(WSJ) Google Inc. GOOG -0.05% said its search engine would begin to penalize websites suspected of improperly posting copyrighted material, a gesture meant to succor media companies that have long complained about the issue.
In a post Friday on Google’s blog, Amit Singhal, a top search executive, said Google’s Web “search algorithms,” which determine how websites are ranked in search results, would now take into account the number of valid copyright removal notices that Google receives for a particular site. “Sites with high numbers of removal notices may appear lower in our results,” he said.
The move comes as Google itself is attempting to become a major seller and distributor of professional video and music content through a variety of services, from its YouTube video site to the Google Play online-media store to its pay-TV service in Kansas City, which required deals with cable-channel networks. It is pursuing such initiatives partly in a bid to compete with Apple Inc. AAPL +0.16% and Amazon Inc., AMZN -0.56% among other tech companies that distribute media.
Many media companies and content creators have been worried about Google’s role in facilitating online piracy or devaluing their content online, among other things. Google has been engaged in legal disputes with companies such as Viacom Inc. VIAB -0.70%as well as book publishers and authors for showing unauthorized music, video and book content on Google’s search engine and YouTube, though much of the allegations involve conduct from several years ago.
On Friday, the Recording Industry Association of America, which represents the music industry, called Google’s move a “potentially significant development.” RIAA Chairman and CEO Cary Sherman said in a statement that Google’s move “is an important step in the right direction—a step we’ve been urging Google to take for a long time—and we commend the company for its action.” He added: “Google has signaled a new willingness to value the rights of creators.”