Europe Blog
Our views on the Internet and society
Google, transparency and our not-so-secret formula
Tuesday, March 2, 2010
Recently the European Commission
opened a preliminary inquiry
into competition complaints. Part of the complaint alleges that Google operates without sufficient transparency into how and why web sites rank in our search results. The notion that Google isn't transparent is tough for me to swallow. Google has set the standard in how we communicate with web site publishers. Let me tell you about some of the ways we explain to sites how we rank them and why.
One of the most widely-discussed parts of Google's scoring has always been PageRank. That "secret ingredient" is hardly a secret.
Here it is
. That early paper not only gave the formula for PageRank, but mentioned many of the other signals in Google's ranking, including anchor text, the location of words within documents, the relative proximity of query words in a document, the size and type of fonts used, the raw HTML of each page, and capitalization of words. Google has continued to publish literally
hundreds of research papers
over the years. Those papers reveal many of the "secret formulas" for how Google works and
document
essential
infrastructure
that Google uses. Some of these
papers
have spurred not only open-source
projects
but entire
companies
in their own right.
Academic papers are one thing, but Google also aims to engage and educate in many other ways. In 1999, Sergey Brin participated in the first
Search Engine Strategies
conference for webmasters. In 2001, Google became one of the first search engines to engage online at a publisher forum called
WebmasterWorld
. One representative (GoogleGuy) has posted over 2800 times, while another (AdWordsAdvisor) has posted almost 5000 times.
Google's efforts at transparency and communication have evolved with the web. We started blogging in May 2004 and have written thousands of posts on our official blog. Google now has over 70 official blogs, including an
official webmaster blog
specifically to help site owners understand how Google works and help them rank appropriately in our search results. Google publishes more blog posts than almost any other large company. We also provide
extensive public documentation
on our web site with advice for publishers,
in
dozens
of
different
languages
.
As the head of Google's webspam team (which tries to stop attempts to violate our clearly documented, public
webmaster guidelines
), people often ask me questions about how Google works. That's why I started
my own personal blog
in 2005 and have written hundreds of posts about Google. The topics range from
common web site mistakes
to
advice for new bloggers
. I've had the pleasure of speaking to web site owners or doing public web site reviews at over 30 different search conferences. In fact, I'll be answering questions at
another search conference
this week - along with a dozen or so Google colleagues.
We've tried all sorts of experiments to help site owners understand how Google's search ranking works. We've done multiple
live webmaster chats
online with hundreds of simultaneous participants. We've experimented with
tweeting
. We've participated in
podcasts
. And here's one of my favorite ways we've helped to break out of the black box and give advice to publishers: in the past year, we've taken questions from the public and posted hundreds of video answers on a
webmaster video channel
. Those videos have been watched
over 1.5 million times
(!). We also engage online across the blogosphere to answer questions about Google's practices.
The list goes on and on. Google has reached out to other search engines on methods to make life easier for website owners. The resulting standards include
specifying preferred web site url formats
as well as
Sitemaps
, an easy way for webmasters to tell search engines about the pages on their site. Google provides a webmaster forum where both Google employees and helpful outside "superusers" hang out and answer questions about specific sites. We've run in-person website clinics to provide specific one-on-one feedback and advice in locations from
San Francisco
to
India
to Russia to
virtual site clinics
in Spanish. We've even confirmed ranking signals that Google doesn't use in our algorithms, such as the
keywords meta tag
, which saves site owners from doing needless work and
helps avoid frivolous lawsuits
.
The frustrating thing is that even if all 20,000 employees at Google worked full-time on answering questions from website publishers, we still couldn't talk to every site owner. Why not? Because the web has over
192 million domain names registered
. That's why we introduced
Google Webmaster Tools
, a one-stop location to provide scalable, self-service information and to let webmasters provide us with data. Describing the powerful tools we provide to site owners for free would take an entire other blog post, but a number of the offerings include:
Site owners can get recommendations about issues like duplicate meta descriptions or missing title tags.
Site owners who we believe have violated our
webmaster guidelines
and where Google has taken corresponding action regarding their site in our index can submit a
request for reconsideration
.
Site owners who have been hacked can get details about malware on their site. After they remove the hacked content, they can fetch pages from their site as Googlebot to make sure the malicious content is really gone.
Site owners can find out about errors that Google encountered while crawling their site.
A Google employee recently blogged about using these free, public tools to
diagnose an issue with his webhost
where he had exceeded his bandwidth quota. Millions of webmasters have taken similar advantage of Google's free tools for site owners to get helpful information about their site.
