Forget The Government, Worry About Google

There's been an ongoing tiff in San Antonio regarding renaming a downtown street to honor Cesar Chavez. Just about everyone agrees that Chavez deserves to be honored. The disagreement revolves around renaming an existing street (Durango) that (1) has its own historical roots, and (2) would cost businesses and the city hundreds of thousands of dollars to change signs and business forms, not to mention the ensuing confusion and inconvenience.

Other suggestions included renaming parks, plazas, or a portion of a local expressway. Unfortunately, like so much of politics, egos have gotten in the way of common sense. The city council voted, in a split decision, to rename the street. Opponents, led by the San Antonio Conservation Society, have filed suit to prevent the change. They were successful in obtaining a temporary restraining order until a full court hearing can be held. So now, in addition to the signage and document costs, legal fees will be added to the mix. When egos move in, common sense moves out.

So what does all this have to do with Google? It seems that Google has decided on its own to rename the street.

Despite court order, Google's already renamed Durango

California-based Google has renamed Durango Boulevard — even if San Antonio is prohibited by a court from doing so itself.

Since at least Tuesday, a portion of Durango Boulevard appears on Google Maps as “César E. Chávez Boulevard” — something that “shocked” San Antonio Conservation Society President Rollette Schreckenghost

The conservation society sued to stop the city from changing Durango to Chávez Boulevard in honor of the late labor leader.

A district judge blocked the change Monday, pending a full hearing next month. Until then, the city can't proceed.

But Google changed the name anyhow.

At first glance this doesn't seem like a big deal. Google jumped the gun a little - so what. But on the same day this story broke I came across the following.

Why is my Internet different from your Internet?

At home you search for something on Google. Ten minutes later, at work, you enter the exact same query into Google, but get different results. Why?

Back in December 2009 Google changed its search algorithms to take into account the online behavior of users.

“The new generation of Internet filters looks at things you seem to like-the actual things you’ve done, or the things people like you like-and tries to extrapolate. They are prediction engines, constantly creating and refining a theory of who you are and what you’ll do and want next.

Together these engines create a unique universe of information for each of us-what I’ve come to call a filter bubble-which fundamentally alters the way we encounter ideas and information.”

For some time now, Google has been capturing the following information:

• Search History: Google keeps track of what is clicked on in search results. If Google notices a certain site is picked more often, it will get a rankings boost.
• Signed-Out Web History: This history is browser-centric. Google tracks all the searches and search-result selections.
• Signed-In Web History: This history is user-centric. If the user is recognized by Google, everything is tracked.

Google uses the above data to provide customized-search results ... Google customizes your search experience based on past search information linked to your browser, using a cookie. Google stores up to 180 days of search activity linked to your browser’s cookie, including queries and results you click

“The days of ‘normal’ search results that everyone sees are now over. Personalized results are the ‘new normal,’ and the change is going to shift the search world and society in general in unpredictable ways.”

Happy that you’re ranking in the top results for a term that’s important to you?

Look again. Turn off personalized search, and you might discover that your top billing is due to the way the personalized system is a huge ego search reinforcement tool. If you visit your own site often, your own site ranks better in your own results-but not for everyone else.

So that's why my blog pops up near the top of my Google searches, despite its low traffic volume. Hmmm...

The power to manipulate search results can translate into big bucks. Just look how much Google is worth today, and how influential it is worldwide. While you're at it, check out how Google censors what it provides to different countries.

Quis custodiet ipsos custodes? (Who watches the watchers?)