Google’s Knowledge-Based Trust : Ranking website’s on facts, not on links

In the Search Engine Result Pages Knowledge-Based Trust would score the trustworthiness of resources by determining the correctness of their factual information. Google is the largest, most comprehensive, & highly used search engine, It has tons of data, which is not identified by trusted or a garbage. Traditionally, web sources have been taken according to the hyperlink graph structure. Now they propose a new approach that relies on correctness of factual data provided by the source.

Google proposes a way to discriminate errors made in the extraction process from factual errors in the web source, by using joint inference in a novel multi-layer probabilistic model Knowledge-Based Trust (KBT). This Effective method can reliably compute the true trustworthiness levels of the sources on synthetic data. Applying it to on database of 2.8B facts extracted from the web and thereby estimating the trustworthiness of 119M web pages.

If you are searching for some content, google’s algorithm takes a large number of factors into consideration to display the result, such as on-page use of keywords & topics, anchor text, domain authority & PageRank as a measure of a page’s link equity. There are too many sites having good link profile that is not considered trustworthy.

Knowledge-Based Trust recommends the probability of calculating domain-level trust as well as page-level trust. If the KBT algorithm were to be polished & deployed, Google could, for example, crawl millions of pages on Wikipedia site and calculate a KBT score for the entire domain. And presumably a news story published on this domain could rank highly even if it contains a number of facts that cannot be verified algorithmically because the domain is considered trustworthy.

Through an analysis of URLs published in the In-Depth Articles feature Google maintains a short list of trusted domains. Today, people approve well-financed domains with strong fact-checking safeguards & niche sites with excellent quality control over more limited subject matter. And the conclusions could be far reaching. Consider: if you were the editor of an Education publication site, KBT would increase the pressure on you to think even more carefully about publishing an article on the potentially controversial research. And certainly KBT would contribute to the continuing decline of link metrics as a ranking factor. Few will feel regret for disappearance of the links.

“Learning to trust is one of life’s most difficult tasks.” Quoted by Isaac Watts. Here with Google’s KBT process, we will see a rise in web pages that perhaps do not have a lot of links but have a lots of facts.