In 2012, Google filed a patent called “Ranking Search Results” that details how branded search queries can impact search result rankings. This patent focuses on using branded search queries, navigational queries, and independent links as factors for ranking web pages. Despite being misunderstood by the search marketing community at the time of its release, the patent remains relevant in understanding Google’s search ranking algorithm.
The patent, aptly named “Ranking Search Results,” introduces an algorithm that uses two main factors to rank web pages: the number of independent inbound links and the number of branded search queries and navigational search queries. These branded and navigational queries are referred to as “reference queries” and are treated as implied links in the ranking process.
The confusion surrounding this patent stemmed from its release following the Panda Update in 2011. The Panda Update, designed to improve content quality by filtering out content farm websites, was erroneously linked to the “Ranking Search Results” patent due to the involvement of Navneet Panda, one of the engineers behind both initiatives. However, the Panda Update focused on content quality classification, while the patent solely addresses ranking search results.
The patent distinguishes between two types of links used in modifying search rankings: implied links and express links. Implied links, derived from branded and navigational search queries, serve as references to websites within search queries. Express links, on the other hand, are traditional hyperlinks from external sources to a web page. Both types of links factor into the modification of search result rankings.
Contrary to some misconceptions, the patent does not equate brand mentions on web pages to implied links. Instead, it emphasizes the significance of reference queries in determining a website’s relevance and popularity for specific search queries. By utilizing branded search queries as a signal of user preference and relevance, Google aims to incorporate a non-manipulative ranking factor into its algorithm.
While the actual implementation of the patent by Google remains uncertain, the concept of using branded search queries as a ranking signal offers valuable insights into the complexity of search engine algorithms. Understanding the nuances of this patent requires a thorough analysis of its language and context, as misinterpretations can lead to misinformation within the SEO community.
In conclusion, the “Ranking Search Results” patent sheds light on the intricate relationship between branded search queries and search result rankings. By considering the user’s intent and preferences through reference queries, Google aims to provide more relevant and reliable search results. For a detailed examination of the patent and its implications, it is essential to approach it within the broader context of search engine optimization and algorithmic developments.