Google has changed its algorithm after a Holocaust-denial site reached the top result for some searches

Most internet users see Gogle as a simple portal to any or all information online. But recently, users using search terms related to ethnic minorities or the Holocaust discovered a disturbing trend:

Most internet users see Google as a simple portal to any or all information online. But recently, users using search terms related to ethnic minorities or the Holocaust discovered a disturbing trend: top results would lead to hate-filled sites.

To correct this problem and stem the avalanche of misinformation getting to users of the popular search engine, its search algorithms have changed to prioritise high-quality advice, bumping down websites associated with racial hate speech, and also to remove anti-Semitic auto-fill queries.

Google has shown reluctance to change its algorithms previously, preferring to prioritise whatever pages generated the most on-line sharing and discussion. But instead of supplying objective outcome, the algorithms of Google were being falsified to amplify misinformation and hate speech, reported the Carole Cadwalladr of The Guardian in early December.

The changes to Google come after reports that among the auto-fill suggestions to finish the search query "are Jews" contained "are Jews evil?" Also, the very best search for "did the Holocaust happen" linked to a page by Stormfront, an infamous white supremacist group, and searches related to various ethnic minorities would regularly bring up other sites espousing racist views.

"Judging which pages on the net greatest response a query is a challenging issue and we do not consistently get it right," a Google representative told Fortune. "We recently made improvements to our algorithm which will help surface more high quality, credible content on the internet. We'll continue to change our algorithms over time to handle these challenges."

While the Fortune article indicated that the algorithm had kicked in to replace the Stormfront result this reporter's investigation still found the white supremacist group in the main place, signalling that the changes might not be universal yet.

According to a Pew Research survey, four out of ten Americans get news online, underscoring the sway such websites can give.

"Our conducts on the web create a tremendous amount of data about us, which info can be used to tailor search results and our Facebook feeds based on what these companies perceive we want rather than what we may need," she clarifies.

Over thousands of interactions, this system supports sites and more sensational reports to pop up in feeds that are proposed, regardless of their truth or sources.

For some, the thought of filtering out wrong top results in smacks of censorship. But when thinking about what that means, it is very important to keep in mind that "most censorship and filtering – at least, in the US – is usually self-imposed," Nicholas Bowman, a professor of communication studies at West Virginia University, explains within an email to the Screen.

"What does potentially become a problem, needless to say, is when those firms begin deciding what is and is not appropriate, and those choices are made arbitrarily – or at least, don't match up with the larger public sentiment," he adds.

Dr Bowman suggests a system similar to Wikipedia's setup as a potential solution to maintaining informational integrity on the web: a mixture of crowdsourced tips like the popularity-driven system the sites currently apply, coupled with authentication from external sources.

Dr Zimdars stresses that the alternative to online hate needs transparency.

Google has "the capacity to stymie hate language circulated by hate groups, yet this means that all types of alternate ideas could be restricted through tweaks to its algorithm," she says. "Overall, we are in need of a lot more transparency about why we are seeing what we are seeing, and perhaps moreover, more knowledge about what we are not seeing."

As information is shared from the other side of the web, Zimdars says, it often becomes "cleansed," disconnected from its initial source and normalised into mainstream conversation. This can be an issue, especially when the hate in the heart of racist or partial messages becomes assimilated into social websites platforms through the "impartial" algorithms of Facebook, Twitter, and Google.

"Maybe we fooled ourselves into thinking that there is no more hate because social standards tended to regulate conversations such that most individuals did not discuss these ideas face-to-face," says Bowman.

"They exist, and I'd state that they're not so much 'stronger than ever' as they're 'louder than ever.' "