News Tonight

Online search giant, Google on Friday tried to dispel concerns about the deteriorating quality of search results of its search engine by announcing that it will tweak its technologies and focus on content farms to restrict the huge amount of unreliable or otherwise junky information that comes up as results.

The company did not name any such `low-quality sites' but among others Demand Media, which is in the middle of the rumored IPO. Google has also decided to lower the ranking of content farm sites such as eHow. com.

Google principle engineer Matt Cutts, who runs Google's Web spam team understands that Webspam is a critical issue for the company along with new content farms that provide duplicate content in order to pull traffic from Google. Mr. Cutts said the feedback from the internet users show that the users want company to take stricter action on content farms and sites that produce spam laden or low-quality content.

Google understands how these content aggregators are polluting the Web and also say that the quality of search results might be deteriorating. Google normally makes changes to its search engine quietly and this time too it did not say what changes it making for restricting the junky information.

A Google spokesman said the company's "algorithms are not designed to target particular sites." The company is trying to focus on characteristics of low-quality content.

Observers say that if Google search engine continues to give low quality results, the internet users will look for alternatives and social search could emerge as a serious competitor for the company. This is another reason behind the increasing rivalry between Google and Facebook.