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<div class="_container_801xm_2 _opt-hero-video_801xm_93"> <div id="hero-5050" class="_section_801xm_28"> <div class="_chapter_801xm_57"> <div class="_chapter_12j5y_2 _leftAligned_12j5y_36"> <h1 class="_headlineTitle_12j5y_41 _size:headline1_1ufdr_8 _heading_1ufdr_2">Automatically generating and ranking results</h1> <div class="_markdown_1q5js_1 _body:large_1q5js_159"> <p>Google’s ranking systems are designed to sort through hundreds of billions of webpages and other digital content to present the most relevant, useful results on the first page in a fraction of a second.</p> </div> </div> </div> <div class="_assets_801xm_40"> <div class="_outerContainer_1a30w_61 _rounded_1a30w_64"> <div class="_imageContainer_1a30w_2"><hsw-youtube-card play-video-aria-label="Play video" video-id="DcKEPl-MpLA" video-duration="3:55" video-title="How Google Search continues to improve results"> <picture> <source srcset="https://lh3.googleusercontent.com/IxugceeDh9jR7NMzOAccIqstqx94ljJWecn8-rgVGfawEez9IA7yM3LKwiyGJh-uzU-UvariCDSyNy59YuczE2GwEPCuUDUV-e4=e365-rw-pa-nu-w499, https://lh3.googleusercontent.com/IxugceeDh9jR7NMzOAccIqstqx94ljJWecn8-rgVGfawEez9IA7yM3LKwiyGJh-uzU-UvariCDSyNy59YuczE2GwEPCuUDUV-e4=e365-rw-pa-nu-w998 2x" media="(max-width: 499px)"> <source srcset="https://lh3.googleusercontent.com/IxugceeDh9jR7NMzOAccIqstqx94ljJWecn8-rgVGfawEez9IA7yM3LKwiyGJh-uzU-UvariCDSyNy59YuczE2GwEPCuUDUV-e4=e365-rw-pa-nu-w1023, https://lh3.googleusercontent.com/IxugceeDh9jR7NMzOAccIqstqx94ljJWecn8-rgVGfawEez9IA7yM3LKwiyGJh-uzU-UvariCDSyNy59YuczE2GwEPCuUDUV-e4=e365-rw-pa-nu-w2046 2x" media="(min-width: 500px) and (max-width: 1023px)"> <source srcset="https://lh3.googleusercontent.com/IxugceeDh9jR7NMzOAccIqstqx94ljJWecn8-rgVGfawEez9IA7yM3LKwiyGJh-uzU-UvariCDSyNy59YuczE2GwEPCuUDUV-e4=e365-rw-pa-nu-w2000, https://lh3.googleusercontent.com/IxugceeDh9jR7NMzOAccIqstqx94ljJWecn8-rgVGfawEez9IA7yM3LKwiyGJh-uzU-UvariCDSyNy59YuczE2GwEPCuUDUV-e4=e365-rw-pa-nu-w4000 2x" media="(min-width: 1440px)"> <img src="https://lh3.googleusercontent.com/IxugceeDh9jR7NMzOAccIqstqx94ljJWecn8-rgVGfawEez9IA7yM3LKwiyGJh-uzU-UvariCDSyNy59YuczE2GwEPCuUDUV-e4=s0-rw-e365" width="2040" height="1230" alt="A person sorting through Google Search results" loading="eager" fetchpriority="high" class="_image_iqhl2_2 _cover_iqhl2_13"> </picture> </hsw-youtube-card></div> </div> </div> </div> </div> </section> <section id="spacer-lg" data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap_1vmys_97" role="separator" aria-hidden="true"></div> </div> </section> <section id="how-search-systems-work" data-type="Template2ColumnChapter"> <div class="_container_4it29_2 _container_v17ms_2"> <div class="_header_v17ms_41"> <h2 class="_size:headline4_1ufdr_81 _heading_1ufdr_2">How Search systems work</h2> </div> <div class="_contents_v17ms_28"> <div class="_chapter1_v17ms_45"> <div class="_chapter_12j5y_2 _leftAligned_12j5y_36"> <div class="_markdown_1q5js_1 _body:large_1q5js_159"> <p>To give you the most useful information, Search algorithms look at many factors and signals, including the words of your query, relevance and usability of pages, expertise of sources, and your location and settings.</p> </div> </div> </div> <div class="_chapter2_v17ms_50"> <div class="_chapter_12j5y_2 _leftAligned_12j5y_36"> <div class="_markdown_1q5js_1 _body:large_1q5js_159"> <p>The weight applied to each factor varies depending on the nature of your query. For example, when searching for current news topics, content freshness plays a bigger role than dictionary definitions.</p> </div> </div> </div> </div> </div> </section> <section id="spacer-lg" data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap_1vmys_97" role="separator" aria-hidden="true"></div> </div> </section> <section id="key-search-signals-title" data-type="TemplateChapter"> <div class="_container_1eunk_2"> <div class="_chapter_12j5y_2 _adjustedTitleGap_12j5y_41"> <h2 class="_headlineTitle_12j5y_41 _size:headline3_1ufdr_57 _heading_1ufdr_2">Key Search signals include:</h2> </div> </div> </section> <section id="spacer-sm" data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap-sm_1vmys_131" role="separator" aria-hidden="true"></div> </div> </section><hsw-jump-nav> <div class="_navGroup_zg2ri_2"> <div class="_navWrapper_zg2ri_16"><button class="_leftArrow_zg2ri_60" label="Previous" data-jump-prev="true"><span class="material-symbols-outlined">chevron_left</span></button><button class="_rightArrow_zg2ri_61" label="Next" data-jump-next="true"><span class="material-symbols-outlined">chevron_right</span></button> <ul class="_nav_zg2ri_2" data-jump-scroller="true"> <li class="_navItem_zg2ri_41"><a