Sullivan doesn’t believe in excluding UGC from a whole category of searches.
He continued:
“You really, in my view, don’t just rule out the idea that you just could never show UGC for anything. You try to figure out where you can use the signals and how you can figure out with the system to show the stuff when it seemed to be relevant, when it seemed to be helpful, when it seemed to be part of an overall collection of search resources that you can present to people.”
Refining The Signals
Sullivan said that Google will continue to refine the signals and algorithms to address issues and improve the quality of UGC in search results.
He stated:
“Like with everything in search you should just keep working to try to improve it and adjust it and figure out how to get the better signals and how to get the better information that you’re going to present.”
Sullivan claims that including UGC in search results isn’t about prioritizing certain content.
Rather, he frames it as presenting the most relevant and helpful information for each query.
Sullivan states:
“The balance should really be can we do a better job of showing the best content overall doesn’t matter if it’s from a big site, doesn’t matter if it’s from a small site.”
Clarifying Past Statements
Sullivan emphasized that including UGC in search results is not only about “giving people what they want,” a point he feels he has been misquoted on.
He clarified:
“I again when I go back to nuance because you share things and try to explain to people, and then people will take one little thing and throw it back at you. Like, “It’s what people want,” and I’ve got that over and over. Thank you for everybody who shared, and I’m sure you can share it again, but that’s not what I said in full.
I said that people are trying to get more authentic information. They want to hear from other people with experiences. They value that type of thing, and we want to show it when it’s relevant or when we actually think it’s of good quality or that it will be helpful.”
Looking Ahead
While Google’s championing of UGC is already underway, Sullivan portrayed it as an “evolutionary process” that will continue.
For websites and content creators, this emphasis on UGC reaffirms the value of fostering engaged communities and encouraging discussions around your brand and industry.
Hear Sullivan’s full statements in the interview below:
Featured Image: Tada Images/Shutterstock