~~c *e\u !)ork afunr.s
`nytimes .com
`
`BELLE
`GEt iT'ICKETS
`
`June3, 2007
`Google Keeps Tweaking Its Search Engine
`
`By SAUL HANSELL
`
`Mountain-View, Calif. -
`
`THESE days, Go ogle seems to be doing everything, everywhere. It takes pictures of your house from outer
`space, copies rare Sanskrit books in India, charms its way onto Madison Avenue, picks fights with
`Hollywood and tries to undercut Microsoft's software dominance.
`
`But at its core, Google remains a search engine. And its search pages, blue hyper links set against a bland,
`white background, have made it the most visited, most profitable and arguably the most powerful
`company on the Internet. Google is the homework helper, navigator and yellow pages for half a billion
`users, able to find the most improbable needles in the world's largest haystack of information in just the
`blink of an eye.
`
`Yet however easy it is to wax poetic about the modern-day miracle of Google, the site is also among the
`world's biggest teases. Millions of times a day, users click away from Google, disappointed that they
`couldn't find the hotel, the recipe or the background of that hot guy. Google often finds what users want,
`but it doesn't always.
`
`That's why Amit Singhal and hundreds of other Google engineers are constantly tweaking the company's
`search engine in an elusive quest to close the gap between often and always.
`
`Mr. Singhal is the master of what Google calls its "ranking algorithm"- the formulas that decide which
`Web pages best answer each user's question. It is a crucial part of Google's inner sanctum, a department
`called "search quality" that the company treats like a state secret. Google rarely allows outsiders to visit
`the unit, and it has been cautious about allowing Mr. Singhal to speak with the news media about the
`magical, mathematical brew inside the millions of black boxes that power its search engine.
`
`Google values Mr. Singhal and his team so highly for the most basic of competitive reasons. It believes
`that its ability to decrease the number of times it leaves searchers disappointed is crucial to fending off
`ever fiercer attacks from the likes of Yahoo and Microsoft and preserving the tidy advertising gold mine
`that search represents.
`
`"The fundamental value created by Google is the ranking," says John Battelle, the chief executive of
`Federated Media, a blog ad network, and author of "The Search," a book about Google.
`
`Online stores, he notes, find that a quarter to a half of their visitors, and most of their new customers,
`come from search engines. And media sites are discovering that many people are ignoring their home
`EXHIBIT 2088
`Face book, Inc. et al.
`v.
`Software Rights Archive, LLC
`CASE IPR2013 -00480
`
`

`

`Google Keeps Tweaking Its Search Engine - New York Times
`5/15/2014
`pages — where ad rates are typically highest — and using Google to jump to the specific pages they want.
`
`“Google has become the lifeblood of the Internet,” Mr. Battelle says. “You have to be in it.”
`
`Users, of course, don’t see the science and the artistry that makes Google’s black boxes hum, but the
`search-quality team makes about a half-dozen major and minor changes a week to the vast nest of
`mathematical formulas that power the search engine.
`
`These formulas have grown better at reading the minds of users to interpret a very short query. Are the
`users looking for a job, a purchase or a fact? The formulas can tell that people who type “apples” are likely
`to be thinking about fruit, while those who type “Apple” are mulling computers or iPods. They can even
`compensate for vaguely worded queries or outright mistakes.
`
`“Search over the last few years has moved from ‘Give me what I typed’ to ‘Give me what I want,’ ” says
`Mr. Singhal, a 39-year-old native of India who joined Google in 2000 and is now a Google Fellow, the
`designation the company reserves for its elite engineers.
`
`Google recently allowed a reporter from The New York Times to spend a day with Mr. Singhal and others
`in the search-quality team, observing some internal meetings and talking to several top engineers. There
`were many questions that Google wouldn’t answer. But the engineers still explained more than they ever
`have before in the news media about how their search system works.
`
`As Google constantly fine-tunes its search engine, one challenge it faces is sheer scale. It is now the most
`popular Web site in the world, offering its services in 112 languages, indexing tens of billons of Web pages
`and handling hundreds of millions of queries a day.
`
`Even more daunting, many of those pages are shams created by hucksters trying to lure Web surfers to
`their sites filled with ads, pornography or financial scams. At the same time, users have come to expect
`that Google can sift through all that data and find what they are seeking, with just a few words as clues.
`
`“Expectations are higher now,” said Udi Manber, who oversees Google’s entire search-quality group.
`“When search first started, if you searched for something and you found it, it was a miracle. Now, if you
`don’t get exactly what you want in the first three results, something is wrong.”
`
`Google’s approach to search reflects its unconventional management practices. It has hundreds of
`engineers, including leading experts in search lured from academia, loosely organized and working on
`projects that interest them. But when it comes to the search engine — which has many thousands of
`interlocking equations — it has to double-check the engineers’ independent work with objective,
`quantitative rigor to ensure that new formulas don’t do more harm than good.
`
`As always, tweaking and quality control involve a balancing act. “You make a change, and it affects some
`queries positively and others negatively,” Mr. Manber says. “You can’t only launch things that are 100
`percent positive.”
`
`THE epicenter of Google’s frantic quest for perfect links is Building 43 in the heart of the company’s
`
`http://www.nytimes.com/2007/06/03/business/yourmoney/03google.html?_r=0&pagewanted=print
`
`2/7
`
`

