“When the tiger stays quiet — you take me for a sick kitten?”

Algorithmic Bias in Search Rankings

Search engine algorithms aren’t always “neutral.” They can favor certain types of content, domains, or creators, not purely based on quality, but because of underlying biases in data or model design.
Wikipedia
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Dux Digital
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For example, content from well-established, authoritative brands or “mainstream” voices may rank higher simply because the algorithm has learned to prioritize them.
Dux Digital

Some research in “fair ranking” shows that ranking systems can be optimized not just for relevance, but also to reduce disparate exposure (i.e., making sure less prominent items also get visibility)