2020 Google Search Survey: How Much Do Users Trust Their Search Results?

Posted by LilyRayNYC

While Google’s mission has always been to surface high-quality content, over the past few years the company has worked especially hard to ensure that its search results are also regularly accurate, reliable, and trustworthy.

Reducing false and misleading report has been a top priority for Google since concerns over misinformation surfaced during the course of its 2016 US presidential election. The probe monstrou is investing immense sums of fund and psyche power into organizing the ever-increasing extents of content on the web in a way that prioritizes accuracy and credibility.

In a 30-page whitepaper wrote last year, Google delineates exclusively how it pushes against bad actors and misinformation across Google Search, News, Youtube, Ads, and other Google commodities.

In this whitepaper, Google explains how Knowledge Panels — a common organic investigation boast — are part of its initiative to show “context and diversification of perspectives to form their own views.” With Knowledge Panel arises, Google provides answers to inquiries with content exposed immediately in its organic search results( often without including a link to a corresponding organic make ), potentially eliminating the need for customers to click through to a website to find an answer to their query. While this piece benefits customers by rebutting their questions even more quickly, it draws with it the danger of purvey quick-witted rebuttals that it is possible misleading or incorrect.

Another feature with this issue is Featured Snippet, where Google attracts website material instantly into the search results. Google maintains specific programmes for Featured Snippets, proscribing the exhibition of content that is sexually precise, repugnant, brutal, hazardous, or in violation of expert consensus on civic, medical, scientific, or historic topics. However, this doesn’t mean the content included in Featured Snippets is always exclusively accurate.

According to data pulled by Dr. Pete Meyers, based on a sample launch of ten, 000 keywords, Google has increased the frequency with which it displays Boasted Snippets as part of the search results. In the beginning of 2018, Google exposed Featured Snippets in approximately 12% of search results; in early 2020, that quantity levitates around 16%.

Google has also rolled out various core algorithm updates in the past two years, with the stated purpose of “delivering on[ their] mission to present relevant and definitive material to searchers.” What prepares these recent algorithm revises particularly interesting is how much E–AT( knowledge, authoritativeness, and trustworthiness) appears to be playing a role in website carry-on, particularly for YMYL( your coin, your life) websites.

As a result of Google’s dedication to combating misinformation and fake news, we could reasonably expect searchers is accepted that Google has improved in its ability to surface reliable and trusted content. But does the average searcher actually feel that way? At Path Interactive, we conducted a survey to find out how users am thinking about the information they encounter in Google’s organic results.

About our survey respondents and methods

Out of 1,100 respondents, 70% of live in the United Country, 21% in India, and 5% in Europe. 63% of respondents are between the ages of 18 and 35, and 17% are over persons under the age of 46. All respondent data is self-reported.

For all questions involving specific search results or types of SERP boasts, respondents were provided with screenshots of those features. For questions related to levels of trustworthiness or the extent to which the respondent agreed with the statement, respondents were presented with reactions on a magnitude of 1-5.

Our encounters Trustworthiness in the medical, political, business, and legal lists

Given how much fluctuation we’ve seen in the YMYL category of Google with recent algorithm modernizes, we thought it would be interesting to ask respondents how much they rely the medical, political, financial, and law intelligence they find on Google.

We started by asking respondents about the extent to which they have became important monetary, law, or medical decisions based on information they found in organic search. The majority( 51%) of respondents indicated that they “very frequently” or “often” constitute important life decisions based on Google information, while 39% constitute important law decisions, and 46% impel important medical decisions. Exclusively 10 -1 3 % of respondents revealed that they never constitute these types of important life decisions based on the information they’ve be available on Google.

Medical examines

As it relates to medical huntings, 72% of users agree or strongly agree that Google has improved at picture accurate medical solutions over experience.

Breaking down these responses by senility, a few interesting structures rise 😛 TAGEND The youngest searchers( ages 18 -2 5) are 94% most likely than the oldest searchers( 65+) to strongly believe that Google’s medical decisions have improved over time. 75% of the youngest searchers( ages 18 -2 5) agree or strongly agree that Google has improved in picture accurate medical pursuings over go, whereas only 54% of the oldest searchers( 65+) feel the same way.Searchers senilities 46 -6 4 are the most likely to disagree that Google’s medical results are improving over era.

Next, we wanted to know if Google’s emphasis on surfacing medical content from relied medical brochures — such as WebMD and the Mayo Clinic — is resonating with its useds. One outcome of recent core algorithm revises is that Google’s algorithms appear to be deprioritizing content that denies scientific and medical consensus( frequently described as a negative quality indicator throughout their Search Quality Guidelines ).

The majority( 66%) of respondents agree that it is very important to them that Google faces content from highly relied medical websites. However, 14% indicated they would rather not appreciate these results, and another 14% indicated they’d instead consider more diverse arises, such as content from natural medicine websites. These figures suggest that more than a quarter of respondents may be unsatisfied with Google’s current state initiatives aimed at surfacing medical material from a determine of acclaimed partners who support the technical consensus.

