\/strong> AI can quickly process and categorize information, improving the speed and efficiency of search engines.<\/li>\r\n\t<li><strong>Handling Complex Queries:<\/strong> AI can understand and respond to complex and conversational queries more effectively, similar to how humans communicate.<\/li>\r\n\t<li><strong>Enhanced Features:<\/strong> AI can power additional search features such as voice search, image search, and predictive search, making it easier for users to find what they need.<\/li>\r\n<\/ol>\r\n<h4>Challenges:<\/h4>\r\n<ol>\r\n\t<li><strong>Quality Control:<\/strong> AI-generated content can sometimes be inaccurate or misleading.<\/li>\r\n\t<li><strong>Bias and Fairness:<\/strong> AI algorithms can inherit biases present in the training data, leading to biased search results.\u00a0<\/li>\r\n\t<li><strong>Manipulation:<\/strong> As AI improves, there is a risk of increased manipulation by SEO experts who might exploit AI weaknesses to rank low-quality content higher.<\/li>\r\n\t<li><strong>Transparency:<\/strong> AI's decision-making process can be opaque, making it difficult for users to understand why certain results are prioritized.<\/li>\r\n\t<li><strong>Privacy Concerns:<\/strong> Personalized search results require collecting and analyzing user data, raising concerns about user privacy and data security.<\/li>\r\n<\/ol>\r\n<p>[\/hidden-answer]<\/p>\r\n<\/section>","rendered":"<section class=\"textbox learningGoals\">\n<ul>\n<li>Recognize common tools and strategies for doing online searches<\/li>\n<li>Recognize tools used to find business information in secondary sources<\/li>\n<\/ul>\n<\/section>\n<h2>Are Google Searches Reliable?<a class=\"footnote\" title=\"Woods, Darian. \u201cIs Google search getting worse?\u201d NPR, June 13, 2024. https:\/\/www.npr.org\/2024\/06\/13\/1197965227\/google-search-quality-algorithm-documents-leak\" id=\"return-footnote-1165-1\" href=\"#footnote-1165-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/h2>\n<figure id=\"attachment_4552\" aria-describedby=\"caption-attachment-4552\" style=\"width: 300px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-4552\" src=\"https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2024\/01\/25125219\/pexels-caio-67112-300x200.jpg\" alt=\"Laptop with the Google search page on the screen\" width=\"300\" height=\"200\" srcset=\"https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2024\/01\/25125219\/pexels-caio-67112-300x200.jpg 300w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2024\/01\/25125219\/pexels-caio-67112-65x43.jpg 65w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2024\/01\/25125219\/pexels-caio-67112-225x150.jpg 225w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2024\/01\/25125219\/pexels-caio-67112-350x233.jpg 350w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2024\/01\/25125219\/pexels-caio-67112.jpg 640w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-4552\" class=\"wp-caption-text\">Google&#8217;s constantly evolving algorithms determine the search results that you see.<\/figcaption><\/figure>\n<p>Matti Wiegmann, a computer science student at Bauhaus University in Weimar, Germany, needed a new messenger bag for his laptop. Like many of us, he turned to Google for help. However, instead of finding insightful reviews and detailed comparisons, he encountered numerous spammy websites filled with ads and junk content.<\/p>\n<p>These websites, often referred to as content farms, prioritize <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_1165_1983\">search engine optimization<\/a> (SEO) tactics over providing valuable information, making it difficult for users to find genuinely helpful content. Frustrated by his experience, Wiegmann decided to investigate further. Along with his colleagues, they collected the top 20 search results for over 7,000 product review searches, tracking these results every two weeks for more than a year from 2022 to 2023. They extended their research to other search engines like Bing and DuckDuckGo. Their analysis focused on various properties of the search results, such as the number of words, images, links, and headlines on the pages.<\/p>\n<p>The research revealed that while Google performed the best at filtering out spammy websites compared to other search engines, it still ranked some low-quality content highly. The study also revealed a cyclical pattern: Google would update its algorithms to demote low-quality sites, but these sites would quickly adapt and regain their rankings.\u00a0<\/p>\n<p>Pandu Nayak, Google&#8217;s chief scientist for search, acknowledged the adversarial nature of this issue. He explained that Google continuously updates its algorithms and employs various measures to ensure search quality. Despite these efforts, the dynamic nature of online content and the rise of AI-generated material pose ongoing challenges. Nayak emphasized that despite the noise, Google still helps users find valuable information.