Google defends its secret search algorithm.
Google accused of deliberately choke traffic to competitors in its search engine. Three European search services have complained about them in the EU, but Google denies the charges.
The company responded yesterday to defend their ranking system, the secret and powerful formula that determines the terms which appear in the search engine. 
In a blog post said Amit Singhal, head of Google's ranking, the company's algorithms provide more relevant results and better quality, compared to solutions where people hand-picking the hits that will emerge.
- It would not be appropriate with the hundreds of millions of queries, we must deal with every day, write Singhal.
He refers to an article in the New York Times, where it is proposed that law makers should regulate how search results are ranked.
This he believes will obviously be a bad idea, even if Google representative avoids taking a position on the proposal.
Instead, he emphasizes how complicated the field of search and ranking of hits is. Already in the headline states, "This stuff in the tough", and his message to the EU and law authorities can not be misunderstood: You have not found out.
- Abundance of elements are included to build the best ranking system that is obtainable [state-of-the-art], like ours. Our algorithm uses hundreds of different signals to determine what tops The result lists for any query.
Moreover, he points out that these signals indicate relevance, and can include anything from simple words on web pages to various complicated calculations, such as how important a link to a site actually is.
Google has long been known for calculations of the link value ( "PageRank"). It is no longer merely the number of links to and from sources that are important, but increasingly also a so-called "Trust Rank", which tells of how important this is perceived by Google, according to several search experts.
- The signals and the algorithms change continuously, and improve all the time. On average, this will change every day, "states Amit Singhal.
EU issue is in an initial phase. This means that European competition authorities to survey the situation, after receiving complaints from Microsoft-owned Ciao! from Bing, British Foundem and French ejustice.fr. The survey has two outcomes. Based on the findings must be the European Commission either formulate an indictment, or shelve the case.
Google may have good reason to fear a formal investigation. If so, can they be forced to disclose detailed information, trade secrets, about how their search rankings are screwed together.
- If they are forced to reveal how a link is placed over the other, it may be the end of Google's competitive advantage, "says a law professor to LA Times.
