The Interpretation of Search Trends: How SEO experts are tapping into the human psyche and revealing its darkest secrets

Posted on Pop+Politics.com
Leaning over his keyboard, author Andrew Keen typed the word “Why?” into the search bar. Keen, who believes that the internet is “cannibalizing culture,” is also fascinated by the secrets of our online universe. He plays with a keyword research tool – a website feature that ranks the frequency of billions of questions inputted into search engines – and the results of his one-word query are sorted into a tidy graph.

“Oh my,” says Keen as he reads down the list. “This is interesting.”

At the top of the graph, with almost 4,000 searches per day: “Sigmund Freud: Why do we dream?” For Keen, this is an uncanny result. Only moments before, he was comparing Freud’s Interpretation of Dreams to what he sees as its modern equivalent: the interpretation of search trends. Freud delved into the human psyche through the analysis of dreams, but the internet is providing a window to the subconscious on a massive scale.

“Freud had to come up with a whole theory of guessing what people were thinking through dreams,” said Keen. “Marx had his theory of thoughts being driven by the reality of economics. Religious people of course have their theory. But in a sense, the people of Google know more than anyone.”

In the U.S. alone, 250 million internet users seek answers from search engines every day.

Keen has been actively raging against what he believes to be the culturally destructive force of the internet since his 2007 book, The Cult of the Amateur. This self-labelled polemic accuses internet users of feeding themselves wilfully into Google and creating a monster. The search engine, Keen says, is the “Big Brother” of the modern world. “We pour our innermost secrets into the all-powerful search engine through the tens of millions of questions we enter daily,” Keen writes. “Search engines like Google know more about our habits, our interests, our desires than our friends, our loved ones and our shrink combined.”

Our ignorance is Google’s power, according to Keen, as all our freely given information is manipulated for massive commercial gain. Websites competing for traffic use search engine optimization – the art of catering to search engine rules in order to grab a top spot in their page rankings – and try to interpret search trends so that they can create pages depending on recurring terms or hot topics. The relationship between search engines and websites is financially interdependent. The more information search engines accumulate from users, the more advertising they can sell. The more traffic websites catch, the more advertising revenue they earn. Everyone is vying for clicks, and that means knowing as much as possible about web users.

“Never before have we given out so much information so publicly,” said Keen. “That’s the thing about search that is so shocking, and that most people don’t know – Google is keeping information. Every time we search we’re adding to the intelligence of Google and not being paid for it.”

And what is it that the “people of Google” know about us? Aside from the numerical data that makes up our governmental and financial identity, search engines know the questions we are seeking to answer through the internet. More than 2.5 million people every year search for “How to talk dirty to my boyfriend”. Almost 1.5 million want to know “What does a hymen look like?” and approximately 800,000 people are asking “Where can I buy guns online?” In one of the most popular search categories – the “How to” query term – more than 2.1 million people annually want to know “How to give head” and 1.6 million people want to know “How to have sex”. It is impossible to gage whether or not these terms are being dictated by bored, uninformed teenagers, but certain results imply something more sinister than curiosity. The 13th most popular term, with 2,500 people a day and 900,000 annually seeking its content, is “How to kill a fetus at home.”

“I think it reveals how pathetic a lot of people are, that they would ask these kinds of questions,” said Keen. “It’s a mystery to me.”

Keen has been widely criticized for his pessimistic view of the internet’s social value, notably by his nemesis Lawrence Lessig, who described The Cult of the Amateur as “shot through with sloppiness, error and ignorance” . He has been called an “elitist” by bloggers who disagree with his view that the internet is killing our long-established cultural gate-keeping system by democratizing information to the level of lowest common denominator. Bloggers are also quick to point out that for someone who thinks blogs are the amateurish evil of the internet, Keen updates his own – a blog called “The Great Seduction” – daily.

