Google’s Udi Manber on Search Quality
June 18, 2008
The Googlers were out in force, chipper and explaining, to the 150 or so attendees of the Gilbane Group’s annual content management conference.
The key reason that drives Google forward, asserted Dr. Manber, is that users have rising expectations. Google, therefore, must use smart software, innovate, and scale. In 2007, Google tweaked its PageRank algorithm more than 450 times. Google works to keep bureaucracy at a minimum, empowering engineers to make necessary changes.
PageRank changes are not based on hunches. Extensive data analysis underlies tweaks.
The 21st century, asserted Dr. Manber, is about understanding people; that is, social interactions. Starting points for analysis are user intent. Queries are diverse like “hairstyles for ears that stick out” or “i’m going to win the lottery”.
Like other search systems, Google looks terms up in its index. Then Google uses other functions in order to determine intent; for example, time, place, context, and user information from “individualized Google,” if available.
You can see this in action. Run the queries “GM cars” then “GM food”. Google returns different results for each query even though the acronym GM appears in each query.
User expectations are now growing quickly. Google, therefore, must innovate and continue to scale.
Some development features were referenced, but these were not active in “regular” Google when I ran these sample queries. The presentation was well received and triggered a flurry of questions about site search and universal or federated search. Attendees applauded enthusiastically. The Googley magic was working today.
Stephen Arnold, June 18, 2008
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