`

`Google Keeps Tweaking Its Search Engine - New York Times
`5/15/2014
`headquarters here, known as the Googleplex. In a nod to the space-travel fascination of Larry Page, the
`Google co-founder, a full-scale replica of SpaceShipOne, the first privately financed spacecraft, dominates
`the building’s lobby. The spaceship is also a tangible reminder that despite its pedestrian uses — finding
`the dry cleaner’s address or checking out a prospective boyfriend — what Google does is akin to rocket
`science.
`
`At the top of a bright chartreuse staircase in Building 43 is the office that Mr. Singhal shares with three
`other top engineers. It is littered with plastic light sabers, foam swords and Nerf guns. A big white board
`near Mr. Singhal’s desk is scrawled with graphs, queries and bits of multicolored mathematical
`algorithms. Complaints from users about searches gone awry are also scrawled on the board.
`
`Any of Google’s 10,000 employees can use its “Buganizer” system to report a search problem, and about
`100 times a day they do — listing Mr. Singhal as the person responsible to squash them.
`
`“Someone brings a query that is broken to Amit, and he treasures it and cherishes it and tries to figure
`out how to fix the algorithm,” says Matt Cutts, one of Mr. Singhal’s officemates and the head of Google’s
`efforts to fight Web spam, the term for advertising-filled pages that somehow keep maneuvering to the
`top of search listings.
`
`Some complaints involve simple flaws that need to be fixed right away. Recently, a search for “French
`Revolution” returned too many sites about the recent French presidential election campaign — in which
`candidates opined on various policy revolutions — rather than the ouster of King Louis XVI. A search-
`engine tweak gave more weight to pages with phrases like “French Revolution” rather than pages that
`simply had both words.
`
`At other times, complaints highlight more complex problems. In 2005, Bill Brougher, a Google product
`manager, complained that typing the phrase “teak patio Palo Alto” didn’t return a local store called the
`Teak Patio.
`
`So Mr. Singhal fired up one of Google’s prized and closely guarded internal programs, called Debug, which
`shows how its computers evaluate each query and each Web page. He discovered that Theteakpatio.com
`did not show up because Google’s formulas were not giving enough importance to links from other sites
`about Palo Alto.
`
`It was also a clue to a bigger problem. Finding local businesses is important to users, but Google often has
`to rely on only a handful of sites for clues about which businesses are best. Within two months of Mr.
`Brougher’s complaint, Mr. Singhal’s group had written a new mathematical formula to handle queries for
`hometown shops.
`
`But Mr. Singhal often doesn’t rush to fix everything he hears about, because each change can affect the
`rankings of many sites. “You can’t just react on the first complaint,” he says. “You let things simmer.”
`
`So he monitors complaints on his white board, prioritizing them if they keep coming back. For much of
`the second half of last year, one of the recurring items was “freshness.”
`
`http://www.nytimes.com/2007/06/03/business/yourmoney/03google.html?_r=0&pagewanted=print
`
`3/7
`
`