href="#meaning" data-jump-item="true" class="_jumpItem_zg2ri_44">Meaning</a></li> <li class="_navItem_zg2ri_41"><a href="#relevance" data-jump-item="true" class="_jumpItem_zg2ri_44">Relevance</a></li> <li class="_navItem_zg2ri_41"><a href="#quality" data-jump-item="true" class="_jumpItem_zg2ri_44">Quality</a></li> <li class="_navItem_zg2ri_41"><a href="#usability" data-jump-item="true" class="_jumpItem_zg2ri_44">Usability</a></li> <li class="_navItem_zg2ri_41"><a href="#context" data-jump-item="true" class="_jumpItem_zg2ri_44">Context</a></li> </ul> </div> </div> </hsw-jump-nav> <section id="spacer-lg" data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap_1vmys_97" role="separator" aria-hidden="true"></div> </div> </section> <section id="meaning" data-type="Section"> <section class="_section_6xn19_13 _opt-background-grey-50_6xn19_5"> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap_1vmys_97" role="separator" aria-hidden="true"></div> </div> </section> <section id="meaning-title" data-type="TemplateChapter"> <div class="_container_1eunk_2"> <div class="_chapter_12j5y_2 _adjustedTitleGap_12j5y_41"> <h2 class="_headlineTitle_12j5y_41 _size:headline3_1ufdr_57 _heading_1ufdr_2">Meaning of your query</h2> </div> </div> </section> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap-sm_1vmys_131" role="separator" aria-hidden="true"></div> </div> </section> <section data-type="Template5050"> <div class="_container_801xm_2 _opt-reversed_801xm_78"> <div class="_section_801xm_28"> <div class="_chapter_801xm_57"> <div class="_chapter_12j5y_2 _leftAligned_12j5y_36"> <div class="_markdown_1q5js_1 _body:large_1q5js_159"> <p>To return relevant results, we first need to establish what you’re looking for - the intent behind your query. To do this, we build language models to try to decipher how the relatively few words you enter into the search box match up to the most useful content available.</p> <blockquote> <p>This system took over five years to develop and significantly improves results in over 30% of searches across languages.</p> </blockquote> <p>This involves steps as seemingly simple as recognizing and correcting spelling mistakes, and extends to our sophisticated synonym system that allows us to find relevant documents even if they don’t contain the exact words you used. For example, you might have searched for “change laptop brightness” but the manufacturer has written “adjust laptop brightness.” Our systems understand the words and intent are related and so connect you with the right content.</p> </div> </div> </div> <div class="_assets_801xm_40"> <div class="_outerContainer_1a30w_61"> <div class="_imageContainer_1a30w_2"> <div> <picture> <source srcset="https://lh3.googleusercontent.com/J4lVS3X3_siwJHNJJL3fijXKSZgYmUmdD5msM1lzAlOMDYwLJD3CfscnNbtFK-YwcB184ep7BJvd8nJbID4isG-YyNB_QdvhP0iP=e365-rw-pa-nu-w499, https://lh3.googleusercontent.com/J4lVS3X3_siwJHNJJL3fijXKSZgYmUmdD5msM1lzAlOMDYwLJD3CfscnNbtFK-YwcB184ep7BJvd8nJbID4isG-YyNB_QdvhP0iP=e365-rw-pa-nu-w998 2x" media="(max-width: 499px)"> <source srcset="https://lh3.googleusercontent.com/J4lVS3X3_siwJHNJJL3fijXKSZgYmUmdD5msM1lzAlOMDYwLJD3CfscnNbtFK-YwcB184ep7BJvd8nJbID4isG-YyNB_QdvhP0iP=e365-rw-pa-nu-w1023, https://lh3.googleusercontent.com/J4lVS3X3_siwJHNJJL3fijXKSZgYmUmdD5msM1lzAlOMDYwLJD3CfscnNbtFK-YwcB184ep7BJvd8nJbID4isG-YyNB_QdvhP0iP=e365-rw-pa-nu-w2046 2x" media="(min-width: 500px) and (max-width: 1023px)"> <source srcset="https://lh3.googleusercontent.com/J4lVS3X3_siwJHNJJL3fijXKSZgYmUmdD5msM1lzAlOMDYwLJD3CfscnNbtFK-YwcB184ep7BJvd8nJbID4isG-YyNB_QdvhP0iP=e365-rw-pa-nu-w1701, https://lh3.googleusercontent.com/J4lVS3X3_siwJHNJJL3fijXKSZgYmUmdD5msM1lzAlOMDYwLJD3CfscnNbtFK-YwcB184ep7BJvd8nJbID4isG-YyNB_QdvhP0iP=e365-rw-pa-nu-w3402 2x" media="(min-width: 1440px)"> <img src="https://lh3.googleusercontent.com/J4lVS3X3_siwJHNJJL3fijXKSZgYmUmdD5msM1lzAlOMDYwLJD3CfscnNbtFK-YwcB184ep7BJvd8nJbID4isG-YyNB_QdvhP0iP=s0-rw-e365" width="1701" height="1440" alt="Illustration of search fields interpreting the word change in different contexts" loading="lazy" fetchpriority="auto" class="_image_iqhl2_2 _cover_iqhl2_13"> </picture> </div> </div> </div> </div> </div> </div> </section> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap-md_1vmys_110" role="separator" aria-hidden="true"></div> </div> </section> <section id="meaning-columns-title" data-type="TemplateChapter"> <div class="_container_1eunk_2"> <div class="_chapter_12j5y_2 _adjustedTitleGap_12j5y_41"> <h2 class="_headlineTitle_12j5y_41 _size:headline4_1ufdr_81 _heading_1ufdr_2">How Search determines context</h2> </div> </div> </section> <section id data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:4_1vmys_79" role="separator" aria-hidden="true"></div> </div> </section> <section id="meaning-columns" data-type="TemplateColumns"> <div class="_container_hgrdl_2"> <div class="_column_hgrdl_41"> <div class="_icon_hgrdl_71"></div> <h2 class="_size:headline5_1ufdr_103 _heading_1ufdr_2">Keywords</h2> <div class="_markdown_1q5js_1 _body:large_1q5js_159"> <p>If you used words in your query like “cooking” or “pictures,” our systems figure out that showing recipes or images may best match your intent.