Tom Faber was shocked when he discovered Google declared him dead. Searching his name, he found a picture of his face alongside a biography of another Tom Faber, a physicist who passed away in 2004. This strange error was due to Google’s ‘knowledge panel’ mixing up their information.
Faber’s struggle with correcting this mistake through Google’s feedback form reveals a bigger problem affecting many users. As Google faces criticism for declining search result quality and algorithm errors, the reliability of the world’s biggest search engine comes into question. This article delves into these issues, investigating if Google is losing its edge.
Confusion Over Identity
One day, Tom Faber found out he was dead – at least, according to Google. When he searched his name, up popped a knowledge panel displaying a picture of him and a biography of a completely different man. This other Tom Faber was a physicist who had passed away in 2004. The error left him puzzled and frustrated.
This mistake happened because of Google’s ‘knowledge panel,’ which pulls information from websites like Wikipedia. Somewhere along the line, Google’s algorithm mixed up two people with the same name. Despite filling out the feedback form multiple times to correct it, Tom could not get rid of the error. His story highlights a larger issue faced by many users today with Google’s search engine.
Is Google Losing Its Edge?
Many users have started to question whether Google is still the most reliable search engine. They report that search results are getting less relevant and more cluttered. Cory Doctorow, an author and critic, describes recent search results as ‘garbage.’ Former employees, too, have critiqued the company’s performance. However, billions of people still use it every day.
While Google’s dominance in the search market remains unchallenged, its reputation has taken a hit. The company has faced numerous court battles, and the rise of AI tools like ChatGPT poses a new threat. Even Bill Gates has mentioned that AI assistants could replace traditional search engines one day. Nevertheless, given its 90% market share, Google seems hard to displace.
The Power of Data
Initially, Google was different. Its founders, Sergey Brin and Larry Page, created a system that organised web pages by their quality, not just their relevance to search queries. This idea, known as PageRank, made Google’s search results reliable and trustworthy. Users flocked to Google, turning it into a leading player in the digital landscape.
The more successful Google became, the more data it collected. It then used this data to improve its algorithms and, importantly, to sell ads. Google’s ad system is a money-making machine, as it can precisely target individuals based on their search queries. In fact, last year, Alphabet – Google’s parent company – earned a whopping 77% of its revenue from advertisements.
However, with great power comes great responsibility. As Google grew, it didn’t just gain economic power but also social and political influence. Rosie Graham, a lecturer, notes that people don’t just seek information from Google; they seek advice on how to live their lives. ‘Google has the power to change the way we think about things,’ she says.
Quality Concerns and Criticism
Some people feel that Google’s search results aren’t as good as they used to be. Critics often blame this on Google’s struggle to control spammers and search engine optimisation (SEO) companies. SEO aims to make websites rank higher in search results, but sometimes this leads to low-quality content.
For instance, recipe pages often bury their recipes under long stories because they believe it helps their Google ranking. This can frustrate users who just want the instructions. Google is in a constant battle with spammers, who frequently find new ways to game the system. Despite Google’s efforts to tweak its algorithm, the struggle continues.
Google has also been criticised for cluttering its search results with too many info boxes, ads, and other distractions. Sometimes, these boxes contain incorrect information. For instance, Google once claimed that Barack Obama was the king of America. These inaccuracies make people question the reliability of Google’s search results.
The AI Challenge
The advent of AI technology has introduced new layers of complexity. ChatGPT, an AI assistant developed by OpenAI, could potentially disrupt the search engine market. Microsoft has already integrated AI into its Bing search engine, making it more competitive. Google responded by introducing new AI features in its search engine, aiming to keep up with the competition.
Google’s ‘AI Overviews’ feature summarises information from various websites, providing answers directly in the search interface. However, this new feature isn’t without its flaws. In some cases, it provided hilariously inaccurate responses. For instance, it suggested eating one small rock per day for minerals and vitamins. Such mistakes have left users sceptical.
The bigger concern, though, is how AI features might impact online publishers. These summaries might reduce traffic to websites, making it harder for publishers to generate revenue. Critics worry that this could harm the quality of information available on the internet. Google insists it is committed to a healthy web ecosystem, but only time will tell if they can balance AI innovation with supporting content creators.
Trust and Competition
Critics argue that Google prioritises ad revenue over user experience. This concern isn’t new; even Google’s founders warned about it back in 1998. They worried that ad-funded search engines would inevitably favour advertisers over users. Despite this, Google incorporated ads to stay profitable, but the controversy persists.
Google’s huge market share means it can pay to be the default search engine on devices like Apple’s iPhones. The US Department of Justice has accused Google of using its wealth to act anti-competitively. Google argues that people use their search engine because it’s the best. However, this case has shown that money plays a significant role in maintaining Google’s dominance.
Smaller competitors such as DuckDuckGo and Kagi focus on niche areas like privacy and ad-free experiences. However, they have a hard time competing with Google’s vast resources and technology. Aravind Srinivas of Perplexity notes that competing with Google feels like ‘a no-fly zone’ due to the company’s overwhelming advantages.
Future Uncertain
Will Google continue to dominate the search engine market or will it be overtaken by new technology? Cory Doctorow thinks that big tech companies like Google are in danger of ‘enshittification,’ a term he coined to describe companies that prioritise revenue over user experience. He believes that Google, like other big tech companies, might eventually decline.
Rosie Graham points out that no company lasts forever. She notes that even once-powerful organisations like the East India Company no longer exist. ‘It’s not a matter of if Google will be influential forever, it’s a question of when Google will be replaced,’ she says.
Yet, some academics and industry professionals disagree, arguing that Google search isn’t getting worse. Dirk Lewandowski, a professor, thinks complaints about low-quality results and a cluttered interface have always existed. He believes Google has remained largely the same over the years.
Conclusion
As the web evolves, so does the role of search engines. Google may not be perfect, but it remains an integral part of the internet. It helps shape how we find information, influences online behaviour, and even affects the media. While new technologies and competitors arise, Google continues to adapt and hold its ground in the ever-changing digital landscape.
As the web evolves, so does the role of search engines. Google may not be perfect, but it remains an integral part of the internet. It helps shape how we find information, influences online behaviour, and even affects the media. While new technologies and competitors arise, Google continues to adapt and hold its ground in the ever-changing digital landscape.