Abstract
Disinformation optimised: gaming search engine algorithms to amplify junk news
Highlights
Did the Holocaust really happen? In December 2016, Google’s search engine algorithm determined the most authoritative source to answer this question was a neo-Nazi website peddling holocaust denialism (Cadwalladr, 2016b)
Because junk news domains operate in a digital ecosystem built on search engine optimisation, page ranks, and advertising, there is an opportunity to analyse the infrastructure that supports the discoverability of junk news content, which could provide insights into how producers reach audiences, grow visibility, and generate domain value
Considering that Google Search is a prominent avenue for news and information discovery, and that few studies have systematically analysed the effect of search engine optimisation strategies on the spread of disinformation, this study provides an interesting starting point for future research questions about the impact SEO can have on the spread and monetisation of disinformation via Search
Summary
Did the Holocaust really happen? In December 2016, Google’s search engine algorithm determined the most authoritative source to answer this question was a neo-Nazi website peddling holocaust denialism (Cadwalladr, 2016b). Search in connecting individuals to news and information about politics, this paper examines how junk news websites generate discoverability via Google Search It asks: (1) How do junk news domains optimise content, through both paid and SEO strategies, to grow discoverability and grow their website value? Drawing on Twitter and Facebook data from elections in Europe and North America, researchers developed a grounded typology of online political communication (Bradshaw et al, 2019; Neudert, Howard, & Kollanyi, 2019) They identified a growing prevalence of “junk news” domains, which publish a variety of hyper-partisan, conspiracy theory or click-bait content that was designed to look like real news about politics. By performing an audit of the keywords junk news websites use to generate discoverability, this paper evaluates the effectiveness of Google in combatting the spread of disinformation on Search
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