The Search Engine Manipulation Effect (SEME) : The real power of Google
Introduction
When it comes to search engines, one name inevitably comes to mind: Google. Google is the largest search engine in the world and holds an almost complete monopoly in this field. As you may already know, their activities extend far beyond search; they also own the most widely used personal email service, Gmail, the most popular video‑sharing platform, YouTube, and they are deeply integrated into professional environments through Google Workspace.
This essentially means that Google has the ability to influence nearly every aspect of your daily life. And the reality is that they use this power to guide and shape user behavior.
Robert Epstein
In order to discuss how Google may influence populations in various aspects of their lives, it is essential to introduce Robert Epstein. Robert Epstein is an American psychologist, professor, journalist, and author who has published more than 350 articles and 15 books throughout his career.
Epstein worked with many mainstream media outlets and organizations until 2019, when he identified what he describes as the Search Engine Manipulation Effect (SEME). According to Epstein, once he began researching Google, the opportunities he previously had within media and publishing rapidly disappeared. He reports that he was no longer able to publish books or articles through the platforms that had previously welcomed his work. In his view, this amounted to being effectively "shadow‑banned" and excluded from professional circles.
In the Joe Rogan Experience podcast 2201, Epstein states the following:
"Okay. So I am completely fed up. I have worked day and night. I work about 80 hours a week. I'm directing almost 40 research projects. I've been working really hard for maybe 45 years. And the last twelve years, where I've turned my eye to Google and other tech companies have turned into, for me personally, a disaster. So before I started studying Google, I had published 15 books with major publishers. Since I've started studying Google and other companies, I can't publish anymore. I used to write for and actually work for mainstream news organizations and media organizations. I was editor in chief of psychology Today for four years. I was an editor for Scientific American. I wrote for USA Today and US News and World Report in Time magazine. But in 2019, after I testified before Congress about some of my research on Google."
What is particularly relevant here is that Hillary Clinton publicly stated on Twitter that Epstein's research was false and had been debunked, after Donald Trump referenced and supported his studies. Following this public dispute, Epstein claims that Google, widely regarded as a significant supporter of Clinton's 2016 presidential campaign, restricted his access to platforms and removed his content without warning. Epstein interprets these actions as a direct response to his research and public visibility, which seems to be the only possible interpretation.
This incident marked a turning point in Epstein's reputation. Many media outlets, aligning with Hillary Clinton's narrative, reported the story without thoroughly fact-checking, which led to Epstein being portrayed as a fraud. As a result, his credibility was significantly damaged in the public eye.
Epstein has also stated that his wife died in a car accident under circumstances he considers suspicious, shortly after he testified before Congress in 2019 regarding his research on Google. While Epstein has suggested that several incidents of violence have affected individuals close to him in recent years, there is no evidence or official connection linking these events to Google, and no such link has been established by authorities. Nevertheless, Epstein has expressed his belief that the situation is concerning and difficult for him to dismiss. And, knowing Google's power, if they are linked to these incidents, I'm not surprised that authorities are not establishing this link.
A number of incidents have occurred around Epstein since he publicly raised concerns about alleged manipulation by Google, and he now lives in fear of what might happen. The issue, however, is that because nothing has happened to him directly, only to people who have worked with him or were close to him, he cannot conclusively claim that Google is trying to intimidate or harm him because of what he said.
So, based on what happened to him after publishing his research results, we can assume that he is right and that he is doing the right thing. If he were not, Google would not have shown any reaction.
The Searsch Engine Manipulation Effect (SEME)
So, what exactly did Epstein discover that led him into this situation? In this section, I will describe the Search Engine Manipulation Effect (SEME) and outline Epstein's findings regarding Google.
