Search engines are an essential tool for any marketer or researcher who needs to quickly find relevant information. It is no surprise that they can be used to obtain a variety of different types of data. In the past, search engines were just a means of accessing information that had been collected and cataloged by humans. But today they are also a tool for collecting data themselves. This presentation was given to evaluate the impact of social engines and mobile devices today. The presentation contain idea and tips on how to live online. Google and Facebook were used as case study as they are the biggest. Presentation was done by Simeon Bala 9jaoncloud.com.ng publicopinion.org.ng

1. EVALUATING THE USE OF SEARCH
ENGINES AND HOW IT IMPACTS OUR
LIVES
By Simeon Bala

2. WHO AM I
• Simeon Bala
• Information Technology Professional
• Work as Information Technology Manager for a Medical Diagnostics centre
• Currently the Chief technical officer for Checklist Nigeria Ltd (checklist.com.ng)
• Currently a part time instructor Edenglobal Consult for their International
Professional Manager Course
• I run a Solopreneur business 9jaoncloud.com.ng and publicopinion.org.ng

3. Who am I - Qualifications
• Btech Information and Media Technology (Information Technology Option)
• Post Graduate Diploma in Enterprise Operations and Customer
management
• Certified Internet Associate (TCCIA)
• Certified Security Associate (TCCSecA)
• Certified Web Publisher (TCCWP)
• Certification on Operating Systems (TCOS)

4. Who am I - Qualifications
• Certified E-Commerce Associate (TCCEA)
• Six Sigma White Belt (SSWB), Lean Six Sigma Yellow Belt (LSSYB)
• Certified Digital Brand Manager
• Risk Management Certification (FMEA)
• NSE1 & 2 Network Security Associate, Fortinet Network Security Expert
Certification
• Web Analytics
• Search Engine Optimization (SEO)

5. Learning Outcome
• Introduction
• What search Engines are.
• How search engines work.
• Types and examples of search engines
• Digital Identity Exposure and its impacts ( Search Engines and Privacy)
• Search engines use cases / How to apply it to real world
• Tips and tricks

6. Introduction
• The Internet has become the primary source of information for the majority
of consumers.
• Phrases like
• “ I GOOGLED THE RESULT”
• “GOOGLE IS YOUR BEST FRIEND”
• “ I SEARCHED YOU ON FACEBOOK” is commonly used today.
• Searching has being integrated to our lifestyle.

7. What is a search Engine
• Search Engine refers to a huge database of internet resources such as web
pages, newsgroups, programs, images etc.
• It helps to locate information on World Wide Web.
• World Wide Web, commonly known as the Web, is an information system
where documents and other web resources are identified by Uniform
Resource Locators, which may be interlinked by hyperlinks, and are
accessible over the Internet.

8. Types of Search engine
• Crawler based search engines
• Social Media Search Engines
• Human powered directories
• Hybrid search engines

9. Crawler based search engines
• All crawler based search engines use a crawler or bot or spider for crawling
and indexing new content to the search database.
• There are four basic steps, every crawler based search engines follow before
displaying any sites in the search results.

11. • Panda: Duplicate, plagiarized or thin content; user-generated spam; keyword
stuffing.
• Penguin: Spammy or irrelevant links; links with over-optimized anchor text.
• Hummingbird: Keyword stuffing; low-quality content.
• Mobile: Lack of a mobile version of the page; poor mobile usability
•

12. • RankBrain: Lack of query-specific relevance; shallow content; poor UX.
• Medic: Lack of authority on YMYL websites (websites that have to do with
potentially life-altering decisions (finance, law, education)); weak E-A-T
(expertise, authority, trust)
• Bert: Poorly written content; lack of focus; lack of context.

15. Factors being Considered to Rank
• Meaning of the query – the search engine needs to understand what exactly is the
user searching for
• The relevance of pages – the page must be relevant to the search query
• Quality of content – the search engine tries to pick the best results in terms of
quality of content
• Usability of pages – the pages should also be usable (in terms of accessibility,
readability, safety, etc.)
• Context and settings – last but not least, the user’s location, settings, and history
of searches are considered

16. Example of websites
• https://www.google.com/
• https://www.bing.com/
• https://www.yahoo.com/
• https://yandex.com/
• https://www.baidu.com/

