Breaking free from the Matrix: Web3 search engine can reshape the internet’s future | Opinion

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The internet is at a crossroads. People are continuing to express their frustration and dissatisfaction with the internet—double that of what they felt 20 years ago—as centralized platforms are facing increasing scrutiny for their opaque algorithms, data exploitation, and bias in content curation.

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Most online platforms today run on web2, where FAANG companies—Meta, formerly known as Facebook, Amazon, Apple, Netflix, and Alphabet, formerly known as Google—control the data, serve ads, and track users for profit. Users are ultimately the product, and while these companies have added billions in market cap by turning users into the product, this is far from the best model for creating a sustainable knowledge engine like the internet. Participants in the internet ecosystem are starting to wake up to the fact that this model doesn’t really work for anyone except those FAANG companies.

Nowhere are these problems more evident than in search. Search is one of the most fundamental activities on the internet and, thus, stands at the forefront of “gatekept content.” If the internet really is our collective knowledge engine, then search is the first step in acquiring that knowledge.

It is sometimes even the last and only step in using the internet to acquire knowledge, considering that the first result on a Google page has a clickthrough rate of over 25 percent and the tenth result, proportionately, only has a tenth of that. Presumably, a fraction of that fraction even makes it to the second page of results.

Now, consider Google’s prominent position in all of search. Even while Google’s search market share last year dropped below 90 percent for the first time in 10 years, it is still within the range of the popular vote total for a third-world dictator. So, the One True Result that has been served up by Google’s algorithm is getting a quarter of the traffic for the search engine that still holds somewhere in the area of 90 percent of the search engine market share. That’s a lot of opaque and centralized power centered in one private company.

Even while competitors like DuckDuckGo and Bing try to carve out some of their own market share by offering AI-powered search or increased privacy, as centralized companies, they fundamentally present the same problem Google does, without the market share. The integrity of our search results has never been more crucial, and we can’t leave it to web2 structures to be good custodians of that integrity, especially when the priorities of those structures to protect their users can turn on a dime.

The solution is here: Enter web3

How do we put how information is organized back into the hands of users, especially as the search engines promise to become even more inscrutable with the implementation of AI and the obscuring of sources?

One possible way to put that power back into the hands of users is what has thus far been built with web3. Web3 can allow us to build a decentralized, community-powered search engine while participating in a truly open and trustless search ecosystem. A decentralized node-powered ecosystem can ensure fair, unbiased, and censorship-resistant search results, free from the corporate agendas that have shaped traditional search engines.

Instead of relying on corporations, web3 platforms are permissionless, sovereign, and decentralized. They are powered by blockchain and smart contracts instead of centralized corporate servers that open users to vulnerabilities and data insecurity. Web3 gives users control back over their data, identity, and digital assets.

There are a host of other ways in which web3 can empower the user. These include self-sovereignty, permissionless control of assets without fear of confiscation, self-custodial staking and earning, access for the unbanked, peer-to-peer transfers, and, perhaps most important of all, that fundamental decentralization, which eliminates single points of failure while being resistant to manipulation.

There is also no behavioral profiling, no centralized control, and no data tracking. This means no censorship risk, no suppression of competing voices, and a search experience that respects user privacy.

Users must work to reclaim power

Search engines today function as gatekeepers of information, with centralized platforms deciding which content is amplified, suppressed, or monetized based on user profiles and corporate interests. Users deserve a fairer and ultimately better search experience, one where ranking algorithms are not influenced by personal data, past behavior or profit-driven agendas.

The problem is bound to get worse as the AI race heats up and companies look for new data sources on which to train these AIs. Whatever promises a centralized company might have once made to the user about not tracking or using data, again, these priorities can shift very quickly in something like an AI technology realignment. The beauty of web3 is that the structure of the technology itself prevents such exploitation.

Web3 may seem abstract right now, but it’s not all that different from the kind of technical fluency users needed to acquire as they went from the personal computer to the networked personal computer of web2. Users essentially just have to trade out an encrypted password shared with a central web service (and who knows where else) for an encrypted wallet that only they can control and access. The benefits of full control over assets and data will far outweigh whatever stumbling blocks there are to this learning curve.

Users have shown that they are willing to trade a lot for convenience, but perhaps they’ve reached a breaking point in that bargain. Now is the time for web3 to take advantage.

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