Students of the Willem de Kooning art academy in Rotterdam have managed to take a search string, ‘ultimate business car’, and have this produce five pictures in Google’s search engine for images that, once put next to each other, form an advertisement.

Search engines are in a continuous battle with Search Engine Optimizers, companies with the morals of an arsonist who try to replace relevant search results with links to the sites of their paymasters.

Students Pim van Bommel, Guus ter Beek and Alwin Lanting used the help of ‘hardcore SEO-ers’ to get the ad to show up in Google’s search results. The ad is no longer visible in its original form. When 24 Oranges searched for ‘ultimate business car’, the first panel had disappeared entirely and the text panels were in a different order. Van Bommel told Bright: “As soon as users start clicking on images Google’s algorithm changes the display order based on popularity. Unfortunately that is an aspect we do not yet control. Ads in which the order of the images is of less importance would be a good solution.”

The students call this concept Search Engine Advertising.

(Image: guusterbeek.nl)