`

`Google Keeps Tweaking Its Search Engine - New York Times
`5/15/2014
`Freshness, which describes how many recently created or changed pages are included in a search result, is
`at the center of a constant debate in search: Is it better to provide new information or to display pages
`that have stood the test of time and are more likely to be of higher quality? Until now, Google has
`preferred pages old enough to attract others to link to them.
`
`But last year, Mr. Singhal started to worry that Google’s balance was off. When the company introduced
`its new stock quotation service, a search for “Google Finance” couldn’t find it. After monitoring similar
`problems, he assembled a team of three engineers to figure out what to do about them.
`
`Earlier this spring, he brought his squad’s findings to Mr. Manber’s weekly gathering of top search-quality
`engineers who review major projects. At the meeting, a dozen people sat around a large table, another
`dozen sprawled on red couches, and two more beamed in from New York via video conference, their
`images projected on a large screen. Most were men, and many were tapping away on laptops. One of the
`New Yorkers munched on cake.
`
`Mr. Singhal introduced the freshness problem, explaining that simply changing formulas to display more
`new pages results in lower-quality searches much of the time. He then unveiled his team’s solution: a
`mathematical model that tries to determine when users want new information and when they don’t. (And
`yes, like all Google initiatives, it had a name: QDF, for “query deserves freshness.”)
`
`Mr. Manber’s group questioned QDF’s formula and how it could be deployed. At the end of the meeting,
`Mr. Singhal said he expected to begin testing it on Google users in one of the company’s data centers
`within two weeks. An engineer wondered whether that was too ambitious.
`
`“What do you take us for, slackers?” Mr. Singhal responded with a rebellious smile.
`
`THE QDF solution revolves around determining whether a topic is “hot.” If news sites or blog posts are
`actively writing about a topic, the model figures that it is one for which users are more likely to want
`current information. The model also examines Google’s own stream of billions of search queries, which
`Mr. Singhal believes is an even better monitor of global enthusiasm about a particular subject.
`
`As an example, he points out what happens when cities suffer power failures. “When there is a blackout in
`New York, the first articles appear in 15 minutes; we get queries in two seconds,” he says.
`
`Mr. Singhal says he tested QDF for a simple application: deciding whether to include a few news headlines
`among regular results when people do searches for topics with high QDF scores. Although Google already
`has a different system for including headlines on some search pages, QDF offered more sophisticated
`results, putting the headlines at the top of the page for some queries, and putting them in the middle or at
`the bottom for others.
`
`GOOGLE’S breakneck pace contrasts with the more leisurely style of the universities and corporate
`research labs from which many of its leaders hail. Google recruited Mr. Singhal from AT&T Labs. Mr.
`Manber, a native of Israel, was an early examiner of Internet searches while teaching computer science at
`the University of Arizona. He jumped into the corporate fray early, first as Yahoo’s chief scientist and then
`
`http://www.nytimes.com/2007/06/03/business/yourmoney/03google.html?_r=0&pagewanted=print
`
`4/7
`
`

`

`5/15/2014
`running an Amazon.com search unit.
`
`Google Keeps Tweaking Its Search Engine - New York Times
`
`Google lured Mr. Manber from Amazon last year. When he arrived and began to look inside the
`company’s black boxes, he says, he was surprised that Google’s methods were so far ahead of those of
`academic researchers and corporate rivals.
`
`“I spent the first three months saying, ‘I have an idea,’ ” he recalls. “And they’d say, ‘We’ve thought of that
`and it’s already in there,’ or ‘It doesn’t work.’ ”
`
`The reticent Mr. Manber (he declines to give his age), would discuss his search-quality group only in the
`vaguest of terms. It operates in small teams of engineers. Some, like Mr. Singhal’s, focus on systems that
`process queries after users type them in. Others work on features that improve the display of results, like
`extracting snippets — the short, descriptive text that gives users a hint about a site’s content.
`
`Other members of Mr. Manber’s team work on what happens before users can even start a search:
`maintaining a giant index of all the world’s Web pages. Google has hundreds of thousands of customized
`computers scouring the Web to serve that purpose. In its early years, Google built a new index every six
`to eight weeks. Now it rechecks many pages every few days.
`
`And Google does more than simply build an outsized, digital table of contents for the Web. Instead, it
`actually makes a copy of the entire Internet — every word on every page — that it stores in each of its
`huge customized data centers so it can comb through the information faster. Google recently developed a
`new system that can hold far more data and search through it far faster than the company could before.
`
`As Google compiles its index, it calculates a number it calls PageRank for each page it finds. This was the
`key invention of Google’s founders, Mr. Page and Sergey Brin. PageRank tallies how many times other
`sites link to a given page. Sites that are more popular, especially with sites that have high PageRanks
`themselves, are considered likely to be of higher quality.
`
`Mr. Singhal has developed a far more elaborate system for ranking pages, which involves more than 200
`types of information, or what Google calls “signals.” PageRank is but one signal. Some signals are on Web
`pages — like words, links, images and so on. Some are drawn from the history of how pages have changed
`over time. Some signals are data patterns uncovered in the trillions of searches that Google has handled
`over the years.
`
`“The data we have is pushing the state of the art,” Mr. Singhal says. “We see all the links going to a page,
`how the content is changing on the page over time.”
`
`Increasingly, Google is using signals that come from its history of what individual users have searched for
`in the past, in order to offer results that reflect each person’s interests. For example, a search for
`“dolphins” will return different results for a user who is a Miami football fan than for a user who is a
`marine biologist. This works only for users who sign into one of Google’s services, like Gmail.
`
`(Google says it goes out of its way to prevent access to its growing store of individual user preferences and
`patterns. But the vast breadth and detail of such records is prompting lust among the nosey and fears
`
`http://www.nytimes.com/2007/06/03/business/yourmoney/03google.html?_r=0&pagewanted=print
`
`5/7
`
`

