How are XML‐based Marc 21 and Dublin Core records indexed and ranked by general search engines in dynamic online environments?

Purpose – The aim of this paper is to examine the indexing quality and ranking of XML content objects containing Dublin Core and MARC 21 metadata elements in dynamic online information environments by general search engines such as Google and Yahoo! Design/methodology/approach – In total, 100 XML content objects were divided into two groups: those with DCXML elements and those with MARCXML elements. Both groups were published on the web site www.marcdcmi.ir in late July 2009 and were online until June 2010. The web site was introduced to Google and Yahoo! search engines. The indexing quality of metadata elements embedded in the content objects in a dynamic online information environment and their indexing and ranking capabilities were compared and examined. Findings – Google search engine was able to retrieve fully all the content objects through their Dublin Core and MARC 21 metadata elements; Yahoo! search engine, however, did not respond at all. Results of the study showed that all Dublin Core and MARC 21 metadata elements were indexed by Google search engine. No difference was observed between indexing quality and ranking of DCXML metadata elements with that of MARCXML. The results of the study revealed that neither the XML‐based Dublin Core Metadata Initiative nor MARC 21 demonstrate any preference regarding access in dynamic online information environments through Google search engine. Practical implications – The findings can provide useful information for search engine designers. Originality/value – The present study was conducted for the first time in dynamic environments using XML‐based metadata elements. It can provide grounds for further studies of this kind.