Google updates search results to account for real world events

ADVERTISING BROKER Google has updated its internet search algorithm and now claims to link search results with real world events.

Google's search algorithm is still the firm's core money making product and Google claims its latest refinements to the algorithm now take into account real world events. Amit Singhal, a Google Fellow said the changes will affect 35 per cent of searches carried out on Google.

Singhal said Google's searches will not only take into account current events but when terms such as 'olympics' are searched for, results for the London 2012 games will take precedence over previous olympic games. According to Singhal, all of this will make Google's results fresher.

The interesting aspect of Google's latest modifications is that the firm discriminates what types of search queries should favour up-to-the-minute content. Singhal used the example of recipes as not needing Google's latest tweaks but mentioned users searching for scores in sporting events and financial results as searches where the latest articles should be shown first.

While Google makes far more noise with its Android operating system, its search engine is still the revenue generator for the company. By favouring the latest content it also places some interesting demands on its advertising engine, which presumably needs to be tailored to offer more up-to-the-minute adverts. µ