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How Google uses negative and positive feedback about a site in ranking


How important are positive or negative likes and comments from users on the page? Roger Monti, a marketer with 20 years of experience in the field of IT technologies, dealt with this issue closely. We will talk about this now. It is believed that Google uses sentiment analysis for automatic ranking.

Google expert Bill Slavske spoke about it like this

For Search Engine Journal, Slavsky explained the situation as follows: "Feelings from the received information cannot be calculated. Emotions are ephemeral. But, using the latest NLP methods, we can derive a graph of interest in the page even by "likes" and "comments". What is important is not the amount of new knowledge received by the visitor pages. The analysis includes data on satisfaction with the information received. "He noted that Google will not block a page just because there are more negative reviews than positive or vice versa. The specialist considers this approach to be completely unprofessional.

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Other "triggers" in increasing the rating are important for the program when ranking. For example, if the site's content meets the needs of its target audience or answers a current market demand, but has a low emotional score, the site will not be reduced in ranking.

The trickiest question to the developers was: "Do you have a special operator that measures the mood on the site. Suppose an SEO specialist determines which brand is popular and starts using it as a plug-in, doesn't that mean that the site will increase in the ranking automatically?".

Bill replied : "It is extremely naive to think that search engines are so emotional or simple. Of course, emotional factors are taken into account, but they are not decisive: using a popular plugin is not the reason for higher rankings."

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At the beginning of the year, a statement was published that ratings form both positive and negative feedback. Let's take the request: to get a cat of the Sphynx breed. You write in the search engine: "Why should you start a Sphinx?". Google will give you the answer in such a way that you can see all the pros and cons of this breed and can make an adequate decision whether you are ready for your dream. The meaning of this approach is that the consumer can get complete information about the item, and not a fragment of its integrity.

Moreover, two years ago Google introduced a new option: when making a request for the desired product, you have the opportunity to specify your request, and not just get general information about the object of desire. Let's pay attention to the fact that Roger Monti also conducted his research and came to the conclusion: sentiment analysis is used for ranking, and for providing more voluminous and adequate information.

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