Back in 2012, Google applied for a patent titled “Ranking Search Results.” While it sounds complex, the idea behind it is straightforward. The patent discusses how Google might use certain factors, like branded search queries and independent links, to determine the ranking of web pages. Even though this patent is over a decade old, its principles could still be relevant today.
What Does the Patent Cover?
The patent is all about how Google ranks search results. It highlights two main factors:
- Independent Inbound Links: This refers to links from other websites that point to a specific page. The key here is that these links are from sites that aren’t controlled by the website being ranked.
- Branded and Navigational Search Queries: These are search terms people use that include a brand name or a specific direction, like searching “Nike running shoes” or “Walmart electronics.” The patent calls these “implied links,” and they are used similarly to traditional links when ranking pages.
Both of these factors are combined to adjust how web pages rank in search results.
Why Was This Patent Misunderstood?
When this patent was first published, many in the search marketing community thought it was related to Google’s Panda update, which was aimed at improving content quality on the web. The confusion arose because the patent was published around the same time and was co-authored by an engineer associated with Panda.
However, the patent isn’t about content quality; it’s about ranking search results. The Panda update focused on filtering out low-quality content, while this patent is about how Google might rank content using branded queries and independent links.
The Importance of Branded Queries
The patent suggests that branded search queries could be a strong signal of a website’s relevance and popularity. Think about it: if lots of people are searching for “Nike running shoes,” it indicates that Nike is a trusted brand for that product. This makes it a reliable signal for Google when ranking pages.
Unlike links, which can sometimes be manipulated, branded queries are harder to fake. This could make them a valuable factor in ranking pages, even today.
Why This Matters
Understanding this patent helps us see how Google might value different signals when ranking web pages. While it’s unclear if Google actively uses these principles today, the idea of using branded search queries as a ranking factor is logical. It reflects what real users find relevant, making it a potentially clean and reliable signal for ranking.
This patent isn’t about brand mentions on web pages but about how often people search for a brand in relation to certain keywords. That’s what makes it an interesting factor in Google’s complex ranking system.
