Google’s Patent on the “Branded Search” Ranking Factor
In 2012, Google filed a patent titled “Ranking Search Results” that outlines how branded search queries can be used as a ranking factor. The patent describes using branded and navigational queries, along with the count of independent links, to influence search rankings. Although this patent dates back to 2012, it may still have relevance in current ranking algorithms.
At the time, the search marketing community misunderstood the patent, leading to the knowledge being overlooked and eventually forgotten.
What Is the “Ranking Search Results” Patent About? TL/DR
The patent specifically details a method for ranking search results, hence its title, “Ranking Search Results.” It introduces an algorithm that uses two ranking factors to re-order web pages:
Sorting Factor 1: Number of independent inbound links
This involves counting links that are not associated with the site being ranked.
Sorting Factor 2: Number of branded and navigational search queries
These branded and navigational queries, referred to as “reference queries” or implied links, are also counted.
The rankings of web pages are adjusted based on the count of these two factors.
Why the Patent Was Misunderstood TL/DR
In 2012, I didn’t fully grasp how to interpret patents, as I was more focused on research papers and left patent analysis to others. When I say that the search marketing community misunderstood the patent, I include myself in that group.
The “Ranking Search Results” patent was published a year after the introduction of the Panda update, a content quality algorithm named after one of its engineers, Navneet Panda. SEOs noticed Panda’s name on the patent and mistakenly assumed it was connected to the Panda update.
However, this assumption was incorrect. The Panda update is an algorithm designed to classify web pages based on content quality, using a “classifier.” On the other hand, the “Ranking Search Results” patent is solely about ranking search results and does not involve content quality or a classifier.
There is no connection between the “Ranking Search Results” patent and the Panda update.
Why This Patent Is Not the Panda Update
In 2009, Google released the Caffeine Update, which allowed for faster indexing of fresh content but inadvertently gave rise to content farms, enabling them to rank millions of pages on obscure topics. Google responded with the Panda Update, an algorithm designed to filter out low-quality content farm material. The Panda Update was developed with the help of third-party site quality raters, whose feedback helped define content quality criteria to target content farms effectively.
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