Research does not belong to Google
If you're surrounded by people who call trans people by their deadnames, you're most likely in a hate group. But a possible alternate explanation is that you're in academia. And it's not because that many academics are openly transphobic -- they just don't know that the site they fully trust, Google Scholar, is telling them to do it.
Google Scholar was developed in 2004 and has changed very little since then. It supplanted a lot of hard-to-use library search indices by providing a Google-style interface with a single search box. Now it's the most name-recognized site for searching for almost any paper by almost anyone. One aspect of the design was, authors are just a kind of search term. An author is a cluster of different ways to abbreviate a name, like Firstname Lastname, Firstname M. Lastname, and F Lastname, and you might see different forms in different places, but the underlying name will never change.
This is because Google Scholar was built by, and for, cis men with unchanging Western-style names. The "almost anyone" who you can search for excludes trans people, among a lot of other people it represents poorly. And because Scholar will not change, it should perish.
I fought the goog, and the goog won
I changed my name in research, retroactively. I broke the assumptions of Google Scholar, and Google Scholar hid my papers from search results when it couldn't model what was going on with them. It would particularly suppress search results for my new name, which were just confusing distractors for the results it really wanted to show, for my deadname. If you ask it how to cite me, it will auto-generate you a citation of my deadname.
I fought hard to remove citations of my deadname, replace PDF files, take down papers I couldn't replace, take away all the evidence of my deadname that I possibly could. Not to keep it from the eyes of people, but to keep it out of the Google Scholar model. I partially succeeded in making my new name more searchable, and even got it to show up in the auto-generated citations in some circumstances.
For a fleeting moment, I claimed victory.
But Google Scholar countered by finding my absolute most obscure things that count as publications, ones that I can't kill because they were not really alive in the first place, and bringing them to the top of my search results, so it can use them to keep helpfully directing you to my deadname.
Signing in and claiming papers on an "author page" doesn't help, because author pages are one tiny link in search results that nobody clicks through, because the papers are already right there.
Most trans people quit research rather than deal with this, and even though I found myself with more energy and opportunity to fight for my name than most, I quit research too.
There! We fixed it for cis people
Google knows about this. I raised the issue with them in February 2019. It became an internal bug report in July 2019, which I have never seen, but from what I've heard about it, it quickly went far astray from what I was trying to tell them. "Allies" inside Google came up with extremely dumbass theories of how to represent trans people in a way that fit Google's preconceptions.
I've posted about the problem at various times on social media (mostly Twitter when that was a thing). I tweeted about how Google's name model doesn't even work for cis women, given that many women change their names at some point in their lives. This got some traction and led to an amazingly quick response, along the lines of "oh shit! We fixed it for cis women."
The new feature they added allowed a person (who had claimed papers using a Google account) to link together their multiple names, as long as they were okay with all the names being shown at the top of their search results. The first trans person to try using the feature was extremely surprised and dismayed by the prominence it gave to their deadname, and asked "do you think they talked to even a single trans person about this feature?"
Nobody has ever heard Anurag Acharya, the creator of Google Scholar, say anything about the problem of name changes on his platform, or really anything attributable to him at all. But I know he knows about it.
The one time we got their attention
Google got banned as a sponsor of Queer in AI, partially because of Google Scholar, though if you ask most people now they'll say it's because they profit from AI weapons systems. Which is also a thing. But Google Scholar was enough of a part of the issue that an exec actually got on the phone with non-Googlers about it for the first time.
The exec was Jeff Dean, head of AI, whose organization does not actually include Google Scholar. When pressed on the issue by Queer in AI, he defended Scholar's lack of name changes, saying -- I believe this to be a direct quote -- "we have to ensure accurate information". Calling trans people by their names does not fall under the category of "accurate information" to the latently transphobic Jeff Dean.
In another rare instance of public communication, a couple of painfully assimilationist trans Google FTEs promoted a horrible idea where publishers would have an API for informing Google that someone's name had changed in their archives. That's right, you wouldn't control your own name, dozens of publishers would, all with their own processes ranging from gatekeepy to nonexistent, and you'd have to out yourself and beg to every one of them to press the Here's A Trans Person button. The only good thing about this proposal is that it was so obviously unworkable that they didn't do it.
Aside: If you are a Google full time employee, and you are trans, you are assimilationist. I'm sorry. I know your life circumstances mean you have to be. There used to be non-assimilationists there, and they joined the union and got illegally fired in 2019, or they quit in solidarity with the people who were fired in 2019 or 2021, and that leaves you, keeping your head down and keeping your job. You're still reading this paragraph, and that's amazing, so here's what I need you to know: from your position, you cannot advocate for the needs of trans non-Googlers, unless you allow trans non-Googlers into the conversation.
Contract workers, though, you're cool. You fought for a trans man, working at a Google data center, to stop having to wear his deadname on his badge, and you won.
There is a solution
I know that Google would not invest a lot of development effort into fixing a pet project like Google Scholar (though, again, "we fixed it for cis women" came remarkably quickly). I know that Google is institutionally incapable of letting people control their own identity without being a gatekeeper, that it's just not in the realm of things they dream of.
There is still a solution. It's so easy. It plays to Google's strengths. There's even a business argument for it.
They just need to shut it down.
Google Scholar can have a plot in the Google graveyard next to Hangouts, Picasa, AngularJS, Cardboard, Inbox, Orkut, Knol, and the dearly departed Reader. It will be missed, for a bit, and then real librarians and archivists can get back to doing the job that Google monopolized. They'll know how to do it better this time. The Internet Archive is already doing it, and they let trans people change their names.
I made a site about all this, scholar.hasfailed.us. I haven't been raising the issue enough since the fall of Twitter, and I think it's time that I get back to it.