to sites that depend on visitors, keeping their results comprehensive, impartial, and based solely on relevance. Allows for organized, logical manipulation of search results by an objective, automatic algorithm. At the same time, disallowing underhanded ranking of results on an individual basis. Personalized search results might suppress information that disagrees with users' worldviews, isolating them in their own cultural or ideological "filter bubbles". Cons Forcing search engines to treat all websites equally would lead to the removal of their biased look at the Internet. A biased view of the Internet is exactly what search users are seeking. By performing a search the user is seeking what that search engine perceives as the "best" result to their query. Enforced search neutrality would, essentially, remove this bias. Users continually return to a specific search engine because they find the "biased" or "subjective" results to fit their needs. Search neutrality has the possibility of causing search engines to become stagnant. If site A is first on a SERP (search engine results page) one month, and then tenth the next month search neutrality advocates cry "foul play," but in reality it is often the page's loss in popularity, relevance, or quality content that has caused the move. The case against Google brought forth by the owners of Foundem extoll this phenomenon and regulation could limit the search engine's ability to adjust ranking based on their own metrics. Proponents of search neutrality desire transparency in a search engine's ranking algorithm. Requiring transparent algorithms leads to two concerns. These algorithms are the companies private intellectual property and should not be forced into the open. This would be similar to forcing a soda manufacturer to publish their recipes. The second concern is that opening the algorithm would allow spammers to exploit and target how the algorithm functions directly. This would permit spammers to circumvent the metrics in place that prevent spammed websites from being at the top of a SERP. Removing a search engine's ability to directly manipulate rankings limits their ability to penalize dishonest websites that practice black hat techniques to improve their rankings. Any site who finds a way to circumvent the algorithm would benefit from a search engine's inability to manually decrease their ranking causing a spam site to gain high ranking for extended periods of time. Related issues According to the Net Neutrality Institute, as of 2018, Google’s "Universal Search" system uses by