</p> </div> </div> <div class="_column_hgrdl_41"> <div class="_icon_hgrdl_71"></div> <h2 class="_size:headline5_1ufdr_103 _heading_1ufdr_2">Language</h2> <div class="_markdown_1q5js_1 _body:large_1q5js_159"> <p>The language of your query determines how most results will be displayed - for example, a search in French returns French-language results.</p> </div> </div> <div class="_column_hgrdl_41"> <div class="_icon_hgrdl_71"></div> <h2 class="_size:headline5_1ufdr_103 _heading_1ufdr_2">Localization</h2> <div class="_markdown_1q5js_1 _body:large_1q5js_159"> <p>Our systems can also recognize many queries have a local intent. So when you search for “pizza,” you get results about nearby businesses that deliver.</p> </div> </div> <div class="_column_hgrdl_41"> <div class="_icon_hgrdl_71"></div> <h2 class="_size:headline5_1ufdr_103 _heading_1ufdr_2">Current events</h2> <div class="_markdown_1q5js_1 _body:large_1q5js_159"> <p>When you’re searching for sports scores, company earnings, or stories of the moment, you’ll see the latest information.</p> </div> </div> </div> </section> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap_1vmys_97" role="separator" aria-hidden="true"></div> </div> </section> </section> </section> <section id="relevance" data-type="Section"> <section class="_section_6xn19_13"> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap_1vmys_97" role="separator" aria-hidden="true"></div> </div> </section> <section id="relevance-title" data-type="TemplateChapter"> <div class="_container_1eunk_2"> <div class="_chapter_12j5y_2 _adjustedTitleGap_12j5y_41"> <h2 class="_headlineTitle_12j5y_41 _size:headline3_1ufdr_57 _heading_1ufdr_2">Relevance of content</h2> </div> </div> </section> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap-sm_1vmys_131" role="separator" aria-hidden="true"></div> </div> </section> <section id="relevance-content" data-type="Template5050"> <div class="_container_801xm_2"> <div id="relevance-content" class="_section_801xm_28"> <div class="_chapter_801xm_57"> <div class="_chapter_12j5y_2 _leftAligned_12j5y_36"> <div class="_markdown_1q5js_1 _body:large_1q5js_159"> <p>Next, our systems analyze the content to assess whether it contains information that might be relevant to what you are looking for.</p> <p>The most basic signal that information is relevant is when content contains the same keywords as your search query. For example, if those keywords appear in the headings or body text of a webpage, the information might be more relevant.</p> <blockquote> <p>Our systems look for quantifiable signals to assess relevance, but they are not designed to analyze subjective concepts such as the viewpoint or political leaning of a page’s content.</p> </blockquote> <p>We also use aggregated and anonymized interaction data to assess whether search results are relevant to queries. We transform that data into signals that help our machine-learned systems better estimate relevance. Just think: when you search for “dogs,” you likely don’t want a page with the word “dogs” on it hundreds of times. With that in mind, algorithms assess if a page contains other relevant content beyond the keyword “dogs” - such as pictures of dogs, videos, or even a list of breeds.</p> </div> <div class="_buttonContainer_12j5y_49"></div> </div> </div> <div class="_assets_801xm_40"> <div class="_outerContainer_1a30w_61"> <div class="_imageContainer_1a30w_2"> <div> <picture> <source srcset="https://lh3.googleusercontent.com/nZcFsp2Zp255Gl7NI-EK97jAE-fQe6vvcV2RzJm0BwBwgaOoaitZPLOFGrC5Y5e1KJRXra4IxawpARlP5uTAjCKnUSbhRLUmTjWUUw=e365-rw-pa-nu-w499, https://lh3.googleusercontent.com/nZcFsp2Zp255Gl7NI-EK97jAE-fQe6vvcV2RzJm0BwBwgaOoaitZPLOFGrC5Y5e1KJRXra4IxawpARlP5uTAjCKnUSbhRLUmTjWUUw=e365-rw-pa-nu-w998 2x" media="(max-width: 499px)"> <source srcset="https://lh3.googleusercontent.com/nZcFsp2Zp255Gl7NI-EK97jAE-fQe6vvcV2RzJm0BwBwgaOoaitZPLOFGrC5Y5e1KJRXra4IxawpARlP5uTAjCKnUSbhRLUmTjWUUw=e365-rw-pa-nu-w1023, https://lh3.googleusercontent.com/nZcFsp2Zp255Gl7NI-EK97jAE-fQe6vvcV2RzJm0BwBwgaOoaitZPLOFGrC5Y5e1KJRXra4IxawpARlP5uTAjCKnUSbhRLUmTjWUUw=e365-rw-pa-nu-w2046 2x" media="(min-width: 500px) and (max-width: 1023px)"> <source