Keen believes he is separated from most of the blogosphere by being a “pre-existing professional artist” for whom the internet is an “exciting vehicle” – a medium that works as a supplement to the real world, not as a replacement. The internet, Keen believes, is nothing more than a pool in which to view our own reflection.

“This technology is a mirror,” said Keen. “The theological and deeply philosophical nature of the internet is such that now we can know what people are really thinking. We didn’t know before. We could only guess.”

Just like Freud’s dreamland – where our anti-social thoughts and repressed behaviors come out to play – something about the internet brings out the primitive, desirous and socially forbidden in us. Whether revealed in a list of search trends or through dream psychoanalysis, desires such as sex and aggression are a deep-rooted part of humanity’s instinctual nature. But in Freud’s theories, the dark side of human behavior was usually kept locked up inside the walls of the subconscious. Dreams were the only place it could flail around unleashed, unguarded by Freud’s super-ego, the moral conscience, the ten-commandments, the inner watchdog who cages wrong from right and polite from perverse. Seventy years later, we have a new playground: an entire virtual world that we can live in real time. And there is no Super-ego here to guard us.

The pleasure of anonymity, according to Cyber-psychologist John Suler, encourages people to “deliberately create a specific online personality for themselves.” Suler writes in his online text The Psychology of Cyberspace that the freedom of the internet allows people to “have some conscious control over the same kind of wish fulfillment that fuels dreams.” Like dreams, virtual online space encourages people to act “out of unconscious fantasies and impulses, which may explain some of the sexuality, aggression, and imaginative role playing we see on the internet.”

In chat rooms such as www.4chan.org, users are given unedited freedom to be as sexually explicit and aggressive as they like. Pornographic pictures are posted into the adult chat rooms every second, and all it takes to access the content is one click on the “I agree” button. One anonymous user describes in chronological detail how he meets women in clubs and drugs them before taking them home, raping and torturing them. “I go out in clubs and spike drinks, get ‘em drunk and take ‘em home,” he writes. Another anonymous user offers “human meat” for fellow cannibals. “I'm not a serial killer,” he writes, “but I have a connection to buy human meat. I am a cannibal. Does that work for you?” In the “random” chat room, a user posts pictures “to piss Christians off” – anonymously, of course. The image shows a figure kneeling, with another figure holding a gun to its head. Underneath, the text reads: “The cure for Christianity”. Another anonymous post follows a thread about the best knives for causing bodily harm. “Blade goes in, twist, twist back, remove,” the user describes. “The bleeding most likely won't stop without cauterization within the first few minutes. By then he'll either have been stabbed again or be dead depending on where you got him.”

On average, more than 35,000 users post to 4chan.com every second, with hundreds of posts feeding the site continuously. Although much of the traffic may be driven out of harmless curiosity, sexual and aggressive internet behavior – displayed in public forums or through search trends – can also indicate a more formidable threat. Hans Christian Jasch, who works for the Justice, Freedom and Security department of the European Union – one of the largest and most prominent world organisations tackling global terrorism – believes that the internet has become a breeding ground for extremist ideology and an almost infallible communication device for terrorists. “There is basically no control,” said Jasch. “It is impossible to control the internet.”

Cases of anti-social behaviour encouraged by the internet happen every few seconds. “Because of the nature of the Internet, people are anonymous,” said search engine optimization consultant Michael Gray. “They can go and act like a jerk online and nobody is really going to care – a lot of people do that.”

In the industry, these people are known as “trolls”. Trolls lurk in public forums, waiting for the moment to attack anonymously. Their comments splash individual blogs and respected news outlets alike with vulgar criticisms and personal assaults designed to cause disruption and outrage. “The Internet is so big, so powerful and so pointless that for some people it is a complete substitute for life,” says Andrew Brown, a journalist and blogger for the British newspaper The Guardian.

