Aug 29, 2011 114 reads by Navneet Kaushal

Google has released a video to “give people an even deeper look inside search”. The video sets out to explain the process that goes into making the changes and improvements to the Google search algorithm on almost every day basis.

Most of us who are involved in SEO understand that the Google algorithm constantly keeps changing. Apart from certain ground-breaking changes that are made each year, like this year saw the Panda update, there are also other minor changes that are constantly being made to search.

In the video Google explains how these changes, big or small, are created, tested, and implemented. Being aware of this process will help you infer the importance level that should be given to each of the changes made. Discussing about the process Googler, Amit Singhal, said “While an improvement to the algorithm may start with a creative idea, it always goes through a process of rigorous scientific testing”.

The Process:

Firstly, a group of Google's “ranking engineers” come up with the assumptions as to why some search types are not performing effectively.

This is followed by each of the decent theory being thoroughly tested alongside external trained raters. These raters are then shown the altered results side-by-side and asked to pick the one that is a better alternative.

Then, to check how real users react to the changes, they send experimental tests to a small chunk of public. This group sees the content in an isolated sandbox.

Following on, an Analyst looks at the user feedback and their overall behavior of how they dealt with the content. The analyst then compiles data to put it in front of the“launch evaluation meeting,”. It is in this meeting that the engineers make the decision if the change is worth of being a permanent part of the user search experience.

As revealed in the video, Google has made 20000 experiments last year! That's some commendable effort Googlers are making to ensure optimum search quality.

Here's the video:

Matt Cutts has also posted the video on his Google + profile where it has created quite some positive buzz. Here's a sneak peak into Matt's profile to see how some Google + have reacted to the video:

All in all…

Whilst the video is fun to watch, it fails give us any additional insights into what we already know, which is not necessarily a bad thing. This only means that we are keeping up with our Google updates well.

Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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