Because centralized systems have been able to somewhat curb spam and SEO, it seems that they should be able to stop this—except that folks really don’t like the “personalization” solution that emerged in 2016 when folks previously complained about problematic content.
Google and Facebook Can’t Just Make Fake News Disappear
danah boyd

Google began personalizing everyone’s results in December 2009, so in terms of Google, it’s not something that emerged there in 2016. And again, SEO isn’t curbed. SEO is accepted practices that search engines want. Saying that SEO is curbed would be like saying web pages written with proper HTML were curbed. Spam was curbed. Spam in terms of search engines covers activities outside SEO.

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