Google has one mandate: to provide the most
relevant results to its users, and in providing the most relevant results, users
build trust and begin to use Google exclusively. Just about every one of us
turns to Google daily to find information on everything from song lyrics to
when the next time the Blue Jays game is in town. These are fairly straight
forward questions to ask Google. There’s no doubt a lot of complex analysis behind
the scenes; but for searches like these there are pretty definitive answers
i.e. the Blue Jays are in town next Friday and the lyrics to Twist and Shout
start with “Well shake it up baby now.”
Over the last decade most of us have
performed thousands of searches, and each time we find what we want we to
continue to build trust in Google. But what about more ambiguous queries like:
“best real estate lawyer Toronto” or “best dentist in East Toronto?” We may
have opinions on who’s the best, but who’s to say? More importantly does Google
determine this?
