far the least neutral search engine practices, and following the implementation of Universal Search, websites such as MapQuest experienced a massive decline in web traffic. This decline has been attributed to Google linking to its own services rather than the services offered at external websites. Despite these claims, Microsoft's Bing displays Microsoft content in first place more than twice as often as Google shows Google content in first place. This indicates that as far as there is any 'bias', Google is less biased than its principal competitor. References Computer law Net neutrality Principles Search engine optimization