Why This Result

In 2017, we saw a significant decline in trust in the Google brand. After investigating these trends, we found that some of these concerns stemmed from folk theories users had about how Google Search works. In order to dispel myths about the algorithm and earn consumer trust, we needed a simple approach to explain ranking for the general public.

Why This Result “WTR” is an algorithmic transparency framework designed to enable users to develop more accurate mental models for how search works by providing insights and tools for information and Search literacy.

When you search for information on Google, you probably often come across results from sources that you’re familiar with: major retailer websites, national news sites and more.

But there’s also a ton of great information on and services available from sites that you may not have come across before. And while you can always use Google to do some additional research about those sites, we’re working on a new way for you to find helpful info without having to do another search.

Starting today, next to most results on Google, you’ll begin to see a menu icon that you can tap to learn more about the result or feature and where the information is coming from. With this additional context, you can make a more informed decision about the sites you may want to visit and what results will be most useful for you.

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