JasonKolb.com: Idea #14: Google yourself
Rough Type: Nicholas Carr’s Blog: Links aren’t messy anymore
Jason Kolb picks up on the story running about Ted Leonsis’s “gaming” of Google - attempting to get, and achieving, the highest ranking for a search of his name. As I read the initial story I started to think about how this relates to identity and I’m glad to see that Jason has picked up on this.
The implications of this story are important for everyone - I wrote previously regarding the way that an online life WILL intrude in the real world at some point (as the identity becomes de-fragmented) - so if there’s going to be data about you on-line you should make sure it’s either accurate or flattering (and preferably both!) (and also demonstrating that a certain amount of identity de-fragmentation is a good thing). The trick here is to make sure that the right things can be linked back to a person.
This is a difficult thing to do on a global scale - the most common identifier a person has is their name, something that has evolved over the years and is certainly not unique. It’s a problem that needs to be addressed - not just in a digital identity sense; we’ve seen recently examples of problems with the NO-FLY lists in the US where a person is blocked purely based on their name, meanwhile I can start using any name I like right now (and legally change it if I want to increase the speed at which reputational data is attached). It’s this desire for a context unique identifier that leads to the issuing of SSNs (or, as we in the UK have, NI numbers) by nations - combining those into a global system is beyond political desire right now, but one can imagine a future where that is not the case.
In the digital world, we do have globally unique identifiers - URIs and email addresses have to be unique. The problem (and I’ve mentioned this before as well) is that URIs (in the current format) are not permanent - I rent this domain for a period of time (2 years), after which it may lapse. Even worse is that the domain name may be taken away from me! It’s pretty unlikely to happen in my case, but there have been situations where that has happened (and many more where it has been threatened) - it seems to happen more in the name of companies and/or products and the larger party just bullies the smaller into giving up a name and thus, identity.
Fighting over domain names doesn’t happen so much any more and one of the primary reasons for that is Google. I actually saw someone a few days ago, when looking for The Register, type “the register” into Google and then just click on the top result. Other, smarter, people have commented on this before, but the effect is that domain names are NOT as valuable as they were; their place taken by a Google rank. When I first started blogging a search for my name didn’t turn up any results for me until the second page - now I have 4th place in Google (I’m obviously not as influential as Ted Leonsis!), but why shouldn’t I have the top result?
There are legal arguments ongoing now about SEO (or even worse, look at the potential confusion between u-tube and youtube!) and it’s a sad reflection that the top indicator of a person’s (or brand’s or company’s) identity is the placement on a Google search results page - but why shouldn’t we, as individuals, control how our data are displayed? Google doesn’t owe me anything, but I can see why people fight so hard to get noticed and there are no easy solutions to this.
The upshot is that finding something by keyword in Google (or any other search engine) is always going to be unreliable - when I’m looking for orange would I prefer to see information a colour or a Wikipedia entry on William I? Context and semantics raise their ugly heads again and until they are properly applied to our interactions then our current methods of identifying an object will nearly always fail when systems are scaled.