September 06  SEONews

How to fix Google search – Financial Times

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Roula Khalaf, Editor of the FT, selects her favourite stories in this weekly newsletter.

Google pays the cost to be the boss.

The company properly known as Alphabet has two monopolies, a US Judge ruled last month: one in general internet search, and text search advertising.

There are two main reasons it was able to obtain and maintain this enviable position, both of which are that it has the best product.

At the heart of Google Search — by far the dominant force within general search engines, with roughly 10 times the traffic of its nearest rival, Microsoft’s Bing — is a process called retrieval and ranking.

Google runs programs known as crawlers that index much of the internet into an immense database, filters relevant results based on search terms, determines which are worth giving a relevance score to, ranks them, and presents them to the user in rank order. Better ranking = better results = better search business.

In the early years of the…

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