Google (NASDAQ: GOOGL) is taking steps to combat slander and exploitation by adjusting its algorithm to exclude misinformation from search results. The changes address a significant issue highlighted by the New York Times in a string of recent reports.
The practice of hosting unsubstantiated rumors to appear in search engine results has persisted for some time, with an entire industry revolving around the proliferation of damaging rumors and charging to delist them. Such websites are able to manipulate Google's traditional algorithm to appear high in search results because of the objectivity at the core of Google's titular search engine; listings are based on the interconnectivity of websites, with sites that are connected to more other websites taking priority over those that link elsewhere less.
Google, however, has for years insisted on maintaining that objectivity, wanting to be a provider of search results but not so much a moderator. Google has steadily been changing its stance, however, slowly prohibiting more content from search results. The highly polarized 2016 election, and the similarly polarized 2020 election, have likely played into Google's decision as well.
"Over the years, our approach to improving quality issues in search ranking has been consistent: we do not take the approach of "fixing" individual queries, but we take these examples and look for ways to make broad algorithmic improvements," Google told The Verge, "Our ability to address issues has improved with better technology, tools, and quality signals, and today we're able to take a more nuanced approach to address specific classes of queries. But the underlying principles remain the same."
Google's approach isn't perfect, and they've admitted such, but it appears to be a step in the right direction. However, many critics are voicing concerns over letting Google determine what websites are seen and by whom. Given the attention that big tech firms are receiving from regulators worldwide as of late, however, it is likely that policymakers may soon bring Google's changing policies under review.