The Evolution of Google

CNET News and E-Commerce Times report that Google has acquired the rights to Orion, a next-generation Internet search algorithm created by a Ph.D. student from the University of New South Wales.

According to E-Commerce Times, Orion locates

“pages where the content pertains to a topic strong related to the keyword.  It then returns a section of the page and lists other topics related to the keyword so the user can pick the most relevant.”

According to its creator, Ori Allon,

“‘[t]he results to the query are displayed immediately in the form of expanded text  extracts, giving you the relevant information without having to go to the Web site – although you still have that option if you wish . . . . By displaying results to other associated key words directly related to your search topic, [the system lets] you gain additional pertinent information that you might not have originally conceived, thus offering an expert search without having an expert’s knowledge.”

Google hopes the Orion technology will increase the relevance of organic search results.  It will certainly change the search engine optimization process undertaken by serious online marketers, as they are forced to adapt to the new algorithm implemented by one of the most popular Internet search engines.  It may also cause concern amongst Internet content providers and advertisers as users may be able to obtain the precise information for which they are searching without ever visiting the site on which the content appears, thereby bypassing additional content, or advertisements, placed on the site and reducing site traffic