Google’s head of search, head engineer, and Google fellow, Amit Singhal told Fast Company in an interview that Google Instant doesn’t have a brand bias in its local, organic, and paid results. Google Instant, the search predictions that Google gives searchers as they type a query, is not influenced by any brand bias, Amit said:
“we didn’t want to introduce any bias into the mathematical modeling–our modeling is predicting, given a letter, what’s the probability of completion,” Amit told Fast Company. “Most people typing A are seeing Amazon, but that probability is predicting that most people typing A are going to complete to Amazon. If you type T, most people typing T will go to Target. That’s the probability model. If you add R to it (“Tr”), most people are looking for a translation system. It’s actually just pure mathematical modeling.”
This statement came in response to comScore search evangelist Eli Goodman sharing data at a recent search summit event that suggested Google Instant results are 15% more likely to have ads because more of the results are brand terms. But Goodman doesn’t think Google is manipulating their own results, nor does he think Google is being gamed.
Amit explains that when someone types in T, mathematically “most people typing T will go to Target. That’s the probability model. If you add R to it (“Tr”), most people are looking for a translation system. It’s actually just pure mathematical modeling.” It’s just math, he says, not a bias.