Google chief Engineer Katz: criticism will spur Google forward

Google search Quality director Matt Katz (Matt Cutts)

Lead: In the United States, "the San Jose Messenger," the online version of the Friday article said that in the Google search quality director Matt Katz (Matt Cutts), users of Google's search results to criticize is a good thing, because it can spur Google to further improve the quality of search, so as to enhance the user experience.

The following is the full text of the article:

When Matt Katz appeared at the SXSW Science and Technology conference, and told the participants about the world's largest search engine internal work, the scene was packed. Hundreds of of network management and search professionals gathered in a huge hotel ballroom, listening attentively to every word he said.

As one of Google's chief engineers, Katz's job is to crack down on "junk information". Many websites want to use this way to upgrade their search rankings in Google. Katz has struggled with junk information since 2001 and became the head of Google's search quality in 2004. He has written a tool called SafeSearch, Google's first adult content filter that blocks pornographic spam and prevents Google users from clicking on pornographic sites.

The Kentucky is very amiable, but in the Internet geek, he has a rock star treatment, because of this, he also often on behalf of Google and network managers meet. Accusing Microsoft of Bing of "copying" Google's search results, he again became media focus last winter. Microsoft denies "plagiarism" but does admit to using some of Google's search results as a filtering factor.

By March this year, under Katz's leadership, Google adjusted the search algorithm to penalize the content Farm (Farm). Such sites specialize in attracting search traffic and advertising revenue through low-quality content. Critics say a flood of content farms has masked high-quality websites, leading to a decline in Google's search quality.

The following is an interview summary:

Q: The search has recently become the focus of media attention, how do you feel about it?

A: I think search is very important. Sometimes, people are too used to Google, and even forget that the return of high-quality search results require very complex underlying technology. So, on the one hand, we are trying to improve, lest incur user criticism. But if people really criticize us, it's good because it means they care about Google and are willing to tell us how to improve. We have to build a channel to get feedback to improve and improve search quality. So we really appreciate the attention that has been received over the last few months because it will ultimately benefit all users.

Q: How does the new algorithm look in terms of Google's standards?

A: The purpose of this adjustment is to highlight high quality content. Many content publishers have thanked us because their traffic has improved after the algorithm has been adjusted. A user emailed me and said, "A few months ago, I had a search for pediatric multiple sclerosis, and there were a lot of low-quality sites before the government website." I recently searched a few times and the government website came first. "We are delighted to hear this very positive feedback from users.

Q: Do you think you are conducting an "arms race" with advertisers?

A: Spam attacks are indeed getting more cunning. Our first feeling is to solve the problem with the help of the algorithm, if we can find the source of the problem, and write the corresponding new algorithm, the effect will be very good. Interestingly, however, attackers are now starting to attack individual users. If the site is not upgraded in time, it may be hacked and used to send spam messages. So even if we use the algorithm to successfully intercept a variety of spam, but in many cases, it is still difficult to prevent individual users from being attacked.

Q: How has the development of the network brought those challenges to your work?

A: One of the big changes is that the web has become more real-time and faster. When something happens, whether it's a Japanese earthquake or a shooting, or any breaking news, people want to know right away. In this case, it would be difficult to pick a trustworthy source and information. My job is to stop spam, which means that a lot of people are making false information about emergencies or hot news, and my challenge is to find them, to return the best results, to avoid people being fooled and to protect the user experience.

Q: I feel that you are really angry when you accuse Microsoft of plagiarism.

A: Well ... (long pause). Search is an exciting area and I have enjoyed the job for the past 11 years. I think the web can benefit when search engineers have different ideas. So I think that if Bing uses Google search results, it will cause some harm to users. (Book PEI)