srcset="https://lh3.googleusercontent.com/nZcFsp2Zp255Gl7NI-EK97jAE-fQe6vvcV2RzJm0BwBwgaOoaitZPLOFGrC5Y5e1KJRXra4IxawpARlP5uTAjCKnUSbhRLUmTjWUUw=e365-rw-pa-nu-w1701, https://lh3.googleusercontent.com/nZcFsp2Zp255Gl7NI-EK97jAE-fQe6vvcV2RzJm0BwBwgaOoaitZPLOFGrC5Y5e1KJRXra4IxawpARlP5uTAjCKnUSbhRLUmTjWUUw=e365-rw-pa-nu-w3402 2x" media="(min-width: 1440px)"> <img src="https://lh3.googleusercontent.com/nZcFsp2Zp255Gl7NI-EK97jAE-fQe6vvcV2RzJm0BwBwgaOoaitZPLOFGrC5Y5e1KJRXra4IxawpARlP5uTAjCKnUSbhRLUmTjWUUw=s0-rw-e365" width="1701" height="1134" alt="Illustration of a magnifying glass examining search results for bicycles" loading="lazy" fetchpriority="auto" class="_image_iqhl2_2 _cover_iqhl2_13"> </picture> </div> </div> </div> <div class="_expandableCard_801xm_74"><hsw-expandable-card> <div class="_card_1xvr6_2" data-card="true"> <div class="_titleGroup_1xvr6_28"> <div class="_title_1xvr6_28">Providing reputable results</div> <div><svg width="48" height="49" viewBox="0 0 48 49" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M24 39.8125C23.1311 39.8125 22.3964 39.5153 21.7958 38.9208C21.1953 38.3264 20.895 37.5991 20.895 36.7391H27.105C27.105 37.5991 26.8047 38.3264 26.2042 38.9208C25.6036 39.5153 24.8689 39.8125 24 39.8125ZM17.79 34.3865V32.1099H30.21V34.3865H17.79ZM17.9817 29.7954C16.295 28.7076 14.9597 27.348 13.9758 25.7164C12.9919 24.0848 12.5 22.2446 12.5 20.1956C12.5 17.1095 13.6372 14.4408 15.9117 12.1895C18.1861 9.93816 20.8822 8.8125 24 8.8125C27.1178 8.8125 29.8139 9.93816 32.0883 12.1895C34.3628 14.4408 35.5 17.1095 35.5 20.1956C35.5 22.2446 35.0144 24.0848 34.0433 25.7164C33.0722 27.348 31.7306 28.7076 30.0183 29.7954H17.9817ZM18.825 27.5187H29.2133C30.44 26.7093 31.4111 25.6595 32.1267 24.3694C32.8422 23.0793 33.2 21.6881 33.2 20.1956C33.2 17.6913 32.2992 15.5475 30.4975 13.7642C28.6958 11.9808 26.53 11.0891 24 11.0891C21.47 11.0891 19.3042 11.9808 17.5025 13.7642C15.7008 15.5475 14.8 17.6913 14.8 20.1956C14.8 21.6881 15.1578 23.0793 15.8733 24.3694C16.5889 25.6595 17.5728 26.7093 18.825 27.5187Z" fill="#EA8600"></path> </svg></div> </div> <div class="_body_1xvr6_19 _markdown_1q5js_1 _body:medium_1q5js_150"> <p>Political leanings do not influence how Google ranks search results. We never manipulate search results, modify our products or enforce our policies to promote or disadvantage any particular political ideology, viewpoint or candidate. We conduct hundreds of thousands of experiments every year to ensure that we’re improving Search for everyone.</p> <p>Independent studies conducted by Stanford and The Economist have all found no forms of political bias in Search and News results. As the Economist concluded: “Google rewards reputable reporting.”</p> </div><button class="_button_1xvr6_75" aria-label="Open an expanding content section about how Google avoids political leanings in Search results." read-more="true"> <div class="_readMore_1xvr6_22" aria-hidden="true">Read more<div class="_readMoreIcon_1xvr6_69"><span class="material-symbols-outlined">chevron_right</span></div> </div> <div class="_readLess_1xvr6_25" aria-hidden="true">Show less<div class="_readLessIcon_1xvr6_72"><span class="material-symbols-outlined">chevron_right</span></div> </div> </button> </div> </hsw-expandable-card></div> </div> </div> </div> </section> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap_1vmys_97" role="separator" aria-hidden="true"></div> </div> </section> </section> </section> <section id="quality" data-type="Section"> <section class="_section_6xn19_13 _opt-background-grey-50_6xn19_5"> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap_1vmys_97" role="separator" aria-hidden="true"></div> </div> </section> <section id="quality-title" data-type="TemplateChapter"> <div class="_container_1eunk_2"> <div class="_chapter_12j5y_2 _adjustedTitleGap_12j5y_41"> <h2 class="_headlineTitle_12j5y_41 _size:headline3_1ufdr_57 _heading_1ufdr_2">Quality of content</h2> </div> </div> </section> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap-sm_1vmys_131" role="separator" aria-hidden="true"></div> </div> </section> <section id="quality-content" data-type="Template5050"> <div class="_container_801xm_2 _opt-reversed_801xm_78"> <div id="quality-content" class="_section_801xm_28"> <div class="_chapter_801xm_57"> <div class="_chapter_12j5y_2 _leftAligned_12j5y_36"> <div class="_markdown_1q5js_1 _body:large_1q5js_159"> <p>After identifying relevant content, our systems aim to prioritize those that seem most helpful. To do this, they identify signals that can help determine which content demonstrates expertise, authoritativeness, and trustworthiness.</p> <p>For example, one of the factors used to determine quality is understanding if other prominent websites link or refer to the content. This is generally a good sign that the information is trustworthy. Aggregated feedback from our Search quality evaluation process helps to refine how our systems discern the quality of information.