At Google, we try to be as open as we can, even to the point of helping users
export their data out of Google's products
. At the same time, we don't think it's unreasonable for any business to have some trade secrets, not least because we don’t want to help spammers and crackers game our system. If people who are trying to game search rankings knew every single detail about how we rank sites, it would be easier for them to 'spam' our results with pages that are not relevant and are frustrating to users -- including porn and malware sites.
Ultimately, criticizing Google for its "secret formula" is an easy claim to make, but it just isn't true. Google has worked day after day for years to be open, to educate publishers about how we rank sites, and to answer questions from both publishers and our users. So if that's how people choose to define "secret," then ours must be the worst kept secret in the world of search.
Posted by Matt Cutts, Principal Engineer, Search Quality Team
Inaugural Authors@Google EU Lunchtime Talk: Net Neutrality by Chris Marsden
Tuesday, March 2, 2010
The Authors@Google programme brings authors to Google to give informal talks - open to all comers - based around their recently published books. Participants are treated to readings of everything from serious literature to sharp political analysis, pioneering science fiction and moving personal memoirs, and whenever possible, we share these remarkable discussions with the world via our
YouTube channel
.
We'll be holding our first Authors@Google EU talk over lunch on Thursday 18 March, and we hope you'll be able to come along (register
here
). Kicking off the series, Chris Marsden, Senior Lecturer in Law at the University of Essex, will present the key arguments from his new book:
Net Neutrality: Towards a Co-Regulatory Solution
(2010, Bloomsbury Academic. Visit their site
for a
Creative Commons download
.)
Dr Herbert Ungerer, Former Deputy Director General of the European Commission's DG Competition, describes Marsden's book as "fascinating to read, thoroughly researched and testing the paths to the future of the Internet."
During his Authors@Google talk, Marsden will argue for a 'middle way' on net neutrality, a term that is used to cover a wide spectrum of questions about the future of the internet, and that is the focus of regulatory scrutiny and legislation in Canada, the US and Europe.
Marsden will ask whether we should allow 'Lex Monopolium' to become entrenched at the expense of an open Internet, or whether innovation and investment can be encouraged by relatively light tough co-regulatory principles, backed up by a knowledgeable regulator with powers to intervene whenever economic or social concerns dictate. At the end of the talk, there will of course be plenty of opportunity for questions!
When
: Thursday March 18, 12:15 - 13:30 hours CET (sandwich lunch provided).
Where
:
Google
, Chaussée D'Etterbeek 180 / Steenweg op Etterbeek 180, 2nd floor, 1040 Brussels
Registration
: please register
here
Chris Marsden biography
:
Christopher T. Marsden is Senior Lecturer in Law, having joined the University of Essex in 2007. He was senior analyst at RAND Europe (2005-07), research manager at Oxford's Centre for Socio-Legal Studies (2004-05), Regulatory Director at MCI WorldCom UK Ltd (2001-02), and General Counsel of Shortmedia (2000-01). He has LLB 1989 and LLM 1994 from the London of School of Economics.
He is Media Board Member at the Society for Computers and Law; Editorial Board Member of the journal 'Info' since 2003; and was Founding co-editor of the International Journal of Communications Law and Policy.
He has also been a Research Fellow at Harvard's Kennedy School, an Industrial Policy Fellow at Cambridge University's Computer Lab, and a visiting fellow at law and business schools in the UK, US, Japan and Australia. He blogs at
chrismarsden.blogspot.com
and can be found on Twitter: ChrisTMarsden
Posted by Alain Van Gaever, Telecom Policy Manager
This stuff is tough
Thursday, February 25, 2010
Yesterday's
news
that the European Commission has opened a preliminary inquiry into competition complaints from three companies has generated a lot of questions about how Google's ranking works. Here, Amit Singhal, a Google Fellow responsible for ranking, who has worked in search for almost 20 years, explains the principles behind our algorithm.
Pop quiz. Get ready. You're only going to have a few milliseconds to answer this question, so look sharp. Here goes: "know the way to San Jose?" Now display the answer on a screen that’s about 14 inches wide and 12 inches tall. Find the answer from among billions and billions of documents. Wait a second - is this for directions or are we talking about the song? Too late. Just find the answer and display it. Now on to the next question. Because you'll have to answer hundreds of millions each day to do well at this test. And in case you find yourself getting too good at it, don’t worry: at least 20% of those questions you get every day you’ll have never seen before. Sound hard? Welcome to the wild world of search at Google. More specifically, welcome to the world of ranking.