<\/p>\n<p>In an era where SEO tactics and AI-generated content can skew search results, being discerning and persistent can lead to more relevant information. The top-ranked pages may not always offer the best or most reliable information. Instead, take the time to review multiple sources and sift through the search results to find truly valuable content.<\/p>\n<section class=\"textbox connectIt\">\n<h3>What are the potential benefits and challenges of using AI in search engines, and how might AI influence the quality of search results in the future?<\/h3>\n<p><div class=\"qa-wrapper\" style=\"display: block\"><button class=\"show-answer show-answer-button collapsed\" data-target=\"q30796\">Click to Show Sample Answer<\/button><\/p>\n<div id=\"q30796\" class=\"hidden-answer\" style=\"display: none\">\n<h4>Benefits:<\/h4>\n<ol>\n<li><strong>Improved Search Accuracy:<\/strong> AI can analyze vast amounts of data and understand user intent better, providing more accurate and relevant search results.<\/li>\n<li><strong>Personalization:<\/strong> AI algorithms can tailor search results to individual users based on their search history, preferences, and behavior, enhancing the user experience.<\/li>\n<li><strong>Efficiency:<\/strong> AI can quickly process and categorize information, improving the speed and efficiency of search engines.<\/li>\n<li><strong>Handling Complex Queries:<\/strong> AI can understand and respond to complex and conversational queries more effectively, similar to how humans communicate.<\/li>\n<li><strong>Enhanced Features:<\/strong> AI can power additional search features such as voice search, image search, and predictive search, making it easier for users to find what they need.<\/li>\n<\/ol>\n<h4>Challenges:<\/h4>\n<ol>\n<li><strong>Quality Control:<\/strong> AI-generated content can sometimes be inaccurate or misleading.<\/li>\n<li><strong>Bias and Fairness:<\/strong> AI algorithms can inherit biases present in the training data, leading to biased search results.\u00a0<\/li>\n<li><strong>Manipulation:<\/strong> As AI improves, there is a risk of increased manipulation by SEO experts who might exploit AI weaknesses to rank low-quality content higher.<\/li>\n<li><strong>Transparency:<\/strong> AI&#8217;s decision-making process can be opaque, making it difficult for users to understand why certain results are prioritized.<\/li>\n<li><strong>Privacy Concerns:<\/strong> Personalized search results require collecting and analyzing user data, raising concerns about user privacy and data security.<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/section>\n<hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-1165-1\">Woods, Darian. \u201cIs Google search getting worse?\u201d NPR, June 13, 2024. https:\/\/www.npr.org\/2024\/06\/13\/1197965227\/google-search-quality-algorithm-documents-leak <a href=\"#return-footnote-1165-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><\/ol><\/div><div class=\"glossary\"><span class=\"screen-reader-text\" id=\"definition\">definition<\/span><template id=\"term_1165_1983\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_1165_1983\"><div tabindex=\"-1\"><p>These are techniques used to increase a website's visibility in search engine results.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><\/div>","protected":false},"author":23,"menu_order":16,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"laptop\",\"author\":\"Caio\",\"organization\":\"Pexels\",\"url\":\"https:\/\/www.pexels.com\/photo\/macbook-air-on-grey-wooden-table-67112\/\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"pd\",\"description\":\"Adapted from material created using ChatGPT\",\"author\":\"Lumen Learning\",\"organization\":\"OpenAI\",\"url\":\"\",\"project\":\"\",\"license\":\"pd\",\"license_terms\":\"\"}]","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"part":191,"module-header":"apply_it","content_attributions":[{"type":"cc","description":"laptop","author":"Caio","organization":"Pexels","url":"https:\/\/www.pexels.com\/photo\/macbook-air-on-grey-wooden-table-67112\/","project":"","license":"cc-by","license_terms":""},{"type":"pd","description":"Adapted from material created using ChatGPT","author":"Lumen Learning","organization":"OpenAI","url":"","project":"","license":"pd","license_terms":""}],"internal_book_links":[],"video_content":null,"cc_video_embed_content":{"cc_scripts":"","media_targets":[]},"try_it_collection":null,"_links":{"self":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/1165"}],"collection":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/users\/23"}],"version-history":[{"count":8,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/1165\/revisions"}],"predecessor-version":[{"id":4553,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/1165\/revisions\/4553"}],"part":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/parts\/191"}],"metadata":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/1165\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/media?parent=1165"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapter-type?post=1165"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/contributor?post=1165"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/license?post=1165"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}