Any changes we make to Search are always to improve the usefulness of results you see. That's why we never accept payment from anyone to be included in search results.
Search has changed over the years to meet the evolving needs and expectations of the people who use Google. From innovations like the Knowledge Graph, to updates to our ranking algorithms that ensure we’re continuing to highlight relevant content, our goal is always to improve the usefulness of your results.
We put all possible changes to Search through rigorous testing and evaluation. If that testing shows a change brings less useful results, we won’t launch it.
Our engineers have many ideas for ways to make your results more useful. But we don’t go on a hunch or an expert opinion. We rely on extensive testing and have a rigorous evaluation process to analyze metrics and decide whether to implement a proposed change. Data from these evaluations and experiments go through a thorough review by experienced engineers and search analysts, as well as other legal and privacy experts, who then determine if the change is approved to launch. In 2019 we ran over 464,065 experiments, with trained external Search Raters and live tests resulting in more than 3620 improvements to Search.
We have always believed it is important for everyone to have access to the best information, for free. And it’s ads that enable Google to provide a Search engine that is free — one that works just as well for anyone, no matter your level of education or income.
When you use Google Search, ads may appear with your search results. We think it’s important to be transparent about the difference between paid and organic results, which is why ads are clearly labeled, so they are easy to distinguish from the rest of the page.
All our advertising and sponsored content is clearly labeled (e.g. "Ad"; "Sponsored") so that they are easily distinguishable from Search results.
We work hard to display ads only when they are relevant to the task you are trying to achieve on Google. We only charge advertisers when users interact with the ad, so our interest is in showing only useful ads. In fact, we frequently run no ads at all.
Google’s commercial relationships have no impact on algorithmic Search changes, and partner advertisers do not receive special treatment in resolving organic search issues or requests. We make sure these issues are handled based on the importance and impact to users, and not due to a financial relationship with Google.