Think about the word “jaguar” – what comes to mind? The animal? The car? A sports team? Now ask yourself: what is the best piece of literature ever written about jaguars? What about the best piece of literature ever written containing the word jaguar?

How do you define what is best? What characteristics and attributes should be taken into account? Which should not? There is a debate brewing, reported in the Financial Times this week, about whether standards are needed to ensure fairness – or what is “best” – in internet search results.

Search engines use algorithms and equations to produce order and organisation online where manual effort cannot. These algorithms embody rules that decide which information is “best”, and how to measure it. Clearly, there is subjectivity involved in defining which of any product or service is best. Yet in our view, the notion of “search neutrality” threatens innovation, competition and, fundamentally,your ability as a user to improve how you find information.