Google Machine Learning to Trump Backlinks?
User vs Links
Google’s recent Panda update upset a lot of people, it was the biggest and nastiest update in a couple of years. It literally put some websites out of business.
On the surface it seems like just another tweak by Google to improve relevancy, but under the surface something much deeper may be happening, a shift in Google’s fundamental principle on what makes a site rank.
Learning From Russia
Google has not been able to compete very well in Russia against the leading Search Engine Yandex. At first it was because Google didn’t grasp the uniqueness of the language and served bad results. They got that sorted, but still were not able to deliver better results than Yandex.
Yandex works very different to Google. It mainly uses machine learning to decide what sites are worthy of ranking. This simply means seeing how users rate a site, and then identifying what metrics good sites have in common.
If your site has those metrics, then it ranks high, if not, it doesn’t. Links are a lot less important in the machine learning model. What the user thinks is important.
What did Google do in the Panda update? It used machine learning to tweak its results. With the launch of the Google +1 button, paying attention to what users think is good, and devaluing the power of links, might be the direction Google is heading.
Watch the video to learn more…