Is search ruining the Web?

By Molly Wood

Search is the big dog; and it, more than standards, usability, or even aesthetics, drives the evolution of Web site design.

“It's easy to overinflate the importance of online search. Sometimes I can't help but wonder how it's even remotely possible that Google's stock is trading at more than $225 (at press time). But then I think of every new small business trying to make it on a shoestring marketing budget--actually every Web-based business, big and small, including CNET--and I realize that they're absolutely dead in the water unless they can somehow show up nice and high in search results. If Google tweaks its algorithms just a little bit, thousands of Web sites either have a very good or a very bad day. Search is the big dog; and it, more than standards, usability, or even aesthetics, drives the evolution of Web site design.

The cottage industry that's sprung up around improving a site's search results is called search engine optimization. At its best, SEO is a discipline that influences Web builders and designers to maximize their search engine results with some simple and uncontroversial changes. At its worst, though, the term includes a collection of questionable business practices, shady companies that promise clicks for cash and only sometimes deliver, and a tool that allows the proliferation of advertising-filled Web sites (free registration required) that do nothing but show up in search results and provide no information in exchange for ad impressions. It's also creating quite a heated debate about standards-based design and usability vs. search methodology. And as much as I'm a fan of standards and efficiency, I think the standards and usability are going to suffer the most.…”

http://www.cnet.com/4520-6033_1-6217815-1.html

Fraud Goes With the Territory

eBay: Let's wait and see on tighter security
By Andrew Donoghue,
“eBay and its customers must accept that fraud goes with the territory of online transactions, a top executive at the auction giant said.

Paul Kilmartin, director of performance engineering and availability at eBay, said the company could introduce security technology such as two-factor authentication, but the sure way to eradicate all fraud from its business would be to stop trading. "The one easy way to stop all the fraud would be to turn off the site tomorrow, and there would be no more illegal activity," he said.

Kilmartin, a 10-year eBay veteran, made the comments at Sun Microsystems' quarterly release event here on Tuesday following questions about whether eBay has any plans to introduce two-factor authentication technology to combat fraud among its users.

Two-factor authentication means requiring a second security device, such as a smart card or fingerprint, in addition to a password, to verify the identity of an IT user.

Kilmartin said that eBay has no plans to alter its authentication process for now. "We have no specific plans in this area yet, unless we start to see real demand for it," he said.

Kilmartin's remarks are at odds with comments made earlier this year by Howard Schmidt, the chief security officer for eBay and former White House cybersecurity advisor, who has called for greater use of two-factor authentication.…”

http://news.zdnet.com/2100-1009_22-5695440.html?tag=nl.e539

Patch Plugs 20 Mac OS X Holes

“Apple Computer late Tuesday released an update to fix a whopping 20 security flaws in its flagship Mac OS X and warned that the most serious bugs could lead to remote code execution attacks.

Apple Computer Inc.'s Security Update 2005-005 includes patches for Mac OS X v10.3.9 and Mac OS X Server v10.3.9. It covers a wide range of vulnerabilities that could be exploited by remote or local attackers to execute arbitrary commands, trigger a denial-of-service condition or obtain elevated privileges.

The mega update comes just two weeks after the Cupertino, Calif.-based computer maker shipped patches for a range of potentially serious kernel and browser flaws. Since April 18, Apple has posted fixes for 28 Mac OS X vulnerabilities.…”

http://www.eweek.com/article2/0,1759,1811817,00.asp?kc=ewnws050405dtx1k0000599

No Remedy for Spyware

By Matt Hines,
“Spyware is a general term used to describe software programs that are secretly deposited on computers to track Internet usage, launch advertising programs or steal users' personal information. Among the most popular of these programs are adware, keystroke loggers and so-called system monitors.

Despite reductions in the number of computers infected by spyware applications, the troublesome software has created a billion-dollar industry that continues to plague both consumers and businesses, researchers said on Tuesday.

In addition to remaining a major threat to personal and business security, Webroot said, spyware applications--specifically the types that generate pop-up advertisements, hijack home pages, redirect Web searches and use so-called DNS poisoning to steal Web traffic--generate an estimated $2 billion in revenue annually. Based on statistics published by the Internet Advertising Bureau, spyware could represent almost 25 percent of the entire online advertising industry.

