On August 12, 2024, a Google patent, dubbed “Ranking Search Results,” initially presented in 2012, resurfaced. The patent indicates that search queries measuring a brand’s popularity can substantially influence its website’s rank on search engine results.
This technology is speculated to gradually mold the future of Search Engine Optimization (SEO) and augment its importance for brands seeking to enhance their online visibility. Consequently, it’s more imperative than ever for brands to understand this dynamic and accordingly adjust their marketing strategies.
The patent’s methodology centers on the correlation of branded search queries, navigational queries, and independent links to establish a website’s authority and relevance.
Google’s patent reshaping SEO landscape
Introduced eight years ago, this patent likely plays a substantial role in Google’s ranking algorithm. It revolutionized how Google positions search results, giving credence to the frequency and context of website searches and links.
The patent proposes a novel method of sorting search results, emphasizing an algorithm that depends on two primary aspects: the number of independent inbound links associated with the ranked website and the total number of branded and navigational search queries—factors that weigh on prominence in search results.
However, there were some initial misconceptions about this patent, with some, erroneously linking it with Google’s 2012 Panda Update—content quality-focused update. These claims have been deemed unfounded as the “Ranking search results” patent was neither related to the Panda update nor co-authored by Navneet Panda, the engineer who assisted with the Panda update.
Contrary to the Panda update that concentrates on the identification and demotion of low-quality content, the “Ranking Search Results” patent is mainly preoccupied with enhancing search result rankings, thereby avoiding any association with content quality assessment.
In conclusion, this patent provides notable insights into the progression of Google’s ranking system, providing invaluable knowledge to SEO and digital marketing professionals aiming to fine-tune their strategies. By studying the complexities of Google’s ranking algorithm, professionals can anticipate changes in the SEO landscape, facilitating improved visibility, and organic traffic flow to their client’s websites.