`

`5/15/2014
`among privacy advocates.)
`
`Google Keeps Tweaking Its Search Engine - New York Times
`
`Once Google corrals its myriad signals, it feeds them into formulas it calls classifiers that try to infer
`useful information about the type of search, in order to send the user to the most helpful pages. Classifiers
`can tell, for example, whether someone is searching for a product to buy, or for information about a place,
`a company or a person. Google recently developed a new classifier to identify names of people who aren’t
`famous. Another identifies brand names.
`
`These signals and classifiers calculate several key measures of a page’s relevance, including one it calls
`“topicality” — a measure of how the topic of a page relates to the broad category of the user’s query. A
`page about President Bush’s speech about Darfur last week at the White House, for example, would rank
`high in topicality for “Darfur,” less so for “George Bush” and even less for “White House.” Google
`combines all these measures into a final relevancy score.
`
`The sites with the 10 highest scores win the coveted spots on the first search page, unless a final check
`shows that there is not enough “diversity” in the results. “If you have a lot of different perspectives on one
`page, often that is more helpful than if the page is dominated by one perspective,” Mr. Cutts says. “If
`someone types a product, for example, maybe you want a blog review of it, a manufacturer’s page, a place
`to buy it or a comparison shopping site.”
`
`If this wasn’t excruciating enough, Google’s engineers must compensate for users who are not only fickle,
`but are also vague about what they want; often, they type in ambiguous phrases or misspelled words.
`
`Long ago, Google figured out that users who type “Brittany Speers,” for example, are really searching for
`“Britney Spears.” To tackle such a problem, it built a system that understands variations of words. So
`elegant and powerful is that model that it can look for pages when only an abbreviation or synonym is
`typed in.
`
`Mr. Singhal boasts that the query “Brenda Lee bio” returns the official home page of the singer, even
`though the home page itself uses the term “biography” — not “bio.”
`
`But words that seem related sometimes are not related. “We know ‘bio’ is the same as ‘biography,’ ” Mr.
`Singhal says. “My grandmother says: ‘Oh, come on. Isn’t that obvious?’ It’s hard to explain to her that bio
`means the same as biography, but ‘apples’ doesn’t mean the same as ‘Apple.’ ”
`
`In the end, it’s hard to gauge exactly how advanced Google’s techniques are, because so much of what it
`and its search rivals do is veiled in secrecy. In a look at the results, the differences between the leading
`search engines are subtle, although Danny Sullivan, a veteran search specialist and blogger who runs
`Searchengineland.com, says Google continues to outpace its competitors.
`
`Yahoo is now developing special search formulas for specific areas of knowledge, like health. Microsoft
`has bet on using a mathematical technique to rank pages known as neural networks that try to mimic the
`way human brains learn information.
`
`Google’s use of signals and classifiers, by contrast, is more rooted in current academic literature, in part
`
`http://www.nytimes.com/2007/06/03/business/yourmoney/03google.html?_r=0&pagewanted=print
`
`6/7
`
`

`

`Google Keeps Tweaking Its Search Engine - New York Times
`5/15/2014
`because its leaders come from academia and research labs. Still, Google has been able to refine and
`advance those ideas by using computer and programming resources that no university can afford.
`
`“People still think that Google is the gold standard of search,” Mr. Battelle says. “Their secret sauce is
`how these guys are doing it all in aggregate. There are 1,000 little tunings they do.”
`
`Copyright  2007  The  New  York  Times  Company
`
`Privacy  Policy
`
`  Search
`
`  Corrections
`
`   RSS
`
`  First  Look
`
`  Help
`
`  Contact  Us
`
`  Work  for  Us
`
`  Site  Map
`
`
`
`http://www.nytimes.com/2007/06/03/business/yourmoney/03google.html?_r=0&pagewanted=print
`
`7/7
`
`