July 28, 2000

Internet Searching Is Not Always What It Seems

By ROBERT BERKMAN

It's no secret that the World Wide Web has greatly changed how we create and retrieve information. But many users of the Web don't realize that the results of their searches may be skewed by a new industry that has emerged to advise people about how to improve their Web pages' rankings in search engines -- and even in directories, which employ human indexers and librarians to ensure that each site is listed in the right category -- thus increasing the sites'

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