“What does Google want in SEO” is a common question that many pretentious SEOs claim to know the answer to. I’m about to join their number. Google has moved beyond measuring SERP quality based on relevance and are now aiming to provide the best user experience possible.
Other titles I was considering for this post were:
Why Matt Cutts’ “Make Content For Users” Was Very Insightful
How Googlers Measure SERP Quality – Relevance Is No Longer King
Sorry Rand, But The Googlers Were Very Expressive, IMHO.
They are aiming not just for relevance, but overall positive user experience.
That’s what’s behind labeling of cracked sites in SERPs. That’s the reason for Universal search. That’s why AdWords integrates with GA, and GA with Feedburner. That’s why Quality Score counts loading times.
That’s probably what’s behind Knols (remember, Wiki + AdSense is a good user experience ;).) For the inspiration to this post, lookie: what google wants/researching the territory.