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Google unveils tweaks to its search formula

November 14, 2011 |  3:07 pm

Google

Google peeled back the covers on its powerful search engine to give users an idea of how it ranks websites.

For the first time on Monday it published in-depth details about some of the changes to its search formula.

Google makes hundreds of changes to the algorithm every year. It usually does not publicize the changes to keep websites from gaming Google's search results. The changes that Google detailed Monday are less vulnerable to being gamed, according to Matt Cutts, who helps safeguard search quality at Google.

Google is opening up as the Federal Trade Commission is investigating whether Google favors its own businesses in search results, a potential violation of antitrust law. Google dominates Internet search with nearly 70% of Web searches around the globe.

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-- Jessica Guynn

 Photo: A Google office in Brussels. Credit: Virginia Mayo / Associated Press 

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