Google about organizing information in search

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Google has published a detailed post on how search information is organized and how it makes SERPs more useful to users.

Above all, Google strives to organize information in search results in such a way that it can be easily viewed and consumed.

At the same time, the biggest challenge for the company today is not indexing all existing content, but presenting it in such a way that it is useful and accessible to search users.

Organizing information in search results
In the early days of Google, its index was updated once a month. Now the search engine needs to organize so much information that its index is updated continuously.

One of the most important tasks for Google is to create search results that are easy for users to understand. Therefore, SERPs can have different formats depending on the information you are looking for.

For example, when looking for a job, users can see a list of specific vacancies, and when looking for a restaurant - a map that helps them quickly find a suitable place nearby.

Google has implemented a variety of search functions to make search results easier to read. Among them:

  • Video and news carousels;
  • Extended results for recipes;
  • Star-shaped labels for ratings and reviews;
  • Knowledge dashboards for people, companies and events, etc.
These features are especially used in mobile, where search results have evolved from a traditional list of "blue links" to an average of 26 links per page.

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According to Google, adding advanced features benefits both users and publishers. With their help, users can find what they need faster, and sites get a better chance of ranking on the first page.

Providing relevant search results also results in users spending more time on the pages they find through Google. According to the company, in recent years this figure has increased significantly and continues to grow.

Search results ranking
Another way that Google organizes information is by ranking it in such a way that the most useful information appears at the top of the SERPs.

“To make all of this information really useful, we must also order or 'rank' the results so that the most useful and reliable information appears at the top of the page. Our ranking systems take into account a number of factors, from what words appear on the page to how fresh the content is, to determine which results are most relevant and useful for a particular query. ”
Google also takes into account the intent behind the search term and continually improves its understanding in this area.

For example, using the query [pizza], a user can search for nearby restaurants, delivery options, pizza recipes, etc. Meanwhile, Google systems have found that when searching for this query, users are most often looking for nearby cafes, so the search engine will first show a map with local restaurants.

Google also noted that ranking is a dynamic process, and the meaning of search intent can change. To keep up with these changes, Google continually evaluates the quality of search results to ensure it continues to provide the most relevant information.

There are thousands of changes to search every year, ranging from small improvements to major updates affecting search results around the world, which Google calls Core Updates. The last such update was launched yesterday.

To summarize, the company noted that search will never be a solution, so Google is committed to continually improving its work.