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?