਀ ਀㰀栀攀愀搀㸀 Lycos White Paper - Copywriting by David Almquist਀ऀ㰀洀攀琀愀 栀琀琀瀀ⴀ攀焀甀椀瘀㴀∀䌀漀渀琀攀渀琀ⴀ吀礀瀀攀∀ 挀漀渀琀攀渀琀㴀∀琀攀砀琀⼀栀琀洀氀㬀 挀栀愀爀猀攀琀㴀椀猀漀ⴀ㠀㠀㔀㤀ⴀ㄀∀㸀 ਀ऀ㰀氀椀渀欀 爀攀氀㴀猀琀礀氀攀猀栀攀攀琀 琀礀瀀攀㴀∀琀攀砀琀⼀挀猀猀∀ 栀爀攀昀㴀∀氀礀挀漀猀⸀挀猀猀∀㸀 ਀㰀戀漀搀礀㸀 ਀㰀琀愀戀氀攀 眀椀搀琀栀㴀㄀  ─㸀㰀琀爀㸀  ਀㰀琀搀 眀椀搀琀栀㴀㘀㔀 㸀
਀㰀瀀㸀䰀礀挀漀猀 眀栀椀琀攀 瀀愀瀀攀爀 䤀㰀戀爀㸀☀渀戀猀瀀㬀㰀⼀瀀㸀 ਀㰀瀀㸀㰀戀㸀吀栀攀 圀攀戀✀猀 倀爀攀洀椀攀爀 匀攀愀爀挀栀 䔀渀最椀渀攀 䄀挀栀椀攀瘀攀猀
a New Level of Power and Sophistication਀㰀戀爀㸀䄀猀 瀀愀爀琀 漀昀 愀 猀攀爀椀攀猀 漀昀 攀渀栀愀渀挀攀洀攀渀琀猀 愀渀渀漀甀渀挀攀搀 漀渀 䨀甀渀攀 ㈀㌀Ⰰ 䰀礀挀漀猀 栀愀猀 瘀愀猀琀氀礀 椀洀瀀爀漀瘀攀搀 椀琀猀 猀攀愀爀挀栀 攀渀最椀渀攀 愀渀搀 琀愀欀攀渀 琀栀攀 甀渀瀀爀攀挀攀搀攀渀琀攀搀 猀琀攀瀀 漀昀 瀀氀愀挀椀渀最 椀渀 琀栀攀 甀猀攀爀✀猀 栀愀渀搀猀 欀攀礀 爀攀氀攀瘀愀渀挀礀 挀漀渀琀爀漀氀猀 愀昀昀攀挀琀椀渀最 琀栀攀 漀爀搀攀爀 椀渀 眀栀椀挀栀 猀攀愀爀挀栀 爀攀猀甀氀琀猀 愀爀攀 搀椀猀瀀氀愀礀攀搀⸀㰀⼀瀀㸀 ਀㰀瀀㸀㰀戀㸀倀甀琀琀椀渀最 琀栀攀 甀猀攀爀 椀渀 挀漀渀琀爀漀氀㰀⼀戀㸀
Relevancy—or finding the right information—is the primary concern of everyone searching the Web. Unfortunately, even though search engines turn up thousands of documents in response to a single query, all too often the initial page of results is far from promising. Out often or more items listed, half may be patently off the mark and the rest questionable.

This puts users in a quandary. How many items should they check out? Should they try the next page? Rephrase the query? Do a customized search? Or should they just accept that what they are seeing probably represents the best the Web—or at least this navigation center—has to offer?

Because users rarely choose to go beyond the first page of results, the order in which results are displayed is critical. It will determine:

• Whether users do in fact find the specific information they seek਀㰀戀爀㸀∀†䠀漀眀 洀甀挀栀 椀渀琀攀爀攀猀琀椀渀最 漀爀 甀猀攀昀甀氀 椀渀昀漀爀洀愀琀椀漀渀 琀栀攀礀 眀椀氀氀 搀椀猀挀漀瘀攀爀
• How much time they will spend locating that information

This is why, as the centerpiece of the enhancement package announced on June 23, Lycos, Inc. has taken the bold step of making its relevancy ranking metrics public and allowing users of Lycos Pro Search to radically alter the order in which their search results are displayed.

