The future of internet search belongs to decentralization.
The Case for Decentralized Search
As the provider of the world’s most widely used search engine, Google holds an enormous amount of power over the flow of online information. Its search algorithm is designed to deliver the most relevant and impartial results for every query, regardless of geographic location and browsing history.
However, Google blatantly paraded an embarrassing political bias today when I issued what I thought was a simple and innocuous question: “Who was the U.S. President during the moon landing?”
The real answer is, of course, Richard Nixon. But that’s not what Google Search gave me.
Say What?
The leading result mentions John F. Kennedy, who famously declared in 1961 that the United States would put a man on the moon by the end of the decade. However, JFK was assassinated in 1963, more than six years before the first moon landing in 1969. The actual president at the time of the landing was Richard Nixon.
So why does Google’s algorithm seem to favor JFK over Nixon in its results for this query? One possibility is that JFK’s famous speech and early support for the moon landing program have forever etched itself in the public consciousness. JFK’s name is at the forefront of everyone’s minds when it comes to anything related to lunar exploration. Because of this, Google’s algorithm may deem it acceptable to prioritize sources that mention JFK more frequently or more prominently in their search results.
But close only counts in horseshoes and hand grenades.
Let’s get real: Google Search undoubtedly leans left — something we have known for a while. For everyday seekers of knowledge who believe the world’s biggest search engine should be non-partisan, Google’s duplicity is unnerving.
Look, I’m not saying Google is run by a bunch of lefties wearing red berets and sipping “Karl Marx Lattes”, but let’s face it — their search results leave a lot to be desired.
Regardless of the reason, the fact remains that Google’s search results are oftentimes misleading or incomplete (and increasingly full of annoying advertising). We need additional sources for internet searches that are not controlled by Google or other centralized entities.
The future of internet search belongs to decentralization, where a distributed network of independently owned servers crawl and index content across the web to promote a more open and diverse internet.
Breaking through to a world of decentralized search
Because decentralized search engines are not beholden to the algorithms and ranking systems of centralized ones, they are able to surface a wider range of content and perspectives, eliminating the control and censorship that is often associated with traditional search platforms like Google. This helps to counteract the “filter bubble” effect of traditional search engines, which tend to reinforce users’ existing beliefs and biases.
Decentralized search engines also prioritize user privacy by avoiding the collection and storage of personal data. This stands in contrast to Google, which stockpiles vast amounts of data on user search habits, location, and other personal information. By keeping search data decentralized, users regain control over their online privacy and avoid the risks of data breaches and surveillance.
Prejudiced and Outdated
Google faces four major obstacles that are impeding its path to continued success. The first is the issue of privacy, which has become a growing concern for internet users in recent years. The company needs to work more diligently to ensure that users’ personal information is protected. Second, Google has faced continued criticism over its monopolistic behavior, with some alleging that the company uses its vast influence to stifle competition. Third, Google must navigate the complex terrain of politics, where it has been accused of bias and partisanship. Finally, Google is losing ground in the battle for innovation, as new technologies and competitors emerge to challenge its dominance.
It’s time for Web3 search engines to start eating Google’s lunch, to redress and remedy its leading irritations which include:
- Political bias: Google’s algorithms are constantly accused of exhibiting political bias in their search results. For example, a study by the American Institute for Behavioral Research and Technology found that Google’s search results favored Hillary Clinton during the 2016 U.S. presidential election.
- Confirmation bias: Google’s personalized search results reinforce users’ existing beliefs. For example, if a user frequently searches for climate change denial content, Google’s algorithm may prioritize similar content in future search results, potentially reinforcing the user’s beliefs.
- Inaccurate or outdated information: Google’s search results are not always accurate or up-to-date. For example, a search for “vaccines cause autism” was, in the past, returning results that supported the claim that vaccines cause autism, despite overwhelming scientific evidence to the contrary.
- Localization bias: Google’s search results can be influenced by the user’s geographic location, potentially leading to biases in search results. For example, a user searching for “best pizza” in New York City may receive different results than a user searching for the same query in Los Angeles.
Web3 Search on the Internet Computer
As the potential of Web3 becomes increasingly apparent, there are a number of search engines being built that will help bring the promise of decentralized search to fruition. They are designed to operate on the Web3 stack and enable users to search through dApps, smart contracts, and other blockchain-based media. By providing easy access to Web3 content, these search engines will play a crucial role in the adoption of the decentralized web and speed the transition from a centralized world to one that is decentralized.
One search engine to keep an eye on is Kinic, built on the Internet Computer Protocol (ICP)
Kinic is the first and only search engine for Web3 content that runs 100% on chain.
In a world where established Web2 players dominate the search engine results, serving us skewed viewpoints and propaganda-infused news, Kinic offers a refreshing departure from the routine: nothing is censored; no political or ideological agendas interfere with query results.
While Kinic only allows for the searching of front-end canisters on ICP, as their roadmap expands, it will also include content hosted on other blockchains and decentralized storage networks.
What sets Kinic apart is its SEO module, which offers unprecedented transparency through zero-knowledge machine learning (ZKML) technology. This ensures that all users can trust they are getting the best results, without being served ad-based content. Results are impartial and unbiased. Kinic’s ultimate vision is to decentralize its governance through the use of a decentralized autonomous organization (DAO), which will operate using the ICP’s unique Service Nervous System, where a DAO will manage and improve Kinic through community voting.
Sorry Google: You are not Invited
Overall, while Google Search remains a valuable tool for finding information online, its centralized control and potential biases demonstrate the need for new sources of internet search. The case of my moon landing query highlights the limitations of centralized engines. Meanwhile, decentralized alternatives like Kinic provide us with a ground-breaking option that prioritizes diversity, openness, and user privacy.
With decentralized search, we will soon be able to celebrate answers that are not influenced by any particular interests or ideologies. Let’s make sure we don’t invite Google to the party.
By William Laurent
Widely published in the areas of business, Web3, and crypto/blockchain tech, William hosts DFINITY's weekly Crypto is Community and Web3 in :53 Twitter Spaces.