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Data show that at present, our country at least nearly 200 million people use search engines, big to see a doctor to go to school, small to eat shopping, many netizens have formed in the decision when the first Internet search habits.
But today, a number of companies offering search services, driven by commercial interests, are either intervening in search rankings or doping ads in content rankings, leaving search content far from just, and companies themselves experiencing a crisis of confidence.
Most people who use search engines have had such an uncomfortable experience, clearly they have to search for a knowledge of something to introduce, the results of the search for the content are ads, have to wade through several pages before the relevant content.
For example, using different search engines to search for the word "diabetes", netizens may get different search results on the home page, some of the first dozens of are all kinds of links to treat diabetes hospitals, some of the first information provided is the recent focus on diabetes news, or the medical explanation of diabetes. In fact, even if the public is looking for a hospital to treat diabetes, it is disconcerting to find that the top few hospitals are obscure.
In the context of the search engine's impartiality, the Chinese Internet Association held a forum today, hoping that the industry could reach a consensus and provide impartial search results. Lulin, vice president of the association, even said that the search engine's objective and fair has become the key to the healthy development of China's internet industry, because search engines are 200 million or 300 million of Internet users query the main window of mass information, directly affect the way people perceive the world.
Search companies have been repeatedly questioned
As long as you pay, the company that provides the search service is likely to screen or delete negative information that customers dislike, as long as you pay, no matter who you are, no matter where your company is, and how big it is, you can be ranked top of the search rankings for relevant keywords.
In the near future, pay will be able to change the ranking of the Internet search industry unspoken rules gradually surfaced.
The most extreme case is that a search engine company was blamed for 3 million of dollars in advertising fees, shielding the bad news about Sanlu milk powder incident. The latest development of this bewildering event is that a copy of the company's internal documents on the details of the "pay-and-shield" deal was again circulating online, although the company said the document might have been maliciously tampered with, but it still sparked a new round of discussion about the fairness of search rankings among netizens.
And a recent dispute is a number of search engine companies to carry out the "bid ranking" profit model thoroughly exposed the light. According to the introduction, the so-called "bidding ranking" is the search engine business launched. When a user searches for some common words, the name of the vendor who buys the service from the search engine provider is ranked in the forefront of the search. Every time the user clicks the results of the search into the manufacturer's homepage, the manufacturer will pay a fee to the search engine provider, that is, the search engine advertising revenue. With this model, some search companies have grown rapidly.
This case of antitrust is not complicated, a company because the search engine companies put money changes, resulting in their rankings on the network has also changed, and even at one time on the network have not found the enterprise, both sides from the past honeymoon period into the war era. The company then asked the State Administration for industry and Commerce to investigate the case, on the basis of "alleged abuse of market dominance" by search companies.
Business and search company diverging's war of words continues, the search company issued a statement, whether the search engine included, and the search engine's impartiality, and the search engine's profit model is irrelevant. Search companies will refuse to include a number of pages, only one reason: the inclusion of this information does not provide users with a good search experience. Also, for technical reasons, search engines cannot ensure that all pages are included.
Who checks the search company?
As the birthplace of search technology, American search companies have had a tumultuous time. According to the Google Chinese Academy of Engineering deputy Dean Liu, the early search engine services are completely free, but its commercial development process, the power of money began to influence the search results of some search engine content, ranking order, the search industry's objectivity and impartiality began to be damaged.
1998 years or so, a company in the United States began to try a paid service called "bidding rankings", which is to determine the position of the advertiser's information according to the amount of payment, and it is certainly better to pay than the result of a natural sort by relevance search. This is an innovation in search advertising, but on the other hand it can mislead users if it is not labeled clearly.
In 2000 years, another two companies have invented the "paid on" model, simply, is The advertiser's website for the designated information included, so as to ensure that it appears frequently in the user's search return page.
Liu that, whether it is "PPC" or "paid", is to put the original should not appear in a position of information, such as advertising content, artificial, more priority presented to users, and not transparent to express users. Search users are likely to be misled if they do not have the ability to fully understand the search engine promotion model.
A subsequent dispute has changed the way American search companies operate. In July 2001, Oregon State consumer groups in the United States filed a complaint with the federal Exchange Commission, accusing some search engine companies of not distinguishing the "advertising" message from the common search results, and allegedly violating the federal law prohibiting fraudulent commercial practices.
In June 2002, the Federal Trade Commission issued a document on "explicit search engine advertising information," requiring search engine companies to take the necessary steps to identify paid links in the search order so that users can know clearly that the results are in the obvious position from paid advertisers, or from a common relevance search, let search users find the information they really need.
In the view of some experts, the current U.S. search company to present the norms or from the constraints of the system, then the domestic search norms exist in the legal blind spot, it needs the self-discipline of enterprises.
The balance point is the core competence of the search company
Although the domestic company involved in the dispute to find out whether the inclusion of a piece of information is not related to justice, but the industry's general view is that how to balance the profit and provide impartial search content is all the search company is not open topic. Lvben, vice dean of Graduate School of Management at the Chinese Academy of Sciences, even thinks that the balance between profit and justice should be the core competitiveness of search companies.
According to the introduction, some search engine companies also rely on advertising to profit, but in their search results of the pages are strictly divided into about two parts, the left is always content, the right is the ads, and all the ads are marked with special colors, and indicated that "advertisers sponsorship." At present, other search engine companies provide search results of the page is not divided into the left and right two parts, advertising and content are mixed together.
Lvben said that research has shown that the first 10 in search of information is very important to 10 after the content, attention will quickly drop to 10%. Further data is that the top 10 content, the public will have 50% browsing rate, 10 after the content of the rate of attention sharply reduced to less than 10%.
Lvben thinks, today's search engine has obtained the similar media chooses the fact the public power, in this background, the search company should pay more attention to its social responsibility.
In today's forum, Google Greater China President Lee Kai-Fu said, in the media industry has reached the consensus is that advertising is advertising, content is content, can not mix together. For example, readers certainly do not want to be interspersed with the sale of counterfeit drugs in the compendium of Materia medica they read. Since the search engine has been similar to the media, it should also follow the rules of the media, content and advertising can not be mixed together, there should be a clear distinction.
The popular bidding rankings for domestic search companies, Lee said, Google has not accepted a paid bid ranking, never sell the ranking position in the search results, published on the Web page content-related advertising information is not at the expense of the user's judgment.
In Lvben's view, advertising, bidding rankings and other means may bring short-term revenue expansion to search companies, but in the long run, blindly into commercial interests, enterprises will lose credibility, and thus decline.
Kai-Fu Lee today also called for the Chinese search industry can pay attention to the issue of fairness and objectivity, but also hope that relevant departments to introduce search engine industry standards and legislation.
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