How Google Might Determine Web Page Categories

Six years ago, Google started showing sitelinks for the top results for many queries. In a recent Google live experiment, Google started showing expanded sitelinks in search results with tabs above those sitelinks showing categories. These experimental results were written about last week by the team at SEO Consult, in the post Google’s New SERP Test: Tabular Mega Sitelinks.

In my last post, I asked the question Will Google Add Categories to Search Results, and Let You Edit Them? I didn’t anticipate Google testing web page categories within their presentation of sitelinks though. I did notice an interesting new version of an older Google patent published as a pending patent application on categories for AdSense-type advertisements.

The continuation patent filing had a fresh new claims section that detailed how Google might interpret the web page categories for purposes of showing AdSense advertisements. That process might not be the exact method that Google might classify web page categories for purposes of sitelinks, or even for the explicit categories that Google could potentially show in search results to enable searchers to limit the results of their queries based upon clicking on those categories. But it does show some possibilities of how Google might classify web pages.

Continue reading “How Google Might Determine Web Page Categories”

Would Google Offer Embedded Search Links to Site Owners?

There are a number of advertising services on the Web that offer contextual search link sevices, which identify terms on a site and embed links within them pointing to advertisers’ pages. A Google patent granted earlier this week describes a way that web site publishers could identify parts of their pages that they would allow links on from Google, which would point to Google search results pages.

This system could be set up so that if someone clicks on one of those links, and chooses an advertisment, the owner of the page the link appears upon might receive compensation based upon the visitor’s click.

The patent is:

Continue reading “Would Google Offer Embedded Search Links to Site Owners?”

How Facebook Might Track Topics Supplied by Advertisers and Display Member Demographics Associated with those Topics

Is Facebook planning on sharing information about the words that people use on the site in messages, and demographics about the people behind those messages? A couple of patent applications published today at the US Patent and Trademark Office describe how the social network might analyze the messages of members, to identify popular topics and the words that co-occur in messages that contain references to those topics. They also describe how demographic information supplied by members might be used to graph those topics.

The following images are a couple of examples of one way that kind of information might be displayed (click on the images to see larger versions). The first displays mentions of President Obama from messages dating back 14 days from July 21, 2008, along with many of the most popular words or phrases that accompanied those messages, as well as information about what percentage of those mentions came from males graphed against the average age of those members. Topics displayed by this system can cover a wide range of topics included in Facebook messages, as the second image shows mentioning “Hip hop,” along with popular terms included in those messages.

click for larger version

Continue reading “How Facebook Might Track Topics Supplied by Advertisers and Display Member Demographics Associated with those Topics”

A Time and Season for Search: How Data Mining Can Influence Search Advertising

With more than 3 billion search queries a month, a search engine like Yahoo might be tempted to take a close look at, and analyze the data it receives in its search logs. That data might tell it what people tend to search for at different times of the day, and different days of the year. The search engine may also be able to tell sometimes whether those searches were performed by men or women, by people in different locations, and may look at other information they might have about those searchers.

That analysis, that collection of data, might be helpful in deciding what to show searchers in advertisements, and in other content displayed to people looking for information.

A flow chart showing different kinds of user data that could be analyzed to identify popular products and concepts that could be used to target advertising and the display of content on the Web.

Continue reading “A Time and Season for Search: How Data Mining Can Influence Search Advertising”

Paid Search Results and Query Expansion using Synonyms and Related Concepts

Search for “cheap cars” at Yahoo in the future, and you might see web search results and paid search results for terms like “job searches” or “bicycles” in the future, according to a recently published Yahoo patent application.

If you’ve been keeping a close eye on Google search results lately, you’ve possibly noticed that sometimes when you perform a search at Google that the search engine might broaden the search results that you see to include synonyms for one or more of the terms that you used for your search.

I wrote a post about that, Google Synonyms Update, in which I pointed to a couple of patent filings that Google made which described a couple of different ways that Google might come up with synonyms for search terms. In the comments section of the post, a couple of people asked what kind of implications this query expansion might have for sponsored search results.

Good question.

Continue reading “Paid Search Results and Query Expansion using Synonyms and Related Concepts”