Internet service providers are re-directing traffic, possibly for profit. Image: Flickr / jonasb / CC-BY
Search engine optimization is about getting the search results you want in front of individuals who are looking for something in particular. Thousands of hours and millions of dollars have been spent on this goal. Some internet service providers, however, are bypassing the process in order to bring in affiliate commissions.
The Netalyzr project discovers redirection
Netalyzr is a project of the International Computer Science Institute and University of California-Berkley. The ICSI is studying internet connectivity and openness around the world. While measuring internet connections, the ICSI discovered that some internet service providers (ISPs) were re-directing some search traffic in ways that likely financially benefit them. When the re-direction was discovered, the Electronic Frontier Foundation joined with the ICSI to investigate the issue.
Following the finances
ISPs are, not surprisingly, not being open about the redirection of search queries. Individuals who type certain keywords into the address bar, rather than the search bar, of web browsers are re-directed to pages chosen by the internet service provider, rather than search results of their preferred search engine. All of the ISPs that are re-directing search results are using a company named Paxfire, which specializes in “monetizing search results.” The estimation of the EFF and ICSI is that these search results are re-directing affiliate search commissions to the internet service providers. Patents filed by Paxfire indicate that they are working on further technology to increase commissions from these searches.
The Dirty Dozen
Internet service providers that are re-directing search traffic, according to the ICSI and EFF, are:
- Cavalier
- Cincinnati Bell
- Cogent
- Frontier
- Hughes
- IBBS
- Insight Broadband
- Megapath
- Paetec
- RCN
- Wide Open West
- XO Communication
Questions of legality
The search re-directions can, in some ways, be considered a service that ISPs are providing to their customers. Individuals who type “Amazon” into their address bar, rather than amazon.com, may prefer to be directed to amazon.com. However, this automatic re-direction runs counter to most beliefs of how the internet functions. With an ISP re-directing traffic, most likely for profit, the neutral nature of internet connections is challenged. A class-action lawsuit has been filed against Virginia-based Paxfire. However, without a legal policy of net neutrality in the United States, Paxfire may be entirely within its legal rights.
