New Google updates provide “fresh” results

Posted on November 8, 2011


A new update from Google has altered the way that results are presented to users following a search query. The latest update will calculate whether a user is looking for historical information, or up to the minute results. According to Google, the changes to its programme will affect around 35 percent of search queries.

The latest improvement from Google is intended to enhance the service for users, increasing relevance of search results and improve features. Microsoft Bing, on the other hand concentrates on social search. While explaining the changes, Amit Singhal from Google compared search results to cookies straight from the oven, best when fresh. The changes which have been implemented are designed to know whether a user is looking for data from last week, the previous day or from the last minute, according to Singhal.

The search engine will know whether you are looking for current results, or whether older data is what the user is looking for. The latest changes build on the foundations laid by the August 2010 update, recognised as Caffeine. This changed the fundamental mechanics of the indexing system, so that Google could easily add new data and keep existing data up to date.

Although Danny Sullivan, analyst from Search Engine Land wrote that the changes were “huge”, he also warned of some possible disadvantages, saying:

“Rewarding freshness potentially introduces huge decreases in relevancy, new avenues for spamming or getting “light” content in.”

The changes could potentially make some SEO jobs much more complex, although a creative search engine optimisation campaign is still crucial for businesses, whether in Liverpool or elsewhere in the UK.

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