Google has made changes (but announced improvements) to its AdWords technology, which should change search engine placement for the better, the company reckons.

There are three key points, but the most important is that "quality score will be more accurate because it will be calculated at the time of each search query".

This means that adverts will have their keyword quality judged every time, meaning that "your ads will be more likely to show when they're relevant and less likely to show when they're not", making both user and advertiser happy, as well as the possibility of more focused SEO web design.

Google give an example of Nancy's Dairy, explaining how the differences affect it - for example, Nancy's site performs better in the USA so the quality score will take the user's location into account when displaying results, as well as the specific query and, slightly sinisterly, "other relevance factors".

What exactly these "other relevance factors" are is not revealed, which poses an interesting question.

Doesn't this mean that Google is using more and more of what it knows about its users for commercial gain, without the users' consent?

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