Why Google Is A Biased Search Engine And How Can We Fix it

Google is one of the most used search engines online in comparison with the other search engines. I have a great respect for Sergey Brin and Larry Page. They have done some great innovative research programs especially in health sector, projects such as improving the future of healthcare by implementing structured data and AI. Google is one of my daily tools when working on projects.

The reason of my frustration is that Google has been a biased search engine even after its A.I and machine learning implementation.

Companies pay a lot of money to digital marketing agencies to help them with their businesses. My company closed more than 6000 projects such as: multilingual seo, ppc, online brand reputation, video marketing, content marketing and webseries. Many of our clients are major player companies in Europe and the U.S who asked/ask me to run their online reputation campaigns. Companies in car dealership, real estate, clothing, attorneys ,travel sites, hotels, beauty products and pharmaceutical providers have the most brand reputation issues. We took care of projects for companies in the U.S, France, Germany, Italy, Spain, Canada , South Korea, China, Israel, the U.K, India, Russia, Poland and Nordic countries.

When i talk about some SEO tactics won’t work, it is because of my experience in working on SEO campaigns for companies in different countries. But there are always some so called SEOs who get freaked out, can’t handle the truth and turn an innocent conversation to vandalism on social media like what happened when I wrote an article about security vulnerabilities of SSL/TLS back in 2015 and warned multilingual ecommerce owners about it, then this blackhat hacker and his novices created a circus around it. He called me names and DDOS attacked my website to make a point. A year later in 2016, 11 million HTTPS websites got hacked by hackers. Then in December 2017 The U.S government warned companies and people about TLS vulnerabilities.

Why Google Empowers Defamatory Allegation About A Businesses and Individuals In Search Results?

When you search for a person or company, Google has two seconds to make money out of your searching. If you land on that person or company’s page, Google won’t make any money. So Google looks for any instances that has something to do with that company or person you are searching for. So how can Google make money out of your searching?  Google artificially elevates information about that person or company with keywords containing negative sentiment or inflammatory words. These blogs and review websites are designed to earn income through Google Adsense. These information get top ranked in Google search results.  Here is what happens: Google wants to repulse you in order to make money out of your searching, therefore it shows you results that generates more Adwords income for Google. As of 3rd quarter 2018 Google Ads revenue was 63.8 billion dollars while Facebook’s was 13.7 billion U.S. dollars.

Remember! All search engine providers want you to search your queries on their search engines in order to suggest their ads.  So it is up to you to choose the most suitable search engine for your needs.

The CEO of Google, Sundar Piachi was summoned by the federal legislative of the United States of America to answer and explain whether google search engine favors some pages more than others in its search results. This is because some top American citizens have complained about being insulted using sarcastic words on Google search engine. Sundar Piachi explained that the company doesn’t manually intervene in search results, and instead search results are based on crawling the content of web pages.

Piachi didn’t actually explain extensively on how the search system works but made the legislatives understand that “Google search engine is not being operated by human being but purely algorithm-driven and there is little or no way search result could be compromised.”

I disagree. Google search algorithm is not nearly as unbiased as Piachi claimed. Apart from the fact the Google algorithm is written by human beings, the main reason for its biases is it’s artificial intelligence-powered search result. At the end of the day human writes the algorithm and A.I machine learning takes care of the learning search pattern processes.

What happens when a user searches in Google?

When users click at any websites, their computers automatically send information to Google about their Internet Service Providers (ISP), IP addresses, operating systems, physical addresses, logical addresses and pattern of search in order to track locations and their identifications. Facebook does the same thing, but Facebook sells people’s private information to the governments.

The amount of data Google collects from people’s devices allows it to identify users and provide custom search results even when switched to a private browser. So don’t bother to use “Google Incognito”.

Based on the amount of personal data of individuals, Google has gathered these information and manipulates search and news results to bias them towards what it thinks it knows about people. This is when artificial intelligence and machine learning play a role.

When looking at the Internet of today, searching is actually one of the regular and dominant activities with more than 18 million questions entering the search engine every month in the United States alone. People search every day and 90% of the people use Google search engine not knowing that their personal data are being stored somewhere for future inappropriate use.

Why Google top ranks yellow pages,reviews and directories when searching for your name or company?

In local Google when you write a name, many directories containing Google Adsense will show up above your name or your company’s name. Among these directories you will see review websites which contains Google ads. When you click at them, it will cost between $10- $50 per click depending on the competitiveness of that keyword or phrase. It doesn’t end there if someone has an appetite for gossip, he or she will empower those lies and write more comments. Critical thinkers will probably dismiss the allegation.However many people believe in those reports or malicious reviews and defamatory blogs about brands, celebrities, companies, politicians and individuals.

Google and Adsense publisher split the money. So if these allegations are published on news and media, they will be legally liable, but when a review site does that, nobody can do anything about it. This is why when you receive bad reviews about your eCommerce products or car dealership, it will be difficult to remove them. This is why online reputation management is a campaign you should be using.

The media seems to push a specific viewpoint rather than reporting the news objectivity.

Keep in mind that media bias also occurs when the media seems to ignore an important aspect of a story. They say words can’t heart you, but this is a digital generation and your reputation stands as a driving force based on Google. That’s a lot of power by an organization, right? I was working on a real estate company’s defamation project who had 20 years excellent online reputation. Then out of the blue two cyber bullies  tried to kill his good name. They found pictures of him in his Facebook and photoshopped them and posted on a blog and wrote untrue things. I think people just have too much time in their hands. Especially when unemployment is very high. We finally were able to fix the situation through our A.I online reputation management campaigns.

Google search engine could misleadingly over promote an initially popular page because, having placed it at the top of the search result in order to make money via Google Ads. This problem actually applies to those that rely on previous searches/ history of previous users. it is also applicable to those using link-analysis schemes because the top of the list pages are likely to end up as chosen link on people’s web page.  If the bias found here is due to trust then search engine companies may need to design systems to overcome such effects. To conclusively demonstrate trust, one would have to show an increase in the bias over time when some blank-slate user first comes to use a search engine.

Here are some takeaways:

Suggestion for Individuals and Brands:

Negative information getting higher ranking about you and your business is inevitable for the time being. I recommend creating landing pages related to your name and brand’s keywords and optimize it for Google Adsense. Just creating those pages won’t do the trick, the campaign will need more components in order to get the desired results. We offer multilingual SEO in 18 languages. Contact here.

Algorithm suggestion for Google:

Google has two options either do something about this problem or let it be as it is, and gets the destiny of Yahoo! and Altavista. There is a way to fix this search engine bias issue. I recommend optimizing the bigdata, penalizing already searched negative and defamatory keywords which trigger irrelevant content. Empowering positive content containing Adsense which is aligned with Anti-Spam and cloaking algorithms.

The image below is my suggestion on top model process.

The following top level algorithm depicts a design of neural ranking process in order to get rid of defamatory content against a brand and individual. I strongly recommend Sergey Brin having his CEO organize a team to engineer a new model. I am sure this way they increase Google search engine Ads income, a better popularity, outrank search competitors who are getting very popular these days and get rid of bias problem. 

The above model is my suggestion for teaching the algorithm how to learn and detect the relevance. The search system needs to have an ability to learn effective representations in order to get the desired result.

In conclusion it is fair to say that Google directs other queries in order to increase Google Ads’ income, but one suggests algorithm modifications so that  some better types of queries related to a person, an object, a product or brand appear in search results when a user searches in search engine. It doesn’t have to rank defamatory and negative content against a person and brand. It is unethical and unacceptable.

 

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