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Friday, 6 March 2015

Google wants to rank websites based on facts not links






I was interested in an article in the New Scientist about Google's plans to change the way they rank web pages.

Rather than clock the number and quality of inbound links, the idea is to assess the trustworthiness of a page. Sensibly they have not gone down the road of totting up the number of correct facts on the page (just imagine the fact-stuffing that would have gone on if they had gone down this route - shades of the now discredited keyword stuffing). Instead the bots will count the number of incorrect facts on a page to give it a knowledge score, which will be used as a measure of trustworthiness - or not as the case may be.

The data that will drive this is Google's Knowledge Vault which pulls information off the net. Quite how they verify such knowledge, I don't pretend to understand, but I can see people doing all sorts of strange things to underpin online "knowledge".

It will be an interesting journey for Google. I seem to remember Stephen Fry saying the QI elves reckon about 10% of all accepted knowledge is disproved every few years. Sadly a cursory search online has failed to jog my memory as to the precise number of years.

"The steady and inexorable transmogrification of the known universe to the naughty pile will heap a load of stress onto the poor bots that bravely soldier on through the ever-increasing online bumph that we content mongers peddle. I almost feel sorry for them."


Certainly it will be a seismic shift, yet again, for online businesses and all our rankings. But as an avid online searcher, every major change Google has made to date has, I believe, vastly improved the quality of results returned. I look forward to "Fact is King" replacing "Content" as my new mantra. As an inveterate collector of useless information, I can see a lifetime stretching ahead of ardent delving into an encyclopaedic treasure trove.

Bring on the age of the elves!






PR blog posted by Penny Haywood Calder at PHPR Ltd, Edinburgh, UK.

URL: http://www.phpr.co.uk

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