How search engine algorithms impact the information you find

Algorithms decide what we see when we search the net. With traditional non-private search engines, this decision is based on a large amount of data that is permanently collected about you. That can be dangerous.

First of all, answer this: How do you find information on the internet? 

If you said “I Startpage it”, you get a gold star! If you didn’t, no worries, hopefully we can change that soon… Today, the most common search engines or resources are Google, Wikipedia, Facebook, Twitter, and Youtube.

It’s no secret, most people rely on search engines to navigate the internet: search and find useful information. And, all websites pretty much have a search bar, often powered by a search engine, to help you find information within that site. But, how do search engines decide what information they give you?

Private search engines, like Startpage, base your search results entirely on your search query, giving you un-filtered and un-profiled search results. However, if you’re using a “traditional” non-private search engine, the algorithm development process is much more complex and invasive.

Here’s a brief introduction to how non-private search engines use your digital profile and design algorithms to decide what information you see.

How non-private search engines filter your results

You may think that it’s as simple as entering your search query, then the non-private search engine finds the best answer, and (poof!) you get the best results. In reality, a non-private search engine will plug your digital profile through their algorithms before providing you with what they call “personalized” search results.

What is a digital profile?

Your digital profile is your online identity composed of your location, device and historical online activity.  Every search, click, view, purchase, etc. is stored into the digital profile that Big Tech is discreetly collecting on you. 

Your digital profile can include your age, where you live, your propensity to spend, level of education, mental state, news awareness, travel destinations, sexual orientation, financial background, health symptoms, political preference, work history, and interests.

Popular Pixaf film, “Ralph Breaks the Internet” uniquely demonstrates what it’s like when a search engine comes across someone that doesn’t have a search history and gets to building a digital profile for them. If you haven’t seen the movie, check it out! It’s actually really great at capturing the essence of the internet and fun for all ages.

Youtube video: Ralph Breaks the Internet | “KnowsMore” Clip

How do algorithms build and use my digital profile?

As non-private search engines build your digital profile each search at a time, they’re using your digital profile to build algorithms to deliver your search results. This is how they are able to filter, prioritize, and personalize results.

This means you may receive search results that are vastly different from someone located in a more affluent area or some with contrasting political interests.

And, that’s not all. These non-private search engines can also use your digital profile to make assumptions about you. Katarzyna Szymielewicz, Co-founder of Panoptykon Foundation, says:

“The task of these profile-mapping algorithms is to guess things that you are not likely to willingly reveal. These include your weaknesses, psychometric profile, IQ level, family situation, addictions, illnesses, whether we are about to separate or enter in a new relationship, your little obsessions (like gaming), and your serious commitments (like business projects).”

The ugly side of advertising can result in companies targeting people based on their level of mental health. For example, as reported by author Abigail Perry, author of Frugality for Depressives, “Even functional depressives can struggle. Their energy and coping abilities tend to be lower than healthy people’s. It takes more to get through their day, which means less energy and mental wherewithal to focus on money-saving tricks.” 

You may have never looked up information about a mental health issue, but given your online activity, your non-private search engine may be using this to feed you this type of “personalized information.” Resulting in manipulative pharmaceutical ads or exploitive sales ads.

Searching for unfiltered, un-profiled results

The Startpage team believes that finding information online should be a simple and private process. You search for what you need and find information that is useful without judgement or profiling.

This month, we’ll be focusing on algorithms and how they share your experience of the web. If you have any tips or questions, reach out to us on social media. We love hearing from longtime Startpage users as well as newcomers to privacy about your experience with online profiling and any tips you have to protect personal data.