How Google Skewed Search Results
FTC staff report details how Google favored its own shopping, travel services over rivals
A previously undisclosed report by staffers at the Federal Trade Commission reveals new details about how Google Inc. manipulated search results to favor its own services over rivals’, even when they weren’t most relevant for users.
In a lengthy investigation, staffers in the FTC’s bureau of competition found evidence that Google boosted its own services for shopping, travel and local businesses by altering its ranking criteria and “scraping” content from other sites. It also deliberately demoted rivals.
For example, the FTC staff noted that Google presented results from its flight-search tool ahead of other travel sites, even though Google offered fewer flight options. Google’s shopping results were ranked above rival comparison-shopping engines, even though users didn’t click on them at the same rate, the staff found. Many of the ways Google boosted its own results have not been previously disclosed.
The report’s insight into Google’s business practices is still relevant as Google expands its own offerings. Just this month, it launched a search tool for car-insurance quotes, which competes with similar tools offered by Allstate Corp.’s Esurance, among others. It has beefed up hotel listings that compete with TripAdvisor Inc. and Expedia Inc.
FTC staff report details how Google favored its own shopping, travel services over rivals
A previously undisclosed report by staffers at the Federal Trade Commission reveals new details about how Google Inc. manipulated search results to favor its own services over rivals’, even when they weren’t most relevant for users.
In a lengthy investigation, staffers in the FTC’s bureau of competition found evidence that Google boosted its own services for shopping, travel and local businesses by altering its ranking criteria and “scraping” content from other sites. It also deliberately demoted rivals.
For example, the FTC staff noted that Google presented results from its flight-search tool ahead of other travel sites, even though Google offered fewer flight options. Google’s shopping results were ranked above rival comparison-shopping engines, even though users didn’t click on them at the same rate, the staff found. Many of the ways Google boosted its own results have not been previously disclosed.
The report’s insight into Google’s business practices is still relevant as Google expands its own offerings. Just this month, it launched a search tool for car-insurance quotes, which competes with similar tools offered by Allstate Corp.’s Esurance, among others. It has beefed up hotel listings that compete with TripAdvisor Inc. and Expedia Inc.
