Don't boycott Google because it's evil. Boycott it because it's terrible

Google's dodging taxes. But its worst crime is messing around with search results.

Google's Eric Schmidt went all out yesterday, saying he was "very proud" of his company's tax "structure", and that "it’s called capitalism."

Inevitably, this had led to calls for a boycott of Google until it starts to pay its fair share of corporation tax.

Of course, these calls have also marked out part of the folly of such boycotts. It's easy to boycott Starbucks: within 30 seconds walk of most UK branches you'll find more coffee. We are basically a nation of people selling coffee to each other with a bit of banking on the side.

Google is… harder. If you use any of its web services, you are likely to feel locked in (everyone knows your gmail address! Think how much work it would be to change your address books!); if you have an Android phone, you are probably contracted in without even a choice to leave; and if you use their web search, you'll probably have finished the search and clicked on a link before you even remember that you were supposed to be boycotting in the first place.

On top of that, of course, a boycott doesn't look like it would be as effective for Google as it was for Starbucks. Within days of the first allegations about the coffee company coming out, it had posted an open letter on its website; and then even before the big UK Uncut protests, it had already agreed to radically restructure the way it declares its taxes. Comparing that to Schmidt's bombastic comments, we can infer that Google might put up a bit more of a fight.

The thing is, people ought to be boycotting Google, especially their main cash cow, web search. Not because of tax avoidance, but because it makes a terrible product used only through exactly the same inertia which will kill any political action.

Once upon a time, Google search was the unambiguous best. Its page-rank system, which replaced manually editing search results with an ingenious methodology which used links to a site as guarantors of that site's quality, meant that it gave more accurate results than many of its now-defunct (or nearly so) competitors like Alta Vista or Yahoo! Search; its simple UI made it easier to use, as did its massive step up in speed, a fact reflected in its show-off display of how many hundredths of a second the search took.

Most importantly, Google refused to offer paid placement, a relatively common practice at the time which mixed advertising with editorial content: companies would literally pay to appear in the search results for a given keyword.

Those principles lasted a long time; even when Google started "personalising" searches, it was still aimed at reducing bad results. Someone who always clicks on cars after searching for "golf" probably wants different results than someone who clicks on sports sites.

Then came Google+. Terrified by Facebook, the company launched a rival social network, and in an attempt to catch up, decided to leverage its existing businesses. Personalised searches are no longer based just on what you have previously searched for. They're also based on your Google+ contacts, and what they've posted about and discussed. A piece written by someone "big on Google+" – a dubious accolade – can get boosted up the results based just on that; and strangers' faces have started popping up in results, like this:

It's not just the failed attempt at cross-promotion which has damaged Google; it's also been hit by the falling value of web advertising as surely as every other web business. It's responded by increasing the amount of page space devoted to selling things – and correspondingly decreasing the space devoted to it's actual product.

Compare, for example, this from 2005 with this from June this year. Although it's looking at Google US, don't doubt that it's coming your way as well.

There are alternatives. I like DuckDuckGo, which consciously strives to replicate the experience of Google circa 2005 (albeit with a number of powerful below-the-hood improvements). I'm not the only one; the site has shot from an average of 80,000 searches a day in December 2010 to around 1.7m a day this month. But really, it doesn't matter where you go – even if it's to Bing – so long as Google gets the message.

Photograph: Getty Images

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

Photo: Getty
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The rise of the green mayor – Sadiq Khan and the politics of clean energy

At an event at Tate Modern, Sadiq Khan pledged to clean up London's act.

On Thursday night, deep in the bowls of Tate Modern’s turbine hall, London Mayor Sadiq Khan renewed his promise to make the capital a world leader in clean energy and air. Yet his focus was as much on people as power plants – in particular, the need for local authorities to lead where central governments will not.

Khan was there to introduce the screening of a new documentary, From the Ashes, about the demise of the American coal industry. As he noted, Britain continues to battle against the legacy of fossil fuels: “In London today we burn very little coal but we are facing new air pollution challenges brought about for different reasons." 

At a time when the world's leaders are struggling to keep international agreements on climate change afloat, what can mayors do? Khan has pledged to buy only hybrid and zero-emissions buses from next year, and is working towards London becoming a zero carbon city.

Khan has, of course, also gained heroic status for being a bête noire of climate-change-denier-in-chief Donald Trump. On the US president's withdrawal from the Paris Agreement, Khan quipped: “If only he had withdrawn from Twitter.” He had more favourable things to say about the former mayor of New York and climate change activist Michael Bloomberg, who Khan said hailed from “the second greatest city in the world.”

Yet behind his humour was a serious point. Local authorities are having to pick up where both countries' central governments are leaving a void – in improving our air and supporting renewable technology and jobs. Most concerning of all, perhaps, is the way that interest groups representing business are slashing away at the regulations which protect public health, and claiming it as a virtue.

In the UK, documents leaked to Greenpeace’s energy desk show that a government-backed initiative considered proposals for reducing EU rules on fire-safety on the very day of the Grenfell Tower fire. The director of this Red Tape Initiative, Nick Tyrone, told the Guardian that these proposals were rejected. Yet government attempts to water down other EU regulations, such as the energy efficiency directive, still stand.

In America, this blame-game is even more highly charged. Republicans have sworn to replace what they describe as Obama’s “war on coal” with a war on regulation. “I am taking historic steps to lift the restrictions on American energy, to reverse government intrusion, and to cancel job-killing regulations,” Trump announced in March. While he has vowed “to promote clean air and clear water,” he has almost simultaneously signed an order to unravel the Clean Water Rule.

This rhetoric is hurting the very people it claims to protect: miners. From the Ashes shows the many ways that the industry harms wider public health, from water contamination, to air pollution. It also makes a strong case that the American coal industry is in terminal decline, regardless of possibile interventions from government or carbon capture.

Charities like Bloomberg can only do so much to pick up the pieces. The foundation, which helped fund the film, now not only helps support job training programs in coal communities after the Trump administration pulled their funding, but in recent weeks it also promised $15m to UN efforts to tackle climate change – again to help cover Trump's withdrawal from Paris Agreement. “I'm a bit worried about how many cards we're going to have to keep adding to the end of the film”, joked Antha Williams, a Bloomberg representative at the screening, with gallows humour.

Hope also lies with local governments and mayors. The publication of the mayor’s own environment strategy is coming “soon”. Speaking in panel discussion after the film, his deputy mayor for environment and energy, Shirley Rodrigues, described the move to a cleaner future as "an inevitable transition".

Confronting the troubled legacies of our fossil fuel past will not be easy. "We have our own experiences here of our coal mining communities being devastated by the closure of their mines," said Khan. But clean air begins with clean politics; maintaining old ways at the price of health is not one any government must pay. 

'From The Ashes' will premiere on National Geograhpic in the United Kingdom at 9pm on Tuesday, June 27th.

India Bourke is an environment writer and editorial assistant at the New Statesman.

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