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> But I don't see how they increase the free and open exchange of information on the web. I think I can help explain. Almost all search engine users (~95%+) o

by yucky 4y ago

> But I don't see how they increase the free and open exchange of information on the web. I think I can help explain. Almost all search engine users (~95%+) only scan the first 10-20 results on a query, and those results are dominated by sites that have the budget to spend on SEO. Buying ads gives other voices a chance to break through. Depending on the niche it can be far more expensive to be on the first page of search results through long term SEO efforts than shorter term, campaign based PPC (paid ads) efforts. This is particularly true for search terms where it may not be known how valuable a top 5 or top 10 position is. It could take months or years and a ton of cash to rank for certain things through SEO efforts alone, only to discover the traffic isn't worth it. Alternatively, you could test that with PPC and discover quickly and far cheaper if you should spend your time and money trying to rank for something. This then gives smaller voices a chance to amplify.

AlotOfReading 4y ago
In actual practice those ad slots usually end up dominated by companies looking to take advantage of uninformed consumers (e.g. [1]). Sponsored search slots also introduce the perverse incentive of forcing people to pay for ads on their own results so that potential customers don't get stolen away by competitors' ads. Let's give a more real-world example, like say a search for 'fine dining restaurants' in Oakland. We'll use ad-ridden yelp as our example [2]. My expectation is that if quality restaurants are being given voices is that the sponsored list should be filled with Michelin starred or at least bib gourmand / equivalent restaurants. Instead the entire first page is sponsored breweries / bars and a burger joint (on a non-adblocking test browser). I have to scroll down to the initially-hidden search results to see Commis at #3. [1] https://doi.org/10.1086/676333 https://doi.org/10.1086/676333 [2] https://www.yelp.com/search?find_desc=Fine+Dining+Restaurants&find_loc=Oakland%2C+CA https://www.yelp.com/search?find_desc=Fine+Dining+Restaurant...
- ipaddr 4y ago
  Your expectations may not match reality. The target market for fine dining are not the type of people looking through search results on the internet for suggestions for dining. They will hear about through conversation or be introduced through a private network. If you have to advertise you already are attracting the wrong crowd.
uoaei 4y ago
Ads give other voices with money to spend a chance to break through. This is very far from anything relevant either to "free" or "open" web interactions.
- yucky 4y ago
  If you re-read my post I think it will make more sense. Ranking naturally (SEO) often costs FAR more, so running even a small paid campaign can help those with smaller pockets strategically focus their efforts and is often the only option they realistically have.
- propogandist 4y ago
  have you not navigated around the modern web? It’s virtually full of SEO spam. An entire profession has been created around the space, the SEO space is a cat and mouse game with Google’s algo. It is dominated by large firms with enough $ to have a team of SEO pros and tons of content.

by yucky 4y ago

AlotOfReading 4y ago

In actual practice those ad slots usually end up dominated by companies looking to take advantage of uninformed consumers (e.g. [1]). Sponsored search slots also introduce the perverse incentive of forcing people to pay for ads on their own results so that potential customers don't get stolen away by competitors' ads. Let's give a more real-world example, like say a search for 'fine dining restaurants' in Oakland. We'll use ad-ridden yelp as our example [2]. My expectation is that if quality restaurants are being given voices is that the sponsored list should be filled with Michelin starred or at least bib gourmand / equivalent restaurants. Instead the entire first page is sponsored breweries / bars and a burger joint (on a non-adblocking test browser). I have to scroll down to the initially-hidden search results to see Commis at #3. [1] https://doi.org/10.1086/676333 https://doi.org/10.1086/676333 [2] https://www.yelp.com/search?find_desc=Fine+Dining+Restaurants&find_loc=Oakland%2C+CA https://www.yelp.com/search?find_desc=Fine+Dining+Restaurant...

ipaddr 4y ago
Your expectations may not match reality. The target market for fine dining are not the type of people looking through search results on the internet for suggestions for dining. They will hear about through conversation or be introduced through a private network. If you have to advertise you already are attracting the wrong crowd.

uoaei 4y ago

Ads give other voices with money to spend a chance to break through. This is very far from anything relevant either to "free" or "open" web interactions.

yucky 4y ago
If you re-read my post I think it will make more sense. Ranking naturally (SEO) often costs FAR more, so running even a small paid campaign can help those with smaller pockets strategically focus their efforts and is often the only option they realistically have.
propogandist 4y ago
have you not navigated around the modern web? It’s virtually full of SEO spam. An entire profession has been created around the space, the SEO space is a cat and mouse game with Google’s algo. It is dominated by large firms with enough $ to have a team of SEO pros and tons of content.