I was just reading this piece from Fast Company: Top Google Engineer: Google Instant Has No Brand Bias, and this quote struck me:
“What we do at Google and what we’ve done for years is to not inject any subjectivity into these algorithms,” says Amit Singhal, Google Fellow and head of the company’s search quality, ranking, and algorithm team. “We didn’t want to introduce any bias into the mathematical modeling–our modeling is predicting, given a letter, what’s the probability of completion.“
Singhal is speaking about Google Instant, which has apparently accused of bias in its suggested search algorithm. I believe he’s speaking the truth – that when it comes to whatever is suggested, it’s pretty much all math, save a few human-coded exceptions around porn, etc.
But the problem Google has is that when it says one thing about one algorithm, it resonates around all others. This is the curse of PageRank – one ring to rule them all, at least in the minds of most consumers. And in that sense, it directly contradicts Google’s take on the “objectivity” of algorithms, as I discussed here. In short, it’s in Google’s interest to say algorithms are protected speech (opinions), and therefore protected by the First Amendment.
Apparently, that doesn’t apply to Google Instant. Hmmm.