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What do Google, Ask and Bing search results mean? What do Google, Ask and Bing search results mean?
(40 minutes later)
By Michael Blastland GO FIGURE - Seeing stats in a different wayBy Michael Blastland GO FIGURE - Seeing stats in a different way
It's easy to think search engine queries could provide a gold mine of data, but it's not easy to know how to exploit, says Michael Blastland in his regular column.It's easy to think search engine queries could provide a gold mine of data, but it's not easy to know how to exploit, says Michael Blastland in his regular column.
How many sheep? Come on, it's not hard. There are, after all, only two white fluffy objects in the picture. So how many sheep?How many sheep? Come on, it's not hard. There are, after all, only two white fluffy objects in the picture. So how many sheep?
Did I mention that the ewe is pregnant? Now how many sheep? So is it one? Two? Three? Or maybe one and a half? Or maybe one and two halves?Did I mention that the ewe is pregnant? Now how many sheep? So is it one? Two? Three? Or maybe one and a half? Or maybe one and two halves?
Maybe some readers are saying: "Well, obviously, there is one sheep and one lamb. Duh!"Maybe some readers are saying: "Well, obviously, there is one sheep and one lamb. Duh!"
But that's not what I asked. I asked how many sheep? In which case your answer would be one, right? Anyone care to disagree with one?But that's not what I asked. I asked how many sheep? In which case your answer would be one, right? Anyone care to disagree with one?
That we could go on arguing about definitions in order to count up to three - or fewer - tells us that counting just ain't like it used to be on Sesame Street. As soon as you give a number, you insist on a definition, a definition that others might not share.That we could go on arguing about definitions in order to count up to three - or fewer - tells us that counting just ain't like it used to be on Sesame Street. As soon as you give a number, you insist on a definition, a definition that others might not share.
At which point they accuse you of being slippery with statistics. "Look, buddy, I'm just trying to count sheep," you reply. "Yeah, and what's your agenda?" says your critic. "You some kind of sheep-denier?"At which point they accuse you of being slippery with statistics. "Look, buddy, I'm just trying to count sheep," you reply. "Yeah, and what's your agenda?" says your critic. "You some kind of sheep-denier?"
The sheep problem has a parallel in the Christmas glut of internet search highlights.The sheep problem has a parallel in the Christmas glut of internet search highlights.
So in the last week or so, we've had the most frequently asked questions of the year from Ask Jeeves (or Ask if you're outside the UK), that apparently included "Is the X Factor fixed?" and "Why are England so bad at football?". They are at numbers one and two.So in the last week or so, we've had the most frequently asked questions of the year from Ask Jeeves (or Ask if you're outside the UK), that apparently included "Is the X Factor fixed?" and "Why are England so bad at football?". They are at numbers one and two.
AOL had the general election as the most searched-for news item, and reported that music fans searched for Lady Gaga more than any other artist. Bing US listed the most popular overall 2010 searches as Kim Kardashian first, Sandra Bullock second and Tiger Woods third.AOL had the general election as the most searched-for news item, and reported that music fans searched for Lady Gaga more than any other artist. Bing US listed the most popular overall 2010 searches as Kim Kardashian first, Sandra Bullock second and Tiger Woods third.
On Google, it's possible to check up at any time on the frequency of any search request you care to think of.On Google, it's possible to check up at any time on the frequency of any search request you care to think of.
But to come back to point about the sheep, what exactly are we counting when we count internet searches?But to come back to point about the sheep, what exactly are we counting when we count internet searches?
With searches for celebrities, are we measuring popularity, or just attention? Some people might appear high up a list because they are hated. In other words, how many of those interested in Lady Gaga think she's a sheep and how many a goat? Music sales tell us her music is popular, but do internet searches?With searches for celebrities, are we measuring popularity, or just attention? Some people might appear high up a list because they are hated. In other words, how many of those interested in Lady Gaga think she's a sheep and how many a goat? Music sales tell us her music is popular, but do internet searches?
So public opinion is not the same as popularity. One is what people think, the other is loosely what people think about. Though we might wonder how much attention is spontaneous. How much searching is prompted by what's talked about on media web sites, TV and so on?So public opinion is not the same as popularity. One is what people think, the other is loosely what people think about. Though we might wonder how much attention is spontaneous. How much searching is prompted by what's talked about on media web sites, TV and so on?
Then again, does it matter? Maybe. There are more heavyweight examples. Google thinks it can use the volume of internet searches to tell us how much flu there is before the medical authorities know themselves.Then again, does it matter? Maybe. There are more heavyweight examples. Google thinks it can use the volume of internet searches to tell us how much flu there is before the medical authorities know themselves.
