Twitter LinkedIn Google+
WP Greet Box icon

Welcome back, visitor!. You might want to subscribe to the RSS feed for online marketing info as Todd posts it.

Switch Reading StyleNighttimeDaytime

Cracking the Google Algorithm, and Understanding Search Patents with Ted “tedster” Ulle

Online marketing information can change quickly This article is 11 years and 100 days old, and the facts and opinions contained in it may be out of date.

Ted Ulle aka "Tedster" surpassed a mind-blowing 26,000 posts at Webmasterworld where he has been an adminstrator for years as one of the unsung heros of SEO as a gracious contributor to one of the web’s most comprehensive and informative SEO forums. Tedster was credited with discovering the possible cause of the Google’s 950 penalty, among a multitude of other discoveries and assertions that have helped to shape the thinking of the community over the last decade.

I’m really excited to announce a video that I got a chance to record with Ted, an good friend from for years who I refer to as "my google oracle". The video has been dubbed "Cracking the Google Algorithm", and deals with the the influential search patents the search engines have released. If you don’t know Tedster, you better get to know Ted Ulle, because there are few folks around that understand search algos at such a high level, and can create actionable strategy from this understanding. I was really thrilled with how both this and the video came out. Ted is in a very elite group of people who I hold in the highest regard with regards to their opinions on search algos.

What were the top 5 most significant algorithm changes in the last 5 years?

    1. The Jagger Update and the Big Daddy infrastructure that it prepared the way for was a major watershed. When this happened near the end of 2005, everflux began to show in the SERPs. Rather than once a month ranking updates, the ranking shuffle became continual.

      Monthly Google History:

    2. Google’s war on paid links that began as far back as 2005 raised quite a ruckus. At first Google’s negative actions were taken manually and then algorithmically. Algorithmic false positives began to confuse things even more, and I wish they would have just stopped with showing false PageRank on the toolbar.
    3. Phrase-based indexing, as described in the 2006 patents, brought a deeper level of semantic intelligence to the search results. This power continues to grow today. One big effect – it makes over-emphasis on keywords, especially in anchor text, a problem when it used to be an asset. But there was a major advantage for the content writer who could now throw off the rigidity to major degree and vary their vocabulary in a more natural way.


    4. Geo-located results began to create different rankings even for various areas of the same US and UK city somewhere around 2005 or so. Anyone who was still chasing raw rankings as their only metric should have quickly learned that the time for a change was long overdue.
    5. Google’s user "intention engine" has had a major effect, and that rolled out in a big way in 2009. This was coupled with a kind of automated taxonomy of query terms. Now, sometimes a certain kind of site will just never rank for a certain keyword, no matter what they try. The site’s taxonomy has to line up with the taxonomy of the query term.


  1. Which will be the top 5 changes in the next 5 years?

    1. Google will improve their algorithm that tries to identify "bad", or manipulative, links. They can already nullify links at the level of the site, the page, or even the individual link, and the heuristics will get more precise going forward. It’s also hard for webmasters to reverse engineer this approach, because there is no major symptom that stands out, like there is with a penalty.
    2. So "bad" link nullification becomes a kind of stealth action for Google. Many have noticed that PR on the whole seems to be harder to get. Sites that used to have a home page PR 8 may now be a PR 6, for instance. This is partly due to the bad-link wipeout that Google is already rolling with.
    3. The beginnings of sentiment analysis may begin to show up in the next few years. I expect to see it first on the level of rating for where content falls on a fact-to-opinion spectrum. Full sentiment analysis (rating content on a "favorable-to-critical" opinion spectrum) is already in use for some social media monitoring, but that is probably too big a technical challenge to expect Google to go with it in the general search results. For example, how can an algorithm recognize irony, where the author is writing words with the opposite of their true meaning?

      However, Google will be rolling with sentiment analysis in some areas. For example, I wouldn’t be surprised to see it employed in Adwords Quality Scores at some point within five years.

    4. Another place Google might experiment with sentiment analysis is in their experimental "real time" search – Twitter integration and so on. However, the pitfall with sentiment analysis is that Google would also begin to INFLUENCE opinions, rather than just making them findable. In areas like politics this could be a very slippery slope.
    5. Finally, there’s one area where Google may legally need to integrate some sentiment analysis, and that’s in the Search Suggestions that tempt the search user with ideas as they type. Google lost a court case in France in 2010 and they were required to remove the word "scam" from on brand’s search suggestions.

      Those search suggestions are easily spammed, especially on brand names, and Google needs to find a good algorithm to limit their exposure for slander and libel. Sentiment Analysis could be at least part of the answer.

    6. Additionally, site speed will be included as a factor over this coming year, and will be refined going forward. This might give a ranking advantage to sites that can afford a Content Delivery Network (CDN).

