Google search manipulation that is sometimes spoken of in hush hush tones, sometimes openly? Well, here’s some more on it.
Using the private browsing mode & being logged out of Google does “anonymize” a user not does it protect a Web user from Google’s “filter bubble” protection. What’s more, it’s simply not possible to use Google search & avoid its filter bubble, according to a new study done by rival DuckDuckGo.
DuckDuckGo announced the findings of this study on its official blog. It said although Google had assured that it had taken steps to reduce its filter bubble problem, the new research revealed otherwise.
Based on a study of individuals entering identical search terms at the same time, the DuckDuckGo research found:
- Most participants saw results unique to them. These discrepancies could not be explained by changes in location, time, by being logged in to Google, or by Google testing algorithm changes to a small subset of users.
- On the 1st page of search results, Google included links for some participants that it did not include for others, even when logged out and in private browsing mode.
- Results within the news & videos infoboxes also varied significantly. Even though people searched at the same time, people were shown different sources, even after accounting for location.
So what exactly is Google’s “filter bubble”? According to its rival, it’s the “manipulation” of Google search results based on your personal data. Which means links are moved up or down or added to your Google search results, necessitating the filtering of other search results altogether.
These editorialized results are informed by the personal information Google has on you (like your search, browsing, and purchase history), and puts you in a bubble based on what Google’s algorithms think you’re most likely to click on.
Methodology adopted:
DuckDuckGo asked volunteers in the US to search for “gun control”, “immigration”, & “vaccinations” (in that order) at 9 pm ET on Sunday, June 24, 2018. Volunteers performed searches, 1st in private browsing mode & logged out of Google, & then again not in private mode (i.e., in “normal” mode). 87 complete result sets — 76 on desktop & 11 on mobile were compiled. It found….
With no filter bubble, one would have expected to see very little variation of search result pages — nearly everyone would see the same single set of results. That’s not what we found.
Instead, most people saw results unique to them. There was about the same variation in private browsing mode & logged out of Google vs. in normal mode.
To catch up with the rest of the findings, click here.
Image Credit: DuckDuckGo
