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Learn about Google patents to improve your SEO

Learning SEO is always a challenge, ¿no?

On the one hand, there is no single site of knowledge and information must be collected bit by bit from many different places.

Secondly, information is often misinterpreted, giving rise to wild theories. That's why, than to know only the truth and nothing but the truth about SEO, it is best to go to the source itself: Google itself.

In other articles we have already talked about some sources of SEO information in Google, namely, the SEO Starter Guide and the EAT SEO guidelines.

Hoy, Let's dig even deeper and explore the Google search patents, documents that explain various aspects of how Google evaluates and organizes search results.

To know what these patents are, Why study them and which ones can help you design a better SEO strategy? We invite you to read this article..

What are Google search patents?

Every time Google invents a new way to improve search, files a patent application with the United States Patent and Trademark Office (USPTO). Patents are technical documents that give detailed descriptions of various bits of the search algorithm.. Its role is to give Google an advantage over competing search engines by protecting innovative approaches to search from copy.

Why should I study Google search patents to improve my SEO?

It is important to mention that proprietary technologies are not necessarily part of the search algorithm. There may be some delay between the filing of the patent and the implementation of the technology. It is also possible that the technology will never be implemented., or the patent going through multiple iterations before reaching its final state. Filed patents are basically a collection of ideas that Google wants to protect., but they may or may not use.google patents

Apart of this, patents offer unique insight into the way the algorithm works; in many ways, is the truest form of SEO knowledge.

Studying patents allows you to anticipate to upcoming algorithm updates and identify new and existing ranking signals. You can use this knowledge to future-proof your website., as well as verify your current SEO strategy.

Where to find Google search patents?

Patent applications and granted patents can be searched on the USPTO : just add google as requester name and search for file names.

The problem is that there are thousands of patents filed by Google and most of them are not related to SEO.. What's more, patents are somewhat technical documents, and understanding them can take some getting used to. Therefore, learning about patents this way might not be the most efficient approach for a casual reader.

A better approach would be to follow the patent enthusiasts: SEOs who monitor patent updates and have been recognized by the community as patent experts. They do the work of sorting through hundreds of patents each year just to select the few that really matter for SEO.. While there have been some patent experts over the years, the only person with the longest history of writing about the Google search patents is Bill Slawski, who highlights the most important updates on his personal blog: SEO by the Sea .

10 Google search patents that are important for SEO

In this section, I will list some of the patents that describe novel optimization ideas and / or controversial and have practical implications for SEO professionals.

We will omit patents that describe well-known classification factors., as well as patents on topics over which SEO managers have little or no control.

  1. content grouping

The patent describes the grouping of websites and pages by topic and the creation of something that can be described as expert groups.. Content from these clusters takes precedence when serving search results for a related query. interesting is that non-clustered content can be completely omitted by the search engine, without any evaluation, regardless of whether it has any of the other content quality signals.

SEO implications

The obvious implication, is that it is beneficial for SEO to build your website content within a certain field and not stray away from your main area of ​​expertise. In practical terms, it would mean creating staggered content plans and arranging smaller pages around much larger pillar pages.

  1. Document score based on document start date

The patent discusses the ranking of a page, at least in part, based on age. Page age can be determined using a variety of methods, but usually through the date it was first tracked.start of document

The patent goes on to say that you can also use page age to calculate average link rate., namely, divide the total number of backlinks to a page by its age. Average link rate is also used as a partial ranking factor.

SEO implications

While ranking a page based on its age is nothing new, average link rate is a concept that is not talked about very often. What it means is that the older the page is, the lower the weight of each individual backlink. Therefore, if you want your page to rank, you should keep adding more and more backlinks as you get older. One way to achieve this is to create evergreen content., update it frequently and recirculate it through your marketing channels.

Trick! Use the tool Backlink Audit de SemRush to know your link profile, to see all links to any page and to borrow ideas in your competitors' links.

  1. Search engine based on user context

With the years, Google has published a series of documents related to keywords, moving your keyword ranking criteria from keyword phrases to context words . The last of these documents describes the creation of topical vocabularies that go beyond keywords and include contextual words as well., namely, words not associated with a topic. Search Engine

SEO implications

as it is now, Google may prefer pages saturated with context words, as well as traditional keywords. For example, if you are creating a page about the best jackets , Google could expect to see some of the less obvious terms like water, hiking and goose .

