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Disinformation optimised: gaming search engine algorithms to amplify junk news

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  • Bradshaw, Samantha

Abstract

Previous research has described how highly personalised paid advertising on social media platforms can be used to influence voter preferences and undermine the integrity of elections. However, less work has examined how search engine optimisation (SEO) strategies are used to target audiences with disinformation or political propaganda. This paper looks at 29 junk news domains and their SEO keyword strategies between January 2016 and March 2019. I find that SEO — rather than paid advertising — is the most important strategy for generating discoverability via Google Search. Following public concern over the spread of disinformation online, Google's algorithmic changes had a significant impact on junk news discoverability. The findings of this research have implications for policymaking, as regulators think through legal remedies to combat the spread of disinformation online.

Suggested Citation

  • Bradshaw, Samantha, 2019. "Disinformation optimised: gaming search engine algorithms to amplify junk news," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(4), pages 1-24.
    • Handle: RePEc:zbw:iprjir:214101
    DOI: 10.14763/2019.4.1442
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    References listed on IDEAS

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    1. Hunt Allcott & Matthew Gentzkow, 2017. "Social Media and Fake News in the 2016 Election," NBER Working Papers 23089, National Bureau of Economic Research, Inc.
    2. Hunt Allcott & Matthew Gentzkow, 2017. "Social Media and Fake News in the 2016 Election," Journal of Economic Perspectives, American Economic Association, vol. 31(2), pages 211-236, Spring.
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