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Evolution of links in Google
through the years
24th of July – Jan-Willem Bobbink
@jbobbink - http://ru.majestic.com
Notprovided.eu
Source at: http://infolab.stanford.edu/~backrub/google.html Presented at Seventh International World-Wide Web Conference
Arguments for use of PageRank
- A numerical weight of every URL
- Is scalable, can be used across WWW
- Relative values are easy to compare and understand
Has been core algorithm for the first years
USE PR TO VISUALIZE INTERNAL LINKS
Aleyda’s post: http://www.stateofdigital.com/visualize-your-sites-internal-linking-structure-with-nodexl/
Summary
- Google started with PageRank
- Using anchortexts to pass context
- Use content to pass even more context
From plain links between URLs to contextual relationships between pages
Remember your neighbours? Yahoo did!
Presentation at: http://www.slideshare.net/ChaToX/using-topology-to-identify-spam-sigir-2007
• Comment spam
• Anchor text ratios
• Guest blogging
• Paid links
• Blog networks
How do they measure that?
The Penguin algorithm looks for:
“Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines.”
Unnatural link penalties
• Balance your link building acitivities
• Look to what is acceptable in your niche
• Benchmark against competitors
Humans can be tricked!
It is all about balance
It’s all about benchmarking
Use Bulk Backlink checker to get first impression: https://ru.majestic.com/reports/bulk-backlink-checker
Monitor closely
Negative SEO is possible!
Automate monitoring: http://www.notprovided.eu/how-to-build-a-negative-seo-monitoring-system/
• Understand Google’s possibilities
• Systems are dynamic, not just one rule applies
• Understand your market
• Google is scaring you, more is allowed for algorithms than Google shares
Go get those rankings with links!
Conclusion of today
W3C SEMANTIC WEB ACTIVITY
“The Semantic Web is a collaborative movement led by international standards body the World Wide Web Consortium (W3C). The standard promotes common data formats on the World Wide Web”
GOAL: EVOLUTION OF THE WEB
PICTURE CREDITS: Neighbours: https://hinterrecords.files.wordpress.com/2011/06/hinter-l-001-cover1.jpg
Robot vs Human: http://cdn.theatlantic.com/static/mt/assets/business/615%20robot%20reuters%201.jpg
Plan A: http://www.dashinthemiddle.com/wp-content/uploads/2014/08/Failing-Feature.jpg
Facepalm: http://editorial.opentoexport.com/wp-content/uploads/2013/12/failure-export-marketing.jpg
Internet of Things: http://www.theinternetofthings.eu/innovative-internet-things-examples-iot-examples
THANKS FOR THE PICTURES!