Google ranking is a collection of algorithms used to seek out relevant and useful results for a user's query. There's a ton that goes into building a state-of-the-art ranking system like ours. Our algorithms use hundreds of different signals to pick the top results for any given query. Signals are indicators of relevance, and they include items as simple as the words on a webpage or more complex calculations such as the authoritativeness of other sites linking to any given page. Those signals and our algorithms are in constant flux, and are constantly being improved. On average, we make one or two changes to them every day. Lately,
I’ve been reading
about whether regulators should look into dictating how search engines like Google conduct their ranking. While the debate unfolds about government-regulated search, let me provide some general thinking behind our approach to ranking. Future ranking experts (inside or outside government) might find it helpful. Our philosophy has three main elements:
1. Algorithmically-generated results.
2. No query left behind.
3. Keep it simple.
After nearly two decades, I’ve lost count of how many times I've been asked why Google chooses to generate its search results algorithmically. Here's how we see it: the web is built by people. You are the ones creating pages and linking to pages. We are utilizing all this human contribution through our algorithms to order and rank our results. We think that's a much better solution than a hand-arranged one. Other search engines approach this differently -- selecting some results one at a time, manually curating what you see on the page. We believe that approach which relies heavily on an individual's tastes and preferences just doesn't produce the quality and relevant ranking that our algorithms do. And given the hundreds of millions of queries we have to handle every day, it wouldn't be feasible to handle each by hand anyway.
This brings me to the next point: leaving no query behind. Usually once I've explained to people the thinking behind algorithmically-generated results, some will ask me, "But what if you do a search, and the results you see are just plain lousy? Why wouldn't you just go in there by hand and change them?" The part of this question that's valid is in terms of lousy results. It happens. It happens all the time. Every day we get the right answers for people, and every day we get stumped. And we love getting stumped. Because more often than not, a broken query is just a symptom of a potential improvement to be made to our ranking algorithm. Improving the underlying algorithm not only improves that one query, it improves an entire class of queries, and often for all languages around the world in over 100 countries. I should add, however, that we do have clear written policies for websites that are included in our results, and we do take action on sites that are in violation of our policies or for a small number of other reasons (such as legal requirements, child porn, spam, viruses/malware, etc.). But those cases are quite different from the notion of rearranging the page you see one result at a time.
Finally, simplicity. This seems pretty obvious. Isn't it the desire of all system architects to keep their systems simple? We work very hard to keep our system simple without compromising on the quality of results. This is an ongoing effort, and a worthy one. Our commitment to simplicity has allowed us innovate quickly, and it shows.
Ultimately, search is nowhere near a solved problem. Although I've been at this for almost two decades now, I'd still guess that search isn't quite out of its infancy yet. The science is probably just about at the point where we're crawling. Soon we'll walk. I hope that in my lifetime, I'll see search enter its adolescence.
In the meantime, we're working hard at our ongoing pop quizzes. Here's one last one: "search engine." In 0.14 seconds from among a few hundred million pages,
our initial results
are: AltaVista, Dogpile Web Search, Bing and Ask.com. I guess I'd better get back to work.
Posted by: Amit Singhal, Google Fellow
Update 2 March, 10:30am
First of all, let me thank everyone for their kind comments and honest views in this discussion. Gary, I love search, after having done search for almost 20 years, I still come into work every morning like a kid going to a candy store. Alongside my passion for search, one fact that keeps me so excited is that what was science fiction in search research twenty years ago is now coming to fruition at Google. The semantic systems we have built are something I didn't expect to build in my lifetime. Secondly, Google has given me an environment where researchers like me can practice search in its pure algorithmic form. I can't put in words how incredibly satisfying this combination is for a search geek like me :-)
Posted by: Amit Singhal, Google Fellow
Serious threat to web in Italy
Wednesday, February 24, 2010
Cross-posted from the Official Google Blog
In late 2006, students at a school in Turin, Italy filmed and then uploaded a video to Google Video that showed them bullying an autistic schoolmate. The video was totally reprehensible and we took it down within hours of being notified by the Italian police. We also worked with the local police to help identify the person responsible for uploading it and she was subsequently sentenced to 10 months community service by a court in Turin, as were several other classmates who were also involved. In these rare but unpleasant cases, that's where our involvement would normally end.