</p> <p>Content on the web and the broader information ecosystem is constantly changing. We continuously measure and assess the quality of our systems to ensure that we’re achieving the right balance of information relevance and authoritativeness to maintain your trust in the results you see.</p> </div> <div class="_buttonContainer_12j5y_49"></div> </div> </div> <div class="_assets_801xm_40"> <div class="_outerContainer_1a30w_61"> <div class="_imageContainer_1a30w_2"> <div> <picture> <source srcset="https://lh3.googleusercontent.com/CE0Ncd7MN5nrI1jVMq6O2KFA8idUVwScokVF_Mnt8Qn5JyjkwsbYydcpv5M3yB865N_gRHgOFh_eVjbQTNTidVe6hHwifB4diuWz=e365-rw-pa-nu-w499, https://lh3.googleusercontent.com/CE0Ncd7MN5nrI1jVMq6O2KFA8idUVwScokVF_Mnt8Qn5JyjkwsbYydcpv5M3yB865N_gRHgOFh_eVjbQTNTidVe6hHwifB4diuWz=e365-rw-pa-nu-w998 2x" media="(max-width: 499px)"> <source srcset="https://lh3.googleusercontent.com/CE0Ncd7MN5nrI1jVMq6O2KFA8idUVwScokVF_Mnt8Qn5JyjkwsbYydcpv5M3yB865N_gRHgOFh_eVjbQTNTidVe6hHwifB4diuWz=e365-rw-pa-nu-w1023, https://lh3.googleusercontent.com/CE0Ncd7MN5nrI1jVMq6O2KFA8idUVwScokVF_Mnt8Qn5JyjkwsbYydcpv5M3yB865N_gRHgOFh_eVjbQTNTidVe6hHwifB4diuWz=e365-rw-pa-nu-w2046 2x" media="(min-width: 500px) and (max-width: 1023px)"> <source srcset="https://lh3.googleusercontent.com/CE0Ncd7MN5nrI1jVMq6O2KFA8idUVwScokVF_Mnt8Qn5JyjkwsbYydcpv5M3yB865N_gRHgOFh_eVjbQTNTidVe6hHwifB4diuWz=e365-rw-pa-nu-w1701, https://lh3.googleusercontent.com/CE0Ncd7MN5nrI1jVMq6O2KFA8idUVwScokVF_Mnt8Qn5JyjkwsbYydcpv5M3yB865N_gRHgOFh_eVjbQTNTidVe6hHwifB4diuWz=e365-rw-pa-nu-w3402 2x" media="(min-width: 1440px)"> <img src="https://lh3.googleusercontent.com/CE0Ncd7MN5nrI1jVMq6O2KFA8idUVwScokVF_Mnt8Qn5JyjkwsbYydcpv5M3yB865N_gRHgOFh_eVjbQTNTidVe6hHwifB4diuWz=s0-rw-e365" width="1701" height="1134" alt="Illustrating representing a number of competing pages, with one selected as having the highest quality for the user" loading="lazy" fetchpriority="auto" class="_image_iqhl2_2 _cover_iqhl2_13"> </picture> </div> </div> </div> <div class="_expandableCard_801xm_74"><hsw-expandable-card> <div class="_card_1xvr6_2" data-card="true"> <div class="_titleGroup_1xvr6_28"> <div class="_title_1xvr6_28">Labeling ads responsibly</div> <div><svg width="48" height="49" viewBox="0 0 48 49" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M24 39.8125C23.1311 39.8125 22.3964 39.5153 21.7958 38.9208C21.1953 38.3264 20.895 37.5991 20.895 36.7391H27.105C27.105 37.5991 26.8047 38.3264 26.2042 38.9208C25.6036 39.5153 24.8689 39.8125 24 39.8125ZM17.79 34.3865V32.1099H30.21V34.3865H17.79ZM17.9817 29.7954C16.295 28.7076 14.9597 27.348 13.9758 25.7164C12.9919 24.0848 12.5 22.2446 12.5 20.1956C12.5 17.1095 13.6372 14.4408 15.9117 12.1895C18.1861 9.93816 20.8822 8.8125 24 8.8125C27.1178 8.8125 29.8139 9.93816 32.0883 12.1895C34.3628 14.4408 35.5 17.1095 35.5 20.1956C35.5 22.2446 35.0144 24.0848 34.0433 25.7164C33.0722 27.348 31.7306 28.7076 30.0183 29.7954H17.9817ZM18.825 27.5187H29.2133C30.44 26.7093 31.4111 25.6595 32.1267 24.3694C32.8422 23.0793 33.2 21.6881 33.2 20.1956C33.2 17.6913 32.2992 15.5475 30.4975 13.7642C28.6958 11.9808 26.53 11.0891 24 11.0891C21.47 11.0891 19.3042 11.9808 17.5025 13.7642C15.7008 15.5475 14.8 17.6913 14.8 20.1956C14.8 21.6881 15.1578 23.0793 15.8733 24.3694C16.5889 25.6595 17.5728 26.7093 18.825 27.5187Z" fill="#EA8600"></path> </svg></div> </div> <div class="_body_1xvr6_19 _markdown_1q5js_1 _body:medium_1q5js_150"> <p>The results you see on Search are solely based on your query, and are not influenced by whether a business, individual, or organization buys ads.</p> <p>Any advertisements will always be labeled with “Sponsored” or “Ad” and shown separately from search results. We never provide special treatment to advertisers in how our search algorithms rank their websites, and nobody can pay us to do so. The experience of our users comes first, which is why we only show ads that are helpful to people. Even for the fraction of search queries where we do show ads, we don’t make a cent unless people find it relevant enough to click on the ad. We invest significantly in our ads quality systems to continuously improve on our ability to show ads that are highly relevant to people, and helpful to what they’re searching for.