By now you may have read about Knowledge-Based Trust, a Google research paper that describes a method of scoring web documents according to the accuracy of facts. Knowledge-Based Trust has been referred to as the Truth Algorithm, a way to assign a Trust Score to weed out sites that contain wrong information.
According to the title of an article in New Scientist, “Google wants to rank websites based on facts not links.” The idea is to identify key facts in a web page and score them for their accuracy by assigning a trust score.
The algorithm researchers are careful to note in the paper that the algorithm does not penalize sites for lack of facts. The study reveals that it could discover relevant web pages with low PageRank that would otherwise be overlooked by current technology.
In current algorithms, links are a signal of popularity that implies authority in a particular topic. But popularity does not always mean a web page contains accurate information. A good example may be celebrity gossip websites. Getting past simple popularity signals and creating an algorithm that can understand what a website is about is a direction that search technology is moving in today, underpinned by research in artificial intelligence.
Ray Kurzweil, Google’s Director of Engineering, has been tasked with creating an artificial intelligence that can understand content itself without relying on third-party signals like links. Knowledge-Based Trust, a way to determine the accuracy of facts, appears to be a part of this trend of moving away from link signals and towards understanding the content itself.
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