[Irl-dean] Hi everyone

Paul Walsh, Segala paul at segala.com
Thu Mar 2 00:42:30 GMT 2006

Hi Tim,

Two things could happen, filtering and search annotation. This is a bit hard
to explain in short so please grab a coffee, sit back and enjoy the ride.

Content Filtering
Search engines and browsers could provide additional user preferences that
enables users to filter content  based on their individual requirements. So,
it's potential customers who would do the filtering, not search engines and
browsers. Although that's not to say they won't change the ranking system in
the future to make search results more trustworthy.

Benefits to the End User (Potential Customer)
Users could see a section in search engine or browser preferences that are
specific to accessibility. For example, a user could choose to select a tick
box that says only display websites that support text resizing. This places
the power of search relevance in users hands as it means sites that don't
support text resizing won't be displayed in search results. 

We believe that enabling users to potentially filter out websites that don't
meet their individual needs, will encourage search marketing companies and
online budget owners to embrace accessibility, perhaps for search engine
optimisation (SEO) reasons only. This is starting to get some coverage in
the media in the UK, see attached for a teaser story. We're issuing a news
release about this next week.

Benefits to Website Owners
Website owners would see their competitors that don't make accessibility
claims, filtered out of search results, leaving them with more potential

Website owners could make claims about the current status of their site
before they make any improvements. So, if the only positive design technique
about a particular site is that it supports text resizing, then make this
conformance claim to ensure your site is found by potential customers who
have opted for that preference. This encourages them to include more best
practice design considerations as they can now couple them with real
potential customers. Search preferences would never be based on WCAG
priority levels as they don't represent user profiles. So visual logos that
only represent compliance with WCAG priority levels will have limited

Our own certificate allows websites to make individual declarations about
compliance rather than force them to comply with single A, double A or
triple A. Although it does support these categories as well as 508 if

Benefits to Web developers and usability and accessibility companies
These companies can sell accessibility to clients as it's now much easier to
associate checkpoints with real potential customers. The threat of their
site being filtered out should encourage them to include as many best
practice design considerations as possible. Allowing customers to display a
Trustmark that makes individual claims and a statement of ongoing commitment
while they make continuous improvements is a key selling point too.

Search Annotation
Search engines and browsers could also annotate search results to highlight
trusted sites. For example, websites that make claims about accessibility
and have been verified by an independently accessibility expert. 

Search annotation is in existence today already. That is, when you perform a
search, the results contain a hyperlink picked up from the title tag and
information about the site from the description tag. The additional search
annotation I'm talking about could come in the form of a non branded icon
beside the title. Upon clicking on the icon you could be presented with a
certificate that provides the claims that can be trusted. Go to
www.trustwatch.com to see what AskJeeves and the security Trustmarks are

This would enable users to search the Web and make an informed decision
before they enter particular sites. 

In my humble opinion, we don't want to encourage filtering just yet because
there are too few websites that carry Content Labels. 

The visual logo is one thing and a certificate enabling users to provide
feedback is another, but the Content Label is the most valuable as it
enables all of this to happen.

Website includes meta tag on certified webpage 
Website includes a visual Trustmark on webpage
Visual Trustmark is hyperlinked to an XHTML certificate that resides on the
trusted third party's server. Certificate displays information about the
claims, who's making them, who's verified them etc.
Content Label is created and resides on the trusted third party's server.
This contains RDF (Semantic) metadata that represents all the information
displayed on the visual certificate.

User conducts a search.
Search engine spiders the web and before returning the search results it
reads the meta tags on each page. 
Search engine notices the tag as above and then searches for the specified
Content Label to see what claims the site owner is making. This process is
authenticated with the W3C and Segala (or other) namespace within the
Content Label. It is this information that would be used to annotate or
filter search results.
Trust is given because the metadata (accessibility claims) is not stored on
the labelled site.

Hope this helps! We haven't documented an accessibility use case for Content
Labels just yet so this email is a practice run, sorry! :)

Kind regards,
Paul (need a coffee)

