Search engine optimization for small and very small businesses.

More Intelligence From the Google Patent Application

We’ve reported earlier on intelligence gleaned from Google’s patent application. Here’s some more stuff. It seems that Google might track how often users click on a page when it is listed in the search results pages. Google might also track the amount of time that users spend on that page or that web site.

It seems that Google might be tracking click-throughs (when people click on a listing in the search engine results to go to the listed web page) and rewarding those sites with higher click through rates.

Google may also plan to track the behavior of web surfers through bookmarks, cache, favorites, and temporary files (possibly with the Google toolbar and the Google desktop search tool).

More specifically, it’s possible that Google might track the following information:

  • The number of searches over time is recorded and monitored for increases.
  • Information about a web page’s rankings are recorded and monitored for changes.
  • Click through rates may be monitored for changes in seasonality, fast increases, or other spike traffic.
  • Click through rates may be monitored for increase or decrease trends.
  • Click through rates may be monitored to find out if stale or fresh web pages are preferred for a search query.
  • Click through rates for web pages for a search term may be recorded.
  • Traffic to a web page may be recorded and monitored for changes.
  • User behavior on web pages may be captured and recorded for changes (for example the use of the back button etc.).
  • User behavior might also be monitored through bookmarks, cache, favorites, and temporary files.
  • Bookmarks and favorites could be  monitored for both additions and deletions.
  • The overall user behavior for documents is monitored for trends.
  • The time a user spends on a web page might be used to indicate the quality and value of a web page.

What does this mean to your web site?

If Google really tracks the click-throughs to your web site from search engine results, you should make sure that your web pages have attractive titles so that web surfers click on them preferentially in the search results.

Make your web pages interesting enough so that web surfers stay some time on your web site. It might also help if you can entice visitors to your web site to add your web site to their bookmarks.

Make sure that your web page content is optimized for Google. The ranking factors mentioned in the patent specification are only additional factors. If your web page content is not optimized, all other ranking factors won’t help you much.

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