In the past several months, Google has undertaken a major effort to improve the quality of its index.

From cracking down on high-profile retailers using black hat and grey hat SEO techniques to algorithm updates designed to weed out low-quality content farms, there can be little doubt that Google is serious about changing perceptions about its dedication to quality SERPs.

And Google's effort continues. Yesterday, the search giant announced that it rolled out its "high-quality sites algorithm" globally to all English-speaking users. It also announced that it's incorporating feedback provided by users into its algorithm.

From the Google Webmaster Central Blog:

...we’ve also incorporated new user feedback signals to help people find better search results. In some high-confidence situations, we are beginning to incorporate data about the sites that users block into our algorithms. In addition, this change also goes deeper into the 'long tail' of low-quality websites to return higher-quality results where the algorithm might not have been able to make an assessment before.

The impact of these new signals is smaller in scope than the original change: about 2% of U.S. queries are affected by a reasonable amount, compared with almost 12% of U.S. queries for the original change.

According to Google, "the algorithm is very accurate at detecting site quality." That's quite an interesting claim given that the search engine only just recently launched its blocking functionality.

While publishers will certainly be weighing in on these updates in the coming days and weeks, Google is sending a strong message by going from a roll out of blocking capabilities to incorporating blocking as a ranking signal.

In the past, Google seemed to take a more measured approach to updates, and given the obvious potential for competitor abuse of blocking, it's somewhat surprising that it has publicly revealed that it's using blocking as a signal now.

Google's drive to boost the quality of its index is of course a very good thing in principle, and publishers focused on providing high-quality content will hope that the changes reward them for their efforts.

At the same time, however, one has to wonder if the speed at which Google is changing its algorithms and its desire to publicize those changes is motivated more by a genuine desire to improve the SERPs, or by a genuine desire to create the appearance that it is.

One thing is certain: Google is keeping publishers on their toes, and will probably continue to for the foreseeable future. Those who aren't totally dependent on the search engine will probably sleep better.

Patricio Robles

Published 12 April, 2011 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

2642 more posts from this author

You might be interested in

Comments (5)


Larry & Sergei's love child

It's a well known secret that both Google and Bing have hired vast teams of human quality checkers who are ranking millions of sites manually. It's a nice change to be honest - the algorithms are good, but not great. This will be a continuing trend IMHO

over 7 years ago


Larry & Sergei's other love child

I wonder how many blocks are needed to negatively affect rankings? No doubt some competitors will be massively abusing this which is very worrying.

over 7 years ago



Great news for people doing legitimate websites and employing best practices, as far as optimization is concerned.

over 7 years ago


Matt Chandler

Is this the start of people maliciously blocking competitor sites to try and get them down-weighted?!

over 7 years ago



Surely if Google's alogrithm is as advanced as they say then it will know when someone is maliciously trying to block a competitors site?

over 7 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.