Are the SERPs biased? How Stereotypes Can Affect Marketing Results

We love Google. As a tech-savvy marketer, I cannot live without Google. There may be better ways to find information than the internet, but it’s fast and convenient. It is hard not to use.

When we rely on the SERP information without checking it twice, the problem occurs. We read what the algorithm thinks will be helpful to us. We are more likely to be influenced by implicit biases, half-truths, or misinformation.

Does Google’s SERP lead to bias? This article will show how, when this algorithm is not used correctly (and our responsibilities as content creators, marketers, and SEO professionals), it can reinforce our subconscious bias.

What is implicit bias?

According to, implicit bias is a term used to describe attitudes toward people or stereotypes associated without being fully aware of them. Associating black people with criminality or femininity with weakness without realizing it is an example.

These biases are not limited to one type of person. They can be negative or positive. Individuals are more complex than stereotypes and often don’t reflect all the subtleties of human nature.

Other factors can include: Other factors can include:

  • Race
  • Religion
  • Political Ideology
  • Age
  • Social classes
  • Nationality

We can see that stereotypes still affect Marketing efforts today. Let’s dig into it.

What role do search engines play in this matter?

I was searching for an image of a female president the other day. It was strange to me that the most popular results were male presidents. I had to specify that I was looking for female presidents precisely.

Unconscious bias and marketing decisions

Bias is everywhere, as I have said—even in our marketing approaches. Even experts admit tendencies can make us bad marketers. This is an excellent example of how our minds can work against us and cause us to lose conversions.

Some companies are attempting to combat this widespread disbelief, and they are benefiting from it.

A simple example. According to Facebook Data in Brazil, at least 85% of auto parts industry ads feature only men as protagonists. Jeep Brazil wanted to show both men and women enjoying the adventures in their new vehicles.

The campaign was successful, with a 28-point increase in brand recall for ads featuring both genders.

Pinterest has also taken a good step in bringing more diversity into its search results. Google has released a tool to help with inclusive language to determine some gendered terms. When you type “policeman,” the engine suggests “police officer.”

In the past, we have been talking about social media and human decision-making. In addition to algorithms and artificial intelligence, other factors affect SERP.

It is sad to say that technology and data can be racist. It may seem paradoxical since both are meant to be exact and objective sciences.

Remember that humans are still susceptible to bias when building artificial intelligence and the people who create data and technology.

As the author of the

Remember that no person can be reduced to a stereotype. Everyone has nuances, different personality traits, and backgrounds.

Always try to gather information from different sources when you search or surf the web. Step outside your filter bubble to ensure that the content you receive is not racist or sexist.

Include all your content.

Remember that machine learning and algorithmic processes are based on the data we provide. Unfortunately, I’m not a Google Engineer. I cannot improve the SERP algorithm directly.

As content creators, we have several things that we can do. an excellent place to begin is our language. Communicating inclusively can reduce gender stereotypes and exclude people.

Analyze how you represent diversity in your images. Do they show diversity correctly? Do you reinforce stereotypes through your visual communication?

Remember that leaders can be of any ethnicity or gender when you can; try to include these subtleties.

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