Search engine intelligence and website rankings

Computer intelligence is like a puzzle. They are sometimes really wise, but sometimes completely silly.

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At the end of February, Google announced the reform of its website ranking formula, whereby sites of "low quality" will be downgraded. Google does not specify the names of these sites, but analysts believe they are websites that specialize in gathering information from other sources, containing keywords that are frequently entered by search engines to entice traffic from Google and attract advertising sources.

Essortment, one such site, has dropped significantly after Google changed the algorithm. A typical article on this page: " 25 interesting things to do with girls ", including popular keywords on Google Search like "cooking", "running", "camping", "shopping" . In addition, it also contains "magnets" that attract attention such as "girlfriend", "dating", "marriage" and "single". And this page containing the "25 interesting" articles is full of ads.

New moves by Google also affect many companies operating in the field of SEO (search engine optimization). For example, Mahalo admits they have invested millions of dollars in building "spam" projects, creating hundreds of pages with the same theme to increase the rankings of customers' websites. However, Google's change makes their strategy deviate and seriously affects revenue.

The problem with current website owners is to understand how Google considers a "low quality" page, what they have to do to appreciate Google's search engine and Google will build an algorithm. What in the future when evaluating and ranking a website.

Computers are only smart thanks to algorithms - software written by people themselves. When running on a super-powerful machine, an intelligent algorithm can make incredible feats, as Google's algorithm can handle 1 billion search statements a day.

However, computers are not human. They have no background, nuance and sensitivity. They are smart based on pre-programmed tasks such as playing chess, scanning information. In mid-February, IBM's Watson computer defeated two excellent players of the quiz program Jeopardy. But in the process of glory, Watson sometimes gave silly answers that the audience had to laugh and shake their heads.

" It is much more difficult for a computer to understand language as a child than to beat a chess master ," said Oren Etzioni, a scientist at the University of Washington (USA), in The New York newspaper. Times.

Computers cannot really understand words. Instead, its algorithm scans through rows of text to calculate the frequency of keywords. Therefore, a website with bad content but being "plowed into" many popular keywords will still be able to top the search results - the top goal of websites, especially in the field of news and commerce. electronic.

Google regularly modifies the algorithm but rarely executes large reforms like this. Observers say that in the future, website rankings will be viewed differently when Google or Microsoft Bing become Watson's answering machine. For example, users ask, " How many floors are the Bitexco Finacial Tower " and the results they receive are not links but the " 68-story " answer?