Supplemental: Internet and the World Wide Web
“Every generation is taught different things to the last. When I was in school, I was taught about the nine planets, children today are taught about the twelve. Things like smartphones seem normal to them, while my peers and I struggle to adjust to the increasingly interconnected world. But children today are taught one thing that we were taught. Don’t trust the internet with your data. They may not have wild usernames like we had in the early days, but that distrust is still there, and for a very good reason.”
- opening paragraph from “Black Christmas: How in 2011, One Line of Code Changed the World Forever”, by Dr. Marko Ivanovic (2013). [1]
The World Wide Web was not ten years old, but it was already changing the world. Due to the lack of any real governance or major structure at the time, the web at this time is sometimes jokingly referred to as the “World Wild Web”.
At the time, the most popular websites were primarily startups, operated by small groups of people, often one. However, by 1997, it was clear that a presence on the web was not optional for major companies. Much investment was put into these small companies offering various services, marking the beginning of the “dot-com” bubble, the ending of which would kill off most of these fledgling companies.
Since the beginning of the World Wide Web, different people tended to use different versions of HTML, often depending on which service they used the most. To help combat this, and bring some order to the chaos of the early web, Tim Berners-Lee, the creator of the World Wide Web, would create the World Wide Web Consortium (W3C) in 1994, in order to create industry standards. While progress would be slow, by the end of the 1990s, most vendors would follow the standards set out by the W3C.
The W3C’s European branch was hosted by CERN, the organisation which Berners-Lee had been working for when he created the World Wide Web. In 1994, CERN would also take over the development of the Nexus browser, the continuation of Berners-Lee’s original WorldWideWeb browser. These two events marked the beginning of CERN’s diversification beyond particle physics and into information technology. For his work on the creation of the World Wide Web, Berners-Lee would be knighted in 2004. [2]
For most people, the only way that they could access the internet was through a web browser. Though in the first few years there were many small competitors, by 1997 most web users used one of three main browsers: Netscape Communicator, Nexus, or Internet Explorer. Netscape had the largest userbase, being the browser of choice for most in North America. Nexus was used primarily in Europe, especially on the continent. Nexus was also the “industry standard” browser for scientific research, with most universities installing Nexus on their systems.
Internet Explorer’s popularity had been on the rise after Microsoft decided to bundle the browser with its operating systems. However, both Netscape and CERN filed complaints that this violated anti-trust laws. US courts agreed with this, and Microsoft was forced to stop this bundling. As a result, IE’s users remained at about 10% of the market share. [3]
Market shares of internet browsers in early 1998:
Netscape Communicator: 67%
Nexus:21%
Internet Explorer: 9%
Others: 2%
But navigating the World Wide Web was often a hassle for newcomers, which increased the need for search engines. The most popular of these was Yahoo! Search, which was not technically a search engine, rather a directory list, as it made no use of web crawlers. Other true search engines did begin to appear by the mid-1990s, many of which slowly increased in popularity.
However, these early engines were often difficult to get good results from, as they did not rank their results. This is a problem that would be solved in 1996 by Colombian Rafael Hernandez, a PhD student at the Massachusetts Institute of Technology, who created the “BuzzRank” algorithm, an algorithm which ranked pages by how often other pages linked to them. A version of this algorithm would be used in the “Fastball” search engine he developed with Elise Fitzgerald two years later. The original BuzzRank algorithm would be released as open-source software, though Hernandez and Fitzgerald would file a patent for the Fastball algorithm. [4]
Fastball, released in early 1998, had many advantages over its competitors. Firstly, its algorithm was much harder to manipulate by creating pages that linked to a specific page to increase its ranking, a problem many other engines faced. Secondly, it used “damping” to stop pages gaining an artificially high ranking by not linking to any other page. This also helped the rankings of pages to which there were no links. Thirdly, and perhaps most importantly, it ran an ad service, wherein persons could pay to have a search result appear first on the list, though it would be clearly marked as an advertisement. This is an innovation that led to Fastball quickly becoming one of the largest tech companies in the world, and made search engines profitable. [5]
With the advent and increasing popularity of the World Wide Web, many companies began to create websites for themselves and create an online presence. Some companies were the victim of “cybersquatting”, wherein individuals would register domain names of well known companies and hold them ransom. Laws would eventually be put in place to prevent this, but many companies simply forked out the money in order to stop their website being used to link to a competitor.
Advertising also became more popular on the web, though it did take more time for some. One of the first television shows to advertise on the web was
Star Trek: Deep Space Nine, a move suggested by J. Michael Straczynski, one of the lead writers. The move was successful, seeing a notable increase in viewer figures, and many other shows decided to follow their lead. [6]
[1] Right, there's a few things there to unpack. The 12 planets thing isn't as ASB as it sounds. The definition's just different. Black Christmas may be the most important event in the timeline, but it's not happening for a while. You may be able to guess what it entails, especially as this update is sort of groundwork for that. Ivanovic is one of three people in this update that are effectively fictional, but exist as real people ITTL. I figured it was about time we had a few.
[2] CERN was offered the chance to host the European W3C, but they turned it down. I changed that becuase it was more interesting if CERN diversified.
[3] The litigation gets filed earlier, and it had a few effects. One is that Netscape doesn't die, at least not yet. This means no Firefox, as that replaced Netscape Communicator.
[4] Here's the other two "new" people. Three guesses as to who they and Fastball are approximate analogs for. Yep, Fastball is replacing Google, and Hernandez and Fitzgerald are our Brin and Page.
[5] The Fastball algorithm is pretty much identical to the PageRank algorithm (which is named after Larry Page, not becuase it ranks pages). The early one is close to RankDex. I figured it would be interesting to see some open-source search engines, though obviously, the Fastball duo will want to keep some secrets to themselves.
[6] This is more of DS9 filling in for B5.