By Cristina Andrei
Do we search the web anymore? No, we “Google” it. Such is the influence of the most popular search engine that its name has become a synonym for the action. Moreover, Internet specialists are now talking about the “Google habit” and the possible ways to kick it out of our online experience. Some are suspicious about Google’s data gathering policies, other praise its efforts to protect users’ privacy. But what is this Google habit, anyway?
There are four main search services: Google, Yahoo, MSN and AOL that gather the vast majority of searches performed by Internet surfers. There are bunches of other -less significant- search tools, as well as country-specific search engines, that provide similar services. However, Google is the dominant player in terms of both organic and paid traffic and the one responsible for the success -or failure- of any given website. It’s able to provide great search results, it’s fast and extremely easy to use. But, what’s most important, it’s familiar. Google seems to be almost everywhere.
Here is the Google toolbar, just in the upper left of the browser, with the Google sidebar in the lower right of the window. And maybe, just maybe, Google’s homepage is bookmarked, so as not to miss on Gmail, Google News or Google Videos. And this could go on forever. This is why Google is such a tough habit to break.
Habits are cognitive shortcuts that allow us to perform familiar tasks almost automatically. They are reinforced by every successful result of such actions and any possible change is perceived as a cost. Because habits save us time, precious time to think of other -not so familiar- things. Google’s familiar interface and popular tools are a pretty good explanation of its huge market share advantage. Google comes in handy whenever a search is needed, thus becoming a part of our daily online presence and, eventually, a habit. If it’s good or bad, we still have to decide.
Lately there are many voices which argue that web users should pay special attention to the way Google (among other web giants) is handling their private data. Google’s data gathering policy may be considered by users a violation of their privacy, which can’t be shaken away just with the famous “Don’t Be Evil” motto. In its defence, Google points to Yahoo’s queries database, handed over to the US government, and Google’s battle in court for the right to refuse such a request, a battle Google ultimately won.
Nevertheless, Google’s cognitive lock-in (the loyalty to a certain interface, derived from its familiarity) as well as its personalization policies (delivering personalized ads according to the profile of the person logged in to one of its tools) are now challenged by Internet-savvy users, in their pursuit of breaking their Google habit.
By refusing to get swept away with the Google tide, they put their faith in niche strategies (personalized search for groups with similar interests, like YouTube provides for videos enthusiasts) and future substantial innovation in search engine experiences. Because, as long as Google remains substantially good, searchers with the Google habit won’t switch to any of its competitors, even if they might miss out on relevant information. After all, without a dramatic improvement, why bother shaking off your habits?
