Google to Offer Combined Content (Paid and Organic) Search Results

Combined Content Search Results

Google Introduces Combined Content Results

This new patent is about “Combined content. What does that mean exactly? When Google patents talk about paid search, they refer to those paid results as “content” rather than as advertisements. This patent is about how Google might combine paid search results with organic results in certain instances.

The recent patent from Google (Combining Content with Search Results) tells us about how Google might identify when organic search results might be about specific entities, such as brands. It may also recognize when paid results are about the same brands, whether they might be products from those brands.

In the event that a set of search results contains high ranking organic results from a specific brand, and a paid search result from that same brand, the process described in the patent might allow for the creation of a combined content result of the organic result with the paid result.

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Google Targeted Advertising, Part 1

Google targeted Ads

One of the inventors of the newly granted patent I am writing about was behind one of the most visited Google patents I’ve written about, from Ross Koningstein, which I posted about under the title, The Google Rank-Modifying Spammers Patent It described a social engineering approach to stop site owners from using spammy tactics to raise the ranking of pages.

This new patent is about targeted advertising at Google in paid search, which I haven’t written too much about here. I did write one post about paid search, which I called, Google’s Second Most Important Algorithm? Before Google’s Panda, there was Phil I started that post with a quote from Steven Levy, the author of the book In the Plex, which goes like this:

They named the project Phil because it sounded friendly. (For those who required an acronym, they had one handy: Probabilistic Hierarchical Inferential Learner.) That was bad news for a Google Engineer named Phil who kept getting emails about the system. He begged Harik to change the name, but Phil it was.

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Google Patent on Ads with Named Entities

In the start of a patent granted at Google from this past September, Entity-based searching with content selection, we’re told that:

Implementations of the systems and methods for entity-based searching with content selection are described herein.

The phrase “content selection,” when it appears in Google patents, doesn’t often refer to site owners creating content on their web sites, but usually to the creation of advertisements and landing pages that people might create to show as search results or pages on their sites that are associated with those ads.

This is one of the first few patents I’ve seen from Google that ties together the Semantic Web and Paid Search, including one described in Barbara Starr’s article on Search Engine Land from last week, where she points to Google’s patent for Product Search and how queries and attributes related to products within those queries can be used by Google to help identify the appropriate pages to which searchers may be delivered.

That article is titled Understanding Question/Query Answering In Search & How It Relates To Your Website. If you didn’t get a chance to read it, you should.

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Google’s Second Most Important Algorithm? Before Google’s Panda, there was Phil

They named the project Phil, because it sounded friendly. (For those who required an acronym, they had one handy: Probabilistic Hierarchical Inferential Learner.) That was bad news for a Google Engineer named Phil who kept getting emails about the system. He begged Harik to change the name, but Phil it was.

Steven Levy, In The Plex: How Google Thinks, Works, and Shapes Our Lives.

How does Google decide which Adsense advertisements to show on which Web pages? How do they avoid showing inappropriate advertisements on those content pages? How does the document classification system they use to power those decisions work, and has its use been expanded beyond Google’s advertising system?

A screenshot of an interface from the patent Categorizing objects, such as documents and/or clusters, with respect to a taxonomy and data structures derived from such categorization, that shows how someone might discover which categories a website might be included within.

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