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If you went on Google to search for the word "idiot" on Monday morning, you probably encountered links to President-elect Jair Bolsonaro (PSL). The opposition of the winner of this year's presidential election does not have this precise result, but it has nothing to do with it or a defamation campaign sponsored by the American society.
The situation is similar to this one. This is what happened in the United States with President Donald Trump and the former Mayor of São Paulo, Fernando Haddad.
Gold Idiot
It all started with the awarding of the TV program I love you from the French channel France 2. The title of the trophy "The cons of gold 2018" can be translated by "The Golden Idiots" or "The Golden Ass".
The presenters of the broadcast judged that Bolsonaro was champion of two categories, that of the misogynist. of the year and that of racist of the year.
Brazilian news channels began to report on Bolsonaro's honor, with headlines summarizing the situation of "French television elects Jair Bolsonaro as racist and misogynist of
However, others have Given the following titles: "Bolsonaro receives the award" Idiot of the Year "(Option Jornal) and" Bolsonaro "[journal de l'année] case of the website" TV News ", partner of UOL wins" The idiot of the year "in France and Brazil is already a champion of his government. "
The way the price was reported interfered with the way Google responded to searches" Before giving results to As a search engine, Google's search engine performs a lot of calculations: it seeks first and foremost to define what the user searches, to badyze, among other data, information such as the location of the person, the type of device used, etc. previous searches Combine this with the results obtained by other people who have done similar searches.
All of this is taken into account before a link is displayed at the top of the results page.
The leader of Google's engineering center in Latin America, Berthier Ribeiro-Neto, will stop at the top of the links deemed relevant, that is to say those that Google's algorithms believe they can better respond to the asks Internet users. This usually explains why engineers are concerned about what they call "search quality", ie whether the links displayed are directly related to the queries. To help understand the complex calculations performed by the search algorithm, it uses an badogy.
"Suppose the user searches for" Bank of Brazil. " do you think he wants a Brazilian bank or financial institution? Maybe he would like to have access to the website of Banco do Brasil to carry out transactions, "he explained to UOL Tecnologia in October of this year
"What will happen if the consultation changes and therefore constitutes a" transfer of funds to the Bank of Brazil "? Worried."
C & # 39; to say, in a way, the news links reporting that Bolsonaro was one of the winners of "I Gold Dates" became the results the most relevant provided by Google to those who asked the word "idiot".
Behind the Curtain
If you continue to think that it is nonsense and that all is that a conspiracy against Bolsonaro, know that you are not alone – even if it is not good. It was the same in the United States. But that's where Google's search linked "the idiot", not to Bolsonaro, but to President Donald Trump.
The question bothered us so much that it became one of the topics discussed during the Sabbath of Google's boss, Indian Sundar Pichai, promoted by the US Congress. California Democratic Representative Zoe Lofgren has raised the doubt:
At present, if you "googlarez" the silly word of images, the figure of Donald Trump will appear. I just did it. Every time you type a keyword, we find and store on Google copies of billions of pages [de websites] in our index. [de websites]
And we take the key word and compare it to your pages and evaluate them according to more than 200 signs – elements such as relevance, freshness, popularity, as do others users. And based on this, we try at any time to find the best search results for this query.
Quite sarcastically, Lofgren countered:
That goes on the scale, and we do not interfere manually in a special search result
Google Bomb
Trump and Bolsonaro are not the first presidents to be badociated with unflattering terms in Google's research. That had already happened to George W. Bush in the 2000s.
The same technique that had led the two men to be linked to "silly" was that Fernando Haddad was linked to the Google search for the term " worse mayor "during the race.
UOL Technology was unable to contact Bolsonaro's counsel. He looked for Google, which had not responded before the publication of this text.
The trick of cheating the Google search engine so that it displays strange or irrelevant results for some queries is not even unusual. He has already acquired a sophisticated term: "Google bomb" or "Googlewashing".
This differs from so-called SEO techniques that apply some improvements to relevant content so that they are ranked at the top of the tools. of research.
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