The study of patterns of disease is called epidemiology. Lately, the phrase "info-demiology" has appeared, along with "info-veillance" - using internet search volume to track or even forecast public health problems or economic trends like claims for unemployment benefit.The study of patterns of disease is called epidemiology. Lately, the phrase "info-demiology" has appeared, along with "info-veillance" - using internet search volume to track or even forecast public health problems or economic trends like claims for unemployment benefit.
Politicians might be tempted to think it can tell them what they once used to assess from news coverage, what's known as "The Most Important Problem" to voters.Politicians might be tempted to think it can tell them what they once used to assess from news coverage, what's known as "The Most Important Problem" to voters.
Some people think you can use internet searches to measure investor interest and so pick the shares that will rise.Some people think you can use internet searches to measure investor interest and so pick the shares that will rise.
But the counting problem is still there. For example, are we counting popularity - or attention, or interest or whatever we call it - only among internet users, who might be younger or richer than the population as a whole? In other words, is there bias? And if so, how much? Enough to matter?But the counting problem is still there. For example, are we counting popularity - or attention, or interest or whatever we call it - only among internet users, who might be younger or richer than the population as a whole? In other words, is there bias? And if so, how much? Enough to matter?
Are people watching a share because they think it will rise or fall? You can make money both ways.Are people watching a share because they think it will rise or fall? You can make money both ways.
It's also quite hard to know that you've got all the potential search terms covered. If you want to measure public interest in the recession, for example, how many different terms might people use?It's also quite hard to know that you've got all the potential search terms covered. If you want to measure public interest in the recession, for example, how many different terms might people use?
There's something epic in the potential of the internet to measure the interest of billions of people almost, by conventional standards, instantly. I'm not knocking any of it, and some of the research links here are fascinating.There's something epic in the potential of the internet to measure the interest of billions of people almost, by conventional standards, instantly. I'm not knocking any of it, and some of the research links here are fascinating.
The rise of statistics corresponds almost exactly with the rise of big urban populations and large-scale government. Understanding what's going on in a big, bustling society is still a huge problem. So what if you could put the whole lot online? Shades of big brother? Or data heaven?The rise of statistics corresponds almost exactly with the rise of big urban populations and large-scale government. Understanding what's going on in a big, bustling society is still a huge problem. So what if you could put the whole lot online? Shades of big brother? Or data heaven?
But the bottom-line problem with the volume of internet searches is that - on its own - there's no qualitative data here. They count something, but we're often unsure what - or why.But the bottom-line problem with the volume of internet searches is that - on its own - there's no qualitative data here. They count something, but we're often unsure what - or why.


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A sheep is any animal of the genus ovis - of whatever age. Therefore the lamb IS a sheep. The foetus is not "in the picture", any more than another lamb hidden by the ewe is. The picture has one ewe plus one lamb and two sheep. You need a better example.How about "How many plants are there in the picture?" Maybe one - grass. Maybe hundreds - all the grass plants. And I think I can see clover.A sheep is any animal of the genus ovis - of whatever age. Therefore the lamb IS a sheep. The foetus is not "in the picture", any more than another lamb hidden by the ewe is. The picture has one ewe plus one lamb and two sheep. You need a better example.How about "How many plants are there in the picture?" Maybe one - grass. Maybe hundreds - all the grass plants. And I think I can see clover.
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    • A very interesting article, and thoroughly sensible. There is undoubtedly an information overload in our world which makes it almost impossible for us to truly understand what is going on. I wonder if those of you complaining about sheep numbers are aware this isn't really what the article was about.A very interesting article, and thoroughly sensible. There is undoubtedly an information overload in our world which makes it almost impossible for us to truly understand what is going on. I wonder if those of you complaining about sheep numbers are aware this isn't really what the article was about.
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    • I manage a website focused on renewable energy, for certain single word generic terms Google says I get 40% of visitors. I can tell an awful lot about what people are interested in and how many. But, all of this interest comes through Google, who know what the world is looking at and for and how many. This private company knows more about trends and interests than any government, a bit worrying?I manage a website focused on renewable energy, for certain single word generic terms Google says I get 40% of visitors. I can tell an awful lot about what people are interested in and how many. But, all of this interest comes through Google, who know what the world is looking at and for and how many. This private company knows more about trends and interests than any government, a bit worrying?
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    • I'm a daydreamer. I download files on Rolls Royces, fancy houses costing millions of pounds, as it is an interest of mine - I don't have any money to buy them, it's just a hobby, but what does it tell the estate agents and dealerships? That they have huge amounts of interest in their products? Probably. But sorry to disappoint. It's what they actually sell that counts.I'm a daydreamer. I download files on Rolls Royces, fancy houses costing millions of pounds, as it is an interest of mine - I don't have any money to buy them, it's just a hobby, but what does it tell the estate agents and dealerships? That they have huge amounts of interest in their products? Probably. But sorry to disappoint. It's what they actually sell that counts.
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