</p> </div><button class="_button_1xvr6_75" aria-label="Open an expanding content section about how Google shows relevant ads, not paid promotions" read-more="true"> <div class="_readMore_1xvr6_22" aria-hidden="true">Read more<div class="_readMoreIcon_1xvr6_69"><span class="material-symbols-outlined">chevron_right</span></div> </div> <div class="_readLess_1xvr6_25" aria-hidden="true">Show less<div class="_readLessIcon_1xvr6_72"><span class="material-symbols-outlined">chevron_right</span></div> </div> </button> </div> </hsw-expandable-card></div> </div> </div> </div> </section> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap_1vmys_97" role="separator" aria-hidden="true"></div> </div> </section> </section> </section> <section id="usability" data-type="Section"> <section class="_section_6xn19_13"> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap_1vmys_97" role="separator" aria-hidden="true"></div> </div> </section> <section id="usability-content" data-type="Template5050"> <div class="_container_801xm_2"> <div id="usability-content" class="_section_801xm_28"> <div class="_chapter_801xm_57"> <div class="_chapter_12j5y_2 _leftAligned_12j5y_36"> <h1 class="_headlineTitle_12j5y_41 _size:headline3_1ufdr_57 _heading_1ufdr_2">Usability of content</h1> <div class="_markdown_1q5js_1 _body:large_1q5js_159"> <p>Our systems also consider the usability of content. When all other signals are relatively equal, content that people will find more accessible may perform better. For example, our systems look at <a href="https://developers.google.com/search/docs/guides/page-experience#signals" target="_blank" rel="noopener noreferrer">page experience aspects</a> like mobile-friendly content that loads quickly, an important consideration for mobile users.</p> </div> </div> </div> <div class="_assets_801xm_40"> <div class="_outerContainer_1a30w_61"> <div class="_imageContainer_1a30w_2"> <div> <picture> <source srcset="https://lh3.googleusercontent.com/4rQO_B16bd4ylMfdW8-h49mwKRA_IlVMOd-OtKLIA-XKgcONAN7Eo8KM95h4IO6noQu2GcPI7luu4n3vpS69GNXt_CV21gz9O68S=e365-rw-pa-nu-w499, https://lh3.googleusercontent.com/4rQO_B16bd4ylMfdW8-h49mwKRA_IlVMOd-OtKLIA-XKgcONAN7Eo8KM95h4IO6noQu2GcPI7luu4n3vpS69GNXt_CV21gz9O68S=e365-rw-pa-nu-w998 2x" media="(max-width: 499px)"> <source srcset="https://lh3.googleusercontent.com/4rQO_B16bd4ylMfdW8-h49mwKRA_IlVMOd-OtKLIA-XKgcONAN7Eo8KM95h4IO6noQu2GcPI7luu4n3vpS69GNXt_CV21gz9O68S=e365-rw-pa-nu-w1023, https://lh3.googleusercontent.com/4rQO_B16bd4ylMfdW8-h49mwKRA_IlVMOd-OtKLIA-XKgcONAN7Eo8KM95h4IO6noQu2GcPI7luu4n3vpS69GNXt_CV21gz9O68S=e365-rw-pa-nu-w2046 2x" media="(min-width: 500px) and (max-width: 1023px)"> <source srcset="https://lh3.googleusercontent.com/4rQO_B16bd4ylMfdW8-h49mwKRA_IlVMOd-OtKLIA-XKgcONAN7Eo8KM95h4IO6noQu2GcPI7luu4n3vpS69GNXt_CV21gz9O68S=e365-rw-pa-nu-w1887, https://lh3.googleusercontent.com/4rQO_B16bd4ylMfdW8-h49mwKRA_IlVMOd-OtKLIA-XKgcONAN7Eo8KM95h4IO6noQu2GcPI7luu4n3vpS69GNXt_CV21gz9O68S=e365-rw-pa-nu-w3774 2x" media="(min-width: 1440px)"> <img src="https://lh3.googleusercontent.com/4rQO_B16bd4ylMfdW8-h49mwKRA_IlVMOd-OtKLIA-XKgcONAN7Eo8KM95h4IO6noQu2GcPI7luu4n3vpS69GNXt_CV21gz9O68S=s0-rw-e365" width="1887" height="1152" alt="Search result with image of bicycle and green check mark indicating good usability" loading="lazy" fetchpriority="auto" class="_image_iqhl2_2 _cover_iqhl2_13"> </picture> </div> </div> </div> </div> </div> </div> </section> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap_1vmys_97" role="separator" aria-hidden="true"></div> </div> </section> </section> </section> <section id="context" data-type="Section"> <section class="_section_6xn19_13 _opt-background-grey-50_6xn19_5"> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap_1vmys_97" role="separator" aria-hidden="true"></div> </div> </section> <section id="context-title" data-type="TemplateChapter"> <div class="_container_1eunk_2"> <div class="_chapter_12j5y_2 _adjustedTitleGap_12j5y_41"> <h2 class="_headlineTitle_12j5y_41 _size:headline3_1ufdr_57 _heading_1ufdr_2">Context and settings</h2> </div> </div> </section> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap-sm_1vmys_131" role="separator" aria-hidden="true"></div> </div> </section> <section id="context-section" data-type="Template5050"> <div class="_container_801xm_2 _opt-reversed_801xm_78"> <div id="context-section" class="_section_801xm_28"> <div class="_chapter_801xm_57"> <div class="_chapter_12j5y_2 _leftAligned_12j5y_36"> <div class="_markdown_1q5js_1 _body:large_1q5js_159"> <p>Search aims to connect human curiosity to knowledge as accurately as possible. To do this, we use information such as your location, past Search history, and Search settings to determine what is most relevant for you in the moment. For example, someone searching “football” in Chicago will likely see results about American football and the Chicago Bears; in London, that search might turn up results about soccer and the Premier League.