Before going deeper into this description, I would like to quote Epstein on the method used for their study:
"Well, it's any data that's going to real people. So we're collecting data with their permission from the computers of a politically balanced group of more than 15,000 registered voters in all 50 states, and from many of their children and teens as well. And so when they're doing anything on their computers, they've given us the right to collect it, grab it, zap it over to our own computers, aggregate the data and analyze it. I want to point out that when we do this, we do this without transmitting any identifying information. We protect people's privacy, but we are getting these increasingly accurate pictures of what Google and other companies are sending to real people. Why do you have to do it this way? Because all the data they send is personalized. You will never know what they're sending to people unless you look over the shoulders of real people and see the personalized content."
Ranking bias
The ordering of search results (which pages appear higher vs lower) can influence opinions, especially of users who are undecided. For instance, when favorable results for one candidate are placed higher, that candidate's support tends to increase.
Since Google claims to present the most relevant results first, people tend to choose the first or second link displayed when conducting research. As a result, they often overlook a significant amount of available information. Therefore, if Google chooses to place a particular story or perspective at the top of the search results, people are likely to accept it as the most important or accurate information.
As an example, I searched "Donald Trump" on both Google and DuckDuckGo to compare the first results on each search engine. The results were quite revealing:
Google:
Duck Duck Go:
As you can see, Google's results display predominantly negative information about Trump, while DuckDuckGo presents a different perspective. Essentially, this means that anyone searching for information about him on Google will first encounter the narrative that Google has chosen to highlight.
Large-scale shift in preferences
Their experiments show that this bias in search rankings can shift voting or opinion preferences by substantial amounts among undecided users ("20% or more" in some contexts).
As we've seen, this kind of manipulation can significantly impact the functioning of democracy. Since search engines like Google can influence how the majority of people perceive election candidates, they essentially have the power to shape who is seen as the hero and who is portrayed as the villain. Thankfully, most political figures are sufficiently corrupt or controversial to make this influence harder to ignore by the public. However, when people are left to choose between two corrupt candidates, Google's manipulation can still sway their decisions.
This is one of the reasons why modern democracies can no longer be considered true democracies.
Low detectability
Users often do not realize the ranking is biased. That makes the effect more potent because it functions without overt awareness.
To be honest, most people use computers and the internet without fully understanding how they work. To many, technology seems almost magical, rather than something shaped and controlled by human decisions. This lack of understanding makes this type of manipulation extremely difficult to detect. Similar mechanisms are already deeply embedded in social‑media algorithms, so most people do not even notice when their search results are biased.
Targeting of the undecided or uncommitted
The effect is strongest when people are not firmly decided on an issue, candidate or viewpoint. If someone already has a settled opinion, the impact is weaker.
It's quite simple. If you're unsure about two options and ask someone you trust for advice, what will usually happen? In most cases, you'll follow their recommendation. The same principle applies to Google. Because many people trust Google's neutrality and tend to focus on the first few results, they often make decisions based on what Google presents to them. The ironic part is that they are convinced they've made an independent choice, believing they've done their own research.
Wide reach via dominant search engines
Because a small number of search engines dominate global usage (in many places one engine may have > 90% share), any bias in that engine has large potential impact.
As mentioned earlier, Google holds nearly a monopoly on many aspects of the internet. Consider this example: when you use an Android-powered phone, like nearly 70% of people worldwide, Google is your default search engine. This means that every time you conduct a search, Google is deciding what information you will see. In effect, they have the power to influence the information accessible to 70% of mobile phone users.
Moreover, many people also use Google as their default search engine on their computers. This means that, for most users, they are essentially locked into an ecosystem where every piece of information they access has been filtered by Google. This is why using alternative search engines and operating systems is a good way to access information that might otherwise be restricted or shaped by Google. That's also why clearnet is not a good solution.
Personalisation & filtering
Search engines can customise results for individual users (based on history, location, profile), which further influences the effect.
This is precisely why so many people have stopped being curious. This kind of filtering has two effects. First, if your current opinion does not align with the one that has been shaped for you, the results you encounter will aim to challenge and dismantle your perspective in order to make you change it. Conversely, if your opinion already matches the desired narrative, you will be shown results that reinforce and strengthen it, ensuring that you remain aligned with that viewpoint.
