Making Search Fair: An Interesting Idea
September 11, 2020
Search rankings on Google, Bing, and various other search engines have not been fair for years. SEO tricks fall flatter than a pancake and the best way to get to the top of Google search results is with ads. The only thing Google does that is somewhat decent is that it marks paid ads in search results. EurekAlert! shares that there is a “New Tool Improves Fairness Of Online Search Rankings.”
Cornell University researchers developed a new tool, FairCo, that improves the fairness of online rankings that does not sacrifice relevance or usefulness. The idea behind the tool was that users only look at the first page of search results and miss other relevant results. This otherwise creates bias in the results. FairCo works similar to making a decision when you have all the facts:
“ ‘If you could examine all your choices equally and then decide what to pick, that may be considered ideal. But since we can’t do that, rankings become a crucial interface to navigate these choices,’ said computer science doctoral student Ashudeep Singh, co-first author of “Controlling Fairness and Bias in Dynamic Learning-to-Rank,” which won the Best Paper Award at the Association for Computing Machinery SIGIR Conference on Research and Development in Information Retrieval. ‘For example, many YouTubers will post videos of the same recipe, but some of them get seen way more than others, even though they might be very similar,” Singh said. “And this happens because of the way search results are presented to us. We generally go down the ranking linearly and our attention drops off fast.’”
FairCo is supposed to give the same exposure to all results from a search and ignores preferential treatment. This eliminates the unfairness in current search algorithms which are notorious for being biased.
With the amount of biased media outlets and disinformation spreading across the Internet and social media platforms, FairCo could help eliminate this problem. The problem would be getting large companies like Google and Facebook to adopt the tool, but if Cornell researchers received an injection of Google or Facebook money to expand FairCo it might work. However, paid ads always trump search results.
Whitney Grace, September 11, 2020
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