</p> <p>Our systems can recognize if you have visited the same page multiple times before and bring that page to the top of your Search results. Or, if you are using the same query, we may show new perspectives and top stories from across the web. As with all information on Search, our systems will take the same approach to surfacing high-quality information based on factors like expertise, experience, authoritativeness, and trustworthiness.</p> <blockquote> <p>These systems are designed to match your interests, but they are not designed to infer sensitive characteristics like your race, religion, or political party.</p> </blockquote> <p>We’ve made it easy to adjust your settings and stay in control, whether you’re following specific topics to get the most timely information, or looking for firsthand knowledge from creators and consumers. You can always see which results are personalized, and change your settings at any time.</p> </div> </div> </div> <div class="_assets_801xm_40"> <div class="_outerContainer_1a30w_61"> <div class="_imageContainer_1a30w_2"> <div> <picture> <source srcset="https://lh3.googleusercontent.com/y7mqDyjUGFThitxZTK1SWV52Wg5qAMWc6DlI8lu9__Fm9rS1aXc535Se6IwBG_8ED6S6MQR22nASwcBR6gx221F7zSgz8VS-OGvK=e365-rw-pa-nu-w499, https://lh3.googleusercontent.com/y7mqDyjUGFThitxZTK1SWV52Wg5qAMWc6DlI8lu9__Fm9rS1aXc535Se6IwBG_8ED6S6MQR22nASwcBR6gx221F7zSgz8VS-OGvK=e365-rw-pa-nu-w998 2x" media="(max-width: 499px)"> <source srcset="https://lh3.googleusercontent.com/y7mqDyjUGFThitxZTK1SWV52Wg5qAMWc6DlI8lu9__Fm9rS1aXc535Se6IwBG_8ED6S6MQR22nASwcBR6gx221F7zSgz8VS-OGvK=e365-rw-pa-nu-w1023, https://lh3.googleusercontent.com/y7mqDyjUGFThitxZTK1SWV52Wg5qAMWc6DlI8lu9__Fm9rS1aXc535Se6IwBG_8ED6S6MQR22nASwcBR6gx221F7zSgz8VS-OGvK=e365-rw-pa-nu-w2046 2x" media="(min-width: 500px) and (max-width: 1023px)"> <source srcset="https://lh3.googleusercontent.com/y7mqDyjUGFThitxZTK1SWV52Wg5qAMWc6DlI8lu9__Fm9rS1aXc535Se6IwBG_8ED6S6MQR22nASwcBR6gx221F7zSgz8VS-OGvK=e365-rw-pa-nu-w1704, https://lh3.googleusercontent.com/y7mqDyjUGFThitxZTK1SWV52Wg5qAMWc6DlI8lu9__Fm9rS1aXc535Se6IwBG_8ED6S6MQR22nASwcBR6gx221F7zSgz8VS-OGvK=e365-rw-pa-nu-w3408 2x" media="(min-width: 1440px)"> <img src="https://lh3.googleusercontent.com/y7mqDyjUGFThitxZTK1SWV52Wg5qAMWc6DlI8lu9__Fm9rS1aXc535Se6IwBG_8ED6S6MQR22nASwcBR6gx221F7zSgz8VS-OGvK=s0-rw-e365" width="1704" height="1278" alt="An illustration of the globe showing different regional interpretations of the word football" loading="lazy" fetchpriority="auto" class="_image_iqhl2_2 _cover_iqhl2_13"> </picture> </div> </div> </div> <div class="_expandableCard_801xm_74"><hsw-expandable-card> <div class="_card_1xvr6_2" data-card="true"> <div class="_titleGroup_1xvr6_28"> <div class="_title_1xvr6_28">Presenting personalized results</div> <div><svg width="48" height="49" viewBox="0 0 48 49" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M24 39.8125C23.1311 39.8125 22.3964 39.5153 21.7958 38.9208C21.1953 38.3264 20.895 37.5991 20.895 36.7391H27.105C27.105 37.5991 26.8047 38.3264 26.2042 38.9208C25.6036 39.5153 24.8689 39.8125 24 39.8125ZM17.79 34.3865V32.1099H30.21V34.3865H17.79ZM17.9817 29.7954C16.295 28.7076 14.9597 27.348 13.9758 25.7164C12.9919 24.0848 12.5 22.2446 12.5 20.1956C12.5 17.1095 13.6372 14.4408 15.9117 12.1895C18.1861 9.93816 20.8822 8.8125 24 8.8125C27.1178 8.8125 29.8139 9.93816 32.0883 12.1895C34.3628 14.4408 35.5 17.1095 35.5 20.1956C35.5 22.2446 35.0144 24.0848 34.0433 25.7164C33.0722 27.348 31.7306 28.7076 30.0183 29.7954H17.9817ZM18.825 27.5187H29.2133C30.44 26.7093 31.4111 25.6595 32.1267 24.3694C32.8422 23.0793 33.2 21.6881 33.2 20.1956C33.2 17.6913 32.2992 15.5475 30.4975 13.7642C28.6958 11.9808 26.53 11.0891 24 11.0891C21.47 11.0891 19.3042 11.9808 17.5025 13.7642C15.7008 15.5475 14.8 17.6913 14.8 20.1956C14.8 21.6881 15.1578 23.0793 15.8733 24.3694C16.5889 25.6595 17.5728 26.7093 18.825 27.5187Z" fill="#EA8600"></path> </svg></div> </div> <div class="_body_1xvr6_19 _markdown_1q5js_1 _body:medium_1q5js_150"> <p>“Filter bubbles” are known as situations where internet users only come across content and opinions that reinforce what they already think or believe. Google Search does not put people in “filter bubbles.” Our systems are not designed to infer sensitive characteristics like your race, religion, or political affiliation. Anytime we personalize Search results to be more helpful, we let you know. With our “About this result” feature, you can easily see if your search history or other personal data was a factor in ranking a given result for that query, and you can get easy access to controls to turn personalization off altogether.</p> <p>Importantly, people can search for anything they want on Google, and seek out a range of perspectives to better understand the world.