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.

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"There's nowhere to turn": What it's like to be gay and homeless

Many LGBTQ homeless people cannot ask their families for help. 

Ascania is a 41 mother with a 24 year-old son, who came to the UK from Jamaica in 2002. “I was raped at gunpoint in the area I lived in Jamaica," she says. "They’d found out in the community that I’m a lesbian. They hit the back of my head with a gun- sometimes it is still painful. I had to move from that area, then I went to another part of the island. I lived there for 18 months. People in these communities start to watch you – to see if there are men coming to see you. They begin to be suspicious. Luckily I had a chance to come to the UK before something else happened."

A friend, who was also gay, paid for a ticket for her to reach the UK. She started a relationship, and moved in with her girlfriend, but the girlfriend turned abusive. "It was a nightmare," she remembers. "It ended then I started to sofa surf. Sometimes I would go into pubs meet different girls, go back with them, and sleep over just so I had somewhere to spend the night."

Eventually, Ascania received help from St Mungo's, a homelessness charity, after the LGBT charity Stonewall put her in touch. The charity helped her get food from a food bank, and find somewhere to stay. 

While all homeless people can struggle with physical and mental challenges, lesbian, gay, bisexual, and transgender people face extra stigma, discrimination, and rejection by their families.

“That’s why I think LGBTQ projects are important," says Ascania. "From being on the gay scene, I meet all these people and they don’t know about the support available. They’re out there having a really rough time. They don’t know where to turn."

She feels that in shared accommodation, people like herself can be judged for their friends. 

Homeless charities point out that transgender people are particularly at physical risk due to a lack of acceptance and are sometimes turned away from shelters.

Melissa is a trans women in her early 40s. She is now living in transgender accommodation in London provided by the charity St Mungo’s and says she is successfully engaged with drug and alcohol services and rebuilding relationships with her family.

Before beginning her transition she was married with two teenage children and had been in trouble with the police. 

She says the stress of denying her true self led to self-destructive behaviour.

She said: “I was sleeping rough, in graveyards and stairwells. In 2012 I went to prison for nine months. My probation officer put me in touch with St Mungo’s and now I have a really nice place and I hope to become a project worker with the charity. I can see a path forward.”

According to Homeless Link, a national membership charity for organisations working with people who become homeless in England, the causes of homelessness include poor and unsuitable housing, insecurity in the private rented sector, transitioning/leaving accommodation or institutions such as prison, and loss of employment. These circumstances are often coupled with mental health issues, experience of trauma, relationship breakdown, and fleeing domestic violence or abuse.

Awareness of the specific needs of LGBT homeless people is starting to enter mainstream politics. Last month, LGBT Labour passed a motion at its AGM to affiliate to the Labour Campaign to End Homelessness (LCEH). The two organisations will hold a joint event at Labour's annual conference in the autumn.

Sam Stopp, a Labour councillor in Wembley, is chair of LCEH. He said party activists launched the campaign two years ago, because they wanted to do more than talk about the problem. He said: “LGBT homelessness has some specific aspects. If your parents do not support you and you are thrown out of your home that may require a different approach to help people rebuild their lives. There’s not just an economic reason but your sexuality has closed them off.”

Stopp hopes that by aligning Labour activists with homelessness charities, his organisation will be able to provide practical support to people who need it. 

Chris Wills from LGBT Labour’s National Committee, and chair of LGBT Labour North West, said: “The homelessness crisis is worsening. I live in Manchester, where every day I see more and more people sleeping rough – and that’s just the ones we know about, let alone the “hidden homeless”, who are reliant on hostels or going from one friend’s couch to another’s floor night after night.

“This year marks fifty years since the decriminalisation of homosexuality in England and Wales, and huge advances were made for LGBT equality under Labour between 1997 and 2010. Society as a whole has become more tolerant. Yet even now, coming out as LGBT to your family can still often result in you being kicked out onto the streets, or forced to flee the family home due to verbal and physical abuse.”