Google’s ‘pay-per-click’ ad model makes it harder to find what you’re looking for

Over the past 25 years, the name “Google” has become synonymous with the idea of searching for anything online. In much the same way “to Hoover” means to use a vacuum cleaner, dictionaries have recognized “to Google” as meaning to undertake an online search using any available service. Former competitors such as AltaVista and AskJeeves are long dead, and existing alternatives such as Bing and DuckDuckGo currently pose little threat to Google’s dominance. But shifting our web searching habits to a single supplier has significant risks. Google also dominates in the web browser market (almost two-thirds of browsers are Chrome)…

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