最有看点的互联网金融门户

最有看点的互联网金融门户
其他国际资讯

谷歌搜索新政:合理警示风险的信用卡网站将获更好排名

近日,伦敦人工智能机构Artios针对谷歌在不同领域的搜索排名政策进行了一次机器学习研究。最终结果显示,谷歌对待信用卡领域的搜索排名方式略有不同。

当谷歌用户对信用卡相关的关键词进行搜索时——如"最好的零利率信用卡"——那些使用了"风险"、"惩罚"、"罚款"等带有警告意味词组的网站反而会获得更好的搜索排名。而专注于宣传额外收益等优点或者使用"最佳"、"物美价廉"等词汇的网站将不会被前置。

Artios利用自然语言处理技术(依赖NLP库)对100个信用卡网站进行了深度分析。结果显示,使用触发一般恐惧语言的信用卡网址将使谷歌将其排名平均上升0.5个位置。其中,该creditcards.com的平均排名上升最大,在70个关键词中平均上升达到6,紧随其后的是nerdwallet.com。Mypremiercreditcard.com有着平均3.6个的上升,尽管它只代表了14%的数据集。

主导该研究的数据科学家Andreas Voniatis表示他支持使用向量机模型对一系列关键词预测谷歌的排名,并使用了其他和关键词相关的变量。此外Voniatis还指出:"我们对语义改变搜索表现的情况已经有所了解,但是这次的发现也许是证明谷歌使用情绪语言来判断一个网站有用程度的第一个例子。"

从Artios的这项研究我们不难看出,谷歌的这种做法是在帮助消费者提高债务危机意识,避免消费者“债台高筑”。同时,这也从侧面反映了美国消费者金融保护局、英国金融市场行为监督局等行业监管者的对金融行业发展的要求,而且在某种程度上将推动金融机构进行网站平台改进。

Study by London-based artificial intelligence agency Artios notes that Google is acting as a 'regulator by proxy'.

Google rewards credit card websites that use language to "frighten" their users about the risk of falling into debt, according to a machine learning study into how the search giant ranks different sectors.

The study by London-based artificial intelligence agency Artios notes that Google is acting as a "regulator by proxy", invoking fear in consumers to protect them from meandering into high levels of debt.

Artios thinks Google rightly treats the credit card sector differently from others, giving sites that emphasise risk over benefit more visibility in their search results, placing them nearer to the top, and mirroring the requirements of industry regulators like the Consumer Financial Protection Bureau in the US and the Financial Conduct Authority in the UK.

When a Google user enters a search term related to credit cards – for example, "best zero percent credit card" – websites that use fear-inducing terms like "risk", "penalty" or "charges" have a better chance of appearing nearer to the top of the results.

Sites that focus on benefits and advantages by putting more emphasis on added extras, bonuses or using words like "best" or "affordable", don't perform as well.

Sean O'Meara, a representative for Artios, said: "This is part of a wider study looking at how Google treats different market sectors. We took credit cards as an interesting example. We noticed that if the text on your page has an emphasis on risk over benefit, then Google will give you a little bump in ranking."

Credit card offerings must not have a promotional line that is more than one click away from the terms and conditions. If you are announcing zero percent interest for instance, that triggers what is called a "risk event", said O'Meara. In this case your promotion should be not more than one click away from the terms and conditions.

"Preferably these will appear on the same page, but obviously if you are looking on it on a mobile you can't display the terms and conditions on screen," O'Meara added.

"Google is doing something virtuous on behalf of its users that the finance industry probably needs to know about. It is going to inform how they maintain their websites going forward."

Using Natural Language Processing (relying on the NLP libraries), the study found sites using language that invokes moderate fear improves Google rankings for credit card websites by at least 0.5 positions on average, according to in-depth analysis of 100 credit card websites.

Andreas Voniatis, the data scientist at Artios who led the study, said: "This finding was perhaps the most interesting of the entire study. As an industry we've known that semantics play a large part in search performance, but this is potentially the first piece of evidence to suggest Google uses emotion of language to judge a site's usefulness.

"Google appears to be applying some degree of regulation by proxy on credit card sites. Industry regulators encourage businesses in the financial services sector to emphasise the risks of their products over the benefits and Google seems to be mirroring those requirements in its own algorithm, typically resulting in a higher degree of fear emotion in the copy in the best performing websites."

The study found that creditcards.com had the largest number of high rankings averaging position #6, on more than 70 keywords, followed by nerdwallet.com. Mypremiercreditcard.com had the highest average ranking of 3.6 although they only represented 14% of the data set.

Voniatis said he used a support vector machine model to predict the Google Ranking for a given variation of a keyword, using all the other variables associated with each keyword.


用微信扫描可以分享至好友和朋友圈

扫描二维码或搜索微信号“iweiyangx”
关注未央网官方微信公众号,获取互联网金融领域前沿资讯。

发表评论

发表评论

您的评论提交后会进行审核,审核通过的留言会展示在下方留言区域,请耐心等待。

评论

您的个人信息不会被公开,请放心填写! 标记为的是必填项

取消

顾澄 | 未央团队未央编辑团队

101
总文章数

TA还没写个人介绍。。。

保险科技行业大变局,AI技术成核心

路英 宋文娟... | 中国经营报 10-10

[未央翻译]Fintech国际资讯周报|2017年第39周

高旭 09-30

CFPB向网贷平台Upstart发出无异议函

潘, 妍媛 09-30

智能投顾成功入选牛津词典

Tom Ellis 09-27

AI、大数据、云计算:互联网金融的全新边界

孟永辉 09-26

版权所有 © 清华大学五道口金融学院互联网金融实验室 | 京ICP备17044750号-1