Tom Faber got a shock when Google declared him dead. The search engine showed his picture with the biography of a deceased physicist. Despite still being very much alive, Faber struggled to correct this misinformation.
This incident isn’t isolated. Many users are questioning Google’s reliability. Meanwhile, new competitors and evolving technologies challenge its long-standing dominance. The question remains: Can we still trust Google to give us the truth?
The Knowledge Panel Irony
The internet can be a peculiar place. Tom Faber discovered this firsthand when he searched for his name and found out he was dead. According to Google, Tom Faber was a physicist who had passed away in 2004. This came as a shock since Faber was very much alive.
Google’s algorithm had mistakenly paired his picture with the biography of another man with the same name. This mix-up was displayed prominently in what Google calls a “knowledge panel.” Faber tried to correct this error multiple times using Google’s feedback form, but his efforts were in vain.
Google’s Dominance
For years, Google’s search engine has been the gateway to the internet. In 2024, Google turned 25, and its parent company, Alphabet, became the fourth most valuable company globally, worth over $2 trillion. Google’s search engine holds a 90% share of the global market, making it more than just a tool—it’s practically internet infrastructure.
Despite its dominance, many users, including Faber, have found the search engine to be less reliable. Reports of declining search quality are common, and competitors like ChatGPT are emerging as potential alternatives. Even tech mogul Bill Gates suggested that perfecting an AI assistant could make traditional search engines obsolete.
The Rise and Fall of Trust
Google was once a shining beacon of trustworthiness on the internet. Its mission to “organise the world’s information” was both ambitious and inspiring. Over time, however, public perception has shifted. The motto “Don’t be evil,” once central to Google’s code of conduct, was quietly downgraded in 2018.
Critics argue that Google has become too powerful and too invested in commercial interests. The company’s huge influence over politics, social attitudes, and even economic fortunes has led to scrutiny. Rosie Graham, a lecturer at the University of Birmingham, notes, “Google has the power to change the way we think about things.”
The Quality Question
Is Google search getting worse? It depends on whom you ask. Critics say the search results are cluttered with ads and spam, while defenders point to Google’s 90% market share as evidence of its effectiveness. What is clear, however, is that user experience has become more complex and sometimes frustrating.
Cory Doctorow, an author and activist, describes today’s Google search results as “garbage.” He argues that commercial incentives have compromised the quality of the information provided. Former Google employees have also voiced concerns, suggesting the company has lost its way.
Still, billions of people use Google daily. Personal experiences with search results can vary widely due to Google’s constant algorithm tweaks. This makes it difficult to make definitive statements about search quality across the board.
The SEO Dilemma
Search Engine Optimisation (SEO) has long been a thorn in Google’s side. SEO aims to make websites rank higher in Google search results, but it often compromises the quality of the content. Recipe blogs, for instance, bury useful information under lengthy anecdotes to rank better. This frustrates users, but it’s a tactic believed to please Google’s algorithms.
Then there’s the darker side of SEO. Techniques like “domain squatting” and “keyword swarming” are used to game the system. These “black hat” SEO practices result in poor-quality, spam-filled webpages that can dominate search results. Google is locked in an ongoing battle to combat these tactics, frequently tweaking its algorithms to stay ahead.
The advent of AI-generated content poses a new challenge. As AI-generated spam threatens to flood search results, the battle between Google and spammers is far from over. Pandu Nayak, Google’s vice-president of search, describes this dynamic as a “spy vs. spy situation.”
The Cluttered Interface
Google once prided itself on a sleek, minimalist interface. Today, the search experience is far different. Informational boxes, shopping carousels, and ads often clutter the search results.
These additions can make it difficult to find the information you’re looking for. Critics argue that Google prioritises keeping users within its ecosystem to maximise ad revenue, compromising the user experience.
Automation and Inaccuracies
Google’s automatic info boxes are meant to provide quick answers, but they’re not always accurate. These boxes have erroneously claimed that Barack Obama was the king of America and that Kannada was the ugliest language in India, forcing Google to issue apologies.
Faber’s own experience is a case in point. Despite multiple attempts to correct his “death,” the information remained inconsistent. One day he was alive; the next, he was a deceased physicist. This highlights the flaws in Google’s automated systems.
While Google claims users find these features helpful, the inaccuracies can sometimes cause more harm than good. These issues raise concerns about the reliability of information provided by Google’s algorithms.
Monopolistic Practices
Google’s massive market share has landed it in legal hot water. The US Department of Justice has accused Google of operating as an illegal monopoly. The company allegedly pays billions to tech companies like Apple to be the default search engine on their devices.
This monopolistic behaviour has drawn criticism from competitors and regulators alike. Aravind Srinivas, CEO of Perplexity, states, “Competing with Google is a no-fly zone. They dominate and have all the best technology.”
AI and the Future
The arrival of AI technologies like ChatGPT has sparked debates about the future of search engines. Google is not sitting idly by. The company has announced new AI features, including “AI Overviews,” which summarise information from multiple sources.
However, initial tests of AI Overviews have led to hilariously incorrect answers, such as advising users to eat rocks for their minerals. These errors have raised questions about the readiness of AI to replace traditional search engines fully.
Publishers are particularly concerned. If Google provides answers within the search results, users may have little reason to visit the original websites, impacting their revenue. The media industry, already struggling, could suffer further.
Google’s journey from a trusted source of information to a platform riddled with inaccuracies highlights the challenges in maintaining a reliable search engine. The rise of competitors and evolving technologies underscores the need for changes. The world will keep relying on Google, but trust is not as guaranteed as it once was.
The future of search engines may depend on how well they adapt to new technologies and their ability to provide accurate, unbiased information. As AI and other advancements continue to evolve, users will weigh their options, potentially seeking alternatives that better meet their needs for trustworthy information.