Google Admits Imperfections in Search Ranking Systems, Outlines Plans for Improvement

Google’s SearchLiaison recently acknowledged the flaws in their ranking systems and shared steps the company is taking to enhance search results. This admission came in response to a social media post highlighting poor search outcomes.

Addressing Concerns Over Poor Search Results

The conversation began on X (formerly Twitter) when a user raised concerns about a top-ranking site that seemingly violated Google’s content guidelines. The user, @dannyashton, pointed out that the number one result for “Molekule Air Mini+ review” was more of a promotional piece than a legitimate review.

He tweeted:

“This review has been ranking #1 on Google for ‘Molekule Air Mini+ review’ for the past six months. It’s 50% anecdotal and 50% marketing messaging, lacking in-depth original research. How did they make it to the top of Google?”

He continued:

“Instead of a third-party review, which is likely what searchers are looking for, Google ranks an article promoted by the brand. Searchers end up on an advertorial based on marketing materials. They even left briefing notes in the published version 😞. I think I found the reason why it ranks #1… Money.”

This critique resonated with others, with one commenter expressing concern for less tech-savvy users who might be misled by such content.

Google’s Algorithms: Far From Perfect

SearchLiaison responded by acknowledging the limitations of Google’s current ranking systems and the challenges of managing them at scale. He explained that Google indexes trillions of pages, making a manual review of each one impractical. Instead, scalable and automated systems are essential.

He tweeted:

“Danny, I appreciate where you’re coming from—just as I valued the original post from HouseFresh and this type of feedback from others. I completely agree that our goal is to reward content aligned with our guidelines. The HouseFresh post indicated that we’ve made some improvements over time: ‘In our experience, each rollout of the Products Review Update has shaken things up, generally benefiting sites and writers who invest time, effort, and money into testing products before recommending them.’

“That said, there’s clearly more we need to do. I’ve mentioned before that our ranking systems aren’t perfect; I see content we should prioritize better, as well as content that’s being rewarded unjustly.

“However, it’s not a system where individual reviews are evaluated and simply ranked up or down. That wouldn’t work for a search engine indexing trillions of pages. We need scalable systems and must continuously work on improving them.

“That’s our commitment. We’re aware of these concerns and have taken note of the feedback, including from our recent form. I’ve personally reviewed all that feedback and organized it for our teams to explore further, in addition to the work they’re already doing based on prior feedback.”

Key Takeaways from Google’s Response

1. Acknowledgment of Flaws: Google admits that its current algorithms are not perfect and that they are actively working on improving them.
2. Commitment to Improvement: The company is dedicated to rewarding content that aligns with its guidelines and reducing the visibility of content that doesn’t meet its standards.
3. Scaled Systems: Given the sheer volume of data Google handles, scalable systems are necessary for managing search rankings.
4. Ongoing Feedback Review: Google is continuously reviewing user feedback and making it a part of their improvement process.

What’s Taking So Long?

Another user questioned why Google’s updates, which can have dramatic impacts on search results, take so long to be corrected.

@mikefutia tweeted:

“Danny, aren’t all your ‘system improvements’ fully tested before they’re rolled out? Surely your team was aware of the shakeup in the SERPs that these recent updates would cause. Completely legitimate hobby sites created by passionate individuals are getting absolutely DECIMATED by these updates, all while sites like Reddit, Pinterest, Quora, Forbes, and Business Insider benefit at their expense.

“What I’m saying is — this couldn’t have come as a surprise. You knew this damage was imminent as a direct result of the updates. Now, NINE months later, there have been ZERO cases of these legitimate sites recovering. In fact, the March update just made it 100x worse.

“So Google is saying, ‘Yeah, we messed up, we’re working on it.’ But the question is—and I believe I speak for thousands of creators when I ask—‘What the hell is taking so long?’”

It’s known that Google’s third-party quality raters review search results before updates are rolled out. However, many site owners and content creators feel that recent updates have caused more harm than good, with high-quality, independent sites losing visibility while larger platforms benefit.

Conclusion

While SearchLiaison’s response is commendable for its transparency, it doesn’t fully address the frustrations of countless site owners and creators who are struggling with the current state of Google’s search rankings. The ongoing efforts to refine Google’s algorithms are a step in the right direction, but it remains to be seen how quickly and effectively these changes will address the concerns of the digital community.