| Google's PageRank has been around for years, and in | | | | for. So in turn, a website uses words to connect with |
| the opinions of a lot of e-business owners, it can | | | | that visitor. So how does that search engine know |
| make or break a site. Lately, with Google's fingers in | | | | which bunch of words are relevant, and which are |
| every pie, it seems important to remind everyone | | | | not? By comparing them to all the other words on |
| that there is more to a website than just PageRank. | | | | the site. Keyword meta tags are still used to tell the |
| PageRank is a term that relates to the algorithm that | | | | search engines in a glance what the site is about, but |
| Google uses to rank a website in its search engine. | | | | thanks to a bunch of unscrupulous web designers and |
| Coined by Larry Page, one of the engineers of | | | | SEO's, meta tags are not as important as they used |
| Google, PageRank has come to mean so much to | | | | to be, because it is too easy to manipulate search |
| webmasters and SEO's that it dictates how we | | | | results using keywords alone. Keyword meta tags in |
| market a website. But let me coin a few terms of | | | | relation to the actual words on a page determine |
| my own. (Or, borrow them from others, perhaps...) | | | | how important those keywords actually are in a |
| And while some of these concepts are included in the | | | | search, or "keyword density". Simply put, keyword |
| PageRank algorithm themselves, it's often helpful to | | | | density is how dense those keywords are in the |
| be reminded that there are many factors that a | | | | actual content of a webpage. But it's not just about |
| webmaster should concentrate on, and not just one | | | | individual pages; it's about the scope of keyword |
| overwhelming aspect. It bothers me that Google's | | | | density in general for an entire site. If a page has |
| toolbar's PageRank indicator "measures the | | | | nothing to do with what the website pertains to, |
| IMPORTANCE" of a page; important to them, | | | | then most likely, it won't get listed.LinkRankIf you've |
| perhaps, especially in light of the release of the | | | | done any reading at all on search engine optimization, |
| Google Toolbar for Firefox on July 7th. But lack of | | | | then chances are you've come across link popularity |
| PageRank doesn't mean that your site isn't important. | | | | and its importance in optimization. PageRank initially |
| So how do you let the search engines, Google in | | | | measured how important a website was by its back |
| particular, know that? This article is a collection of the | | | | links, or a search engine's perception of votes for a |
| phrases that indicate the behavior of search engines | | | | site. But you can't do any kind of search on link |
| today.FreshRankCurrently there is patent application | | | | popularity without coming across a dozen or so ads |
| in the US Trademark Office from Monika Henzinger, | | | | that tell you that you can just buy your back links. It |
| published on June 30, 2005, that certifies that she | | | | seems to be pretty popular these days to purchase |
| has a way of determining a document's "freshness" | | | | your back links. This is not to be confused with hiring |
| which we will name FreshRank, coined such by | | | | an SEO. Using an SEO consultant to market all |
| Michael Martinez on Cre8asite Forums. The abstract | | | | aspects of a website is probably a far better long |
| says that one of the problems is that the "last | | | | term investment than to buy a bunch of links. We |
| modified since" attribute isn't always correct, and | | | | live in a world where we've gotten used to getting |
| even if a webmaster has figured out they can | | | | what we want RIGHT NOW. Whatever happened to |
| change the date, it still doesn't fool Google. What | | | | patience is a virtue? Anymore, patience is a nostalgic |
| Google looks for is actual modified content. As far as | | | | concept, and is almost as antiquated as dime-store |
| how Google determines how old a document may be | | | | sodas.There are changes in the works to help curb |
| is still somewhat of a secret. Monika is attempting to | | | | the back links controversy, with seven new search |
| patent a more explicit form of freshness, since not all | | | | exclusions, by placing a hold delay on newer sites |
| search engines use the "last modified since" attribute | | | | that have launched with seemingly huge amounts of |
| anyways, and stating that search engines need a | | | | back links before the site has even had a chance to |
| more reliable way of determining overall updated | | | | take off. John Scott of Cre8asite Forums offered an |