</p> </div><button class="_button_1xvr6_75" aria-label="Open an expanding content section about how Google personalizes Search results" read-more="true"> <div class="_readMore_1xvr6_22" aria-hidden="true">Read more<div class="_readMoreIcon_1xvr6_69"><span class="material-symbols-outlined">chevron_right</span></div> </div> <div class="_readLess_1xvr6_25" aria-hidden="true">Show less<div class="_readLessIcon_1xvr6_72"><span class="material-symbols-outlined">chevron_right</span></div> </div> </button> </div> </hsw-expandable-card></div> </div> </div> </div> </section> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap-md_1vmys_110" role="separator" aria-hidden="true"></div> </div> </section> <section id="control-title" data-type="TemplateChapter"> <div class="_container_1eunk_2"> <div class="_chapter_12j5y_2 _adjustedTitleGap_12j5y_41"> <h2 class="_headlineTitle_12j5y_41 _size:headline4_1ufdr_81 _heading_1ufdr_2">Control your Search activity</h2> </div> </div> </section> <section id="control-text-cols" data-type="Template2ColumnChapter"> <div class="_container_4it29_2 _container_v17ms_2"> <div class="_header_v17ms_41"></div> <div class="_contents_v17ms_28"> <div class="_chapter1_v17ms_45"> <div class="_chapter_12j5y_2 _leftAligned_12j5y_36 _leftAligned_12j5y_36"> <div class="_markdown_1q5js_1 _body:large_1q5js_159"> <p>You can control what Search activity is used to improve your Search experience, including adjusting what data is saved to your Google account. You can update or change the personalization settings or preferences in your account at any time.</p> </div> </div> </div> <div class="_chapter2_v17ms_50"> <div class="_chapter_12j5y_2 _leftAligned_12j5y_36 _leftAligned_12j5y_36"> <div class="_markdown_1q5js_1 _body:large_1q5js_159"> <p>You can also find content preferences like SafeSearch in settings. These help you make a choice about whether search results include graphic content that may be shocking for some users.</p> </div> </div> </div> </div> </div> </section> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:4_1vmys_79" role="separator" aria-hidden="true"></div> </div> </section> <section id="control-2col-links" data-type="Template2ColumnLinks"> <div class="_container_4it29_2 _container_1fsth_2"> <div class="_columns_1fsth_28"> <div> <div class="_buttonContainer_1fsth_40"><hsw-button href="https://www.gstatic.com/gumdrop/files/hsw-privacy-controls-v5.pdf" icon="open_in_new" variant="box-link" icon-position="end">Your data in Search</hsw-button></div> <div class="_buttonContainer_1fsth_40"><hsw-button href="https://myaccount.google.com/" icon="open_in_new" variant="box-link" icon-position="end">My Google Account</hsw-button></div> </div> <div class="_column2_1fsth_47"> <div class="_buttonContainer_1fsth_40"><hsw-button href="https://www.google.com/preferences" icon="open_in_new" variant="box-link" icon-position="end">Google Preferences</hsw-button></div> <div class="_buttonContainer_1fsth_40"><hsw-button href="https://support.google.com/websearch/answer/510?hl=en&co=GENIE.Platform=Desktop" icon="open_in_new" variant="box-link" icon-position="end">Google SafeSearch</hsw-button></div> </div> </div> </div> </section> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap_1vmys_97" role="separator" aria-hidden="true"></div> </div> </section> </section> </section> <section id="discover-more" data-type="Section"> <section class="_section_6xn19_13"> <section data-type="Spacer"> <div class="_spacers_1vmys_11"> <div class="_spacer_1vmys_11 _size:module-gap_1vmys_97" role="separator" aria-hidden="true"></div> </div> </section> <section id="discover-more-title" data-type="TemplateChapter"> <div class="_container_1eunk_2"> <div class="_chapter_12j5y_2 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2x" media="(min-width: 500px) and (max-width: 1023px)"> <source srcset="https://lh3.googleusercontent.com/pgB89XLwcmKNVlJkI-tA6vuLv8L60xMtdAwcM-xZuiBiJGljqFST5hjo8SO1uUfWQORTepcmQ01nNeKa14e8755753sqsFgEGn39=e365-rw-pa-nu-w918, https://lh3.googleusercontent.com/pgB89XLwcmKNVlJkI-tA6vuLv8L60xMtdAwcM-xZuiBiJGljqFST5hjo8SO1uUfWQORTepcmQ01nNeKa14e8755753sqsFgEGn39=e365-rw-pa-nu-w1836 2x" media="(min-width: 1440px)"> <img src="https://lh3.googleusercontent.com/pgB89XLwcmKNVlJkI-tA6vuLv8L60xMtdAwcM-xZuiBiJGljqFST5hjo8SO1uUfWQORTepcmQ01nNeKa14e8755753sqsFgEGn39=s0-rw-e365" width="918" height="690" alt="A person uses their smartphone to engage with Google Search" loading="lazy" fetchpriority="auto" class="_image_iqhl2_2 _cover_iqhl2_13"> </picture> </div> </div> </div> </div> <div class="_chapter_9vdl6_52"> <div class="_chapterContent_9vdl6_72"> <div class="_size:eyebrow_1ufdr_151">TECHNOLOGY</div> <h3 class="_title_9vdl6_30 _size:card-title_1ufdr_207 _heading_1ufdr_2">Discover what happens 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