Why Tag Clouds are Beating a Dead Horse

Tag clouds are dead. I don't want to mince words. I've been waiting for a long time for someone to say so, to let everyone see the elephant in the living room. What interests me is why tag clouds are dead.

About ten years ago I was working on a prototype web application. It never saw the light of day. But it was called Strands and consisted of a wiki-like content management system that allowed anyone (it was based on SoftSecurity) to create pages, to post and edit content. Any author could include single keywords in the text. These would be automatically scooped up and entered into an index. You could display the posts associated with (containing) any keyword listed on a page like search results. The idea was that content could be navigated in any number of ways according to keywords added by users. It's wasn't social. It didn't know the user who contributed the keyword. The idea was to destroy hierarchy and create a user centered order to information, something close to the folksonomy (but not quite because it didn't care about who submitted a keyword). One version did not allow linking between pages, no "wikiword" links, the idea being that all navigation was by keyword links, either in content or on the "strand" pages listing all content belonging to a keyword.

One of the other ways of navigating considered was by popularity of keyword. The system could generate a list of keywords based on how many posts contained or were associated with them. You may start to find the elements of this system familiar. "Strands" are posts listed by tag. Keywords are tags. Navigating by popular keywords is a tag cloud. The ideas for this system partly developed out of work I'd seen on the web where posts were ordered by single keyword. The other reason was I have a terrible time categorizing anything, I can't decide which category something could go in. I am incredibly bad at and hate categorizing anything, so I decided the wiki element would let visitors to my site categorize my junk for me.

If this were not a blog, I'd spare you all this personal history, but it does show you why I am interested in the question of why tag clouds suck.

When I visit a website with a tag cloud, I tend to pay close attention to it. I noticed that I never bothered clicking on them, never used them. When I thought about why, one of the things I noticed was that nearly every tag cloud consisted of a number of large tags I could count on my hand, and the rest were undifferntiated in size. One of the solutions that came to mind was displaying tags by popularity on a logarithmic scale, which could help increase the difference between the less popular tags. I'm not that great at math, so I would need to leave it to someone else to work this out. But the idea is to create greater differentiation visually among the less differentiated tags.

The other problem with this is there are only so many font sizes that are easily usable on the web. This worsens the differentiation problem.

The other concern I had devevloping the keyword based application was that chaos would ensue. People tend to prefer order. Would it help or hurt for people to be navigating by tag? Tags don't always apply to the subject. Their strength is freedom, freedom from controlled vocabularies and rigid meanings, but without those restrictions tag-chaos can reign. Wikis always had a kind of randomness to them and so do tag structured and navigated content.

I almost never click on tags in Wordpress blogs for this reason. It usually produces a result that widens not narrows my search. Nielson observed that clicking on a link has a penalty, and the trouble with tags is they have an uncertantity penalty.

The closest I've ever seen to a realization of the keyword based navigation idea is a photo gallery developed by Alex Wilson some years ago. You can see it still in operation here. It's a great idea and an excellent implementation, I don't know why I didn't go ahead with my own version instead of abandoning it (doubly, since the eventual goal was for organizing photographs). It makes the homepage a tag cloud and each detail page with a photograph displays a vertical row of thumbnails to photographs linked by tags, which is very similar to the way the Strands pages listed posts according to tag (like Flickr pages with the tags next to the image). Alex recently switched to a standard gallery system for this exact reason, that visitors and customers apparently found the tag-navigated album confusing.

I love tags. I use them like I feel they were supposed to be in this blog, I just write any significant word that comes into my head about the subject. I don't care that they create long lists of tags, since I only use them as a memory aid. They are terrible for people navigating the site and categories would probably be better. Tags aid memory, they aid discovery and exploration, but I'm uncertain that they are good finding aids.

I'm sure others have observed this before, but I've kept quiet about it, so I may be late the party, but still, it's a useful discussion, to dissect why tags ultimately fail to live up to the (strange to me) hype they received. Every new web technology seems to be annoucned like the second coming.

So, yes, tag clouds are beating a dead horse. Even the little sets of tags next to blog posts don't really do much for me, not even on my own site, or they don't seem to do much for visitors in my view.

The other thing that tortured me developing the keyword based navigation was whether to allow spaces in keywords, which would prevent combining keywords like chicken+soup and create confusion (sepearte keyword threads of navigation) between "farmers market" and "farmers_market." I worried a bit about misspellings, but not too much since I didn't like controlled vocabularies.

References: Tag Clouds_Rip and ZigTag supposed to solve these problems.