Sneak Preview of Google New Effort to Identify and Flag Offensive Content

Just like any other software, Google algorithm is prone to making mistakes, especially when ranking websites and valuing the value of content posted on websites and blog. Google has revamped its efforts to flag offensive and upsetting content in search results by using human quality raters.

The company hopes that this new move will prevent content that its users deem as irrelevant or offensive from crowding out the accurate, factual, and trustworthy information in the search engine results pages.

The company will use its more than 100,000 contractors from all across the globe to evaluate the search results. Ideally, the raters will be conducting actual searches on the search engine. They will then rate the pages that appear at the top of the results page based on the quality of the content.

However, they do not have the power to influence Google results directly, but their responses will be used to improve the efficiency of the search algorithms. One of the obvious ripple effects of this new tactic is that low-quality pages will be de-ranked.

In a bid to ensure that the process is transparent and in line with the company policies, the quality raters are required to abide by a set of guidelines that are contained a 200 pages document. The guidelines clearly state how the website content should be assessed. Here are four types of content that the team is looking for;

  • Content that contains extremely offensive terminologies as well as racial slurs
  • Content that promotes violence or hate against a particular group of people in the society based on their region, race, nationality, age, veteran status, and age.
  • Graphic content that depicts violence, child abuse, and animal cruelty
  • Guides about harmful activities such as how to articles about violent assault, drug traffic, and human trafficking
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It is of paramount importance for Singapore internet marketing professionals to avoid all these forms of content to continue generating revenue online and maintain healthy relationships with the target audiences.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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