In his landmark ruling against Google earlier this week, United States district judge Amit Mehta said the tech giant has built “the industry’s highest quality search engine”.
Judge Mehta made clear this was partly because Google had an illegal monopoly over the market. Nonetheless, Google was keen to promote the praise it received for its flagship product. Its president of global affairs, Kent Walker, said:
This decision recognizes that Google offers the best search engine, but concludes that we shouldn’t be allowed to make it easily available.
But is the Google search engine as good as the company (and Judge Mehta) says it is? And by what metric do we measure whether Google has the “best” search engine in the world?
To answer these thorny questions, it’s important to think about the broader context of the internet – and, in particular, the powerful place of advertising.
Search engines are an expensive business
On September 4 1998, computer scientists Larry Page and Sergey Brin launched Google. In the 26 years since, the company has radically transformed our ability to find information.
Its search engine currently processes 8.5 billion queries per day – 15 per cent of which have never been made before.
People expect the search engine to rapidly deliver accurate answers to every one of those queries. To fulfil this expectation, Google must keep the index up to date by regularly scanning and re-scanning the internet.
This huge task requires thousands of staff – and is therefore very expensive.
One edge Google has over its competitors when it comes to delivering relevant results is its large customer base. They can tune their algorithms based on customer clicks to be more accurate and cover a broader range of queries.
Crucially, however, they wouldn’t have as large a customer base were it not for them having an illegal monopoly over the market.
Advertising is key
A good way to measure the quality of Google’s search engine is by tracking the presence of advertisements to see how much they affect peoples’ ability to find the information they are looking for.
Advertising has long been a key part of Google.
The company doesn’t appear to keep copies of its search result pages. However with some sleuthing, examples of how ads in search have changed over the years can be found on the Internet Archive’s Wayback Machine. The picture that emerges indicates the line between high-quality search results and sponsored content is increasingly blurred.
The first page captured in the year 2000 shows only two adverts at the very top of the page. These are clearly identified by different coloured boxes and the prominently displayed message “sponsored link”.
Screen capture from 2000 of Google search results for the query ‘hotel’. Supplied
The next example, taken from 2013, shows many more ads. But they are clearly labelled in a coloured box and in a separate column on the right.
Screen capture from 2013 of Google search results for the query ‘hotel’. Supplied
In 2016, the column has disappeared and the ads at the top lose their distinctiveness from Google’s main result list, for which Google receives no money.
Screen capture from 2016 of Google search results for the query ‘hotel’. Supplied
Finally, the capture of the Google result today shows sponsored links occupying much screen space before the main results can be seen at the bottom of the page.
Screen capture from 2024 of Google search results for the query ‘hotel’. Supplied
There are other problems impacting the quality of Google’s search engine – as well as its competitors’. In a study published earlier this year, German researchers found that spam and other low quality content is very prevalent among the top results for product review searches on Google, Bing and DuckDuckGo.
They concluded:
We find that search engines do intervene and that ranking updates, especially from Google, have a temporary positive effect, though search engines seem to lose the cat-and-mouse game that is [search engine optimisation] spam.
So, what’s the fix?
The impact of forcing Google to give up some of its market share might increase competition, which could push Google to improve the experience search engine users have by reducing the volume and display of advertising.
However, reducing the search engine’s customer base too much might impact on the search engine’s ability to deliver high quality results, because the number of customer clicks that help tune the search engine algorithm would drop.
Apart from breaking up a monopoly, are there other ways to improve search quality?
The most promising approach at the moment is to incorporate artificial intelligence (AI) behind the scenes.
A recent leak of how the Google algorithm works found that a generative AI system was being used to judge the quality of web pages.
Microsoft has also applied an “AI model to our core Bing search ranking engine, which led to the largest jump in relevance in two decades.”
Hopefully this works. Because with multiple disruptions from the courts and AI innovations including Chatbots, the sedate changes in the quality of search results are about to accelerate.
About the author: Mark Sanderson is a dean of research and professor of information retrieval at the RMIT University.
This article is republished from The Conversation under a Creative Commons license.
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In his landmark ruling against Google earlier this week, United States district judge Amit Mehta said the tech giant has built “the industry’s highest quality search engine”. Judge Mehta made clear this was partly because Google had an illegal monopoly over the market. Nonetheless, Google was keen to promote the praise it received for its
The post Is Google really the highest quality search engine as judge ruled? appeared first on Internet Retailing.
Amazon’s Impact on Global Supply Chains and Logistics
Amazon, the global e-commerce behemoth, has transformed not only the way consumers shop but also the intricacies of global supply chains and logistics. Since its inception in 1994, Amazon has grown from a small online bookstore to a trillion-dollar enterprise that has disrupted industries across the globe. Its influence extends far beyond retail, profoundly impacting supply chains, logistics, and even the environment. This article explores Amazon’s multifaceted impact on global supply chains and logistics, examining how the company has reshaped these industries and what this means for the future.
The Evolution of Amazon’s Supply Chain
Amazon’s supply chain is one of the most sophisticated in the world, characterized by its efficiency, speed, and scale. The company has invested heavily in technology and infrastructure to build a supply chain that can deliver millions of products to customers in a matter of hours or days. This rapid delivery is made possible by a vast network of fulfillment centers, sophisticated inventory management systems, and a logistics arm that rivals traditional carriers like FedEx and UPS.
