February 06 2013

Rage Against the Personalised Search Machine: How Google fell out of bed with relevancy

Millions of people sleep at night completely unaware that personalised search has steadily been revolutionising the way they see the web and, as with most Google led initiatives, there’s essentially nothing we can do about it…or is there?

Imagine the internet as a vast department store filled with everything you could possibly think of and many things Google Personalised Searchyou’d rather not. Google’s place in this department store is the plucky store attendant; tell them what you’re looking for and they’ll gladly guide you to the relevant bits of the store. In the carefree days before personalised search, Google would guide everyone searching for ‘shoes’ to the same shop filled with only the most relevant items, presumably shoes. Now this store attendant takes us to our own bespoke storefront filled with shoes in exactly my size and taste; some utopian retail fantasy where the bricks and mortar are data culled from my past shopping excursions and those of my friends. It’s a favourable analogy: this notion of personalisation has been the death of the retail high street. In the online world where everything is freely available in shiny web 2.0 style, the consumer and search user expects, nay demands, to get exactly what they want.

But the façade of user control is a thinly veiled one. The problem with the covert landing of personalised web over the past few years is just this – it’s entirely justifiable from a user experience point of view. Hate them as you will, but the Panda and Penguin updates did actually provide better results for the casual searcher; this has always been Google’s prerogative despite the indignant gnatter of the SEO’s keyboard. This new UX incentive seems a little twisted though. Clearly everyone likes what they like so there is considerable justification in throwing up related items again and again in search results. But we may also like things we don’t know we like and more importantly, things Google doesn’t know we like. Perhaps I don’t want the same Italian restaurant in my area, but even after the food poisoning subsides the search history remains. I want to holiday somewhere new this year, far away from all my friends and everything they like and generally everyone else on the web, will Google let me? What if I want to boldly go where my search history has never taken me before?

Internet searchers have responded to the increasing relevancy of Google’s search results by making it their shop attendant of choice (alas poor Jeeves, I knew ye not), but personalised search have moved away from this key metric. The notion seems to be that by showing us results we’ve responded to before, Google is second guessing our future preferences, presumably to make the choice easier, quicker or remove it altogether. But my search history is a terrible approximation of who I am and what I want and thus what is relevant to me. What if I’m on a public computer, my friend’s browser, his Gmail account, what if I mistyped those saucy search terms and never want Google suggesting them at work again? The illusion is that I have already chosen these results through my past search activity, that I am in control here – the reality is that Google’s algorithms are in control.

So is personalised search better in any sense? The pedantic answer is that it depends what you mean by ‘search’; Google, after all, would be the first to concede that not all searches and searchers are the same. Whether any of this bothers you or not will probably depend on whether you’re the semi-mythical user who always knows exactly what they want, or, more likely, iNo Googlef you’re just conducting a basic informational search. But to fall in the other camp you don’t even have to construct leftist arguments about equality and freedom of online information, you just have to posses that very human characteristic of mutability.

One site that seems to recognise this is Match.com. Their occasional suggestions of people who don’t fit your ‘type’ recognise the fascist half-truth that the people probably don’t know what’s good for them. ‘I am not just what I search’; a new kind of social rallying-cry against the algorithmic oppressors. Don’t shout it from the streets, rage against the search engine my friends. Turn off personalised search now and rediscover the joy of finding what you weren’t looking for.




Post your comment


  • How is a computer supposed to know whether you're in the mood for something new today or looking for an old favourite? Computers have never been capable of mind reading. To get a particular output you must give the correct input, it's never more complicated than that.

    You pose a series of scenarios in which you desire a different output than the one you're receiving and the answer in every case is: "Change your input". In those particular cases that is accomplished by clicking the "Incognito Mode" button. It's not strictly the porn button, it's the "don't personalize this page" button. Now you've told the computer what you want, so it will give you what you asked for.

    Since this relative anonymity is always a click a away at best then you have an argument over which should be the default setting. I imagine there may be a browser add-on that allows you to choose personalized vs incognito based on domain names.

    Posted by don't, 01/07/2013 9:51am (7 years ago)

RSS feed for comments on this page | RSS feed for all comments