The audience is the consuming public with access to the WWW and the order of discourse facilitates the intent of the page to sell things. Blatant advertising such as on The National Trading Post web site can be regarded as a cause-effect relationship which clearly could be measured based on audience responses. However, other market strategies can be far more subtle. The first categorical assumption is made when the individual assumes that a topic to be searched comes under a particular subject word or heading. At this point, the matches can imply another categorical assumption not intended in the initial search.
Matches can imply that an additional category is assumed.
From this particular site, one could assume that women and economic development are topics exclusive to the domain of business. In a similar search, using the words economic development, feminism , there is only one match. The categorical assumption here is that all of feminism and economic development coincide with ecological concerns. In each case the text implies another category which was not intended in the search. If these additional concepts remain unquestioned by a researcher, then the search is not discriminating between the two concepts and therefore unreliable.