Google search will reportedly provide more relevant results by incorporating technology called "semantic search," which refers to the process of understanding the actual meaning of words.
The changes in Google's algorithms have not been confirmed by Google but according to
The Wall Street Journal, it will be implemented in the "next few months."
Information on the new search formula is limited. The paper reports that it would fix the shortcomings of today's technology used by Google's search "by presenting more facts and direct answers to queries at the top of the search-results page."
Google will not replace its current keyword-search system. Rather, the company is aiming to provide more relevant results, the paper added.
The search engine will better match search queries with a database containing hundreds of millions of "entities". Semantic search can help associate different words with one another, such as a company with its founders or other
"attributes" that the search engine knows about a keyword.
Semantic search could help Google to keep up with Facebook, the social network that also has amassed a database about hundreds of millions of people, places and things but hasn't offered a robust search service.
In addition, if the search engine better understands the meaning or intent behind people's search queries, Google could find a way to show them more relevant ads.
Detecting 'bad' ads
Google also today outlined its efforts to serve better ads, by "fighting a war" against bad actors - from websites selling counterfeit goods and fraudulent tickets to underground international operations trying to spread malware and spyware. The company recently made some improvements to help ensure the ads users see comply with the company's strict policies.
Google's policies cover a wide range of issues across the globe. For example, ads policies don?t allow ads for illegal products such as counterfeit goods or harmful products such as handguns or cigarettes. Google also does not allow ads with misleading claims ("lose weight guaranteed!"), fraudulent work-at-home scams ("get rich quick working from home!") or unclear billing practices.
Google says it uses a combination of sophisticated technology and manual review to detect and remove these sorts of ads. Systems are designed to detect and remove ads for malicious download sites that contain malware or a virus before these ads could appear on Google. The automated systems also scan and review landing pages - the websites that people are taken to once they click - as well as advertiser accounts. When potentially objectionable ads are flagged by the systems, Google's policy specialists review the ads, sites and accounts in detail and take action.
Here are some important improvements that Google has recently made to its detection systems:
- Improved "query watch" for counterfeit ads: While anyone can report counterfeit ads, Google has widened its proactive monitoring of sensitive keywords and queries related to counterfeit goods which allows the company to catch more counterfeit ads before they ever appear on Google
- New "risk model" to detect violations: Google's computer scanning depends on detailed risk models to determine whether a particular ad may violate the company's policies, and recently upgraded its engineering system with a new "risk model" that is even more precise in detecting advertisers who violate Google's policies
- Faster manual review process: Some ads need to be reviewed manually.
- Twenty-four hour response time: Google aims to respond within 24 hours upon receiving a reliable complaint about an ad
Google added that in 2011, advertisers submitted billions of ads to Google, and of those, the company disabled more than 130 million ads - less than half the 'bad' ads the company had disabled in 2010.