Being bad to your customers is bad for business
A recent article by the New York Times related a disturbing story. By treating your customers badly, one merchant told the paper, you can generate complaints and negative reviews that translate to more links to your site; which, in turn, make it more prominent in search engines. The main premise of the article was that being bad on the web can be good for business.
Google were horrified to read about Ms. Rodriguez's dreadful experience. Even though Google's initial analysis pointed to this being an edge case and not a widespread problem in Google's search results, Google immediately convened a team that looked carefully at the issue. That team developed an initial algorithmic solution, implemented it, and the solution is already live. I am here to tell you that being bad is, and hopefully will always be, bad for business in Google's search results.
As always, Google learned a lot from this experience, and Google wanted to share some of that with you. Consider the obvious responses Google could have tried to fix the problem:
Block the particular offender. That would be easy and might solve the immediate problem for that specific business, but it wouldn't solve the larger issue in a general way. Google's first reaction in search quality is to look for ways to solve problems algorithmically.
Use sentiment analysis to identify negative remarks and turn negative comments into negative votes. While this proposal initially sounds promising, it turns out to be based on a misconception. First off, the terrible merchant in the story wasn't really ranking because of links from customer complaint websites. In fact, many consumer community sites such as Get Satisfaction added a simple attribute called rel=nofollow to their links. The rel=nofollow attribute is a general mechanism that allows websites to tell search engines not to give weight to specific links, and it's perfect for the situation when you want to link to a site without endorsing it. Ironically, some of the most reputable links to Decor My Eyes came from mainstream news websites such as the New York Times and Bloomberg. The Bloomberg article was about someone suing the company behind Decor My Eyes, but the language of the article was neutral, so sentiment analysis wouldn't have helped here either.
As it turns out, Google has a world-class sentiment analysis system (Large-Scale Sentiment Analysis for News and Blogs). But if Google demoted web pages that have negative comments against them, you might not be able to find information about many elected officials, not to mention a lot of important but controversial concepts. So far Google have not found an effective way to significantly improve search using sentiment analysis. Of course, Google will continue trying.
Yet another option is to expose user reviews and ratings for various merchants alongside their results. Though still on the table, this would not demote poor quality merchants in Google's results and could still lead users to their websites.
Instead, in the last few days Google developed an algorithmic solution which detects the merchant from the Times article along with hundreds of other merchants that, in Google's opinion, provide an extremely poor user experience. The algorithm Google incorporated into Google's search rankings represents an initial solution to this issue, and Google users are now getting a better experience as a result.
Google can't say for sure that no one will ever find a loophole in Google's ranking algorithms in the future. Google knows that people will keep trying: attempts to game Google's ranking, like the ones mentioned in the article, go on 24 hours a day, every single day. That's why Google cannot reveal the details of Google's solution-the underlying signals, data sources, and how Google combined them to improve Google's rankings-beyond what Google has already said. Google can say with reasonable confidence that being bad to customers is bad for business on Google. And Google will continue to work hard towards a better search.
Originally published here.
In our opinion, Google is not there yet. Here is an example
Google: Toronto Duct Cleaning
Google: The name of the company you found in Google Number 1 position
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