This research explores the use of genre as a document descriptor in order to improve the effectiveness of Web searching. A major issue to be resolved is the identification of what document categories should be used as genres. As genre is a kind of folk typology, document categories must enjoy widespread recognition by their intended user groups in order to qualify as genres. Three user studies were conducted to develop a genre palette and show that it is recognizable to users. (Palette is a term used to denote a classification, attributable to Karlgren, Bretan, Dewe, Hallberg, and Wolkert, 1998.) To simplify the users' classification task, it was decided to focus on Web pages from the edu domain. The first study was a survey of user terminology for Web pages. Three participants separated 100 Web page printouts into stacks according to genre, assigning names and definitions to each genre. The second study aimed to refine the resulting set of 48 (often conceptually and lexically similar) genre names and definitions into a smaller palette of user-preferred terminology. Ten participants classified the same 100 Web pages. A set of five principles for creating a genre palette from individuals' sortings was developed, and the list of 48 was trimmed to 18 genres. The third study aimed to show that users would agree on the genres of Web pages when choosing from the genre palette. In an online experiment in which 257 participants categorized a new set of 55 pages using the 18 genres, on average, over 70% agreed on the genre of each page. Suggestions for improving the genre palette and future directions for the work are discussed.

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The business models of major Web search engines depend on online advertising, primarily in the form of keyword advertising. In recent years, a controversy has gained notoriety worldwide, in both the international court systems and the media. It concerns a form of potential -bait and switch‖ advertising where a consumer, searching using the brand name of one company, is presented with an advertisement by a competitor of the searched-for brand. We refer to this practice as -piggybacking.‖ In the U.S. in particular, the legality of this practice, and the potential liability of the search engines for contributing to trademark infringement, is unclear. However, the eventual resolutions of the issue could significantly and negatively impact the business model of Internet search engines. In this paper, we investigate the actual prevalence of piggybacking of major brands in U.S. search engines. We submitted 100 search queries consisting of top global brand names to three major search engines. Analysis of 2,350 advertisements from search engine results pages showed that just 4 percent were triggered by competitors' trademarked terms. There was even lower use of those trademark terms in the ad text. Thus, overall competitive piggybacking does not appear to be a deceptive or widespread phenomenon. Implications for this are discussed, and suggestions for future research are presented.