SEARCH Me: Google a Case Study

This blog will be evaluating how Google performs as a search engine. It shall have an insight towards its algorithyms and the company’s values.

GOP primaries
Big Data
Murketing (Murky Marketing Tactics)

The term Edgerank is an algorithm that is used by Facebook. When entering the Facebook webpage after log in, the next page you come across is your ‘Newsfeed’. Edgerank assesses which posts (news) should appear on your feed. Actions like ‘likes’, ‘shares’ and ‘comments’ are called ‘Edges’. The method is to hide the uninteresting stories. The more ‘Edges’ you receive the likelier your post is going to get viewed.

The Article explains that Google over the years has had a huge transformation compared to its early days as a basic search website. It is now the number one search engine; its algorithm development has distanced itself from all its competitors. They have met up with their consumers needs in providing more dynamic searches than stable sources.

Google has become a guide for searchers, as it influences what we should think or buy; however some argue this could also be a bad thing. The website is vastly filled with so much data that it has the power to include and not include which public impressions should show and be kept away. If a user is searching for something the site has introduced auto complete and rank brain, which means that it can finish off your sentences and show the most relevant results.

Every user has an unofficial account with Google, meaning that if 2 people searched the same word they would receive different results. This is because Google has saved your search history and filtered the results to your preference. We as users pay no money to use Google, except someone must pay for its engineers. Google sells it’s users data to advertisers who so desperately want and need it. Many criticise this personalisation and manufactures the site has made, however it doesn’t seem to be a problem for Google with their revenue reaching 14 billion.

When searching for a word on Google the user must wonder how does the website decide which results appear first. In their analysis Pasquale

“It rates sites on relevance and on importance. The more webpages link to a given page, the more authoritative Google deems it” (2015, p.64).

My first impression of the search engines algorithm reminded me of Christopher Nolan’s movie ‘Inception’. The movie involves a thief with the extraordinary ability to enter people’s dreams. At some point in the film the character is left with a difficult task in planting an idea in someone’s brain; which involves creating a dream within a dream. The character faces the possibility of getting lost and never finding his way back. This concept reminds me of the complications users face with web links taking them to different websites.

For example, a user might be searching something on a specific topic and be taken to a website which has various links to click on. Once clicking on one, there is a chance that the user will begin to get lost and forget what they originally searched about. Just like Nolan’s character, Google’s algorithm in can be problematic for users who face the chance in getting lost through a series of thoughts.

So I ask, who gains more Google or it’s users?


Pasquale, F. (2015) The Black Box Society. Harvard University

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