Google’s algorithms put you in a filter bubble based on your search, browsing, and purchase history and show the link you most likely to click on. The filter bubble is more destructive when searching for political topics.
Back in September Google claimed that they have made significant changes to address the filter bubble, but our latest research reveals a very different story reads DuckDuckGo Blog post.
DuckDuckGo gathered 87 volunteers, 76 on desktop and 11 on mobile around the U.S. to search for the keywords “gun control”, “immigration”, and “vaccinations” first in private browsing mode, then logged out of Google and then in normal mode.
The search for the keywords different domains for the participants, gun control 19 different domains, immigration 15 different domains, vaccinations 22 different domains.
87 users search for gun control at the same time logged out from Google and in the private browsing mode, they saw 19 different domains ordered in 31 ways. Also, a Significant variation noticed within the news and videos infoboxes.
DuckDuckGo said, Google customizes search results based on personalization regardless of the browsing mode and it is more annoying when it comes to politics.
A Google spokesperson, this not true there are a number of factors that can lead to slight differences, including time and location. If users are searching in Incognito mode we do not do any personalization.
Google calls the study’s methodology is flawed, there be a number of factors which cause different ranking and results based on time and localization.