Google Changes Search Rankings to Protect Consumers From Scams

The story in the New York Times last week got a lot of people's attention, including the people at Google.

As a result, Google says it has changed the way it ranks search results so that scam artists can't take advantage of their notoriety to ensnare more victims.

The Times reported last week that an online eyeglass merchant abused customers who complained, then taunted them when they posted complaints on sites like ConsumerAffairs.com. He said that the more people wrote about him - even negative comments - the higher he showed up in Google search rankings.

Google this week said it has revised its search algorithm so that, from now on, its system can identify merchants with a bad reputation, and adjust their search rankings accordingly.

"Even though our initial analysis pointed to this being an edge case and not a widespread problem in our search results, we immediately convened a team that looked carefully at the issue," Amit Singhal, a Google fellow, wrote in a blog posting. "That team developed an initial algorithmic solution, implemented it, and the solution is already live. I am here to tell you that being bad is, and hopefully will always be, bad for business in Google's search results."

Tight lipped

Singhal offered no details about the change, saying to do so would give unscrupulous operators assistance in finding a way to circumvent the new consumer safeguard. And, he said, there's no guarantee people won't find a loophole for this ranking algorithm in the future.

According to the Times, the change appears to be working. Previously, the eyeglass merchant showed up on the first page of a search for "Christian Audigier" and "eyeglasses." Last night, the Times reports, the merchant was not included in the first 20 pages.

According to the original Times report, a New York consumer reported the merchant, who goes by a number of pseudonyms, became abusive to her and made threats when she tried to return a pair of eyeglasses she had purchased online. The threats included litigation, as well as implied threats of physical harm.

Authorities act

According to the newspaper, the merchant has been arrested and faces arraignment later this month.

Singhal says Google could have undertaken a number of different approaches to deal with the issue, including just blocking this particular offender.