GOOGLE HAS UPDATED its search engine algorithms in an attempt to restrict piracy web sites appearing high in its search rankings.
The update will mean piracy sites are less likely to appear when people search for music, films and other copyrighted content.
The decision to roll out the search changes was announced in a refreshed version of a How Google Fights Piracy report, which was originally published in September 2013.
However, this year's updated report features a couple of developments, including changes to ad formats and an improved DMCA demotion search signal.
The move is likely to be a result of criticism received from the entertainment industry, which has argued that illegal sites should be "demoted" in search results because they enable people to find sites to download media illegally.
The biggest change in the Google search update will be new ad formats in search results on queries related to music and movies that help people find legitimate sources of media.
For example, for the relatively small number of queries for movies that include terms like 'download', 'free', or 'watch', Google has instead begun listing legal services such as Spotify and Netflix in a box at the top of the search results.
"We're also testing other ways of pointing people to legitimate sources of music and movies, including in the right-hand panel on the results page," Google added.
"These results show in the US only, but we plan to continue investing in this area and to expand it internationally."
An improved DMCA demotion signal in Google search is also being rolled out as part of the refresh, which down-ranks sites for which Google has received a large number of valid DMCA notices.
"We've now refined the signal in ways we expect to visibly affect the rankings of some of the most notorious sites. This update will roll out globally starting next week," Google said, adding that it will also be removing more terms from autocomplete, based on DMCA removal notices.
The new measures might be welcomed by the entertainment industry, but are likely to encourage more people to use legal alternatives such as Spotify and Netflix, rather than buying more physical media. µ
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