      However, you don’t have to fork over the big bucks for Akamai and the like any more, just to gain a speed advantage and overcome latency on the web. There are a number of solid peer-to-peer CDN options these days. In fact, the CDN industry may be a strong growth area as this new ranking factor takes root. Google has a vision for what the web SHOULD be like, and they are pushing it quite actively.

      Caffeine will have a major effect in the speed of processing updates to the rankings. A lot of the factors that Google has been mentioning in patents, such as Historical Factors or Phrase Based Indexing, sound good but don’t seem to be very active right now. With new and speedy Caffeine infrastructure, a lot of those become computationally more feasible, and will be updated more frequently.

      The wild card for me is HTML

    7. Google is leading that charge, and how they will treat early adopters will be very interesting to watch. There are many features of HTML 5 that will allow a web author to send VERY clear signals about the page, what’s the content, what’s the menu, what’s just auxiliary information, and so on.


Which penalties, filters, or bannings are most pervasive?

Keyword stuffed anchor text (internal and external) and backlink manipulation penalties are the most common. Links have long been Google’s ticklish underbelly, and if you mess around too much in there, they will scratch you right back.

What are 4 caveats to tripping filters or incurring penalties?

Watch your backlink profile. If you’re not gaining natural backlinks, then don’t try to prop up your lack of natural citations with a lot of manipulation. Instead, put on your thinking cap and understand why no one wants to link to you – and fix that.


Beware of overdoing any single keyword. You no longer need to yell at Google to get the point across – and if you do, they’re likely to shout you down. So vary that vocabulary in a natural way. The information retrieval concept to understand is "keyword co-occurrence".


  • Focus more on your visitors than you do on the latest SEO methods. Nothing avoids penalties like building for your visitors rather than Google.
  • Beware of duplicating content on the same type of TLD. If you can access the content on one international TLD (com, net, org, etc) then that’s enough. But don’t worry about duplicates across country-code TLDs, since they don’t compete with each other.
  • What are some filters that can be easily identified and overcome and how?

    Backlink manipulations, whether paid links or merely strategic alliances, usually result in very obvious ranking drops. This jumps out for a site owner because page 1 rankings fall to page 5 overnight. The cure is to back out of it, and submit a reconsideration request where you come clean.

    Overdoing it on internal anchor text is another dramatic re-ranking. You can fall from page 1 to deep in the SERPs overnight. Again, the fix is just to back off, but in this case you don’t need to submit the request. As soon as the threshold violations are recalculated you should pop out of trouble. The phrase-based patents, again, detail the way these thresholds are calculated.
    Sometimes a ranking loss is just a gradual slide because you’re not getting any new, fresh link juice. If that’s the case, put on your marketing hat and let the world know what you’ve got.

    What factors most impact sitelinks?

    Today, I’d say the single biggest factor is traffic. In the beginning sitelinks had more to do with your menu structure and internal linking. But now we see Google surfacing the popular sections of the site into sitelinks, whether they are on the main menu or not.

    For some sites, a steady flow of fresh content into a section also seems to be a factor. But it’s hard to isolate the freshness factor from the influence of traffic — the two just go together.


    Which people at WebmasterWorld (or elsewhere) were the most influential in you becoming the Google prognosticator and successful consultant that you have become today?

    It’s difficult to single anyone out – because really it’s been the whole community. I was influenced early on by people like Brett Tabke, Dave Naylor, Greg Boser (webguerilla), Shakil Khan, Todd Friesen, and Bob Jordan – but there are many others.

    It was Nick Wilson, for instance, who kicked my butt into learning CSS. Since then, using source ordered content has been a big, long-term win for me. Edward Lewis (pageoneresults) got me serious about taming the IIS server. Without that knowledge, I would be unable to work with many major corporate clients.

    In terms of consulting, I really owe Neil Marshall in a big way, because he set me straight early on about valuing my knowledge and being willing to put an appropriate price tag on it.


    If you could tell every webmaster one thing they shouldn’t miss out on doing for their site, what would it be?  

    Build an Information Architecture that supports your marketing objectives. That is, build the site template from your market’s point of view rather than your company’s internal point of view. And having done that market research and gained a solid understanding, then be sure your site architecture makes it clear and easy for the visitor to take the actions you most want to see.

    Said another way, conversions start with the page template – and there’s a great deal of accumulated wisdom out there to tap into. Having taken your best shot at launch, then you can refine it with A/B or multivariate testing. And from there your off into analytics land. It’s a long and happy trip, but it all starts with the IA.

    Thanks Ted for taking the time, and being so wonderfully open and helpful, and for doing such great things at Webmasterworld. You are the type of person in this community that makes me proud to be a part of the search optimizer and webmaster community. For more great insights from Ted, check out the google forum at WebmasterWorld (the awesome community where I learned so much of what I know), or the full video interview on "Cracking the Google Algorithm" here.

    More information about Todd Malicoat aka stuntdubl.