Bribe! With the Multiherramienta Backlink Management you will analyze the referring pages of yours and your competitors.

  1. See the ranking based on time

From a patent on video watch times to a patent on website duration performance , It seems that Google might consider the duration of the visit as a ranking factor. Patents describe the duration of benchmarking visits for a particular type of content, and then they rank the page based on how well it performs compared to the benchmark.

SEO implications

Finding ways to keep your visitors interested in your content can help your rankings.. An obvious way to achieve this is to create high-quality content., comprehensive and includes a variety of media and interactive elements (images, videos, surveys, comments, etc.).

  1. Modify search results ranking based on implicit user feedback

In the past, this patent used a simple click-through rate as part of search results ranking, but recently updated to use a weighted click-through rate. The newer version tries to find the middle ground between clicks and duration of visits, which looks a lot like a bounce rate variance. Basically, the more clicks your snippet gets, and the longer the user stays, better.search result

SEO implications

There is always a debate about whether Google uses behavioral metrics to rank pages.. Whatever the actual case, the technology is patented, so the opportunity is there. It would mean that you have to take extra care to make your snippets irresistible in search results., from titles to meta descriptions, until you enhance your snippet with structured data.

  1. Predicting site quality

Google has filed a number of patents using n-grams (word strings) to assess the quality of the copy. The way it works is that the algorithm uses a set of pages of known quality to create a language model.. Then use the model on a new page to establish how similar the writing is to a quality benchmark and rank the page accordingly..site quality

SEO implications

N-grams can be used to identify gibberish content, keyword stuffing and low-quality writing. That means you should probably stay away from scraped and auto-generated content., and instead hire experienced writers or, at least, use proofreaders to polish your copy.

  1. Natural language search results for intent queries

The patent describes the mechanism to determine the eligibility of the featured snippet. Basically, whenever there is a natural language query with a very clear intent, for instance, what are the seven deadly sins .

Google scans the top ranking pages and looks for a header that sounds very similar to the query, followed by a concise answer, for example A list of seven sins.capitals sins

SEO implications

Remember that each heading (H2-H6) within your copy has the potential to be used in a rich snippet. Basically, each of its headers should be written as if it were a query (natural language + keywords), and the text immediately after the header should provide the response to the query.

Below is a perfect example of rich snippet material: one of the headers is an exact match for the query how to change a diaper , and is followed by a numbered list of steps:Google search

  1. Classification of documents according to user behavior and / or characteristic data

This is one of the most mind-blowing patents to read, but essentially it comes down to how informative your anchor texts are. The patent describes the observation of various indicators of the probability that a user will click on a link.. The higher the probability, more juice will pass the link.

SEO implications

Follow best practices when creating anchor texts for your backlinks, as well as internal links. Make sure the anchor is representative of the page it leads to, include keywords and be surrounded by contextual words.

  1. Determine a quality measure for a resource

Another link-related patent gives us insight into the value of individual backlinks.. The patent describes a method for measuring link value by looking at how much traffic it brings. If real users don't click the link, then don't pass any value to the linked page.

SEO implications

When you create backlinks, especially through guest posts, you may be tempted to include as many links per post as possible. Bueno, according to this patent, you'll waste your time because links that don't get clicked are pretty much useless. Therefore, you could also include fewer links and increase the chances of each link being clicked. What's more, buying links from websites that no one visits is probably useless.

  1. Identification of local experts for local search.

The patent describes the rating of local results based on weighted reviews of local experts.. Experts are identified using thresholds for multiple reviews in total, number of local reviews and number of reviews for a certain category of companies. Google My Business labels some reviewers as local guides , so it appears that this patent has been at least partially implemented.

SEO implications

While there is no way to request GMB reviews specifically from local guides, there are a few ways you can encourage more customers to check out your business. You can ask them in person when doing business, send them a follow-up email, offer loyalty program rewards or use social media to ask your customers to leave feedback about GMB. Y, if you see any of the local guides give you a bad review, you will have to go the extra mile to make them happy.

Final summary

Writing about Google search patents, It is not something that inspires my soul, but i find them fascinating. Some of them are even puzzling, such as those that suggest using the phone's camera to see how users react to search results, or those that suggest listening to background noise (TV, conversations, etc.) and collect query context. Although they offer valuable insight into the problems Google is facing and the solutions they are trying to solve.. Y, consequently, these insights help us deliver better content.


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