A recent comment here noted that the core algorithm behind how Google works hasn’t changed very much since its earliest days. I’m not sure that I agree. Many of the posts I’ve made over the past five years that involve Google patents and whitepapers describe ways that Google may be changing how it determines which results to show searchers.
Many of the changes Google makes to its algorithms aren’t always visible to its users, while others that change the interface we see when we search tend to stand out more. Interestingly, many changes that Google makes are based upon live tests that we may catch a glimpse of if are lucky, and we pay attention.
Google’s Testing Infrastructure
At Google, experimentation is practically a mantra; we evaluate almost every change that potentially affects what our users experience. Such changes include not only obvious user-visible changes such as modifications to a user interface, but also more subtle changes such as different machine learning algorithms that might affect ranking or content selection…