I picked up a post about search on GIGAOM, which helps me to demonstrate why I think Content Labels is the way forward, to help enable Trust in search results. I have lifted some of the post published on GIAGAOM and included their opinion at the bottom as a separate quote.

Google’s dominance in online search hasn’t stopped hundreds of startups from trying to build a better mousetrap. Each is trying a new twist on search: geography, crowdsourcing, tags, user annotations, learned hierarchies and timelines. With $20 billion spent on online advertising every year, a killer search application can make a lot of money.

But will new types of search catch on? A recent study of the Google Generation, conducted by University College London, found that “users make very little use of advanced search facilities, assuming that search engines ‘understand’ their queries.” Many of today’s Internet users still don’t know how to use a search engine, preferring instead to type a domain name into the search box (which is why Yahoo is a top search on Google and vice-versa.) The reverse, known as type-in traffic, involves typing a search topic into the address bar to find results.

Alistair Croll‘s opinion

If the flurry of search startups can tie into the social graph of Google, Facebook and others without biting the hands that feed them, then they have a chance of succeeding. But if they’re betting their business on changing the way people search, they have a lot of work ahead of them.

I totally agree with Alistair. We don’t need more search engines. What we need is for the current search engines to do all they can to enable more relevance and trust. Battling against Google is mad to say the least. This is why Segala has been working on Content Labels for the past two and a half years. This blog is attracting new readers all the time so I won’t assume you know what I’m talking about. So, I’ve published below, an old post which explains what Content Labels are, how they work and importantly, why I think they will see mass adoption within the next 24 months.

How to enable current search engines provide more trust

Before I explain how Content Labels enable more reliable and relevant search results, I will first use an analogy to help explain in plain English, what a Content Label is. This will help you to visualise yourself making use of a label, whether you are an end user, developer, Web site owner, search provider, browser vendor or trustmark provider.

Think of Content Labels on the back of food packaging

Jackie goes to the supermarket to buy the weekly shopping. Amongst other things, her shopping list includes a tin of baked beans. Most of the time, Jackie is happy to buy Heinz without hesitation.

Adrian goes to the supermarket with a similar shopping list. He however, has dietary requirements to consider. Adrian likes to check the Content Label on the back of the beans tin (irrespective of how much he trusts the brand) to ensure he’s happy with the contents before making a purchase.

Joanna is pregnant and although she should be taking it easy, decides to do the weekly shopping. She’s aware that eating any form of cream cheese is dangerous for the unborn. To ensure she doesn’t endanger her baby’s health, she checks the Content Labels on items that may contain cream cheese before making her purchasing decisions.

The moral of the story

People have different needs, some will only buy products that are low in fat, low in calories, high in protein or have some other dietary consideration.

Some brands will do more than provide a Content Label to promote the contents of their products. Brands such as Weight Watchers, for example, will promote specific aspects of their labels as a unique selling point to differentiate them from competitors. This allows buyers to look specifically for Weight Watchers without searching for any other brand to make a purchase, even though other brands may be trusted. Other brands are simply not ‘relevant’ (at this time).

So, there are numerous reasons why people check the Content Label on food packaging. The main point to highlight is that we are all different, with different needs and preferences when searching for and buying products.

If it wasn’t for the Content Labels on the back of food packaging, we would end up having to search and buy lots of products in order to taste and discover the ones that meet our dietary requirements. Some people may even die if they eat something they’re allergic to (such a nuts) – this may seem like an exaggeration, but the analogy does apply to the Web – consider a user who buys medication online.

If you’re the type of person that doesn’t care to read Content Labels on packaging, at least keep in mind that a lot of people do.

The problem today

The only information search engines provide today is the title and description of each Web site, nothing more. How do you know which Web sites are trustworthy?

A range of trustmark (visual badges) schemes exist around the world. In each case, a Web site is awarded the right to display a seal of approval or trustmark following a review by an independent authority or internal assessor. Trustmarks normally hyperlink to a certificate page provided by the labeling scheme provider to authenticate its claims.

However, trustmarks are invisible to search engines which limit their value. A user must already be on a Web site before they know it meets a labeling provider’s claims. Moreover, the logo is often displayed on just a single page and therefore invisible to visitors who are viewing other pages on the site.

The solution

Taking the food analogy to the Web, wouldn’t it be beneficial if Web site owners could provide more information about their content before users hit their site? In other words, allowing users to read specific information about the suitability of their content from search results. Well, this is now possible using Web Content Labels.

• It’s now possible for site owners to provide more information about their content from search results.
• It’s now possible for search engines to provide more reliable and relevant search results.
• It’s now possible for users to read Content Labels and make informed decisions about the suitability of content before entering Web sites.

Content Labels are files used to classify content in the form of metadata. The information contained within a Content Label is not generally found on the Web site, unless it’s in the form or a Trustmark. Content Labels not only contain information about the content, they also contain information such as the company name, asserter, creation date and expiration date.

