Google is "degrading" consumer search experience through its prioritisation of its own content, according to a high-profile report.
Written by Tim Wu, famous for coining the phrase ‘net neutrality’, Michael Luca and the Yelp Data Science Team, ‘Is Google degrading search? Consumer Harm from Universal Search’ argues that Google treating its own content favourably in comparison to third-party content has served up less relevant content.
The report addresses the function that automatically features one result in a box set apart from other results, rather than just providing a page worth of links. This box currently features content determined by Google rather than the most SEO-effective or competitive result.
Based on a sample of 2690 users who were asked to compare Google‘s offering with an alternate version with the best or most relevant information. Apparently, users are 45 percent more likely to engage with content that is organically determined than what is offered by Google.
The report states: "this suggests that by leveraging dominance in search to promote its internal content, Google is reducing social welfare – leaving consumers with lower quality results and worse matches.’
The report highlights positive examples of where the feature is effective and popular for users, such as in providing answers to objective questions such as mathematical sums. However, the report argues subjective questions, such as asking which medical provider to go, could allow Google undue influence.
"In its defence of universal search, Google has relied on a simple and powerful argument: it has done nothing more than create a better product."
"Our findings suggest that Google is – in some instances – actually making its overall product worse for users in order to provide favourable treatment to Google content."
