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Web Searches: The Fix Is In

机译：网络搜索：已修复

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They're called spiders. Scores of these digital robots crawl through cyberspace, scouring the billions of pages in the World Wide Web. They catalog all the words in the pages, how many times they're viewed, and which other pages they link to. These spiders power the fast-growing search industry, led by Google, Yahoo!, and Mi- crosoft's MSN. This is quickly becoming humanity's favorite tool for finding out just about anything, with 550 million Internet searches performed worldwide each day. Type in a couple words, say "sleeping" and "bag," and the engine, fueled by its spiders and scientific algorithms, promptly provide a list of Web sites, starting with the most relevant. Right? Not so fast. In the last year, a host of search engines, including MSN and Lycos, have sprinkled growing numbers of paid corporate Web pages into the search results and accepting money each time one of these so-called paid-inclusion links is clicked. This practice is a booming business, one expected to double this year, to $200 million, and to reach $600 million by 2007, says U.S. Bancorp Piper Jaffray. But unlike the clearly marked advertised links that show up next to search results, these paid inclusions are virtually invisible to average Web surfers. Only specialists prepared to decipher Web addresses can begin to distinguish between the paid and unpaid pages. "These are not objective oracles of information," says Beau Brendler, director of Consumer Web Watch, a project of Consumers Union.
机译：他们被称为蜘蛛。这些数字机器人中有数十个在网络空间中爬行，在万维网上搜寻了数十亿个页面。他们对页面中的所有单词进行分类，查看次数，链接到的其他页面。这些蜘蛛为以Google，Yahoo！和Microsoft的MSN为首的快速增长的搜索行业提供了动力。随着每天在全球范围内进行的5.5亿次互联网搜索，这已迅速成为人类最喜欢的用于发现任何事物的工具。输入几个单词，例如“ sleeping”（睡着）和“ bag”（行李），然后在其蜘蛛和科学算法的助力下，引擎立即提供一个最相关的网站列表。对？没那么快。去年，包括MSN和Lycos在内的许多搜索引擎将越来越多的付费公司网页注入到搜索结果中，并在每次单击这些所谓的“付费包含”链接中的一个时接受了钱。美国Bancorp Piper Jaffray说，这种做法是一项蓬勃发展的业务，预计今年将翻一番，达到2亿美元，到2007年将达到6亿美元。但是，与在搜索结果旁边显示的带有清晰标记的广告链接不同，这些付费包含的内容对于普通的网络冲浪者几乎是看不见的。只有准备破译网址的专家才能开始区分付费页面和未付费页面。消费者联盟项目“消费者网络观察”的负责人博·布伦德勒说：“这些不是客观的信息预言。”

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