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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Theresa May can play big fish with devolved nations - in the EU she's already a nobody

The PM may have more time for domestic meetings in future. 

Theresa May is sitting down with representatives from Scotland, Northern Ireland and Wales on Monday to hear their concerns about Brexit. 

For the devolved nations, it is the first chance since the seismic vote in June to sit down at a table and talk to the Prime Minister together. 

May has reportedly offered them a "direct line" to Brexit secretary David Davis. It must be a nice change for her to be the big fish in the small pond, rather than the small fish in the big pond that everyone's already sick of. 

Because, when it comes to the EU, the roles of Westminster and other nations is reversed. 

Brexit was small potatoes on the menu of Theresa May’s first European Council summit. It may hurt British pride but the other 27 heads of state and government had far more pressing issues on their plate to worry about.

So, it was an awkward debut Council evening meal of lamb and figs for Prime Minister Theresa May and dinner was served with a large reality check.

As May was later asked at her press conference, why would anyone listen to someone who already has one foot out the door?

Britain is in limbo until it triggers article 50, the legal process taking it out of the EU. Until that happens, it will be largely and politiely ignored.

May’s moment to shine didn’t come until 1am. She spoke on Brexit for “five minutes maximum” and said “nothing revolutionary”, EU sources briefed later.

May basically did that break-up talk. The one where someone says they are leaving but “we can still be friends”. The one where you get a divorce but refuse to leave the house. 

It was greeted in the way such moments often are – with stony silence. Brexit won’t be seriously discussed until article 50 is triggered, and then the negotiations will be overseen by the European Commission, not the member states.

As became rapidly clear after the vote to leave and in sharp contrast to the UK government, the EU-27 was coordinated and prepared in its response to Brexit. That unity, as yet, shows no sign of cracking.

German Chancellor Angela Merkel later damned May with faint praise. She hadn’t said anything new but it was nice to hear it in person, she told reporters.

Merkel, as she often does, had a successful summit. She needed Council conclusions on migration that would reassure her skittish voters that the doors to Germany are no longer thrown wide open to migrants. Germany is one of the member states to have temporarily reintroduced border checks in the passport-free Schengen zone

The conclusions said that part of returning to Schengen as normal was “adjusting the temporary border controls to reflect the current needs”.

This code allows Merkel and her Danish allies to claim victory back home, while allowing Slovakia, which holds the rotating Presidency of the EU, enough of an excuse to insist it has not overseen the effective end of Schengen.

But Merkel’s migration worries did not provide hope for the British push for immigration controls with access to the single market. The Chancellor, and EU chiefs, have consistently said single market access is conditional on the free movement of people. So far this is a red line.

Everyone had discussed the EU’s latest responses to the migration crisis at a summit in Bratislava. Everyone apart from May. She was not invited to the post-Brexit meeting of the EU-27.

She tried to set down a marker, telling her counterparts that the UK wouldn’t just rubberstamp everything the EU-27 cooked up.

This was greeted with a polite, friendly silence. The EU-27 will continue to meet without Britain.

Francois Hollande told reporters that if May wanted a hard Brexit, she should expect hard negotiations.

Just the day before Alain Juppe, his likely rival in next year’s presidential election, had called for the UK border to be moved from Calais to Kent.

Hollande had to respond in kind and the Brussels summit gave him the handy platform to do so. But once inside the inner sanctum of the Justus Lipsius building, it was Syria he cared about. He’s enjoyed far more foreign than domestic policy success.

May had called for a “unified European response” to the Russian bombing of Aleppo. It was a break in style from David Cameron, who is not fondly remembered in Brussels for his habit of boasting to the news cameras he was ready to fight all night for Britain and striding purposefully into the European Council. 

Once safely behind closed doors, he would be far more conciliatory, before later claiming another triumph over the Eurocrats at a pumped-up press conference.

May could point to Council conclusions saying that all measures, including sanctions, were on the table if the Russian outrages continue. But her victory over countries such as Italy and Greece was only achieved thanks to support from France and Germany. 

The national success was also somewhat undermined by the news Russian warships were in the Channel, and that the Brexit talks might be in French.

But even warships couldn’t stop the British being upstaged by the Belgian French-speaking region of Wallonia. Its parliament had wielded an effective veto on Ceta, the EU-Canada trade deal.

Everyone had skin in this game. All the leaders, including May, had backed CETA, arguing the removal of almost all custom duties would boost trade the economy. Belgium’s Prime Minister Charles Michel was forced to tell exasperated leaders he could not force one of Belgium’s seven parliaments to back CETA, or stop it wrecking seven years of painstaking work.

As the news broke that Canada’s trade minister Chrystia Freeland had burst into tears as she declared the deal dead, everyone – not the first time during the summit – completely forgot about Britain and its referendum.

Even as the British PM may be enjoying a power trip in her own domestic union of nations, on the international stage, she is increasingly becoming irrelevant. 

James Crisp is the news editor at EurActiv, an online EU news service.