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Google Personnel Propose Rankings Contingent On Facts, Not Links

Today’s information seems infinite when encountering Google for facts and sources in listings.


A recently published paper by Google titled “Knowledge-Based Trust: Estimating the Trustworthiness of Web Sources” has garnered attention from the SEO community regarding how the most factually accurate web pages should rank higher in search results. An excerpt highlights the following:


The quality of web sources has been traditionally evaluated using exogenous signals such as the hyperlink structure of the graph. We propose a new approach that relies on endogenous signals, namely, the correctness of factual information provided by the source. A source that has few false facts is considered to be trustworthy. The facts are automatically extracted from each source by information extraction methods commonly used to construct knowledge bases. We propose a way to distinguish errors made in the extraction process from factual errors in the web source per se, by using joint inference in a novel multi-layer probabilistic model. We call the trustworthiness score we computed Knowledge-Based Trust (KBT). On synthetic data, we show that our method can reliably compute the true trustworthiness levels of the sources. We then apply it to a database of 2.8B facts extracted from the web, and thereby estimate the trustworthiness of 119M webpages. Manual evaluation of a subset of the results confirms the effectiveness of the method.


This pitch for reevaluation of rankings contingent on facts may help alter one’s search for information.


Some less popular websites contain great material and factual data that may go undiscovered by ranking lower in Google.


The ranking leverage of some gossip websites based on links is an area Google wishes to change by utilizing Knowledge-Based Trust.


The word Trust is spearheading the methodology for Google. Determining a trustworthiness score and applying that over links may present challenges (like skeptics questioning authority of facts).


Yet, Google’s constant innovations and noble ambitions never seem to stop them from amending the way cyberspace users can benefit from performing searches online. 

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