Introduction to Google Search Central APAC 2025
Google Search Central APAC 2025 was a three-day event that focused on three main pillars. The first day was centered around crawling, the second day was about indexing, and the third day delved into how Google returns search results. The serving infrastructure is a complex process that involves query understanding, result retrieval, index selection, ranking, and feature application.
Making Sense of User Queries
Cherry Prommawin explained how Google interprets user queries. Not all queries are straightforward, and Google has to learn where words start and end, especially in languages like Chinese or Japanese. This process is called segmenting. After segmenting, Google removes stopwords unless they are part of a meaningful phrase or entity. Then, it expands the query to include synonyms across all languages to better match what the user is looking for.
Context plays a significant role in how Google understands and responds to queries. A crucial aspect of this is the utilization of contextual synonyms. These synonyms are created to help return better search results based on how words are used in real-world searches and content. For example, Google might learn that people searching for "car hire" often click on pages that say "rental car," so it treats the two terms as similar in the right context.
How Google Understands Quality
Alfin Hotario Ho provided a clear explanation of how Google evaluates quality in search results. Quality is just one of many signals Google uses when ranking pages, but it’s an important one. Over the years, Google has attempted to define what "quality" means, and it consistently returns to five key points: focus on people-first content, expertise, content and quality, presentation and production, and avoiding search engine-first content.
The Quality Rater Guidelines are a useful resource that helps explain how Google measures whether its systems are performing well. The guidelines don’t directly influence ranking, but they reflect updates in Google’s thinking about what constitutes good content. There are four main pillars of quality in the guidelines: effort, originality, talent or skill, and accuracy.
Key Takeaways
Other key takeaways from Ho’s session include:
- Trust matters most, even if a topic isn’t about health, money, or safety.
- Google prioritizes trustworthy content.
- If a page strongly disagrees with general expert opinion, it may be seen as less reliable overall.
- Lots of 404 or noindex pages on a website are not a quality issue.
What Are Quality Updates?
Google updates its search systems for three primary reasons: to support new content formats, to enhance content quality, or to combat spam. These updates help ensure that people receive useful and relevant results when they search.
Supporting New Content Formats
As new content types become more popular, such as short videos or interactive visuals, users start to expect to find them in search results. If enough people show interest, Google may launch new features to match that demand.
Improving Content Breadth and Relevance
The internet is constantly growing, and many topics become saturated. To improve this, Google rolls out core updates. These updates don’t target specific websites or pages, but instead improve how Google ranks content across the web.
Combating Low-Quality and Spam Content
Some people try to game the system with low-effort content. Google isn’t perfect, and spammers look for gaps to exploit. In response, Google launches targeted updates that adjust how its systems detect spam or low-quality signals.
Recovering From Google Updates
You’re technically not penalized by core updates, so there’s no recovery like with spam updates. Google recommends that you continue doing a great job, look at what your competitors are doing better, and learn from sites that are doing better than you.
Caveats on Structured Data Usage
Google addressed some common myths surrounding structured data, particularly its connection to serving and ranking. Adding structured data to your site won’t directly improve your rankings, but it can make your listings more attractive in search results.
Not a Direct Ranking Factor
Adding structured data won’t directly improve your rankings, but it can make your listings more attractive in search results.
No Guarantees
Just because you’ve added structured data doesn’t mean Google will show rich results. The algorithms decide when and where it makes sense to display them.
Google Can Add Rich Results On Its Own
Even without structured data, Google may still display enhanced results if it can infer that information from your page content.
It Needs Ongoing Maintenance
Structured data isn’t a one-time task. You should check it regularly to ensure it remains accurate and error-free.
Conclusion
Google Search Central APAC 2025 provided valuable insights into how Google works and what it looks for in quality content. By understanding how Google interprets user queries, evaluates quality, and updates its search systems, you can improve your SEO strategies and provide better content for your users. Remember to focus on people-first content, expertise, and trustworthiness, and don’t forget to maintain your structured data regularly. By following these guidelines, you can increase your chances of ranking higher in search results and providing a better user experience.