The growing number of spyware attacks crafted expressly for making money, rather than for tracking Web use for marketing research or other purposes, is another emerging problem, Webroot said. The report contends that spyware exploits have "crippled" some businesses, particularly financial-services companies, in some cases by stealing customer data. Spyware infection also has slowed the growth of e-commerce by eroding consumer trust in online security.

"We can hope that the advertising industry will provide some help in trying to root out the truly malicious forms of spyware, but as long as there is an attractive return on investment on this activity for some people, this isn't going to stop anytime soon," Moll said.

Webroot said that adware continues to be the most pervasive form of spyware, with more than 50 percent of all business computers, and almost 60 percent of consumer machines, running some form of the programs. Of the devices already infected with the advertising applications, each machine averaged nearly seven different forms of the programs, according to the research.

Spying on the spyware makers
Ben Edelman may be spyware's most dangerous enemy.

The 25-year-old researcher has spent years analyzing how spyware and adware programs work and disclosing his findings publicly. That often results in red faces and, occasionally, lawsuit threats from companies like WhenU and Claria, formerly known as Gator.

When testing spyware and adware, Edelman isn't about to sacrifice his own Windows XP computer. So he uses the VMware utility to create a virtual Windows box.

"I infect the hell out of it," he says. "It destroys the infected machine." http://news.zdnet.com/2100-1009_22-5694727.html?tag=nl.e589

The security software maker worked previously with Internet service provider EarthLink to generate its spyware statistics, but Webroot representatives said that relationship has ended. No details were available on the reasons for ending the partnership.”

The remedy for spyware…not anytime soon Between the Lines ZDNet.com
Lydia Parnes, director of the Bureau of Consumer Protection at the Federal Trade Commission, kicked off the CNET Antispyware Workshop saying that in defining spyware “it all depends.” And, a year after the FTC held a spyware workshop, the spyware and adware companies and their anti counterparts are still battling and consumers are caught in the middle. http://blogs.zdnet.com/BTL/?p=1340&tag=nl.e539

http://news.zdnet.com/2100-1009_22-5693730.html

Blogs, Board and Posts

Nathan Weinberg
“When users search for companies, 18% of the results are corporate info and 12% are media coverage, while consumer generated content makes up 26% of the results. Companies spend so much money making sure the media likes them, but it also needs to work to appeal to online pundits, from bloggers to consumer reviewers. One in four engage with "informal media". 34% chat, 23% post or read message boards, 16% read personal pages, 11% go to financial info sites, 8% go to their own created site, 6% read blogs, and 2% blog.

Apple is great at reaching brand advocates. We were shown an iPod ad that looked like one of the professional, broadcast quality, and (most importantly) fun ads Apple runs, and then Gary revealed it was made by a regular guy for his own site, not by Apple.

Final thought: Youth culture is adept at taking what's done by marketing and remixing it in their own way. Nothing makes that possible like the internet.”
http://google.blognewschannel.com/index.php/archives/2005/02/28/search-engine-strategies-blogs-board-and-posts/

Blogs, Boards, and Posts: Capturing Consumer Buzz Online, By Greg Jarboe
A new category of software tools has emerged that uses search engine technology to find and organize consumer-posted thoughts and opinions. These tools not only help marketers discover what is being said about their companies and brands, they also allow them to use that insight to drive new campaigns and even develop new products.

You can't use Google News or Yahoo News to find this content, typically posted to blogs, message boards or opinion sites. The major news search engines don't consider most of these types of sites to be news sources.

This was the main topic addressed by "Blogs, Boards, and Posts: Capturing Consumer Buzz Online" panel. The session featured five speakers: Two bloggers who talked about why monitoring consumer feedback sources such as blogs and message boards is becoming an important task for marketers, and three vendors who talked about how to use their tools to better integrate consumer opinions into marketing and advertising plans.

The two bloggers were JupiterResearch senior analyst Gary Stein, who also moderated the session, and Steve Rubel, Vice President of Client Services at CooperKatz and author of the Micro Persuasion blog. The three vendors were: Jonathon Carson, President and CEO of BuzzMetrics; Mark Fletcher, vice president and general manager of Bloglines at Ask Jeeves; and Mike Nazzaro, Chief Operating Officer at Intelliseek.