One of the key innovations Amazon has introduced is its Fulfillment by Amazon (FBA) service. FBA allows third-party sellers to store their products in Amazon’s fulfillment centers, with Amazon handling the picking, packing, and shipping of these products. This service has not only made it easier for small businesses to reach a global audience but has also significantly increased the volume of goods flowing through Amazon’s supply chain. As a result, Amazon has become a central hub in the global supply chain, connecting manufacturers, suppliers, and customers across the world.
Disruption of Traditional Logistics
Amazon’s influence on logistics is equally profound. The company’s relentless focus on speed and efficiency has forced traditional logistics providers to rethink their strategies. In many cases, Amazon has bypassed traditional logistics networks entirely by building its own. Amazon Logistics, the company’s delivery arm, has grown rapidly in recent years, with a fleet of planes, trucks, and delivery vans that allow the company to control every aspect of the delivery process.
This vertical integration has enabled Amazon to offer services like same-day and two-hour delivery in many urban areas, setting a new standard for speed in the industry. Traditional logistics providers have struggled to keep up, leading to increased competition and innovation in the sector. For example, companies like FedEx and UPS have had to invest in new technology and infrastructure to remain competitive, while others have formed partnerships with Amazon to leverage its vast logistics network.
Amazon’s logistics network has also expanded globally, with the company establishing regional hubs and fulfillment centers in key markets around the world. This global expansion has allowed Amazon to offer faster and more reliable delivery services in regions where traditional logistics infrastructure is underdeveloped. In many cases, Amazon has played a role in building out this infrastructure, partnering with local logistics providers or investing in its own facilities.
Impact on Global Supply Chains
Amazon’s impact on global supply chains extends beyond logistics. The company’s demand for speed and efficiency has rippled through the entire supply chain, from manufacturers to suppliers to retailers. This has led to significant changes in how companies operate, with many adopting new technologies and strategies to keep up with Amazon’s pace.
One of the most significant changes is the increased reliance on automation and technology in supply chain management. Amazon has been at the forefront of this trend, investing heavily in robotics, artificial intelligence, and data analytics to optimize its supply chain operations. For example, the company’s use of robotics in its fulfillment centers has reduced the time it takes to pick and pack orders, while its AI-driven demand forecasting tools help ensure that the right products are always in stock.
This emphasis on technology has influenced other companies to follow suit, leading to a wave of digital transformation across the industry. Manufacturers and suppliers are increasingly using data analytics and AI to optimize their operations, while retailers are adopting new technologies like blockchain to improve transparency and traceability in their supply chains.
Another significant impact of Amazon on global supply chains is the shift towards a more customer-centric model. Amazon’s focus on the customer has forced companies to rethink their supply chain strategies, with many now prioritizing speed, convenience, and flexibility over cost. This has led to the adoption of new fulfillment models, such as just-in-time inventory and dropshipping, which allow companies to respond more quickly to changes in customer demand.
The globalization of Amazon’s supply chain has also had broader implications for international trade. By connecting sellers and buyers from different parts of the world, Amazon has made it easier for companies to access global markets. However, this has also led to increased competition, with companies now competing on a global scale. This has put pressure on manufacturers and suppliers to lower costs and improve efficiency, leading to changes in how goods are produced and distributed around the world.
Environmental and Social Implications
While Amazon’s impact on supply chains and logistics has been largely positive in terms of efficiency and convenience, it has also raised concerns about the environmental and social implications of its operations. The company’s emphasis on fast delivery and the constant movement of goods around the world has contributed to increased carbon emissions and environmental degradation. In response to these concerns, Amazon has committed to achieving net-zero carbon emissions by 2040 and has invested in initiatives like electric delivery vehicles and renewable energy projects.
However, critics argue that these efforts are not enough, and that Amazon’s business model is fundamentally unsustainable. The constant pressure to deliver goods faster and cheaper has led to concerns about the working conditions in Amazon’s fulfillment centers and the treatment of delivery drivers. Reports of long hours, high injury rates, and low wages have sparked protests and calls for better labor practices across the company’s global operations.
The Future of Supply Chains and Logistics
As Amazon continues to grow and evolve, its impact on global supply chains and logistics is likely to deepen. The company’s investments in technology and infrastructure will continue to set new standards for speed and efficiency, forcing other companies to innovate and adapt. At the same time, the environmental and social challenges associated with Amazon’s operations will require the company to rethink its approach to sustainability and labor practices.
In the future, we can expect to see more companies adopting Amazon-like supply chain strategies, with an emphasis on speed, technology, and customer-centricity. However, these changes will also require a greater focus on sustainability and ethical practices, as consumers and regulators increasingly demand more responsible business operations.
Conclusion
Amazon’s impact on global supply chains and logistics is undeniable. The company has reshaped the industry in its image, setting new standards for speed, efficiency, and customer service. While these changes have brought many benefits, they have also raised important questions about sustainability and labor practices. As the world’s largest online retailer, Amazon will continue to play a central role in the future of global supply chains and logistics, driving innovation and change across the industry.
