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The Google Search Quality Team is keeping its promise to explain more about how they conduct their work. As usual and expected, it’s fantastically vague, but since a chunk of our readers at any given time are new to search, it’s worth going over.

Writing on the Official Google blog, Amit Singhal, a Google Fellow on the Core Ranking Team, defines Google ranking:

“Google ranking is a collection of algorithms used to find the most relevant documents for a user query. We do this for hundreds of millions of queries a day, from a collection of billions and billions of pages. These algorithms are run for every query entered into most of Google’s search services. While our web search is the most used Google search service and the most widely known, the same ranking algorithms are also used - with some modifications - for other Google search services, including Images, News, YouTube, Maps, Product Search, Book Search, and more.”

Then he gave three philosophies that the Core Ranking Team follows:

1) Best locally relevant results served globally.
2) Keep it simple.
3) No manual intervention.

Singhal says that the team strives for simplicity in their architecture, something that Twitter has been struggling with lately. Obviously, with all the queries conducted and the massive amount of content to be indexed, it coud be easy to piece together a very complex architecture (similar to Google’s woes with their ad products). With approximately 10 ranking updates per week, Singhal says the team takes simplicity in architecture into consideration in every single update.

Singhal also emphasized philosophy #3 - that Google does not hand edit results.

“You are the ones creating pages and linking to pages. We are using all this human contribution through our algorithms. The final ordering of the results is decided by our algorithms using the contributions of the greater Internet community, not manually by us.”

Ethical SEO should be a technique that:

1. Does more good than harm.
2. Remembers the dignity and rights of everyone who is involved.
3. Treats everyone who is involved fairly.
4. Looks out for the overall benefit of everyone who is involved.
5. Enhances the participant’s experience.

With this in mind, it is also important to clearly understand what is expected of both the Search Engines, the users and both the web page and its owner alike.

Some of the things that are expected of Search Engines include:

1. Return the most relevant resources based upon the keywords that are entered by the user.
2. Index and maintain an index of all of the different web pages that are online today.
3. Be honest about the links that they sponsor on their search results pages.

Some of the things that are expected of web pages and site owners include:

1. Provide relevant content for the user’s search.
2. Remain honest whenever changing the content or keywords.
3. Adhere to the Terms and Conditions that various Search Engines have laid out.

Some of the things that are expected of the users include:

1. They should only use those search engines that return relevant results on their results pages to do their web searching.
2. They should be at least somewhat aware of what is taking place on the Internet.
3. They should be fair whenever a case of minor mismatches in search results takes place. This should always be their attitude unless these mismatches appear to be done with malicious intent.