Databases Reference
In-Depth Information
This indexing change was so infamous, it was dubbed “Florida,” in honor of
where it was first noticed. A series of changes to Google's index, and the result-
ing search engine optimizations efforts that such changes require, was dubbed the
Google Dance.
Once Google started updating its index nearly continuously and streamlined the pro-
cess, the effects were not so dramatic, and phrases like Google Dance were rarely used.
Although not shown in
Figure 2.4
, the sponsored results can also appear inter-
mingled with the organic results; this is known as an integrated-results listing [
28
].
Potpourri
: There have been from time to time position papers and even court cases
challenging Google's ranking of organic results, most notably in the United States.
However, these efforts have mostly failed on the basis of the U.S. Constitution's
First Amendment considerations.
Although Google (or any search engine) is a technology (i.e., the search engine
itself), it is also a legal entity (i.e., the search engine as an incorporated business).
As a result, the search engine is afforded (in the United States) certain rights of
editorial process (i.e., freedom of speech). Therefore, any legal challenge to the
right of a search engine to rank Web pages as it sees it runs squarely into serious
First Amendment considerations [
29
].
Triggering the sponsored results
In
Figure 2.4
, within the search box are the two terms that the searcher submitted to
the search engine. These terms are collectively known as the query. The query length
is the number of terms, which can be from zero (happens all the time) up to some
limit imposed by the search engine.
Along with the click on the search button, the query terms are what trigger the
results on the SERP to appear. For the sponsored search results (i.e., the adver-
tisements), either one or both of the terms are linked to a keyword (or keywords)
selected by the advertiser, which is then linked to one or more advertisements. So,
when a searcher submits a query containing a term that is linked in some way to
a keyword selected by an advertiser, the corresponding advertisement appears on
the SERP.
The linkage between query terms and keywords can come in a variety of flavors,
but it generally follows a continuum from precise match to vague match. This level
of preciseness is selected by the advertiser.
Composition of the advertisement
If you notice the advertisements in
Figure 2.4
, they adhere to a general format, com-
posed of three sections, which is detailed in
Figure 2.5
.
The first section of the advertisement is the headline or title, which is the topmost
line of the advertisement. The second section is the snippet or summary, which is
the section after the title, typically composed of one or two lines of text. The third