The type of information contained in a Content Label very much depends on what the site owner wants to make claims about. It’s important to note that Content Labels have a very specific use. They’re used to make assertions about conformance to industry standards and codes of conduct. They’re not used to make assertions that are ambiguous. Although it’s debatable that most standards and codes of conduct are open to interpretation.

In concept, Content Labels act in a similar fashion to SSL Certificates. SSL Certificates are used so browsers can tell if a site is secure for credit card transactions. However, Content Labels are much more flexible. They can be used to make claims about a specific URI without the restriction of having to make a claim about an entire domain.

Content Labels are a lower cost solution than SSL Certificates as sold by companies such as VeriSign and GeoTrust. Oh wait, VeriSign bought GeoTrust which was their biggest competitor, so that provides them with a monopoly using proprietary technology. This is something we intend to disrupt!

We’re also helping to build other elements of the ecosystem. We have instigation the creation of ContentLabel.org. Contentlabel.org facilitates the creation and harmonization of new codes of conduct for which Segala will create new Content Labels. The idea is for any organisation or association worldwide to create a code of conduct and then have it reviewed in an open forum, formalised, endorsed and promoted.

It’s also possible for organisations and associations that already have a code of conduct (even if they have a trustmark) to have it recognised by industry and promoted to encourage mass adoption.

We intend to start with a new code of conduct for blogs as it appears to go down well with the bloggers we’ve spoken to. Anyone can participate so get in touch if you would like to get involved.

I stated recently that I wasn’t go to Chair or speak at conferences this year as I had my fill of them last year. I’ve already had to decline 2 kind offers to Chair very good conferences. So I’m being very picky about the events I attend this year. If I’m to Chair or speak, it must be directly related to Segala’s business, be beneficial to the community (i.e. it’s no more than £40 to attend and not the typical £750+), or be in a sunny location Don’t get me wrong, I love to be asked. I just don’t have the time these days.

The Irish Web Technology Conference is my first speaking slot of the year.

What I’m going to talk about

I’m going to deliver a presentation on how Content Labels (AKA POWDER) will enable more trust on the Web. I’ll have with me, a tin of Heinze Baked Beans to help me demonstrate how Content Labels help consumers make better informed decisions about the suitability of products before making a purchase.

Sound interesting? Well, why not come along. As with every conference, you’re likely to get most value by hanging out in the hallway chatting to others and with around 500 delegates expected, you’re likely to meet some very interesting people. I might give away a prize as a means of keeping everyone awake. I’ve done this before and it seems to work well.

Oh by the way, all of this Content Labels malarkey is based on the Semantic Web. Don’t tell anyone though as they might assume it’s academic, boring or a nice concept.

About the conference

WHY?

This event’s aim is to showcase the sheer brilliance of the Irish Web Industry. It’s a four day, 10 track, 50 session web extravaganza.

WHAT?

The inaugural IWTC 2008 organised by IrishDev.com in association with the Dublin Java User Group and First Port Jobs, is the first of seven major technology conference in our Series 2008.

IWTC 2008 is an event by the Irish Java community for the Irish Java community and will bring many experts and internationally renowned speakers together to discuss latest trends and emerging technologies.

With almost 50 expert technology sessions to choose from, covering a breadth of Web technologies, this is yet another tech conference you can’t afford to miss!

When?

Begins Tuesday 26th February, Ends Friday 29th.

Where?

Cineworld Complex Parnell Street, Dublin 1

As you know, we ran a competition to find a new name for our Firefox extension. Aido and I went through the names and couldn’t find one we liked. So we thought…

As a way of thanking everyone for their contribution, I decided to give away the iPod anyway. So, tonight I pasted everyone’s name into a word document and assigned a number to each one. I then asked my Twitter friends to suggest a number so I could choose the winner. I’m extremely lucky because Pat Phelan picked Mike Butcher’s number.

That’s the good news for Mike. The lucky news for me is that one of Mike’s suggestions was powdrr.com Given that Aido and I came up with POWDR, I think Mike should have won anyway.

Talk about being lucky! And I’m referring to me being lucky, not Mike. Reading back on this post, I’m wondering if we should go with powdrr instead of POWDR. Argh!

Weird huh?

I recently solicited your help with the renaming of our browser extension as Search Thresher is too much of a mouthful. 88 comments and dozens of suggestions later and we still didn’t manage to choose a winning name. I’m sorry (really I am) to say that nobody has won the iPod Touch.

Aido and I came up with the name in under 10 minutes. It just made sense to call it POWDR.

Why POWDR?

Well, our browser reads Content Labels (files that contain Metadata) in order to display more information about Web sites from search results. Content Labels will be a ratified W3C standard very soon but before it was accepted to move onto a Full Recommendation track, the W3C felt the name ‘Content Label’ gave the perception that we wanted to police the Web instead of enabling ‘better content discovery’. So members of the W3C team, including Tim Berners-Lee (inventor of the Web) suggested POWDER. It stands or Protocol for Web Description Resources, obviously.

