Google’s sweeping changes confirm the search giant has launched
a full out assault against artificial link inflation & declared
war against search engine spam in a continuing effort to provide
the best search service in the world. . . and if you thought you
cracked the Google Code and had Google all figured out . . . guess
again.

Google has raised the bar against search engine spam and
artificial link inflation to unrivaled heights with the filing
of a United States Patent Application 20050071741 on December
31, 2003. On March 31, 2005 is was available online for the
first time.

The filing unquestionable provides SEO’s with valuable insight
into Google’s tightly guarded search intelligence and confirms
that Google’s information retrieval is based on historical data.

What exactly do these changes mean to you? Your credibility and
reputation on-line are going under the Googlescope! Google has
defined their patent abstract as follows:

A system identifies a document and obtains one or more types of
history data associated with the document. The system may
generate a score for the document based, at least in part, on
the one or more types of history data.

Google’s patent specification reveals a significant amount of
information both old and new about the possible ways Google can
(and likely does) use your web page updates to determine the
ranking of your site in the SERPs.

Unfortunately, the patent filing does not prioritize or
conclusively confirm any specific method one way or the other.

Here’s how Google scores your web pages.

In addition to evaluating and scoring web page content, the
ranking of web pages are admittedly still influenced by the
frequency of page or site updates. What’s new and interesting is
what Google takes into account in determining the freshness of a
web page.

For example, if a stale page continues to procure incoming
links, it will still be considered fresh, even if the page
header (Last-Modified: tells when the file was most recently
modified) hasn’t changed and the content is not updated or
?stale’.

According to their patent filing Google records and scores the
following web page changes to determine freshness.

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