How does Google think about search quality when it relies on subjective signals? - SEO Packages | Professional SEO Services Sydney How does Google think about search quality when it relies on subjective signals? - SEO Packages | Professional SEO Services Sydney

How does Google think about search quality when it relies on subjective signals?

How confident is google in its ability to rate search quality?

Now as the video posted above shows there are some who have serious doubts about the process Google has in place for assessing search quality and rankings. Looking at it from a philosophical perspective isn’t search quality a highly subjective attribute and just how fair is it for everyone? Does the process take context into account and how it ties to search queries?

These are fine questions and are certainly important to everyone the search engine optimisation (SEO) business. Matt Cutts – search quality web master attempts to put those questions to rest in the video above which has probably lingered on the minds of search engine marketing professionals for quite some time.

Search Quality as Google sees it

As explained by Matt in the video above, Google reassures everyone that they do take context into account when gauging search quality for any website and quite extensively at that. The search engine not only looks at a certain domain but how it relates to sets of relevant search queries as well.

The search engine admits that in a way, their search quality process is indeed subjective. What people in the SEO business needs to understand though is that it’s the same for all search engines. No search engine can be objective in their search quality assessments because each one has their distinct working philosophy and algorithms.

As the dominant search engine on the Internet, Google has always leaned towards quality and relevant search results. Other search engines may have different ideas like diversity or quantity as a priority.

Simply put, there is no known best and objective way to decide search rankings. Google tries it’s hardest but is certainly far from perfecting an algorithm that is sure to provide the best and most relevant results in front of users. Hence Google actively does a number of things to constantly do better with their search quality results which includes:

  • Listening and responding to outside feedback
  • Bringing in and working with people that possess much sought after expertise like PHD’s in information retrieval

Simply put, what Matt is saying is that the search engine has been at it for quite some time and has improved leaps and bounds over the years although their philosophy often frustrates a lot of people in the search engine optimisation business. Panda for instance, was an algorithm update designed to sift through low quality content. Needless to say, a lot of people were not happy especially those who’ve tailored their search engine marketing campaign to strategies that are now considered webspam.

Like any engineering division, the search engine is not perfect and does not always get things right. Google ensures us though that their quality raters do look at context in deciding whether or not it’s the right match for a given search query.

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