I found some interesting things in the latest document in the DOJ vs. Google trial. Google has appealed the ruling that says they need to give proprietary information to competitors.
Key Takeaways:
- Google has been ordered to give information to competitors so as not to be an illegal monopoly. Google does not want to give its extensive user-side data away.
- Google’s data on page quality and freshness is proprietary. They don’t want to give it away.
- Pages that are indexed are marked up with annotations, including signals that identify spam pages.
- If spammers got hold of those spam signals, it would make stopping spam difficult.
- User data is important to Google’s Glue system that stores info on every query searched, what the user saw, and how they interacted with the search results.
- User data is important for training RankEmbed BERT – one of the deep learning systems behind Search.
OK, let’s get into the interesting stuff!
Google Has Proprietary Page Quality And Freshness Signals
This really isn’t a surprise. I did find it interesting that freshness signals are at the heart of Google’s proprietary secrets.
Again, here’s more on the importance of Google’s proprietary freshness signals:
Pages That Are Crawled Are Marked Up With ‘Proprietary Page Understanding Annotations’
Every page in Google’s index is marked up with annotations to help it understand the page. These include signals to identify spam and duplicate pages. I’ve written before about how every page in the index has a spam score.
Spam Scores Could Be Used To Reverse Engineer Ranking Systems
Google doesn’t want to share information with its competitors on these scores.
If the spam scores get out, it could lead to more spamming and more difficulty for Google in fighting spam.
Google Builds The Index Using These Marked-Up Pages
The pages that Google has added page understanding annotations on are organized based on how frequently Google expects the content will need to be accessed and how fresh the content needs to be.
Only A Fraction Of Pages Make It Into Google’s Index
Google argues that giving competitors a list of indexed URLs will enable them to “forgo crawling and analyzing the larger web, and to instead focus their efforts on crawling only the fraction of pages Google has included in its index.” Building this index costs Google extensive time and money. They don’t want to give that away for free.
The Role Of User Data In Google’s Ranking Systems
This is the most interesting part. I feel that we do not pay enough attention to Google’s use of user data. (Stay tuned to my YouTube channel as I’m soon about to release a very interesting video with my thoughts on how user-side data is so important – likely the MOST important…
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