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Google says it wants its users to have access to premium quality websites.Those websites which lack a mobile friendly interface would be demoted and it is expected that this update will cause a shake-up of ranks.
The change was a response to the continued growth in mobile usage, and a push for web developers to adopt a mobile-friendly version of their websites.Prior to Universal search, a standard Google search would consist of links only to websites.Universal search, however, incorporates a wide variety of sources, including websites, news, pictures, maps, blogs, videos, and more, all shown on the same search results page.Because Google is the most popular search engine, many webmasters have become eager to influence their website's Google rankings.An industry of consultants has arisen to help websites increase their rankings on Google and on other search engines.Previous keyword-based methods of ranking search results, used by many search engines that were once more popular than Google, would rank pages by how often the search terms occurred in the page, or how strongly associated the search terms were within each resulting page.
The Page Rank algorithm instead analyzes human-generated links assuming that web pages linked from many important pages are themselves likely to be important.The new architecture provided no visual differences in the user interface, but added significant speed improvements and a new "under-the-hood" indexing infrastructure.The move was interpreted in some quarters as a response to Microsoft's recent release of an upgraded version of its own search service, renamed Bing, as well as the launch of Wolfram Alpha, a new search engine based on "computational knowledge".Google Search Console helps to check for websites that use duplicate or copyright content."Universal search" was launched by Google on May 16, 2007 as an idea that merged the results from different kinds of search types into one.The algorithm computes a recursive score for pages, based on the weighted sum of the Page Ranks of the pages linking to them.