Stein opened the session by presenting research that found when users search for companies, 26% of the results are content generated by consumers, 22% by experts, 18% by corporate sources, 12% by media, and 22% by other sources. In other words, when prospects search for your company, the top 10 listings are likely to include:

• 3 listings from consumer posts to blogs, message boards, and opinion sites
• 2 listings from experts
• 2 listings from your own corporate site
• 1 listing from an online publication
• 2 listings from other sources

While virtually all SEO's monitor the ranking of the two corporate listings and most PR departments monitor their press clippings, very few marketers monitor what is being said by consumers on blogs, message boards and opinion sites. What is needed, said Stein, is a Dynamic Attitude Analysis Tool, a way of making opinions measurable and actionable for marketing.

http://searchenginewatch.com/searchday/article.php/3495851

Is Bluetooth past its prime?

Posted by David Berlind

“For over five years, two of the supposedly killer wireless technologies — Bluetooth and Wi-Fi — have been marching to the beats of their own drummers. Whereas before, the two wireless technologies had almost nothing in common with each other and were designed to address distinctly different needs, now the two technologies are addressing some of the same applications (wireless printing for example). Is it time to reconsider whether the market is best served with two wireless technologies where there could be one?

When it comes to Bluetooth — a wireless technology that has the applications it supports practically baked into it (using something called profiles) — and other wireless technologies like Wi-Fi that are application-independent (it’s up to application developers to make sure devices can understand each other), Michael Foley and David Reed are two men who do not see eye-to-eye on the past, the present, or the future.…

Should Wi-Fi and Bluetooth merge and, if so, what would the new radio be called? BlueFi? WiTooth? In this edition of ZDNet’s IT Matters podcast series, I moderate as Foley and Reed go head-to-head in a debate over the merits of Bluetooth. The interview is available as both an MP3 download and as a podcast that you can have downloaded to your system and/or MP3 player automatically (see ZDNet’s podcasts: How to tune in). ”

http://blogs.zdnet.com/BTL/?p=1327

Experts Foresee End of e-mail viruses

By Will Sturgeon, Silicon.com
Published on ZDNet News: April 28, 2005

“The end is coming for viruses sent by e-mail, security experts at a London conference predicted on Thursday, saying the problem has had its day.

The most severe issue Internet users now face is the growing problem of spyware, said some attendees at the Infosecurity Europe conference, noting that the malicious software is ready to fill the void.

Dan Hubbard, senior director of Websense Security Labs, told CNET News.com's sister site Silicon.com that the number of e-mail-borne viruses is falling and will continue to do so. David Perry, global director of education at antivirus software maker Trend Micro, said these things come in ages and the age of e-mail viruses has simply come to an end.

Larry Bridwell, content security programs manager at ICSA Labs, added, "If you look at virus history, I liken it to the ocean. You stand by the ocean in California and see these great big waves coming in, getting bigger and bigger before they hit the shore. People are always going to surf each of those waves as it comes in."

"There's only so much you can do with e-mail. The problem people face now in using that to carry out any criminal act is that we know how e-mail works and we know how to stop it," he said.

Bridwell warned the problem of malicious code in other forms won't go away. "These waves don't die, that water goes back out into the ocean, and people will surf in on the next big wave."

Many at this week's Infosecurity Europe said they believed that spyware is the next wave. Pete Simpson, ThreatLab manager at Clearswift, said, "Spyware definitely seems to be the theme of the show."

But Simpson is not convinced the end of the e-mail virus has come just yet. ‘It's difficult to say whether it's not just a lull,’ he said. ‘We've certainly seen a stop in the large numbers.…’ ”

http://news.zdnet.com/2100-1009_22-5688726.html?tag=nl.e539

The State of New York vs. The Adware Mob

By Larry Seltzer

Opinion: It's about time someone called a fraud a fraud. Adware vendors who install programs on users' computers without their true permission are stealing from those users.

“The main job of all state Attorneys General is to grandstand as part of a campaign for the Governorship, and Elliot Spitzer of New York is the king of this technique.

There have been many cases where, IMHO, he has gone way overboard. But give credit where credit is due. It's about time someone with heavy-duty prosecutorial authority took on the lowlifes in the adware business.

Given the vigilance with which Spitzer has prosecuted legitimate businesses, one would hope that he will leave no stone unturned in the pursuit of spyware and adware, which he describes as equally objectionable.…”

http://www.eweek.com/article2/0,1759,1790956,00.asp?kc=EWRSS03129TX1K0000614