Google and the Seismic Shift That’s Happening in Search

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earthquakeby Angela Guess

Chris Holton recently wrote for Business 2 Community, “SEOs and marketers, you better hold on to your keyboards, because Google may be about to fundamentally restructure how its search engine goes about indexing web pages.  If a team of Google researchers has their way, link profiling may become a thing of the past, replaced by a centralized, Google directed, proto-artificially intelligent algorithm that taps into the company’s vast (and growing) Knowledge Vault to rank websites based primarily on relevance and factual information instead of the number and quality of incoming links… The move would clearly represent a seismic shift in the way information is indexed on the world’s largest search engine which, according to Google’s own numbers, is presently crawling and indexing more than 60 trillion individual web pages to ‘deliver the best results possible’ for its more than 100 billion user searches per month.”

Holton goes on, “Up until now, Google has seemed to operate as if it believes back link data is still the most viable way to ensure quality search results. Links are still a major part of the ranking algorithm, although recent algorithm changes—most notably Google’s 2013 Hummingbird update, which incorporated semantic understanding and contextual relevance (thus the emphasis on quality content) as means of determining search results (and by extension, rankings)—have enabled Google to begin shifting from such external (exogenous) signals like hyperlink structure to internal (endogenous) signals like webpage content. In simpler terms, Google’s rapidly evolving AI search engine is giving the company the ability to replace its traditional hyperlink structure with factual accuracy as the principal means of determining a website/webpage’s trustworthiness and, by extension, relevance.”

Read more here.

photo credit: Flickr/ martinluff

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