21. Search Engine based on privacy
• https://www.startpage.com/: StartPage pays Google for the use of its search algorithm but
strips out the tracking and advertising that usually comes along with it. You get a Google-
like experience, along with the promise that your data will never be stored, tracked, or sold.
• https://duckduckgo.com: This search site is the likely most well-known privacy-focused one
of the bunch. DuckDuckGo doesn’t track users, so it’s not clear exactly how many people
use it. However, the CEO estimates about 25 million users.
• https://www.kiddle.co :If you have little ones at home, consider Kiddle. It's not affiliated
with Google, but Google Safe Search powers it.The visual search engine promises a safe web
environment for kids, with big thumbnail images and bigger text for easy reading

22. Social Media Search Engines
• Social Media now have robust search engine features.
• You can now search and target people people based on their names, date of
birth, mutual connection, family ties, interests, location
• when it comes to social search, your choices are not limited to Google,
Facebook and Bing only.

23. Social Media Search Engines cont.
• More than 4.5 billion people now use the internet, while social media users
have passed the 3.8 billion mark.
• Nearly 60 percent of the world’s population is already online, and the latest
trends suggest that more than half of the world’s total population will use
social media by the middle of this year.

26. Top 10 Social Media Platforms Compared

32. Digital Identity Exposure and its impacts
• How Search Engines and Other Websites are Tracking You?
• 1st & 3rd Party Cookies: Sites use first-party cookies to track users who visit their pages. They then uses
third-party cookies to follow you around the web once you leave their page
• Fingerprinting: This technique allows websites to look at the characteristics of your computer, like the
plugins and software you have installed, the size of your screen, your time zone and more.
• Email: If you are logged in to your Gmail account while searching google, not only can it track you with
cookies and fingerprinting, it can link your searches to your Gmail account. The issue that we see with this, is
that it connects your browsing behavior to your name and other personal contact information.
• Google – Maps Suggestions: If you view your activity (https://myactivity.google.com/myactivity) on
Google, the search history may be the least concerning. If you look deeper and see that Google also tracks
your location history.

33. Facebook pixel tracking
• Purchase: Someone completes a purchase on your website.
• Lead: Someone signs up for a trial or otherwise identifies themselves as a lead on your site.
• Complete registration: Someone completes a registration form on your site, such as a
subscription form.
• Add payment info: Someone enters their payment information in the purchase process on
your website.
• Add to cart: Someone adds a product to their shopping cart on your site.
• Add to wishlist: Someone adds a product to a wishlist on your site.
• Initiate checkout: Someone starts the checkout process to buy something from your site.

34. • Search: Someone uses the search function to look for something on your
site.
• View content: Someone lands on a specific page on your website.
• Contact: Someone contacts your business.
• Customize product: Someone selects a specific version of a product, such
as choosing a certain color.
• Donate: Someone makes a donation to your cause.

35. • Find location: Someone searches for your business’s physical location.
• Schedule: Someone books an appointment at your business.
• Submit application: Someone applies for your product, service, or
program, such as a credit card.
• Subscribe: Someone subscribes to a paid product or service.

36. • https://www.facebook.com/off-facebook-activity
• Setting and Privacy – Setting-Your facebook information- off facebook
activity

38. Questions you may have about off-
Facebook activity.
• If I disconnect my activity, will I stop seeing ads?
• No, you'll still see the same number of ads. The ads that you will see may be less
personalised to you.
• Does disconnecting my activity mean it's deleted?
• The information you disconnect will no longer be connected to your account. This data can
still be used without being linked to an individual user to allow us to let businesses know
how their website, app or ads are performing.
• Why am I seeing businesses I don't recognise?
• We sometimes receive information from businesses that use third-party data service
providers or marketing agencies to help with content and ads.

39. • National Centre for Biotechnology Information claimed that the average
human attention span has dropped from 12 seconds in 2000 to 8 seconds in
2013 (just one second below that of a goldfish).
• Why has this happened?
• Daily news comes in handy seven-second-infographics
• friends are never more than an instant message away.

40. • National Health Surveys, as well as multiple independent analyses, have
indicated an increase in the incidence of attention deficit disorders.
• Recent research has directly linked this increase to internet usage.
• 1 study found that primary school children diagnosed with “internet
addiction” scored highly on a scale rating (Attention deficit hyperactivity
disorder ) ADHD-like symptoms.
• Children already diagnosed with ADHD scored highly on measures of
internet addiction.

41. • Brain development, in a world of fast and transient action, might accustom
to operate over short timescales.
• In response to tasks with greater longevity – for example book reading or
paying attention in classes – attention is in relative deficit.

