Are You Just Seeing What You Want? Exploring Google’s Bias

• Google’s personalisation algorithms create search results based on previous behaviour, resulting in a personalised online experience.

• This personalisation can create a “filter bubble,” restricting exposure to alternative viewpoints and strengthening preexisting biases.

• To get out of the filter bubble, utilise incognito mode, broaden your search keywords, and look beyond the first page of results for a more balanced perspective.

Have you ever felt like Google was reading your mind? When you search for “hiking trails near me,” you’ll find the exact path you were looking for. It’s not a coincidence. Google and other search engines use powerful algorithms to personalise your search results, creating an experience that appears designed especially for you. However, is this personalisation a useful guide, or does it risk becoming an echo chamber? Let’s explore the realm of search engine algorithms to understand how they influence our online experience.

Search Personalisation: The Secret Sauce

Imagine a search engine as a massive library with billions of volumes (websites). You are the reader looking for something specific, and the librarian (Google’s algorithm) steps in. It creates a personalised list of suggestions based on your prior searches, location, and browsing habits. This “secret sauce” can be really useful, taking you directly to what you want, whether it’s tonight’s meal recipe or the most recent sports score. However, there are some drawbacks.

The Filter Bubble: How Personalisation Limits Perspective.

Consider your internet experience to be a bubble that is always growing with material that it believes you will enjoy. This “filter bubble” can limit what you see online, isolating you within your known interests and biases while potentially blocking out opposing viewpoints. If you frequently read one side of a discussion, Google’s personalisation may continue to show you similar viewpoints, creating a sense of unanimity.

For example, when researching a political candidate, Google may prioritise items that are similar to what you’ve read previously. Without actively seeking opposing opinions, you may find yourself in an echo chamber, convinced that your perspective is the dominant one.

Is There a Way Out of the Filter Bubble?

Breaking free from this cocoon doesn’t take any technical abilities, just a little awareness and intentionality. Here are some practical ways to broaden your internet experience:

• Switch to Incognito Mode: This feature prohibits Google from recording your browsing history, so your results are less influenced by previous searches.
• Use Diverse Keywords: Try widening your search keywords. Instead of “benefits of exercise,” look for “drawbacks of exercise” to get the whole picture.
• Go beyond page one: The top results are frequently heavily filtered; perusing other pages may reveal alternative sources and perspectives.

Taking Control of Your Search Journey

Finally, you are the captain of your adventure. By being attentive to personalisation and actively seeking out a variety of opinions, you can change Google from a bubble-maker to a true guide through the immense library of knowledge at your disposal. Whether you’re seeking accurate news or learning about a new activity, awareness and intention may help keep your online experience interesting, informative, and neutral.

By taking tiny actions to combat search personalisation, you ensure that you are exposed to a balanced perspective that does not simply reinforce what you already know but also broadens your understanding of the world.