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Out of curiosity, I plugged my name into some Internet search engines recently. It's a pretty common name, especially since I used "Jim" and not "James," so I didn't expect to find myself first on the results list. But I did expect other people would be there, and sometimes they were--most notably Jim Guest of the Missouri House of Representatives. That's a good thing because easy access to our elected officials is key to making this country work.
But at the top of the list on several search engines were a few vacation spots that weren't called Jim Guest, weren't owned by Jim Guest, and didn't appear to welcome only guests named Jim, so I was kind of puzzled.
Not so the people who work at Consumer WebWatch, Consumers Union's project to improve the credibility of online information.
In July, WebWatch published results of a study on consumers' understanding of--and their reactions to--how search engines work. WebWatch had found in an earlier study that 60 percent of Internet-savvy consumers didn't know that companies can, and do, pay to be listed ahead of their competitors in searches. The new study found that most respondents knew very little about how search engines compile, rank, and list results. When told the facts, they felt, at best, ...