Nov 11, 2022 19:11:00

From the beginning, the founder of Google said, ``If you put advertisements in the search, the quality will deteriorate.''

Since the concept of PageRank was announced by

Sergey Brin and Larry Page in 1998, Google was born using PageRank, and the way we use the web has changed significantly. But over time, ads have become commonplace and search quality has deteriorated, said Kagi CEO Vladimir Prelovac , who said the new Internet search system is explained.

The Anatomy of a Large-Scale Hypertextual Web Search Engine
(PDF file) http://infolab.stanford.edu/pub/papers/google.pdf

The Age of PageRank is Over | Kagi Blog
https://blog.kagi.com/age-pagerank-over

'Page rank' is a ranking of search results by analyzing the connection between websites. This system makes it possible to reflect the popularity and importance of websites in search results, and high-quality websites that attract a lot of attention are displayed at the top of the search rankings, and search results are appropriate. It was a breakthrough that could provide

However, after a few years, ads began to be displayed preferentially in page rank search results, and it is said that the search quality has deteriorated from the beginning. And as a result of prioritized advertising becoming the web's dominant business model, ad-supported websites did everything to make money. Examples include ``packing as many ads and affiliate links as possible'', ``playing video ads every 45 seconds'', and ``collecting data from many users''.

In fact, Mr. Brin and Mr. Paige pointed out at the time of the paper presentation in 1998 that 'displaying advertisements in search results deteriorates quality'. The mechanism of commercial search engines at that time gave priority to displaying advertisements, and both criticized that 'it does not necessarily lead to providing high-quality searches to users.' However, despite being keenly aware of the danger, even Google that adopted page rank began to display ads with priority in search results.

As a result, major websites aimed at earning advertising revenue are now displayed at the top of search results on any search engine, and small sites and amateur blogs are not displayed at the top. As for the purpose of the web today, Prelovac points out, 'How much can we squeeze advertising down the user's throat?' are dominated by advertising,” he criticized. In addition, users are said to waste time searching for the correct website without mistakes or misunderstandings when they are presented with ad-centric search results.

Believing this ad-based business model to be unhealthy for the digital world, Prelovaci founded

Kagi to offer a radically different view of the web, centered around users and their needs. seems to be

The future Internet search will not have everyone sharing the same search engine, but will have search products such as AI that can be customized by individuals. , Prelovac speculates that it will be able to maximize its potential as a great tool.