A couple of months ago, I wrote a post about a new patent from Google that was the first Google patent granted to Navneet Panda as an inventor. The patent described a complicated way for Google to judge the quality of websites, and my post was titled Is this Really the Panda Patent?. Simon Penson wrote a followup post at Moz titled The Panda Patent: Brand Mentions Are the Future of Link Building which looked at some other aspects of the patent.
On August 1st, Jayson Demers published a post to Forbes titled Implied Links, Brand Mentions And The Future Of SEO Link Building which covers a lot of the same ground as Simon’s post. I contacted an editor at Forbes and stated that the post plagiarized Simon’s post. Jayson didn’t give me any credit for my post about the patent either, but Simon did.
Years ago, I started referring to search results as recommendations, seeing how they’ve been starting to look more and more like that part of a page at Amazon that says “people who viewed this book also looked at these books.”
When someone searches at a search engine, one of the things they look for in the search results they receive are trustworthy pages (or recommendations) that look (and are) legitimate. How does a search engine deliver pages that are trustworthy?
One way to do that might be to try to boost pages in search results that the search engine feels are more trustworthy – and Google developed a version of Trust Rank to do that with. The inventor of Google’s Trust Rank (which differs from the version that Yahoo invented) is Ramanathan Guha.
Most of us searchers and site owners and search engine optimizers are familiar with Google’s Link Graph, and how Google uses the connections between websites to help in ranking pages on the Web. In part, Google looks at the relevance of the content of a page compared to a query that a searcher enters at the search engine.
In addition to “relevance”, Google also uses the patented method of PageRank, in which the quality and quantity of links pointed to a page are used as a proxy for the quality of the page being linked to. The higher the quality of a page (and the higher PageRank it possesses), the more PageRank it likely passes along.
The link graph is one example of how Google ranks and measures and possibly sorts web pages. Another that Google might look at is the attention graph – how Google might use topics and concepts that may be searched upon frequently to change rankings of pages based upon freshness and hot topics.
Does Google’s newly granted patent co-invented by Navneet Panda describe Google’s Panda Update?
Search Quality vs. Web Spam
Many of the patent filings that I’ve written about from Google address Web Spam issues, and how the search engine may take steps or follow approaches to keep its search results from being manipulated. An early example of Google tackling such issues is their patent filed in 2003 titled Methods and systems for identifying manipulated articles.
But many of the patents I’ve written about involve ways that Google is trying to improve the quality of search results that searchers see.
One of the most impactful updates at Google was the Panda Update, released into the world in February of 2011, and affecting almost “12%” of all search results. In a Wired interview of Google’s Amit Singhal and Matt Cutts, TED 2011: The ‘Panda’ That Hates Farms: A Q&A With Google’s Top Search Engineers, the name of the update was revealed to be taken from a Google Engineer that played a significant role in its development:
Wired.com: What’s the code name of this update? Danny Sullivan of Search Engine Land has been calling it “Farmer” because its apparent target is content farms.
Amit Singhal: Well, we named it internally after an engineer, and his name is Panda. So internally we called a big Panda. He was one of the key guys. He basically came up with the breakthrough a few months back that made it possible.
In January of 2011, Google’s Matt Cutts published a blog post on the Official Google Blog, titled Google search and search engine spam, which told us:
One misconception that we’ve seen in the last few weeks is the idea that Google doesn’t take as strong action on spammy content in our index if those sites are serving Google ads. To be crystal clear:
- Google absolutely takes action on sites that violate our quality guidelines regardless of whether they have ads powered by Google;
- Displaying Google ads does not help a site’s rankings in Google; and
- Buying Google ads does not increase a site’s rankings in Google’s search results.
These principles have always applied, but it’s important to affirm they still hold true.
I’ve been seeing a few long posts lately that list ranking signals from Google, and they inspired me to start writing a series about ranking signals over on Google+. Chances are good that I will continue to work on the series there, especially since I’ve been getting some great feedback on them.
This post includes the first seven, plus an eight signal – the Co-Occurrence Matrix described in Google’s Phrase-Based Indexing patents.
I’m also trying to include links to some of the papers and patents that I think are among some of the most important to people interested in SEO that support the signals that I’ve included.
Here are the first 8 signals:
When I’m looking for something at a search engine, I will often start out with a particular query and then depending upon the kinds of results I see I often change the query terms I use. It appears that Google has been paying attention to this kind of search behavior from people who search like me. A patent granted to Google earlier this month watches queries performed by a searcher during a search session, and may give more weight to the words and phrases used earlier in a session like that, and might give less weight to terms that might be added on as a session continues.
This patent seems like part of an evolution of algorithms from Google that has brought us to their Hummingbird update.