Google is dumb: it places so much trust on its relevance ranking in its presentation of search results as a simple list of Web sites. Users don’t have access to suggestions of alternate concepts or terms or all the tools that other search engines provide. Our clients are placing too much reliance on the first ten results they get from what they consider to be the best search engine out there. It reminds me of what happened when we Baby Boomers, raised on Chef Boy-Ar-Dee Beefaroni and Jell-O corned beef salad loaf, finally encountered- you know-real food. “Wow, you mean we can fix food that has real taste and texture?”

What this means for us info pros is that, when we introduce our clients to all the sophistication of a high-end online service or enterprise search tool, we have to remember that they often do not have any context within which to evaluate it. They are accustomed to looking at search results that were cutting edge three years ago. The new search tools that are available do require more work for the user. Rather than just rely on the first page of search results, you are encouraged to look at some of the suggested modifications. —Mary Ellen Bates —You Still Google? That is So Last Week (Red Nova)