The New York Times is reporting that Google keeps tweaking its search engine – and they’re right. Not only do the engineers at Google make manual modifications to the algorithm(s) that serve up results but the algorithm itself changes its own formula weights depending on, for example, where it recognizes spam coming from on a particular day to keep those "bad" results from showing up.

The article introduces one of Google’s top search engineers, Mr. Singhal, who is faced with the daunting task of making search results more relevant for it’s users. One problem Googlers were reporting as of last year (2006) was that search results were becoming a bit stale and not enough new or hot information was rising to the top of the SERPS. Obviously Google changes it’s formulas from time to time but to help tackle the issue, Singhal addresses

…the freshness problem, explaining that simply changing formulas to display more new pages results in lower-quality searches much of the time. He then unveiled his team’s solution: a mathematical model that tries to determine when users want new information and when they don’t. (And yes, like all Google initiatives, it had a name: QDF, for “query deserves freshness.”) THE QDF solution revolves around determining whether a topic is “hot.” If news sites or blog posts are actively writing about a topic, the model figures that it is one for which users are more likely to want current information. The model also examines Google’s own stream of billions of search queries, which Mr. Singhal believes is an even better monitor of global enthusiasm about a particular subject.

This is very cool, freshness!

You may have noticed that Google bought Feedburner recently and it seems to confirm what the New York Times are writing about in the above quote: Google wants to see who is writing about what’s hot so that they can improve the relevance of their search results to include new web content without including spam! Wow, Genius!

What does this mean for internet marketers? It means Google is helping us to better take advantage of the idea that the web is a series of conversations and channels – and if we can get our client’s brand(s) and ideas talked about in those streams of interest then we can more effectively drive traffic to our targets. This of course can result in happy clients 🙂

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gaurbamomb • 11 years ago

hm.. very nice

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