Of course, the internet isn’t just a breeding ground for uninhibited alter-egos. A major shift has occurred in recent months, as social networking websites have officially become more popular than pornography. Facebook, the master of the social networking universe, more than doubled its user base last year by targeting the global market. In Europe alone, the site’s user base increased from under 9 million members in June 2007 to more than 35 million in June 2008. Globally, the site grew by 153 percent. Approximately 14 percent of all Americans have a Facebook account, and more than 580 million people – making up 7 percent of the world’s population – belong to a social networking site.

But Facebook and similar sites are still dwarfed by search engine use. Google has consistently remained the number one website in the world, with 75 percent of the market share. The exponential growth of the internet has meant a guaranteed increase in search engine use and created the perfect environment for big business.

“Websites and publishers who are able to figure out what people are searching for are going to do a much better job of capturing the traffic,” said Gray.

Figuring out what people want has become a vital skill in the online world. More websites are gearing themselves toward the most popular search terms in the hope of attracting the 250 million daily visitors from search engines like Google, Yahoo or MSN. Every taboo, embarrassing or perverse question – along with many innocent ones – typed into the search bar creates a virtual model of the human mind that SEO experts use as a basis for the mass psychoanalysis of internet users. Google CEO Eric Schmidt describes the search engine as “a giant supercomputer” with dozens of data centers around the world. They keep logs of every website visited and every corresponding IP address – meaning that each word typed into the search bar can be easily traced back to the user. Schmidt says that Google is “reasonably satisfied” with their privacy controls and that the company works hard to ensure that private information cannot be accessed and used for harm. “Although you can never say never,” he added.

Right now, a tool called “Google Trends” allows anyone to view the world’s top search queries down to a specific day and year, country and province. Most websites that offer information – such as news sites and guide pages – regularly check Google trends and create pages specifically to catch search traffic. For example, one of the top “How to” search trends – “How to have sex” – has accumulated 36 million pages in Google. There are more than 28 million pages for the next most popular term – “How to give head”. The question, “Why do we dream?” corresponds to more than 25 million pages. Bringing eyeballs to pages means advertising revenue, so web pages are constantly being created to match consistent search terms – such as “How to have sex.” With topical search terms – such as “Smallville, final episode” or “Sarah Palin SAT scores” – it’s a fast-fleeting competition to catch searchers before their interest in the subject matter wanes.

“It’s sort of an arms race,” said Gray.

Search engines and SEO teams compete to analyse and understand inputted information. For search engines, the more specific model of the human mind they can create, the better targeted advertising can be. For SEO experts, paying close attention to search trends is essential for building websites that will drive traffic. Search engines want to produce the most specific and accurate results they can filter, while SEO experts want to create pages that will rank highly in search engines and get clicks. The relationship is fraught with competition.

“Google is doing everything they possibly can to prevent us from manipulating the search engines,” said Gray. “Because if it’s completely manipulatable, then they’re not in control and we are. That’s a bad spot for them to be in.”

The information that Google accumulates about how and why people search is kept a tight secret. These “algorithms”, which determine how Google ranks pages, are the secret recipe that every internet entrepreneur wishes he could get his hands on. Google is constantly adjusting its methods depending on the terms being typed into search bars every day.

“Google says that every six months, 50 percent of their search terms are new,” said Gray. “But people are always going to searching for the same problems that human beings have been trying to solve forever.”

In internet terms, that means sex and communication – pornography and social networking. In Freudian terms, it represents the fundamental struggle between primitive instincts and social behavior. Freud believed that it is “impossible to overlook the extent to which civilization is built on a renunciation of instinct.” According to Freud, the animal in us all lies dormant in the recesses of the subconscious. It might be the case that our dream playground has become virtual reality through the internet and the ravaging animals within us are tearing down the walls of polite society. The unfiltered information we provide to search engines may be posing a threat to personal privacy and national security, as well as building mass corporations with God-like omniscience. Or it might just be the case, as Keen suggests, that the internet is nothing more than a shimmering pool of information allowing us to drown in our own reflection.

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