As you can see, this type of filtering is always designed to influence your thoughts and decisions. That is the fundamental purpose of the data that is collected about you around the clock.
Broad applicability
While originally studied in elections, more recent work suggests SEME might apply to non-political opinions and choices (views on technology, health, social issues).
Being manipulated for elections is already something you'd want to avoid. But being manipulated in every decision you make in life? That sounds like a nightmare, doesn't it? And that's exactly what's happening here. By controlling the information you can access, Google is shaping your choices. As you're probably aware, these companies are heavily influenced by governments that are always trying to control populations. That essentially means that governments now possess a highly effective tool for keeping people under control, and most individuals are unaware of what is happening. That's also a huge ally in government secrecy.
Blacklists
Google is using whitelists and blacklists to filter search results and ensure that certain URLs cannot be displayed. For reference, they did this with ProtonMail in order to avoid losing market share for their Gmail service.
That simply means that if you are on their blacklist, Google can make you disappear and destroy your business just by adding you to a list. That sounds like a mafia move, in my opinion.
Shadowbanning is another way of blacklisting people. We already wrote an analysis of what that means, which you can find here.
Ephemeral experiences
First of all, let's quote the definition of "ephemeral" from Epstein:
"Ephemeral means fleeting content that just is there. It's on the screen, it affects you, like search results, search suggestions, news feeds, and then it. You click on something, it disappears and it's gone forever. There's no record of it. It's ephemeral."
Ephemeral experiences are a powerful way to manipulate people, as you can push ideas to them without leaving much evidence behind. Let's say that every time you search for something, results appear suggesting that someone is a bad person, perhaps a link, a short video, a photo, something like that. But this information disappears once you click on what you were originally looking for. In the end, the idea that this person is bad will remain in your mind, even if you can't remember where you saw it.
What can be manipulated ?
As mentioned earlier, Google can influence your choices far beyond political matters. By controlling what is displayed when you search for information, and by leveraging the "list effect", the tendency for users to select the first one or two links they see, they can effectively shape many decisions in your life.
Let's look at a few examples of these types of manipulations.
For example, imagine you are looking to buy a new phone to replace your current one. You might type "best phone" into Google. What often happens is that the first results you see are predominantly Android phones, devices that Google has a degree of influence over and that are used to spy on you.
On another day, you might be looking to set up a cloud storage account to back up personal files. You type "cloud" into Google, and once again, the first results that appear are services offered by major corporations known for close collaboration with government agencies. In other words, the leading options presented to you effectively encourage you to store your personal data with providers that may share information with state authorities.
Based on this, what happens when you search for information about changing your diet, choosing a film to watch at the cinema, or finding a new book to read? Google will show you exactly what it wants you to see. It can guide you toward the products it wants you to buy, or toward the viewpoints it wants you to absorb.
These forms of manipulation become less effective when you conduct very precise searches. For example, if you are looking for a specific book such as Atlas Shrugged by Ayn Rand, you are likely to find it, even though it is sometimes regarded as subversive. The reason for this is simple: if Google failed to provide a result that you explicitly requested, it would appear suspicious.
But this does not mean that such precise searches solve the problem. In the end, Google can still filter the links that are available to you. For example, if you decide to purchase the book, you may be directed to Amazon, a highly state controlled company. On Amazon, your purchase data is extensively collected and may be shared with third parties, including government agencies.
One last point: Google can influence which scientific studies you are able to access when researching a particular subject, and this poses a significant risk. This does not mean that you should stop trusting science, far from it. It simply means that you must ensure you have access to a broad range of studies when seeking reliable information.
Imagine, for example, that you are trying to determine whether a particular product poses health risks. If Google were to show you only studies suggesting that the product is safe, perhaps because of a commercial arrangement with the manufacturer, you might never see other research indicating that it could be harmful. In such a scenario, your ability to make informed decisions would be severely compromised.