Powder is also a term used by snowboarders. Riding powder is the ultimate in snowboard experiences – like surfing clouds.

Rise and steer, rise and steer, until you are carving smoothly back and forth

So, using POWDR will be like carving smoothly through the Web.

We decided to drop the e as it seemed to be the right Web 2.0 thing to do

Hope you like it. Thank you so much for taking the time to enter our competition. It’s very much appreciated.

So, I still have an iPod Touch to give away. I don’t want to be perceived as link baiting so I’m not sure what to do. Suggestions welcome. Should I give it to a member of staff, or give it away on this blog, my personal blog or on Twitter?

We’re changing the name of our Firefox extension and we’d like to solicit your help in return for the opportunity to feel good and win an iPod Touch at the same time.

The current working name is ‘Search Thresher’ which I’m sure you’ll agree, is too much of a mouthful.

In order for you to win, your nomination must be used in full. Even if we decide to use your nomination in part, you won’t win. This is mainly because we’ve already thought of lots of names using terms you’re likely to think of, but perhaps in a different combination. If you come up with a name that we’ve already thought of and we decide to go with it, then obviously you’ll win.

So, we need to ensure this little competition is transparent and in no way, open to interpretation. This is especially important because bloggers are a sceptical lot and I’m certain some of you already think that this is rigged in some way

How to enter

Either drop us a comment on this post, or write a blog post of your own. If you decide to write your own post, please ensure to use a trackback so we get to see it. That’s it.

Closing date

25th January 2008 – so get moving.

Some background to help you out

Today, search engines provide the title and description of Web sites in search results, with prominence given to the highest bidder, not the most relevant or most trusted. Wouldn’t it be useful to know, which Web sites conform to industry standards and best practices without having to visit each site to find out? Wouldn’t you sometimes like to know which Web sites are accessible, child friendly, mobile friendly, endorsed by a qualified medical authority, or follow best practices for privacy and copyright?

Millions of Web site owners already demonstrate their conformance and commitment to standards and best practices by displaying a Trustmark on their Web site. However, search engines don’t provide this valuable information in search results.

Consumers have come to expect content labels on the back of products in the supermarket, as they provide information about the suitability of their contents. Sometimes the labels are relevant and sometimes they’re not, but everyone at some point uses them. Some people use them all of the time.

Segala is helping to bring the same concept to the Web using a new method of classifying and labelling content. Funnily enough, the method is called Content Labels.

A Content Label is a file that contains Metadata on steroids. It’s this Metadata that search engines and browsers can now use to provide more meaningful information in search results.

So, now about the Firefox extension

Segala owns a Firefox extension that reads Content Labels and does exactly what I’ve explained above. The screen shot below should give you an idea for how it annotates Google to highlight Web sites that have a Content Label. In short, red x means there is no additional information. An amber tick means the Web site owner is making a claim about their own Web site. A green tick means a trusted third party has independently verified the Web site owner’s claim.

There’s plenty more that the extension can and will do as we launch monthly builds from next month, but that should be enough information to get you thinking about a new name.

The extension is being endorsed by the W3C and is one of four applications used by the W3C Semantic Web Education and Outreach Special (SWEO) Interest group, to help demonstrate a real implementation of the Semantic Web.

Hint

Here are some keywords to consider: Trust, Security, Reliable, Relevant, Suitable, Appropriate, Semantic Web, Better Discovery.

Keywords you should not consider: censorship and filter.

Ideally the name will contain one word and a maximum of two.

You can make as many suggestions as you like. So, get going and suggest some names now. Good luck and thanks for helping out

Check out the early-stage concept browser and have a play.

My new Head of Communications has advised (eh, no, he has told me) to create a new blog under my name and move my non-Segala related posts with me. I must admit, this is something I’ve been pondering for ages as the Segala blog has attracted a great audience, but one that is perhaps, a little diverse for it to gain real benefit.

I’ll continue to post about the Semantic Web, Accessibility, Mobile Web, Standards, W3C, Content Labels, Trust, Search and anything else that’s relevant to Segala on this blog. This should make what we’re launching in 2008 much more prominent.

On my personal blog, I intend to cover everything else that I used to cover on here, such as Social Media, Web 2.0, Web and Mobile Trends, Twitter, Facebook, Networking, Events, Connecting People and anything else that I have an opinion on. I might even write about some personal stuff.

So, check out my personal blog and of course, feel free to subscribe to the feed and drop by to comment from time to time.

Yesterday, I wrote a blog post about a Chinese blogger being beaten to death by Government officials. I’ve been referred to as ‘controversial’ by a number of people in the past, but I never thought I’d be the reason for China blocking Segala’s blog. According to +mOdOk+

… Having said all that, I’m typing this comment through a proxy service, because this blog has now been blocked by the Great Firewall of China for covering this story…

I suppose it was just a matter of time