      -----Original Message-----
      From: irl-dean-admin at list.eeng.dcu.ie 
      [mailto:irl-dean-admin at list.eeng.dcu.ie] On Behalf Of Tim Culhane
      Sent: 01 March 2006 09:32
      To: irl-dean at list.eeng.dcu.ie
      Subject: RE: [Irl-dean] Hi everyone
      Hi Paul,
      You mention that one of your interests includes:
      Semantic methods that enable trust on the Internet using 
      content labels
      Can  you expand on exactly this works?
      I'm a bit unsure that I'm comfortable  with search 
      engines making decisions for me on whether to filter out  
      websites which it deems to be inaccessible.
      As we all know accessibility can be quite subjective.
      Naturally there are obvious things which make sites 
      inaccessible, but there are always ways and means of 
      getting information from even a badly designed site.
      I assume that search engines makes its decisions on 
      whether a site is accessible or not by checking for  a 
      trust mark or certificate of some sort?
      Of course, I suppose I  can just allow unfiltered searches.
      -----Original Message-----
      From: irl-dean-admin at list.eeng.dcu.ie
      [mailto:irl-dean-admin at list.eeng.dcu.ie] On Behalf Of 
      Paul Walsh, Segala
      Sent: 27 February 2006 18:17
      To: irl-dean at list.eeng.dcu.ie
      Subject: RE: [Irl-dean] Hi everyone
      Hi Everyone,
      Time to introduce myself :)
      I'm a proud and happy dad of two (ages 1 and 2) and 
      husband to one. I'm almost a stranger to my homeland 
      after leaving in 1998 to head for the sunny shores of the 
      UK where I now manage Segala's satellite office, whilst 
      my Irish based comrades bask in the John Rocha designer 
      HQ in Sandyford. The plan is to return to Dublin with my 
      new immigrants in two years, where they'll follow their 
      father's footsteps as professional strawberry pickers in 
      Wexford (home to the Walsh Clan) during the summer months.
      I'm keen to hook up with people from the listserv as I 
      enjoy meeting new folk to discuss work topics of 
      interest, namely web accessibility, mobile web and 
      Semantic methods that enable trust on the Internet using 
      content labels. I don't really get the chance to have a 
      drink these days, so I make the most of my business trips 
      to Dublin. Drop me a note if you fancy a beer when I'm over.
      I won't bore you with all of my past. The most relevant 
      was my time at AOL.
      I was one of the first employed by AOL in Europe in 1995. 
      As well as developing the AOL presence in the UK I 
      assisted with the launch of AOL Sweden and wrote a paper 
      on how to launch a new client in a new country, this was 
      subsequently used during the launch of Australia Online.
      I'm co-founder and CEO of Segala. We provide conformance 
      appraisals and audit certification services for web 
      accessibility. We award customers with the first 
      machine-readable Trustmark for web accessibility. 
      I'm Segala's W3C Advisory Committee representative and 
      member of the Mobile Web Initiative Steering Council 
      where I help to create and rollout mobile web best 
      practices. I'm the co-editor of the MWI conformance specification
      (mobileOK) with Google and ICRA, to create a machine 
      readable Trustmark. I'm also an Executive of the British 
      Interactive Media Association (BIMA), a trading 
      association for the Interactive industry in the UK. So, 
      as you can see, not much time for beer!
      I'm a committee member of the WAI but regrettably have 
      been inactive due to other standard commitments, however 
      Sorcha Moore is now in good standing for WCAG 2.0 and 
      David Rooks is in good standing for the Evaluations and 
      Reporting Tools (ERT) working group.
      Segala is a sponsor member of the W3C's first Incubator 
      Group activity which is addressing the topic of "Content 
      Labels". The W3C Incubator Activity is a new initiative 
      to foster development of emerging Web-related 
      technologies and the Content Label group is focusing on 
      delivering a framework for the development of a clear 
      Web-based system that can be used by trustmark providers, 
      allowing browsers and search engines to filter content 
      based on whether sites are accessible to people with 
      disabilities, contain material suitable for children, 
      contain trustworthy information on bullying, or fulfil a 
      number of other criteria such as being suitable for 
      presentation on mobile phones.
      We are currently helping a number of associations around 
      Europe to create trustmark schemes based on their code of 
      conduct by using our technology like the Trustmark we 
      provide for accessibility. This enables end users to 
      report false claims about compliance using an online 
      certificate linked to the Trustmark.  
      Having been so busy helping to push the industry forward, 
      we just haven't had the time to articulate, document and 
      build a site to represent what we do because we never had to. 
      Looking at our current website, you wouldn't get the 
      impression that we are operating at this level and 
      providing these services to brands valued more than 17 
      billion sterling, so I'm hoping that the second search 
      result in www.yahoo.com for 'segala m test' will 
      disappear soon (BTW, there were some inaccuracies in the 
      email I'm referring to).
      Cheers :)
      M: +44 (0)7734 606 453      
      Bronze Sponsor of WWW2006 Conference
      Gold Sponsor of Internet World 2006
            -----Original Message-----
            From: irl-dean-admin at list.eeng.dcu.ie 
            [mailto:irl-dean-admin at list.eeng.dcu.ie] On Behalf Of 
            Mark Magennis
            Sent: 27 February 2006 16:17
            To: irl-dean at list.eeng.dcu.ie
            Subject: RE: [Irl-dean] Hi everyone
            Hi Brendan, welcome to the list. Good to see another 
            accessibility design company in Ireland. That's an 
            interesting company name you have there, ilikecake. I 
            quite like cake myself.
            > Oh almost forgot, secretaries!!!!!!!
            Was that something you forgot you like or forgot you 
            don't like? And what if the secretary is carrying a 
      piece of cake?
            Irl-dean mailing list
            Irl-dean at list.eeng.dcu.ie
      Irl-dean mailing list
      Irl-dean at list.eeng.dcu.ie 
      Irl-dean mailing list
      Irl-dean at list.eeng.dcu.ie
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