Google also has significant power to manipulate children by pushing chosen content on YouTube when they are looking for videos. That basically means that they can shape people's minds from childhood, influencing future opinions as well. It is extremely dangerous and resembles what has happened in places such as North Korea, China, or even in Germany during the Second World War.
The meaning of this power
As mentioned earlier, Google holds a dominant position in online search and in many other digital domains. But what does this truly mean? Essentially, it means that Google possesses one of the most powerful tools of influence in the world, something that should concern people everywhere.
Consider the case of China. As is widely known, Google is banned there, and the country operates its own search engines. The primary reason is that the Chinese government seeks to maintain strict control over the flow of information. By regulating what citizens can access and share online, it exercises strong influence over public opinion.
While the context is different, the concern lies in the fact that a similar dynamic can occur elsewhere when a single company controls access to information. When one platform becomes the gatekeeper of what people see, read, and learn, it holds immense power to shape perception and decision-making on a global scale.
And because Google is a company driven primarily by profit, any government capable of providing sufficient financial incentives can influence it to shape public opinion in various ways. Furthermore, since governments love to pass abusive laws, they may exert pressure on companies like Google to secure their cooperation.
So, Google is half a mercenary, working for the states, and half a dictator, forcing people to use their products and those of their allies. And, as people continue to use it every day, its power is increasing year after year. At some point, it may be powerful enough to stand above governments and become a complete dictator.
Moreover, Google tends to destroy opponents' reputations by ensuring that any results you find about them will show a negative point of view. That basically means that if you oppose Google, they will shape public opinion in order to maintain their support. They can also make them disappear from the results.
Idiocracy
Have you ever seen the movie called "Idiocracy"? Here is the plot of the movie:
"Corporal Joe Bauers, a decidedly average American, is selected for a top-secret hibernation program but is forgotten and left to awaken to a future so incredibly moronic that he's easily the most intelligent person alive."
That is something that could happen with Google's manipulations. As they decide what you can see, learn, or even how you should think, they have the power to lower people's intelligence over the years, making them easier to manipulate over time. By controlling information, you can control a population's skills and knowledge and shape the sheep you need.
To be fair, it has already started with the integration of AI into every aspect of our lives. Some people conduct their research exclusively through AI, trusting the results without even questioning them. That leads them to believe that the only truth is there, and that they have unlimited knowledge. But, as we already know, AIs are not entirely trustworthy, and most of them are built to provide an answer no matter the cost. If an AI does not know the answer, it will tend to invent one, even if it is not based on any fact.
So, based on that, it is really important to be extra cautious with the results Google displays to you. Knowledge is fundamental for freedom and is the only way to avoid manipulation. There are ways to gain knowledge from trustworthy sources, and you really need to find them and make use of them. The clear web is no longer trustworthy and is under so much control that you should focus on the dark web and independent sources. And of course, compare information, compare sources, and build your own opinion.
What can be done
So, know we talked about Google's manipulations and power. What can you do to avoid it and be sure to get access to any information you need? That's not so difficult at the end.
First of all, you should consider using alternative search engines that are not manipulated by any entity or government. There are a few examples that should be considered:
- SearX
- Whoogle
- YaCy
These search engines are decentralized and open-source options that guarantee more neutrality in your search results.
Moreover, share this information with as many people as possible. The only way to prevent people from being manipulated is to make them aware of what is going on. The more people avoid using Google, the less power it has.
Conclusion
I can only encourage you to listen to the JRE #2201 podcast and to watch the documentary The Creepy Line. These are really interesting and important resources that are easily shareable with anyone interested in protecting their freedom. This is a huge problem that can only be solved by individuals themselves. You cannot rely on anyone else to do it for you.
Avoiding manipulation is the beginning of resistance, and it will be a game changer in the future. It is not too late to take action.
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Crabmeat
2025-11-21
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