But in this instance, a public prosecutor in Milan decided to indict four Google employees —David Drummond, Arvind Desikan, Peter Fleischer and George Reyes (who left the company in 2008). The charges brought against them were criminal defamation and a failure to comply with the Italian privacy code. To be clear, none of the four Googlers charged had anything to do with this video. They did not appear in it, film it, upload it or review it. None of them know the people involved or were even aware of the video's existence until after it was removed.
Nevertheless, a judge in Milan today convicted 3 of the 4 defendants — David Drummond, Peter Fleischer and George Reyes — for failure to comply with the Italian privacy code. All 4 were found not guilty of criminal defamation. In essence this ruling means that employees of hosting platforms like Google Video are criminally responsible for content that users upload. We will appeal this astonishing decision because the Google employees on trial had nothing to do with the video in question. Throughout this long process, they have displayed admirable grace and fortitude. It is outrageous that they have been subjected to a trial at all.
But we are deeply troubled by this conviction for another equally important reason. It attacks the very principles of freedom on which the Internet is built. Common sense dictates that only the person who films and uploads a video to a hosting platform could take the steps necessary to protect the privacy and obtain the consent of the people they are filming. European Union law was drafted specifically to give hosting providers a safe harbor from liability so long as they remove illegal content once they are notified of its existence. The belief, rightly in our opinion, was that a notice and take down regime of this kind would help creativity flourish and support free speech while protecting personal privacy. If that principle is swept aside and sites like Blogger, YouTube and indeed every social network and any community bulletin board, are held responsible for vetting every single piece of content that is uploaded to them — every piece of text, every photo, every file, every video — then the Web as we know it will cease to exist, and many of the economic, social, political and technological benefits it brings could disappear.
These are important points of principle, which is why we and our employees will vigorously appeal this decision.
Posted by Matt Sucherman, VP and Deputy General Counsel - Europe, Middle East and Africa
Committed to competing fairly
Wednesday, February 24, 2010
As Google has grown, we've not surprisingly faced more questions about our role in the advertising ecosystem and our overall
approach to competition
. This kind of scrutiny goes with the territory when you are a large company. However, we've always worked hard to ensure that our success is earned the right way -- through technological innovation and great products, rather than by locking in our
users
or
advertisers
, or creating artificial barriers to entry.
The European Commission has notified us that it has received complaints from three companies: a UK price comparison site,
Foundem
, a French legal search engine called
ejustice.fr
, and Microsoft's
Ciao! from Bing
. While we will be providing feedback and additional information on these complaints, we are confident that our business operates in the interests of users and partners, as well as in line with European competition law.
Given that these complaints will generate interest in the media, we wanted to provide some background to them. First, search. Foundem - a member of an organisation called
ICOMP
which is funded partly by Microsoft -
argues
that our algorithms demote their site in our results because they are a
vertical search engine
and so a direct competitor to Google. ejustice.fr's complaint seems to echo these concerns.
We understand how important rankings can be to websites, especially commercial ones, because a higher ranking typically drives higher volumes of traffic. We are also the first to admit that our search is not perfect, but it's a very hard computer science problem to crack. Imagine having to rank the 272 million possible results for a popular query like the iPod on a 14 by 12 screen computer screen in just a few milliseconds. It's a challenge we face millions of times each day.
Our algorithms aim to rank first what people are most likely to find useful and we have nothing against vertical search sites -- indeed many vertical search engines like Moneysupermarket.com, Opodo and Expedia typically rank high in Google's results. For more information on this issue check out our guidelines for
webmasters
and
advertisers
, and for an independent analysis of Foundem's ranking issues please read this
report
by Econsultancy.
Regarding Ciao!, they were a long-time AdSense partner of Google's, with whom we always had a good relationship. However, after Microsoft
acquired
Ciao! in 2008 (renaming it
Ciao! from Bing
) we started receiving complaints about our standard terms and conditions. They initially
took their case
to the German competition authority, but it now has been transferred to Brussels.
Though each case raises slightly different issues, the question they ultimately pose is whether Google is doing anything to choke off competition or hurt our users and partners. This is not the case. We always try to listen carefully if someone has a real concern and we work hard to put our users' interests first and to compete fair and square in the market. We believe our business practices reflect those commitments.
Posted by Julia Holtz, Senior Competition Counsel
Working with European academics
Monday, February 15, 2010
Google grew out of an academic experiment and we continue to value a strong dialogue with universities around the globe. While we do significant in-house research and engineering, we also maintain strong relations with leading academic institutions world-wide pursuing research in areas of common interest.
