1. CS 11: Google’s Technology and its Impact on our Culture Class 3: Search Engine Basics January 9, 2008

2. Administrative Details I know we signed up for topics last time…. …but… Reading summaries are also due Should be posted on Google Docs Research proposals are due next Friday. Post on Google Docs. Position papers are due on the day after you present in class unless otherwise specified

3. Upcoming Topics 01.09.08 Search Engine Basics Michael (Chapter) and Margaret (Readings) 01.12.08 Search Before Google Me 01.14.08 Google’s Beginnings Dan W (Chapter) and Edgar (readings) 01.16.08 A Business Model for the Internet Joey (Chapter) and Chris (readings) 01.19.08 Google’s Rise: ‘00-’04 Will (Chapter) and Sam (readings) 01.21.08 The Search Economy Nathanial (Chapter) + Daniel D. (readings) 01.23.08 Privacy, Government, and Evil Peter (Chapter) + Allen (readings) 01.26.08 Google Goes Public Mohammed (Chapter) + Zoe (readings) 01.28.09 Google Tomorrow Zach (Chapter) + Gabrielle (readings)

4. Last Time Last time we discussed the history of the Internet This is important because decisions made 35 years ago are still impacting the Internet today Learned some of the technical jargon needed to understand the readings

5. Today’s Outline How does a Search Engine Work? What do web pages look like? HTML How do you measure the relevance of a page to a search query? How would you do it? Michael will present the book chapter Margaret will present the external readings

6. The Search: Chapter 2 Battelle attempts to answer six questions about search How? Who? What? Where? When? How much?

7. The Search: Who? 85% of internet users use search 2/3s of those search once or twice a week Demographics Younger generations More highly educated

8. The Search: What? Popular Queries Sex Mp3 Britney Spears Vanity Searching

9. The Search: What? Today’s Zeitgiest 1.palm prepalm pre 2.costa rica earthquakecosta rica earthquake 3.oprah.com/downloadoprah.com/download 4.john favarajohn favara 5.www.oprah.com/downloadwww.oprah.com/download 6.bcs national championship 2009bcs national championship 2009 7.fico scorefico score 8.florida vs oklahomaflorida vs oklahoma 9.victoria gottivictoria gotti 10.bcs gamebcs game

10. The Search: Where? 85% use one of the big four portals: Microsoft, Yahoo, Google, AOL Most searches take place outside of the US

11. The Search: Why? “a means to an end” Discovery searching

12. The Search: When? At home as well as at work Traffic increases in the morning, peaks in the evening Idea of web search has roots in the Dewey Decimal System

13. The Search: How Much? Search has translated into a major business opportunity How do search engines make money? Business leads Paid ads Behavioral targeting Demographic analysis

14. Metacrawling Questions Why was metacrawling useful 10 years ago? Is it still useful today? Do different services return different results How would you rank results?