"Google utilizes user data "[a]t every stage of the search process," from crawling and indexing to retrieval and ranking. User data further helps Google understand which ads capture users' attention, enabling it to better evaluate ad quality and serve more relevant ads in the future. (finding that users' sessions data "helps to tailor the advertisements that Google delivers to [them]"). These improvements in search quality and ad monetization ultimately translate into higher revenue, as superior search results attract additional users and more targeted ads generate more clicks."
"(1) More user data allows a GSE to improve search quality, (2) better search quality attracts more users and improves monetization, (3) more users and better monetization attract more advertisers, (4) more advertisers mean higher ad revenue, and (5) more ad revenue enables a GSE to expend more resources on traffic acquisition costs (i.e., revenue"
"User data determines which websites Google crawls and how often. pic.twitter.com/Y7WUdsrKqI- Marie Haynes (@Marie_Haynes) September 3, 2025"
Google uses user session and interaction data to determine which websites to crawl and how often. User data is applied at every stage of the search process — crawling, indexing, retrieval, and ranking — and helps evaluate which ads capture user attention to improve ad quality and relevance. Increased user data enables improvements in search quality that attract more users, enhance monetization, and draw more advertisers. Higher ad revenue funds expanded resources for traffic acquisition and other investments. Related disclosures also reference search indexing, spam scoring, PageRank, page quality, Glue, and grounding for large models.
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