Google has rejected DuckDuckGo’s recent study that suggests Google’s personalized search results lead to a “filter bubble.”
After discussing the findings of DuckDuckGo’s study, a Google spokesperson provided the following statement:
“This study’s methodology and conclusions are flawed as they assume that any variance in search results is due to personalization. That is simply not true. In actuality, there are several factors, such as time and location, which can lead to slight differences, and this study doesn’t seem to have controlled those factors effectively.”
Google’s Danny Sullivan, through the official @searchliason Twitter account, gave further context without directly mentioning the study.
Sullivan conveyed that the notion of people receiving significantly different search results is a “myth.”
While search results can vary, it is usually for non-personalized reasons such as location, language settings, platform, and the dynamic nature of search.
Time is also a factor, as searches conducted just a few minutes apart may yield different results.
Google frequently updates its search engine with new and refreshed content, particularly in the “Top Stories” section, which can change considerably in a short period of time.
Although Google does employ some level of personalization, Sullivan states it is minimal and does not result in substantial changes from one user to another.
Sullivan emphasizes that Google does not personalize search results based on demographic profiles.
Users who want to turn off personalization in search results can do so by adjusting the Web & App Activity settings in their Google account.