We questioned survey respondents about Symptom Cards, in which information related to medical evidences or specific medical conditions is surfaced instantly within the search results.

Examples of Symptom Cards. Source: https :// blog.google/ products/ pursuit/ im-feeling-yucky-searching-for-symptoms /

Our question aimed to gather how much searchers felt the contents within Symptom Cards can be trusted.

The vast majority( 76%) of respondents indicated they trust or strongly trust the content within Symptom Cards.

When looking at the responses by senility, younger searchers once again reveal that they are much more likely than older searchers to strongly trust the medical material found within Google. In fact, the youngest bracket of searchers( senilities 18 -2 5) are 138% most likely than the oldest searchers( 65+) to strongly trust the medical content found in Symptom Cards.

News and political explorations

The majority of respondents( 61%) agree or strongly agree that Google has improved at manifest high-quality, trustworthy story and political material over day. Only 13% disagree or strongly disagree with this statement.

Breaking the same question down by senility reveals interesting tends 😛 TAGEND

The majority( 67%) of a very young searchers( ages 18 -2 5) agree that the quality of Google’s news and political content has improved over time, whereas the majority( 61%) of the oldest age group( 65+) simply reasonably agrees or disagrees.The youngest searchers( senilities 18 -2 5) are 250% more likely than the oldest searchers to strongly agree that the quality of news and political material on Google is improving over experience. Misinformation

Given Google’s emphasis on combating misinformation in its search results, we also wanted to ask respondents about the extent to which they feel they still encounter risky or most untrustworthy information on Google.

Interestingly, the vast majority of respondents( 70%) feel that they have encountered misinformation on Google at least sometimes, although 29% indicate they rarely or never understand misinformation in the results.

Segmenting the responses by age group divulges a clear pattern that the older the searcher, the more likely they are to indicate that they have seen misinformation in Google’s search results. In fact, the oldest searchers( 65+) are 138% more likely than a very young searchers( 18 -2 5) to say they’ve encountered misinformation on Google either often or very frequently.

Throughout the responses to all questions related to YMYL topics such as health, politics, and news, a consistent motif emerged that the youngest searchers seemed to have more trust in the content Google presentations for these inquiries, and that older searchers are more skeptical.

This aligns with our determines from a same overlook we conducted last year, which found that younger searchers were more likely to take much of the information contained exposed directly in the SERP at face value, whereas older searchers were more likely to browse deeper into the organic reactions to find answers to their queries.

This information is alarming, especially given another question we posed asking about the extent to which searchers guess the information they find on Google influences their political minds and outlook on the world.

The question revealed some interesting tendencies related to the oldest searchers: according to the results, the oldest searchers( 65+) are 450% more likely than a very young searchers to strongly disagree that information they find on Google affects their worldview.

However, the oldest searchers are likewise most likely to agree with this statement; 11% of respondents ages 65+ strongly agree that Google information forces their worldview. On both ends of the spectrum, the oldest searchers appear to hold stronger rulings about the extent to which Google influences their political sentiments and awarenes than respondents from other age brackets.

Sport Snippets and the Knowledge Graph

We too wanted to understand the extent to which respondents obtained the content contained within Featured Snippets to be trustworthy, and to segment those responses by age brackets. As with the other scale-based questions, respondents were asked to indicate how much they relied these features on a scale of 1-5( Likert scale ).

According to the results, the youngest searchers( ages 18 -2 5) are 100% most likely than the oldest searchers( senilities 65+) to find the content within Featured Snippet to be very trustworthy. This aligns with a same uncovering we found in our survey from last year: “The youngest searchers( 13-18) are 220 percentage most likely than the oldest searchers( 70-100) to consider their question rebutted without clicking on the snippet( or any) result.”

For Knowledge Graph makes, the results are less irrefutable when segmented by age. 95% of respondents across all age group find the Knowledge Panel reactions to be at least “trustworthy.”

Conclusion: Young users rely search results more than older customers

In general, the majority of survey respondents appear to trust the information they find on Google — both in terms of the results themselves, as well as the content they find within SERP facets such as the Knowledge Panel and Featured Snippet. Nonetheless, there still appears to be a small subset of searchers who are dissatisfied with Google’s answers. This subset consists of mostly older searchers who appear to be more skeptical about taking Google’s information at face value, especially for YMYL queries.

Across almost all survey questions, there is a clear pattern that a very young searchers tend to trust the information they find on Google more so than the older respondents. This aligns with a same survey we conducted last year, which indicated that younger searchers were more likely to accept the content in Featured Snippet and Knowledge Panels without needing to click on added causes on Google.

It is unclear whether younger searchers trust information from Google more because the information itself has improved, or because they are generally more relying of information they find online. These reactions may also be due to older searchers not having been growing with the ability to rely on internet search engines to answer their questions. Either way, the results cause an interesting question about the future of information online: will searchers become less skeptical of online intelligence over day?

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