Over the past decade, an increasing amount of information has been published and communicated on the World Wide Web. Search engines such as Google, Yahoo and Bing have become the most important gateways to access the web. Primarily, the ultimate goal of a search engine site is to provide personal and relevant results to the user. However, search engine sites have developed some ethical issues that lead to certain types of sites being favored over others in the lists of results they return to consumers in their responses to search queries. Many users who use search engine sites may assume that they are neutral, but studies conducted on search engine technology argue that search engines are in fact biased due to the type of features included in their design. (Introna 1). In an article titled "Shaping the Web: Why the Politics of Search Engines Matter," Nissenbaum defended neutrality by asserting that search engine sites "systematically exclude certain sites and types of sites in favor of others, giving priority given to some to the detriment of others. of others” (1). When a user searches for information on a topic and is directed to one website rather than another on the same topic, search engine bias is raised. While there are many potential sources of search engine bias, the practice of paid search is a unique form of search engine bias. Paid advertising encourages online consumers to click on web pages listed favorably in results, not based on which article/website is most relevant to their search query. Eszter Hargittai says: “The problem is that search engines driven by profit motives can drive people away from the most relevant and highest quality sites in favor of those who paid the highest bids to be placed in the middle. . » of paper... like the one Google created about me. However, one expert does not believe that search engine technology is designed to be neutral, saying that we should "neither demand nor expect to receive objective information" (Blanke). He claims that search engine technology was not designed to do such a thing and that search engines are not capable of providing neutral and objective results (34). Although this expert considers it incapable, Eric Goldman sees it as a “beneficial consequence of search engines optimizing content for their users” (Goldman 196). He also claims that personalized ranking algorithms mitigate the effects of search engine bias because there will be multiple "best" search results for a particular search instead of a "single winner" (197). Much like trust, objectivity is a big concern for users, as they don't like the lack of transparency expressed by search engines..