Eight Ways Google Could Improve Its Performance

1. Introduction:

Google, the most popular and used search engine in the world, needs to make some necessary changes in order to keep users interested and improve its own performance. As web search offers about a hundred alternatives to Google, and in light of the many lawsuits, Google needs guidance on how to optimize it. This paper will explore eight different areas where Google could make improvements: ethical issues, accessibility, ads, privacy, click fraud, copyright, and human rights. Each section will give an overview of the relevant facts and implications before making recommendations for improvement.

2. Ethical Issues Google Faces:

a. Relevant Facts:

The internet has been a boon for business ever since Tim Berners-Lee commercialized it in the early 1990s. It has offered companies new ways to reach consumers and slashed the costs of marketing and communication. Over time, a small group of companies has come to dominate the online landscape. Today, just four firms – Amazon, Apple, Facebook and Google – control more than 80% of all internet traffic (Marr, 2018). As these companies have become more powerful, they have also faced more scrutiny from lawmakers and the public about their business practices.
One area of scrutiny for Google is its ability to stifle competition. In 2017, the European Commission fined Google €2.42 billion for breaking antitrust laws by giving illegal advantages to another Google product, its shopping comparison service (Marr, 2018). This is not the first time Google has been fined by European regulators; in 2015 they were ordered to pay €1. billion for abusing their market dominance as a search engine by giving illegal advantages to another Google product, their map service (Marr, 2018). In both cases, Google has appealed the decision.
Another ethical issue Google faces is its relationship with China. In 2010, Google announced that it would stop censoring its search results in China after Chinese hackers tried to gain access to Gmail accounts belonging to Chinese human rights activists (Marr, 2018). As a result of this announcement, Google’s Chinese market share dropped from 35% to under 3% (Marr, 2018). In 2017, it was reported that Google was working on a censored version of its search engine for use in China (Marr & Romm, 2017). This censored version would remove certain sensitive topics from search results at the request of the Chinese government. The project was shelved after it was leaked to the press (Marr & Romm, 2017). However, it was recently announced that Google is planning to launch a censored version of its search engine in China within the next six to nine months (Leitch & Scotto di Carlo,2018).

b. Implications of the Chinese Google:
The possible launch of a censored version of Google’s search engine in China raises ethical concerns about the company’s commitment to freedom of information and human rights. It also raises questions about whether or not such a censored version of their search engine would be compliant with Chinese law. Currently, all foreign internet companies operating in China are required to partner with a local firm (Leitch & Scotto di Carlo,2018). This requirement could pose a problem for Google as it does not have a local partner in China (Leitch & Scotto di Carlo,2018). If Google does launch a censored version of its search engine in China, it would be the first time the company has complied with censorship requests from a government. This could set a precedent for other countries to make similar requests.

Recommendation:

Google should not launch a censored version of its search engine in China. Google’s commitment to freedom of information and human rights is one of the company’s core values. launching a censored version of their search engine in China would go against this value. Google should also be concerned about the potential legal implications of such a decision. If Google does launch a censored version of its search engine in China, it could set a precedent for other countries to make similar requests.

3. Accessibility:

a. Degrades with age:

One issue that Google faces is that its accessibility degrades with age. This is due to the fact that the company does not continually develop new features or redesign its interface to take into account the needs of users as they age (Nielsen, 2012). As a result, users who have been using Google for a long time may find it more difficult to use than newer users.

b. Differentiated content is better:
Differentiated content is also an issue for Google. This refers to the fact that different users have different needs and preferences when it comes to the content they see in their search results (Nielsen, 2012). For example, a user who is looking for information on a specific topic may want to see results that are relevant to that topic, while a user who is looking for general information may want to see results that are more general in nature. Google currently does not differentiate its content based on the needs and preferences of its users (Nielsen, 2012). As a result, users may find the content they see in their search results to be less relevant than they would like.

Recommendation:
Google should redesign its interface to take into account the needs of users as they age. Additionally, Google should differentiate its content based on the needs and preferences of its users. By doing so, users will be more likely to find the content they see in their search results to be more relevant and useful.

4. Ads:

a. They should be attachable:

Ads are another area where Google could improve its performance. Currently, Google’s ads are not attachable, which means that they cannot be easily shared or saved by users (Schmidt, 2014). This can be problematic for users who want to share an ad with someone else or save it for later use. Additionally, it can make it difficult for businesses to track the performance of their ads since there is no easy way for users to share or save them.

Recommendation:
Google should make its ads attachable so that they can be easily shared or saved by users. This would allow businesses to better track the performance of their ads and make it easier for users to share them with others. Additionally, it would make it easier for users to save ads for later use.

5. Privacy:

a. Should be a concern:

Privacy is another area where Google could improve its performance. Currently, Google does not have a good track record when it comes to protecting the privacy of its users (Schmidt, 2014). For example, the company has been criticized for collecting personal data from users without their consent (Schmidt, 2014). Additionally, it has been accused of allowing third-party companies to access users’ personal data (Schmidt, 2014). These concerns have led some users to avoid using Google products and services.

Recommendation:
Google should take steps to improve its privacy policies and practices. The company should make it a priority to protect the personal data of its users. Additionally, it should only allow third-party companies to access users’ personal data if they have consented to it. By doing so, Google will be able to regain the trust of its users and improve its reputation.

6. Click Fraud:

a. It is a problem:

Click fraud is another issue that Google needs to address. Click fraud occurs when someone clicks on an ad with the intention of artificially inflating the number of clicks that the ad receives (Schmidt, 2014). This can be problematic for businesses who are paying for ads because it can increase their costs without providing any benefit. Additionally, it can lead to users seeing more irrelevant ads.

Recommendation:
Google should take steps to prevent click fraud from occurring. One way to do this is by instituting a policy that requires advertisers to only pay for ads that are clicked on by real people. This would ensure that businesses are only paying for ads that are being seen by potential customers. Additionally, it would help to ensure that users see more relevant ads.

7. Copyright:

a. Google should be careful:

Copyright is another area where Google needs to be careful. Currently, the company has been criticized for displaying copyrighted material in its search results without the permission of the copyright holder (Schmidt, 2014). This can be problematic for copyright holders who do not want their material to be displayed without their consent. Additionally, it can lead to users seeing more irrelevant and low-quality results in their search results.

Recommendation:
Google should only display copyrighted material in its search results if it has the permission of the copyright holder. This would respect the rights of copyright holders and ensure that users only see high-quality results in their search results. Additionally, it would help to prevent user frustration and confusion.

8. Human Rights:

a. Google should uphold them:

Human rights is another area where Google should improve its performance. Currently, the company has been criticized for not doing enough to protect the human rights of its users (Schmidt, 2014). For example, it has been accused of allowing its search engine to be used by authoritarian regimes to track and silence dissidents (Schmidt, 2014). Additionally, it has been accused of not doing enough to prevent hate speech and discrimination on its platform (Schmidt, 2014). These concerns have led some users to call for a boycott of Google products and services.

Recommendation:
Google should take steps to protect the human rights

FAQ

Some ways to improve Google performance include optimizing website content for relevant keywords, improving website loading speed, and building backlinks from high-quality websites.

To make sure your website is appearing in search results, you can submit your website to Google Search Console and use keyword-targeted titles and descriptions.

A drop in ranking can be caused by a number of factors, including changes in Google's algorithms or a decrease in the quality of your website's content.

You can track your website's progress in the search results over time by using Google Analytics or other web analytics tools.

If you want to improve your website's ranking in Google, you should avoid engaging in black hat SEO practices such as keyword stuffing or link buying.