    Twitter LinkedIn 

    • Nick

      Great read. Probably the best I’ve read this month as far as SEO goes. I particularly like the fact it mentions HTML 5. That cheat sheet rocks. Thanks

    • Pingback: Cracking the Google Algorithm, and Understanding Search Patents with Ted “tedster” Ulle « Savvyhua

    • Matt McGee

      Todd / Ted — great read, thanks for putting this together.

    • FuziJuzi

      One of the best SEO articles I have read in years! Thanks very much for this.

    • Max

      Great article/interview. Agree with most points but I don’t realy understand: “…But don’t worry about duplicates across country-code TLDs, since they don’t compete with each other…”
      Why should it be possible?

    • pilot29it

      Thanks Ted for your feedback on this topic. Google is an intelligent machine and we all need to be on his site to completely understand where he will. That’s might be a cliché, but it is time to stop finding undercover ways to get a better ranking, we need to be on the user end side in order to get Google in our side.

    • Pingback: TaT: Google Ajax, Yelp-Ratings in AdWords-Anzeigen, Microsoft-Zahlen, …

    • CK Chung

      Tedster is one of the few names that I look for when I scan through the longer WMW threads.

      Great interview!

    • Pingback: SearchCap: The Day In Search, January 29, 2010

    • Renaud Joly

      Great article on Google search past and future. Congratulations
      – It is possible that Google releases an Online Reputation Management Tool like it was done for webanalytics with GA. Market is waiting ORM.
      – Another Caffeine thing is increasing impact of clic through rate wich comes closely with rich snippet.

      Renaud JOLY – French SEO Manager

    • Jesse Heap

      I’ve learned a lot over the years reading Ted’s posts on WebmasterWorld.

      This is one of the most informative and information packed posts I’ve seen this year (and for that matter top 5 in my mind for 2009). Fantastic interview! And thank-you to Ted for his contributions!


    • Pingback: » Pandia Search Engine News Wrap-up Jan 31

    • Pingback: Worth Reading – January 31, 2010 » CapeLinks Blog

    • Bill

      Hands down, the best Google SEO blog post of 2010! Great stuff Tod/ & Ted!

    • Jest| link building services

      This is an awesome interview – very concise recap of search as we know it up to now and beyond.

    • Mark

      Been following Tedster for quick some time now, his SEO tips are always spot on. Great post too, cool summary of what’s been and what’s predicted of Google’s search engine.

    • Pingback: Confessions from an Annoyed yet Modern SEO

    • Pingback: » Better Conversion -> More Money | seoFM - der erste deutsche PodCast für SEOs und Online-Marketer

    • internet marketing san antonio

      What a very interesting and very informative article. I really love you work here, i hope i\many people could be reach by this.

    • Pingback: The next five years at Google - Viewsflow

    • Russ

      Best SEO post I’ve read in months.

    • Nicholas Kemp

      Thanks for all the info on penalties, filters, and bannings. Very helpful info.

    • matcut

      One of the best SEO articles I have read in years! Thanks very much for this.I’ve learned a lot over the years reading Ted’s posts on WebmasterWorld.

    • Pingback: Tactiques SEO : mots-clefs, blog, Google news et autres | Pink Seo - Another SEO blog

    • Pingback: ViperChill Monthly Report 5 (My New Apartment)

    • melina-touke

      i really enjoyed to visit this is a very
      nice site and i book mark ur site.
      This is a nice content with lots of
      information. It’s a very excellent idea for raising money for charity. I think
      honest review is more important for authors. I like your whole discussion. Keep
      it up.
      Keep blogging.ur site is good.and finelly ur
      site going to in high position
      دوربین مدار بستهکرکره برقیدرب اتوماتیک

    • tomas

      I like your whole discussion. Keep it up.
      otomatik kapı Otomatik Kapılar

    • nima

      your site is very good please visit my website .
      کفپوشدیوارپوش سنگ کورین

    • tokoadv

      saya senang membaca artikel seperti ini ,sangat berguna buat saya pribadi untuk mengembangkan ilmu seo saya this is really good articel to read , i really like it , kami adalah pakar seo dan salah satu pakar seo indonesia yang cukup ganteng di jajaran nya, jika anda menginginkan jasa seo maka jangan sungkan untuk datang kepada kami , kami menjual jasa seo profesional yang akan memberikan kepuasan kepada anda sebagai penikmat jasa seo murah namun tidak murahan, memang saat ini sangat banyak sekali layanan jasa seo, namun kami yakin kami adalah yang terbaik dari segi harga dan layanan, maka apakah anda masih ragu untuk berlangganan jasa seo dari kami? semoga saja tidak. dress wanita apakah kami adalah yanana jasa seo terbaik ? kami rasa iya begitu !

    • adrian

      every visit this site, we always get new information, this site is useful for readers. if you don’t mind, please visit our site too share information about sumatra travel in north sumatra. may be you want to spend your holiday time, you must to know about sumatra tours when you want to go to north sumatra, Indonesia.

    • Absolutweb Petru Cojocaru