42. Search engines use cases / How to apply it to
real world
• 1. Include and exclude keywords: Put a plus sign in front of words you want
to force Google to include or Minus sign for the words You want to exlude

45. 2. Search within websites
• “keyword” site:url e.g message site:fotaonline.org

47. 3. Limit the time period
• Used for restricting searches based on timeframes: Anytime, Past hour, past
24 hours, past week, past month, past year and custom date range.

49. 4. Find files

50. • Other websites with their respectively have there own search engines.
• Learning to use them make of these search features makes looking for
data/information less cumbersome and troubling.

51. Other uses of search engines
• Get discounted products
• Search for people E.g. truecaller
• looking for people of similar interest.
• Research on a topic of interest
• Search for video and audio files ( Multimedia)

52. Other uses of search engines cont.
• Currency conversion
• Simple mathematical calculations
• Getting information about financial instruments such Stocks, Forex, Crypto
Currency etc.
• Saves time after using search engines to get specific resource website.
• Promote your products/brand

53. TIP/ADVICE/CONCLUSION
• Search Engines are tools. Social Platforms are tool. And they can be misused.
They can be addicting and they can Take your time.
• Become a content creator. It has potential long term benefits.
• Learn to use these tools to get the best out of them.
• Configure your security profiles and be in control. Ignorance is not an
excuse. You could be exploited by bad actor.

54. • 1 Corinthians 14:38, Hosea 4:6
• As parent you are primarily responsive for how your children short and long
term effect of use and misuse of technology.
• If the first place you make you complain to when having relationship, family
issues is twitter, Tiktok, Facebook etc., you will only become famous for the
wrong reasons. Think before you tweet.

55. • If you don’t want it out here don’t post it out there. Think before you click send.
• End to end encryption only protects the message while on transit, it doesn’t help with
wisdom. Note that fb messenger don’t have this encryption turned on by default.
• Don’t loose control. If you do a lot of people are ready to give you a new sense of
direction. (Influencers have their names for a reason).
• Make use of discount coupons and great deals to save cost. E.g Jumia Christmas combo
products etc.
• Don’t forget that we are the product that’s why they (Social Media and search Engine) are
free to access.

56. • If you use family internet. Consider using features that turn off internet for specific
time of the day.
• Also Consider using family filter dns e.g https://adguard.com
• Family servers
• Use these servers to block ads, trackers, phishing and adult websites, and to enforce
safe search in your browser.
• IPv4:
• 94.140.14.15
94.140.15.16

57. Improving concentration spans
• we must reduce the amount of time spent multitasking on the internet and
social networks. This could mean:
• No-phones-at-the-dinner-table rule.
• Swapping a laptop for a book during relaxation time.
• Only allow access to one task for a set period of time.

58. Kids Safety
• Studies suggest that kids will have well over 1,000 pictures of them on social
media before they’re 5 years old.
• The internet isn’t always the safest place for adults, especially considering the
amount of privacy we forfeit every time we share information about
ourselves online.
• But what about kids and babies?
• How safe is it for them?

59. Reasons you should stop uploading children
pictures
• 1.Your Social Media Posts Might Be Used for Bullying.
• Whether your child cares about old photos and stories about them on social
media, others may be able to use that information to make fun of, insult, and
even bully your child as he or she grows older.
• What’s to stop a peer from sharing a photo that your child finds
embarrassing with his or her own networks?

60. Reasons you should stop uploading children
pictures cont.
• 2. Social Media Messaging Could Impact Your Child's Future
• It’s difficult, if not impossible, to control information once it’s posted online. You can’t prevent
anyone from taking a screenshot of your post and disseminating it beyond your reach.
• Your deleted posts, while apparently gone from your social media profile, may still live on in
Internet archive websites and on the social media servers themselves.
• The reality is that the data shared by parents could be revealed by Google search algorithms for
years to come. And we don’t know what our children’s goals might be when they get older.
• - Stacey Steinberg, an associate director for the Center on Children and Families at University of Florida Levin
College of Law.

61. Reasons you should stop uploading children
pictures cont.
• 3. Sharing Puts Your Child at Risk for Digital Kidnapping
• Digital kidnapping is a type of identity theft.
• It occurs when someone takes photos of a child from social media and
repurposes them with new names and identities, often claiming the child as
their own.

62. Reasons you should stop uploading children
pictures cont.
• 4. Your Social Media Posts Might Attract Dangerous People.
• Photos and videos of children shared by their parents on social media
sometimes turn up on disturbing websites and forums.
• According to an Australian Children’s eSafety Commissioner, one site offered
at least 45 million images, half of which were photos of children taken from
social media accounts.

63. Thank you