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SearchLove San Diego 2018
Source
Links are how we
rank things
Please stop
manipulating the link
graph
Links are how we
rank things
Please stop
manipulating the link
graph
Links are how we
rank things
We’ll index
everything you put on
the internet
Please stop
manipulating the link
graph
Please stop putting
terrible content on
the internet
Links are how we
rank things
...
Please stop
manipulating the link
graph
Please stop putting
terrible content on
the internet
Links are how we
rank things
...
Please stop
manipulating the link
graph
Please stop putting
terrible content on
the internet
Links are how we
rank things
...
Yes, I know that’s the cathedral
Studying history gives us a deeper understanding of what happened,
why and lets us understand the present and forecast the...
Even Eric Schmidt was really a techie
Google founders’ IPO letter -- via excellent Danny Sullivan article
IPO filing
Source
For a search for [bill clinton]
Google relied on anchor text to determine this was a good answer
See Altavista’s Graph structure in the Web, 2000
Graph structure in the Web, 2000
Source
Source (2010)
Phew. Carry on doing no evil.
Source
Source
Source
Snow
den
revelations
Source
Source (2007)
Source
Source
See this comment from a user called Kris Maglione (@KMag). More in my moz post
Source
discovering selecting
Source
Transformic
Source
-- Eric Schmidt (Google’s CEO at the time), speaking in 2008
Facebook announcement on “Trusted Sources”
2003
Florida
First big anti-spam update
2009
Vince
Favor big brands
2011
Panda / Farmer
Crack down on thin content and
con...
2009
Caffeine
Integrate indexation and ranking in
near real-time.
2013
Hummingbird
Enable integration of more ML into
the ...
Eric Schmidt on CNBC’s “Inside the Mind of Google”, 2009 via EFF
19 year-old Mark Zuckerberg
W
e entered
a new
era
How well does result relevance predict session satisfaction? [2007]
user's total search time
compare two different search algorithms
Source
Source
See for example this comment from a user called Kevin Lacker (@lacker)
And then tweaked and tweaked the algo
Source
Source
most location-based searches
are conducted while in the presence of others
Source (and similar for adolescents)
Developing searcher
Domain-specific
searcher
Power searcher
Non-motivated
searcher
Distracted
searcher
Visual searcher
Rul...
A 7-year old child is searching for dolphins. “...I don’t know how to spell it....[Types the letters: ‘d-o’] There’s no do...
Developing searcher
Domain-specific
searcher
Power searcher
Non-motivated
searcher
Distracted
searcher
Visual searcher
Rul...
Led me down all kind of rabbit holes:
voice searches like [how old is the president] work inconsistently
This is a surprisingly hard task
Rachel, 8
Adam, 5 ½
W
e m
issed
this
Here
Source
Source
Here
Source
Source
I have talked about this before - SearchLove Boston 2016
not
[previously] been observed in ranking for information retrieval
Source: Neural Ranking Models with Weak Supervision
+35% improvement over training algorithm
Source [2017]
Do googlers get recognition / promotions from shipping them?
"Best 25+ ideas about hairstyles" almost works
"Best 25+ ideas about animals" is a little more tenuous
Source
Source
Source
Under the rules, search engines will ...
need to provide companies with “upfront”
information about how their ranki...
Source
They will ... need to tell businesses if they
can pay to bump up their prominence in
search results.
Source
Platforms will have to provide “a clear
statement of reasons” if they delist or
suspend a company from their websit...
Source
They would also need to offer businesses
... a formal complaint process if they were
demoted or de-listed without e...
They’ve been working on this kind of problem since at least 2007. See
the paper entitled A fact/opinion classifier for new...
Source
Source
Source
Source
We will still be using screens and keyboards in 2023
See my prediction 5 years ago
The best kind of correct. But self-interested, or not real-world-oriented.
Site speed. https. Mobile friendliness. AMP.
Patents. Papers. Fora. Social media. Acquisitions. Stock market.
Lawsuits.
Source
Source
Source
Source
Source
Source
Source
Source
AgentRank patented in 2007. Authorship program started in 2011.
Discontinued in 2014
Source [2011]
Source [2014]
Source
Source
α
α
makes PageRank even
less predictive as a model of attention distribution
while
this is very helpful in controlling man...
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SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words
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SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words

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If you pay close enough attention, you can learn all kinds of things from what Google does and doesn’t say in public. From patents to official statements, to comments that Googlers leave on message boards, there is a wealth of information out there that hints at what they really think.
In this presentation, Will is going to work through some of the most significant official announcements and the most insight-heavy comments and leaks of Google’s first 20 years. You’ll come away from this presentation not only with a deeper understanding of the search giant, but also with the tools to understand and interpret future statements and leaks.

SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We Can Learn from Google’s Own Words

  1. 1. SearchLove San Diego 2018
  2. 2. Source
  3. 3. Links are how we rank things
  4. 4. Please stop manipulating the link graph Links are how we rank things
  5. 5. Please stop manipulating the link graph Links are how we rank things We’ll index everything you put on the internet
  6. 6. Please stop manipulating the link graph Please stop putting terrible content on the internet Links are how we rank things We’ll index everything you put on the internet
  7. 7. Please stop manipulating the link graph Please stop putting terrible content on the internet Links are how we rank things We’ll index everything you put on the internet Just do what’s best for users
  8. 8. Please stop manipulating the link graph Please stop putting terrible content on the internet Links are how we rank things We’ll index everything you put on the internet Just do what’s best for users but also do sitemaps, hreflang, robots.txt, upload feeds to GMB, PLAs, write content on Google my pages...
  9. 9. Yes, I know that’s the cathedral
  10. 10. Studying history gives us a deeper understanding of what happened, why and lets us understand the present and forecast the future better.
  11. 11. Even Eric Schmidt was really a techie
  12. 12. Google founders’ IPO letter -- via excellent Danny Sullivan article
  13. 13. IPO filing
  14. 14. Source
  15. 15. For a search for [bill clinton]
  16. 16. Google relied on anchor text to determine this was a good answer
  17. 17. See Altavista’s Graph structure in the Web, 2000
  18. 18. Graph structure in the Web, 2000
  19. 19. Source
  20. 20. Source (2010)
  21. 21. Phew. Carry on doing no evil.
  22. 22. Source
  23. 23. Source
  24. 24. Source
  25. 25. Snow den revelations
  26. 26. Source
  27. 27. Source (2007)
  28. 28. Source
  29. 29. Source
  30. 30. See this comment from a user called Kris Maglione (@KMag). More in my moz post
  31. 31. Source discovering selecting
  32. 32. Source
  33. 33. Transformic
  34. 34. Source
  35. 35. -- Eric Schmidt (Google’s CEO at the time), speaking in 2008
  36. 36. Facebook announcement on “Trusted Sources”
  37. 37. 2003 Florida First big anti-spam update 2009 Vince Favor big brands 2011 Panda / Farmer Crack down on thin content and content farms. 2012 Penguin “Over optimization” penalty including stronger algorithmic treatment of low quality or manipulative links 2014 Pigeon Integrate local and core search 2015 Mobilegeddon Pre-announced mobile-friendliness update Source
  38. 38. 2009 Caffeine Integrate indexation and ranking in near real-time. 2013 Hummingbird Enable integration of more ML into the core algorithm. 2003 Fritz Google Dance is replaced by “Everflux” 2005 Big Daddy URL canonicalization and 301/302 redirect handling. Source
  39. 39. Eric Schmidt on CNBC’s “Inside the Mind of Google”, 2009 via EFF
  40. 40. 19 year-old Mark Zuckerberg
  41. 41. W e entered a new era
  42. 42. How well does result relevance predict session satisfaction? [2007]
  43. 43. user's total search time compare two different search algorithms
  44. 44. Source
  45. 45. Source
  46. 46. See for example this comment from a user called Kevin Lacker (@lacker) And then tweaked and tweaked the algo
  47. 47. Source
  48. 48. Source
  49. 49. most location-based searches are conducted while in the presence of others
  50. 50. Source (and similar for adolescents)
  51. 51. Developing searcher Domain-specific searcher Power searcher Non-motivated searcher Distracted searcher Visual searcher Rule-bound searcher
  52. 52. A 7-year old child is searching for dolphins. “...I don’t know how to spell it....[Types the letters: ‘d-o’] There’s no dolphin
  53. 53. Developing searcher Domain-specific searcher Power searcher Non-motivated searcher Distracted searcher Visual searcher Rule-bound searcher
  54. 54. Led me down all kind of rabbit holes: voice searches like [how old is the president] work inconsistently
  55. 55. This is a surprisingly hard task
  56. 56. Rachel, 8
  57. 57. Adam, 5 ½
  58. 58. W e m issed this
  59. 59. Here
  60. 60. Source
  61. 61. Source
  62. 62. Here
  63. 63. Source
  64. 64. Source
  65. 65. I have talked about this before - SearchLove Boston 2016
  66. 66. not [previously] been observed in ranking for information retrieval Source: Neural Ranking Models with Weak Supervision
  67. 67. +35% improvement over training algorithm Source [2017]
  68. 68. Do googlers get recognition / promotions from shipping them?
  69. 69. "Best 25+ ideas about hairstyles" almost works "Best 25+ ideas about animals" is a little more tenuous
  70. 70. Source
  71. 71. Source
  72. 72. Source Under the rules, search engines will ... need to provide companies with “upfront” information about how their ranking algorithm works and assurances that “that the ranking is conducted in good faith”.
  73. 73. Source They will ... need to tell businesses if they can pay to bump up their prominence in search results.
  74. 74. Source Platforms will have to provide “a clear statement of reasons” if they delist or suspend a company from their website, allowing the possibility of legal challenges.
  75. 75. Source They would also need to offer businesses ... a formal complaint process if they were demoted or de-listed without explanation.
  76. 76. They’ve been working on this kind of problem since at least 2007. See the paper entitled A fact/opinion classifier for news articles
  77. 77. Source
  78. 78. Source
  79. 79. Source
  80. 80. Source
  81. 81. We will still be using screens and keyboards in 2023 See my prediction 5 years ago
  82. 82. The best kind of correct. But self-interested, or not real-world-oriented.
  83. 83. Site speed. https. Mobile friendliness. AMP.
  84. 84. Patents. Papers. Fora. Social media. Acquisitions. Stock market. Lawsuits.
  85. 85. Source
  86. 86. Source
  87. 87. Source
  88. 88. Source
  89. 89. Source
  90. 90. Source
  91. 91. Source
  92. 92. Source
  93. 93. AgentRank patented in 2007. Authorship program started in 2011. Discontinued in 2014
  94. 94. Source [2011]
  95. 95. Source [2014]
  96. 96. Source
  97. 97. Source
  98. 98. α α makes PageRank even less predictive as a model of attention distribution while this is very helpful in controlling manipulation of PageRank it can have troubling social consequences Source
  99. 99. ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●

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