Content Marketing Blog

Google gives a sneak peek behind the coding curtain

A common gripe made by some SEO specialists is that – for all that Google provides free access to some amazing online products – the search engine corporation is extremely reluctant to share information on the algorithms that rank original content.

This secretive position can be understood from a certain point of view – if every site owner was able to access the nuts-and-bolts code that ranked their pages, genuine, qualified searches would soon prove impossible.

However, Google fellow Amit Singhal has recently posted a video interview on the sites official blog that helps to shed some light on just how the search algorithms are adjusted to supply more accurate, relevant results.

According to the Singhal the search engine itself receives a lot of work: "Just last year we launched over 500 changes to our algorithm so by some count we change our algorithm almost every day, almost twice over."

Inspiration for a change to the algorithms can come from anywhere – as long as they pass Google's rigorous scientific testing.

The particular details of just what these measures may include were not covered in great depth by the video, but a number of important factors were brought up that made watching the post in its entirety a valuable use of time.

Engineering director Scott Huffman said that Google always has a "set of motivating searches" that the researchers feel may be underperforming.

From there, Huffman asserts: "Ranking engineers then come up with a hypothesis about what signal, what data could we integrate into our algorithm."

This means that Google actively searches for identifying factors present on websites that could point their engine in the direction of relevant, fresh content.

Once these points have been accounted for, sandbox testing is run to simulate how well the changes would perform in the field.

If they prove effective, the alterations are then rolled out across the board – improving the quality of search queries performed around the globe.