This is how Google wants to improve search results

Google wants to improve its search results. Google says its ranking systems are designed to show relevant information from the most reliable sources available – sources that demonstrate expertise, authority and trustworthiness. Now the featured snippets are supposed to get better too.

Featured snippets are the descriptive boxes at the top of the page that highlight some of the information from a result and the source in response to your query. They’re helpful for both Google searchers and web publishers alike, as featured snippets increase traffic to websites, the company says.

By using a new AI model, Multitask Unified Model (MUM), Google’s systems can now understand the notion of consensus, that is, when multiple high-quality sources on the web all agree on the same fact.

The systems can compare snippet callouts (the word or words displayed above the featured snippet in larger type) to other high quality sources on the web to see whether there is a general consensus for this callout, even when sources use different words or concepts to describe the same thing. It has been found that this consensus-based technique has significantly improved the quality and usefulness of featured snippet callouts.

AI models also help systems understand when a featured snippet is not the most helpful type to present information. This is especially useful for questions that don’t have an answer. Google provides an example: a recent search for “when did Snoopy assassinate Abraham Lincoln?” returned a snippet highlighting an exact date and information about Lincoln’s assassination, but this is clearly not the most helpful way of displaying that result.

The systems have been trained to better recognize these types of false premises, which, while not very common, are cases where displaying a featured snippet is not helpful. With such requests, the triggering of the ad could be reduced by 31 %.

Also new: “About this result” lets users learn more about the context of a search result even before they visit a webpage, simply by tapping the three dots next to the result (see our screenshot above). Since it launched last year, users have used “About this result” more than 2.4 billion times, and Google will roll it out to German and more later this year.

This week add more context to “About this result” e.g. B. how widely used a source is, online reviews about a source or company, whether a company is owned by another company, or even if Google’s systems can’t find much information about a source – all information that important context can deliver.

Also hot topics should be treated better. Sometimes the interest in a topical issue is greater than the facts, or there is not enough reliable information online on a particular topic. Google then points out that a topic is currently developing and users are asked to research it again later. This is also shown in the graphic above this paragraph.

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