Dec 19, 2007 113 reads by Navneet Kaushal

Recently, Peter Norvig, the Director of Research at Google was asked. How does Google ensure that the quality of SERPs returned by it is good?

To which he replied "We test it in lots of ways." Firstly, "… we track what users are clicking on. If they click on the number-one result, and then they're done, that probably means they got what they wanted." But "If they're scrolling down, page after page, and reformulating the query, then we know the results aren't what they wanted."

A second way he mentions is to "… randomly select specific queries and hire people to say how good our results are. These are just contractors that we hire who give their judgment. We train them on how to identify spam and other bad sites, and then we record their judgments and track against that."

He realizes that while a "real opinion" is a "gold standard" but because its a costly affair it can be done within limits only. So in order to make up for the limits he says "We also invite people into the labs, or sometimes we go into homes and observe them as they do searches. It provides insight into what people are having difficulty with." You can read the full interview by Technology Review here.

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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