• The New York Times, Thursday, July 15, 2010 1:04 PM

Given Google's unrivaled ability to steer Web traffic and its increasing stakes in specific verticals, The New York Times suggests in an Op-Ed that someone keep a closer on the company's search ranking practices. "The potential impact of Google's algorithm on the Internet economy is such that it is worth exploring ways to ensure that the editorial policy guiding Google's tweaks is solely intended to improve the quality of the results and not to help Google's other businesses," writes The Times' editorial board.

One idea proposed by the paper is to have Google explain "with some specified level of detail" the editorial policy for tweaking its search algorithm. Good luck getting Google to agree to that. While the paper admits that any regulation could stifle innovation, and expose the search giant to rampant competition, it also suggests giving "some government commission" the power to oversee Google's tweaks. Let the antitrust battles begin.

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