Intro
Google’s latest episode of "Search Off the Record" provided valuable insights into the inner workings of Google Search. John Mueller and Lizzi Sassman spoke with Elizabeth Tucker, Director of Product Management at Google, who elaborated on the various systems that collaborate to rank web pages, including the core topicality system.
Understanding Topicality in Search
In search, "topicality" refers to how well the content on a web page matches the topic of a search query. Elizabeth Tucker emphasized the role of machine learning models, like BERT (Bidirectional Encoder Representations from Transformers), in helping Google understand the context of words in a search query. This ensures that the results are topically relevant, enhancing user satisfaction.
Multiple Systems in Search
Lizzi Sassman asked Tucker about user satisfaction, leading to a discussion on the various dimensions of search and the numerous systems at play. Tucker mentioned that despite advancements, challenging searches can still pose difficulties. Google’s systems now handle complex, long, and vague queries much better than before.
The Role of Biases in Search
John Mueller inquired about biases in search results. Tucker acknowledged that Google monitors various biases, such as showing more evergreen results versus fresh content, or large institutional sites versus small blogs. The goal is to present a balanced mix of high-quality content from diverse sources.
Core Topicality Systems
Tucker emphasized that she works with many systems in search, not just a few well-known ones. These systems include the core topicality systems, which are designed to match the topic of the query with the content. This highlights the importance of thinking in terms of topics rather than focusing solely on keywords for SEO.
Addressing User Complaints
Mueller asked if Google demotes sites based on user complaints. Tucker explained that while some systems demote poor content (like webspam), most systems aim to promote good content. The core topicality systems, for example, strive to match search queries with the best possible content using advancements in natural language processing.
The Evolution of Keyword Focus
Tucker mentioned that Google used to be very keyword-focused but has shifted towards understanding topics. This change is due to the increasing complexity of search queries, with users often entering long, detailed questions. Google's advancements in understanding these complex queries have led to better search results that go beyond simple keyword matching.
The Importance of Thinking in Topics
Tucker's insights underline the importance of thinking in terms of topics for SEO. Focusing solely on keywords is one-dimensional, while optimizing for topics is multidimensional and aligns with Google's approach to ranking. This method emphasizes the significance of creating content that thoroughly addresses a topic rather than just targeting specific keywords.
Conclusion
Elizabeth Tucker’s discussion on core topicality systems highlights the intricate and multi-faceted nature of Google’s search algorithms. Understanding and leveraging these insights can help SEO professionals and content creators better align their strategies with how Google ranks content. Emphasizing topical relevance and creating comprehensive, high-quality content can enhance search visibility and user satisfaction.
