There are some arguments that just won’t go away. The “Google is skewing their results” argument has been kicking around for several years, and a new version has just popped up. I’ve commented multiple times on this deathly dull topic, but let’s review for old time’s sake.
Google skews its results. It’s a simple fact. They have done it for years. For example, if you use SafeSearch, it will skew away from adult content. When you make a local search, it skews results to fit your location. Nobody complains about that kind of skewing; it’s the type where they favor their own results or partners in reference to a competition that causes concern.
The FTC investigated this a year or more back in the US and found no fault. It’s unlikely to revisit this challenge, in part because it’s tricky to prove and in part because Google has a monster lobbying engine and the tech jobs issue (much like guns) is a third rail issue. The equivalent of the FTC in Europe is looking at taking on Google. Those EU guys hate Google with a passion and are always on the lookout for a stick with which to beat them.
This latest stick comes from a study commissioned and paid for by Yelp. That in of itself probably makes it worth less than the paper it’s printed on, but it’s an interesting study nonetheless. Essentially, they showed Google search presentations with and without the Google “Focus on the User Listing” OneBox container. In their testing, they found that users clicked on the plain results rather than the optimized version 45% more frequently. Their conclusion was that Google is deliberately sabotaging the end user by making the results less easy to use, forcing users to search again or…what, give up in tears? For a complaint of this kind to prosper, you have to show harm, and their version of harm here is a lower click through rate.
They aren’t claiming that a Google OneBox business being preferred is actually benefitting Google financially. Rather, by featuring OneBox registered businesses, Google is harming the end user. The overall claim is at best paper thin.
There are several quite good reasons why Google often prefers OneBox results. To start with, OneBox businesses have taken the time to validate their business, confirm the info is correct and, in many cases, create a nice business profile page that the searcher may well click through to. Either way, what does seem to be clear is if this is annoying users, it’s doing so to the extent where they are changing their search engine. Most people have bigger fish to fry.
Search and how that search is presented (much like the weather) is a big, complicated topic. If you stare hard enough, you are bound to find things that might look a bit off. Keep staring and it will change. Complaining about it to an FTC which has been bought and sold by Google won’t get you very far. I imagine these researchers will be mailing their results to the EU commissioners right away.