Fine-tuning the search਀㰀戀爀㸀䰀礀挀漀猀 挀愀氀氀猀 琀栀椀猀 渀攀眀 琀漀漀氀 琀栀攀 倀漀眀攀爀倀愀渀攀氀⸀ 䄀 䨀愀瘀愀 愀瀀瀀氀攀琀 挀漀洀瀀愀琀椀戀氀攀 眀椀琀栀 愀氀氀 戀爀漀眀猀攀爀猀 琀栀愀琀 猀甀瀀瀀漀爀琀 䨀愀瘀愀Ⰰ 椀渀挀氀甀搀椀渀最 瘀攀爀猀椀漀渀猀 ㌀⸀  漀昀 一攀琀猀挀愀瀀攀 一愀瘀椀最愀琀漀爀 愀渀搀 䴀椀挀爀漀猀漀昀琀 䤀渀琀攀爀渀攀琀 䔀砀瀀氀漀爀攀爀Ⰰ 琀栀攀 倀漀眀攀爀倀愀渀攀氀 最椀瘀攀猀 甀猀攀爀猀 愀挀挀攀猀猀 琀漀 猀椀砀 搀椀昀昀攀爀攀渀琀 爀攀氀攀瘀愀渀挀礀 挀漀渀琀爀漀氀猀 眀栀椀挀栀 挀愀渀 戀攀 愀搀樀甀猀琀攀搀☀洀搀愀猀栀㬀椀渀 椀渀挀爀攀洀攀渀琀猀 漀昀琀攀渀 漀渀 愀 猀挀愀氀攀 漀昀 稀攀爀漀 琀漀 ㄀  ☀洀搀愀猀栀㬀琀漀 挀栀愀渀最攀 琀栀攀 爀愀渀欀 漀爀搀攀爀 漀昀 爀攀猀甀氀琀猀⸀㰀⼀瀀㸀 ਀㰀瀀㸀䘀漀爀 攀砀愀洀瀀氀攀Ⰰ 漀渀攀 爀攀氀攀瘀愀渀挀礀 挀漀渀琀爀漀氀 愀昀昀攀挀琀猀 琀栀攀 渀甀洀戀攀爀 漀昀 戀漀渀甀猀 爀愀渀欀椀渀最 瀀漀椀渀琀猀 愀氀氀漀琀琀攀搀 椀昀 琀栀攀 猀攀愀爀挀栀 琀攀爀洀猀 愀瀀瀀攀愀爀 椀渀 琀栀攀 琀椀琀氀攀 漀昀 琀栀攀 搀漀挀甀洀攀渀琀⸀ 䤀昀 甀猀攀爀猀 愀爀攀 氀漀漀欀椀渀最 瀀爀椀洀愀爀椀氀礀 昀漀爀 搀漀挀甀洀攀渀琀猀 琀栀愀琀 栀愀瘀攀 琀栀攀 猀攀愀爀挀栀 琀攀爀洀猀 椀渀 琀栀攀 琀椀琀氀攀Ⰰ 琀栀攀礀 挀愀渀 猀氀椀搀攀 琀栀攀 洀攀琀爀椀挀 甀瀀 琀漀 ㄀   昀爀漀洀 椀琀猀 搀攀昀愀甀氀琀 瀀漀猀椀琀椀漀渀 漀昀 㔀 ⸀ 䤀昀 琀栀攀礀 眀愀渀琀 琀栀椀猀 昀愀挀琀漀爀 琀漀 栀愀瘀攀 氀攀猀猀 椀洀瀀愀挀琀Ⰰ 琀栀攀礀 挀愀渀 猀氀椀搀攀 琀栀攀 爀攀氀攀瘀愀渀挀礀 猀挀愀氀攀 琀漀 稀攀爀漀⸀㰀⼀瀀㸀 ਀㰀瀀㸀吀眀漀 漀琀栀攀爀 挀漀渀琀爀漀氀猀 愀氀氀漀眀 琀栀攀 甀猀攀爀 琀漀 愀搀樀甀猀琀 琀栀攀 椀洀瀀漀爀琀愀渀挀攀 漀昀 洀愀琀挀栀椀渀最 攀瘀攀爀礀 眀漀爀搀 愀渀搀 漀昀 琀栀攀 昀爀攀焀甀攀渀挀礀 漀昀 愀瀀瀀攀愀爀愀渀挀攀 漀昀 琀栀攀 猀攀愀爀挀栀 琀攀爀洀猀 椀渀 琀栀攀 搀漀挀甀洀攀渀琀⸀㰀⼀瀀㸀 ਀

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਀㰀猀挀爀椀瀀琀 琀礀瀀攀㴀∀琀攀砀琀⼀樀愀瘀愀猀挀爀椀瀀琀∀ 氀愀渀最甀愀最攀㴀∀䨀愀瘀愀匀挀爀椀瀀琀∀㸀