Google is promising to do a better job of weeding out copyright violations on the Internet. There are more than 1 trillion unique URLs on the web and more than 35 hours of video uploaded to YouTube every minute. But along with this new wave of creators come some bad apples who use the Internet to infringe copyright. As the web has grown, Google has seen a growing number of issues relating to infringing content. Google is working to develop new ways to better address the underlying problem.

The company today announced four changes that will implement over the next several months:

* Google will act on reliable copyright takedown requests within 24 hours. The company will build tools to improve the submission process to make it easier for rightsholders to submit DMCA takedown requests for Google products (starting with Blogger and web Search). And for copyright owners who use the tools responsibly, Google will reduce its average response time to 24 hours or less. At the same time, Google will improve its "counter-notice" tools for those who believe their content was wrongly removed and enable public searching of takedown requests.

* Google will also prevent terms that are closely associated with piracy from appearing in Autocomplete.

* The company will improve its AdSense anti-piracy review. Google has always prohibited the use of its AdSense program on web pages that provide infringing materials. Building on its existing DMCA takedown procedures, Google will be working with rightsholders to identify, and, when appropriate, expel violators from the AdSense program.

* Google will experiment to make authorised preview content more readily accessible in search results.

"These changes build on our continuing efforts, such as Content ID, to give rightsholders choice and control over the use of their content, and we look forward to further refining and improving our processes in ways that help both rightsholders and users," Kent Walker, General Counsel at Google wrote at the company's blog.