Why so many search
engines?
Let's consider Yahoo!
(a subject tree) and AltaVista (open text search). A couple of graduate
school dropouts from Stanford created Yahoo! whereas AltaVista was created
by Digital Equipment, so it has corporate roots. The two search engines
have a unique relationship since Yahoo! will pass along an open text search
to AltaVista for processing. So why use anything else? Well, like all
products in the service sector, each search engine has unique features.
Some catalog a greater
percentage of the Web, some are faster, some have more advanced search
features, some are geared toward a specialized area of information, and
some will translate your words into a concept and then search for the
concept. There are even meta search engines that simultaneously feed your
query to multiple search engines for processing! The best approach is
to learn how to use one or two search engines well and then generalize
your knowledge to other search engines as needed.
Subject Tree Index
A subject tree, as
we have pointed out, is an index to the World Wide Web that is organized
by categories and sub-categories. The most comprehensive subject tree
index on the Web is Yahoo!. Try it yourself. To start Yahoo! you need
first to launch your Web browser. This will probably be either Microsoft's
Internet Explorer or Netscape Navigator, which looks like this:

Figure 2.4 - Netscape
Navigator/Communicator is one of the most widely used Web browsers available
today.
To get to Yahoo!'s
site you type: www.yahoo.com in the Address or Location line of your browser
and then press the return key. If your search requires specific Canadian
content, then try www.yahoo.ca which is the Canadian Yahoo! site. Some
of the top-level Yahoo! categories appear below:

Figure 2.5 - Yahoo
is the most comprehensive subject tree index on the Web.
To explore the business
category more in depth, click on Business and Economy. This brings up
a list of all of the business and economics sub-categories, which looks
like Figure 2.6.
Yahoo! boldfaces sub-categories
and indicates the number of entries in parentheses. For example, we know
that the Marketing sub-category contains 460 entries, some of which are
relatively new. To explore the marketing category more deeply, click on
Marketing and Advertising and you will see what is shown in Figure 2.7.
At this level we see
that there are further sub-categories such as Demographics, Employment,
and Organizations. Below these sub-categories we also see entries that
are direct links to marketing-related sites on the Internet. For example,
by scrolling down and clicking on Marketing Resource Center we are lead
directly to a wealth of information along with hyperlinks to other marketing-related
sites (see Figure 2.8).

Figure 2.6 - By
digging down through sub-categories, a subject tree allows you to search
for specific information on any given topic.
Note that, for the
first time, the address has changed so that we are no longer on Yahoo!'s
site. We have followed a link off of Yahoo!'s index to another site somewhere
else on the Internet.
Your Turn!
Using the Yahoo! subject tree index, locate the site for Advertising Age:
The Advertising Century. Begin at the top level and drill down until a
direct link is found. How many levels did you have to drill down to reach
the site? What other links at the final level look like they might be
worth exploring?
Open Text Search
An open text search
is a keyword search through the entire Web. All pages matching the keywords
are returned by the search engine and then ranked in order of relevance.
Generally, pages containing the keywords the greatest number of times
are given a higher relevance rating. Since thousands of documents can
contain the same keywords it is important for you to be as specific as
possible in your search.

Figure 2.7 - Below
the sub-categories, Yahoo! lists direct links to other web sites that
might be of interest to you.

Figure 2.8 - The
Marketing Resource Center page is one step on an infinite path of hyperlink
connections.
Yahoo! incorporates
open text searching in two ways. First, it allows you to search the entire
Yahoo! site when you enter a term in the search box and then press the
search button. For example, if you return to www.yahoo.com and enter "Nike"
in the search box, you will get the results shown in Figure 2.9. This
tells us that Yahoo! lists Nike under different categories. Additionally,
it has categorized links to dozens of different sites that contain information
about the company. Second, Yahoo! allows us to transfer the search to
AltaVista if none of the links provided are useful, just by clicking on
the AltaVista item. The results can be seen in Figure 2.10.
Note that AltaVista
has found 204,325 Web pages that mention Nike. The first 10 matches are
displayed on the page. The first one shown is supposed to be the most
relevant. But is it? Can you begin to see why we like you to start with
Yahoo!?
Your Turn!
Using the Yahoo! open text search feature, conduct the three searches
in the following table, which progressively narrow down a subject. Record
the number of matches given with each search string.
Keywords
Searched for |
Number
of Yahoo! category matches
|
Number
of Yahoo! site matches
|
Number
of AltaVista pages
|
coupons |
|
|
|
food
coupons |
|
|
|
grocery
food coupons |
|
|
|

What conclusions can
you draw from this experiment?
Sometimes the keywords
appear on the same page but with hundreds of words separating them. This
results in a list of irrelevant sites. Open text searches also incorporate
ways to demand that the words not only have to appear on the same page
but also must be right next to one another. The easiest way to accomplish
this is to put the words that must appear together in quotes. The best
way to understand this point is to try it out.
Try an open text search
for northeast economic forecast.
How relevant
are your search results?
Now try an open text
search for northeast "economic forecast."
How relevant
is the information returned?
Propose an explanation
for the difference in results.
Knowing which words
to put in quotes is not always obvious since there are times when the
keywords never appear right next to each other. Try an open text search
for "northeast economic forecast."
Did you get any
results?
We hope you're starting
to feel comfortable travelling the Net. Now we're going to move on to
advanced search techniques.
or continue ot the next section - Advanced Search
|