In the past, Google has used a computer algorithm that used factors such as link popularity, keyword density, title tag, Meta tags, placement of content, spiderability of sites, use of text vs. multi-media and other such criteria. The new patent does not claim any of those tried and true factors are not still a big part of the equation, but it does tweak the results based on whether a web object is related to a favored or non-favored web object, or at least one topic discussed on a favored web site.

The patent explains how Google will decide a “score” of a web object, such as a web site, flash movie, MP3 etc. which are not linked to on favored or non-favored sites using the current algorithm. The patent also says scores for web objects that have links on Google’s list of favored or non-favored sites, using that same set of criteria and then tempers the result with editorial options, to come up with the final score. A web site that is listed on a favored site, and has a positive editorial opinion, will rank higher than a site which is not referenced by the favored or non-favored sites, even if it is still keyword dense, has great titles and all other factors that has been used in the past to rank a site in the past. The inverse seems to be true, a site linked from a non-favored sites or with negative editorial opinions will be decreased.
The statements about favored, non-favored sites and editorial opinions make me think that Google is referring to the classic “good and bad neighborhoods”. Google is reading these editorial opinions and seeking specific positive or negative context.

What is the reasoning behind this new patent of Google? There must be a way to fine tune the results of general searches. For example, a search for printers will come up with thousands if not millions of results. Why not utilize the experience of web users, and enhance the ranking of search results by integration editorial opinions into the scoring of web sites, then applying the score of an overall web site to each individual page, which will be relevant to a keyword search.
This new patent, makes me rethink my previous blogs, which said that Yahoo and MSN are bypassing Google when it comes to social networking. While Yahoo has already integrated their local search, Yahoo Answers, Flickr, Trip Planner and other social programs with their main SERPs, Google is the one who has come out and actually documented what they are doing and provided SEOs a manual of sorts to better optimize their client’s web sites for the most popular search engine on the planet.

The above entry was written by Michael Goldstein, Esq. the SEO manager of Rock Coast Media. Disclaimer: Attorney Goldstein is not a member of the United States Patent Bar, and his opinions should not be taken as legal advice in any shape, mean or manor, nor should his opinion be legally relied upon.