Abstract The overall aim of this article is to contribute to a research‐based understanding of the increasing invisibility of web search engines in society and to discussions about the potential impact of this invisibility. It examines how search engine use and online search activities are represented in national and regional reports on internet habits and experience published by public foundations and policy institutes. The elusiveness of search engines is understood through a theoretical perspective from infrastructure theory. National survey reports on internet habits and experience from the United States, UK, and Sweden from 2015 to 2021 are analyzed. The article shows how difficult it is to gain insights into how people search online and the role search engines play in everyday life. The nature of the survey report, which is often used to inform national policy, risks exacerbating the invisibility of search engines: what cannot be measured cannot be discussed at the policy level. This invisibility can lead to insufficient attention being paid to search engines, including their uses and effects, in legislation, in school education, and in the general formation of public knowledge about search engines in society.

Abstract This explorative study investigates the emergence of gray zone markets from search engines amidst the global expansion of online markets. With the analytical approach of infrastructural inversion, we examine how the search infrastructure constructs access to a gray zone market including both authorized online pharmacies and unauthorized vendors. Using Sweden and Google Search as a case, we explore the online presence of three products (vitamin D, paracetamol, and Viagra), through search engine result page analysis, web crawling, and network analysis. Infrastructural inversion unveils the typically invisible mechanisms of search engines, considering user queries, algorithmic priorities, SEO practices, and pharmacy regulations. We find gray zones only emerge in searches for erectile disfunction medicinal products and information, where unauthorized vendors successfully competed for visibility in search engine rankings. A complex web of conditions can steer consumers toward gray zone markets, complicating the access to safe and regulated medicinal products. This can expose individuals to risks associated with unverified medicinal products, but also challenges the integrity of the online health information infrastructure.

Abstract This opinion piece takes Google's response to the so‐called COVID‐19 infodemic, as a starting point to argue for the need to consider societal relevance as a complement to other types of relevance. The authors maintain that if information science wants to be a discipline at the forefront of research on relevance, search engines, and their use, then the information science research community needs to address itself to the challenges and conditions that commercial search engines create in. The article concludes with a tentative list of related research topics.