And each year, faculty members across a broad range of computing disciplines visit Google to explore the latest research and technology results and discuss the challenges the community faces. We recently hosted the third Google EMEA Faculty Summit in our Zurich office, the largest of our engineering centres in the region. One hundred computer science academics from 62 leading universities throughout Europe, Africa and the Middle East joined over 80 Google engineers for three days of exciting dialogue. As our VP of Research Alfred Spector put it in his keynote: "We need to maintain strong relationships with the academic community, we can't be an island unto ourselves."
The event featured contributions from receipients of Google's support, including Dr. Andy Hopper of Cambridge University, whose research group recently received a Focused Research Award for their work on
'Computing for the Future of the Planet'
, and
Dr. Frank Stajano
, also of Cambridge and the newest addition to Google's Visiting Faculty Program. Attendees also heard about
Google Transit
– which started out as a "20% time" project and achieved fruition thanks to Faculty member
Hannah Bast
, who, prior to her current position at the University of Freiburg, spent a year on sabbatical working with the Google Zurich team as part of our
Visiting Faculty programme
.
However, the real aim of the event is to provide Google employees and academics maximum opportunities for networking, discussion and collaboration. Attendees participated in day-long 'stream' discussions on themes ranging from Privacy and Security – with the participation of leading researchers such as Professor
Ross Anderson
– to Natural Language Technologies, featuring NLP expert
Fred Jelinek
. The groups also looked at mobile applications and, more generally, the current challenges that our search and advertising engineers are working on.
But our relations with universities is of course not simply an annual conference. Our
University Relations initiatives
supports university research, technological innovation and the teaching and learning experience through a variety of programs. We offer awards through the
Faculty Research Awards program
and fund specific research in areas of study that are of key interest to Google as well as the research community, through our
Google Focused Research Awards program
. Through the
Google Visiting Faculty Program
, faculty are invited for 6-12 month periods to join Google research teams on projects of mutual interest. We covered some of our other initiatives in an
earlier post
.
We will be posting more about our work in this area over the coming months, and we are certainly interested in expanding our collaborations in EMEA.
Post by Vicky Greaves,
University Programmes Specialist
Tech talk: the future of browsers
Friday, February 12, 2010
A browser is that, just a browser. Nothing special. Right?
Ever thought about how much time you actually spent working 'inside' your browser? We search, chat, email and collaborate in a browser. And like most of you, in our spare time, we shop, bank, read news and keep in touch with friends - all using a browser. Hell, you spent probably more time inside your browser than inside your car !
Since Google engineers spend so much time online, they began seriously thinking about what kind of browser could exist if you started from scratch and built on the best elements out there. They realized that what was needed was not just a browser, but also a modern platform for web pages and applications: and that is what Google has set out to build. The result: Google Chrome.
On the surface, we designed a browser window that is streamlined and simple. Like the classic Google homepage, Google Chrome is clean and fast. It gets out of your way and gets you where you want to go.
Under the hood, Google engineers were able to build the foundation of a browser that runs today's complex web applications much better . By keeping each tab in an isolated "sandbox", we were able to prevent one tab from crashing another and provide improved protection from rogue sites. We improved speed and responsiveness across the board. And we keep on adding stunning features to Google Chrome.
Want to have a peek under the hood? Google invites you to a Tech Talk by Chrome product manager Anders Sandholm; and you'll understand why a browser is so much more than a window on the Internet. Spend your lunchtime with us and you will be better informed when in a couple of weeks, you'll be asked to make a choice about which browser you want to spend your time in.
If you want to attend, please register
here
. While this event is primarily aimed at policy makers from EU institutions, we'll be happy to welcome a wider audience if we have enough chairs.
When
: Thursday February 25, 12:15 - 13:45 hours CET (Sandwich lunch provided).
Where
:
Google Brussels
- Chaussée D'Etterbeek 180 - Steenweg op Etterbeek 180, 2nd floor, 1040 Brussels
About our Tech Talks: Ever wondered how exactly Google is tackling the big technology problems that the online world faces ? Want to take a look behind the curtain of our engineering operations and learn from the people who actually work on the Google products and services day-in, day-out? Here's your chance: The Google Brussels TechTalks
Posted by Alain Van Gaever, Telecom Policy Manager and Matthias Graf, European Head of Engineering Communications
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