Should the Government Regulate Google’s Ranking Algorithm?
With one push of a button, Google can make or destroy thousands of of businesses all over the world. As a result, a recent New York Times editorial suggested that perhaps such power warrants government regulation. But is talk of regulating Google’s algorithm a reasonable response to unchecked power? Or a short-sighted, knee-jerk reaction?
Tweaking Google’s algorithm
Every so often Google tweaks its ranking algorithm, the formula that decides which websites rank highest. When such tweaks occur, they can be a disaster or a windfall to certain businesses. Google’s official rationale for algorithm tweaks is to improve results and to therefore give users a better experience. But some aren’t buying that explanation, particularly as Google expands its lines of business and endures increasing pressure to show shareholders a profit. In any event, Google’s keeps the details of its algorithm ultra secret in the interest of staving off competition and spammers.
It’s all about free speech
I would think Google has a First Amendment right to rank whichever website it wants however it wants, free from government oversight or intervention. Isn’t the American way to let the marketplace of ideas work these things out, not regulators?
Granted, Google has mind boggling power to influence the destinies of thousands of businesses, but so what? If Ebert and Roeper can make or break movies with their reviews, are we going to have Congress investigate them? Besides, no one forces any business to be dependent on Google, although it can be tempting to enjoy (or become addicted to) the “free” traffic, if you can get it.
The competition
When it comes to algorithm tweaks, I believe competitors like Bing will keep Google in check much better than the government ever could. To the extent that Google’s rankings serve Google at the expense of users, then that creates an opportunity for competitors to steal market share. And to the extent that Google’s rankings serve both Google and users, then Google will thrive. The point is that for Google to survive over the long term, it has to align what’s good for users with what’s good for its bottom line — something it’s done very well so far.
If someone thinks there’s a fairer, better way to rank internet search results, then let them compete directly with Google. It’s easy to think Google is unstoppable, but it wasn’t too long ago that Google came out of nowhere and took down then entrenched players like Yahoo, simply by doing a better job.
It may not happen tomorrow, and there will probably be more than a few Cuils along the way, but Google is not immune from someone building a better mouse trap.