| content. Well, I for one, happen to agree.But consider | | | | opinion based on a source who used to work with a |
| this: some websites don't need to be updated. Does | | | | current Google employee:"The probation does not |
| this mean they aren't fresh? Not likely. Think for a | | | | apply to new sites. It applies to links. When the |
| moment about that government bill that was put into | | | | algorithm was deployed certain older links were |
| action 10 years ago. No new fresh content there. | | | | grandfathered in. After that, links will be (are being) |
| What about the scientific formula for penicillin? I don't | | | | given partial credit, and be essentially on |
| think that changes much. And what about the | | | | 'probation.'""It applies to links, not sites. And the age |
| historical account of the Trojan War? Pretty much | | | | of the link is not the only factor. The IP range of the |
| stays the same. Most businesses adopt terms and | | | | links and other considerations are made, and the |
| conditions or a privacy policy that is designed to stay | | | | person who I discussed this with said that Krishna |
| the same. So it'll be interesting to see how the | | | | Bharat is at Google primarily to develop and |
| patent, if approved, will pan out in regards to this | | | | implement this new algorithm. It is supposed to |
| type of information. There is no mention in the | | | | radically change the way links are |
| patent application of "gauging whether the page | | | | evaluated."Spammers have traditionally harvested |
| continues to be a currently relevant citation." Even | | | | links in the way that my neighbor harvests soybeans: |
| Google mentions how fresh a website's content is as | | | | more is more. But it's the relevant links that achieve |
| a problem in a recent patent application. So it will be | | | | the well placed rankings. Spammers artificially inflate |
| interesting to see if the new FreshRank will truly help. | | | | search engine rankings through many links, most of |
| As my grandfather used to say, "Well, we will just | | | | which don't relate to the sites content whatsoever. |
| see what we'll see." Indeed.TrustRankThis is a term | | | | Gone are the days of link farms; I tried to search for |
| trademarked by Google. Google has this to say about | | | | one the other day, and couldn't find a single one. Now |
| TrustRank: "Web spam pages use various techniques | | | | it is the day of the "directories". When compiling links |
| to achieve higher-than-deserved rankings in a search | | | | for a client, we get a lot of requests for link |
| engine's results. While human experts can identify | | | | exchanges. A site, for example, that relates to |
| spam, it is too expensive to manually evaluate a large | | | | search engine optimization should stick to links to |
| number of pages. Instead, we propose techniques to | | | | other sites that have to do with the Internet and |
| semi-automatically separate reputable, good pages | | | | search engines. So why on earth would they want to |
| from spam. We first select a small set of seed pages | | | | exchange links with Bahamas Vacation Packages? It |
| to be evaluated by an expert. Once we manually | | | | seems that the way to get around the non-relevant |
| identify the reputable seed pages, we use the link | | | | links these days is to create a directory with many |
| structure of the web to discover other pages that | | | | different categories that relate to just about |
| are likely to be good. In this paper we discuss | | | | anything. I can't stress enough that these things are |
| possible ways to implement the seed selection and | | | | going to be examined by the search engines before |
| the discovery of good pages. We present results of | | | | too long, and it is best to just not partake. It is very |
| experiments run on the World Wide Web indexed by | | | | difficult to pass up a link exchange for a new |
| AltaVista and evaluate the performance of our | | | | webmaster, especially when they are striving so hard |
| techniques. Our results show that we can effectively | | | | to get those inbound links. But it just isn't worth |
| filter out spam from a significant fraction of the web, | | | | it.AgeRankI've known several a-company that has |
| based on a good seed set of less than 200 sites."The | | | | rushed out to register a domain name just in case |
| paper they are referring to is a 12 page abstract | | | | they need it in five or so years. This might be a good |
| dealing with Google's TrustRank, found at Stanford | | | | idea for now, but in five years, will it matter? No one |
| University's site. In essence, TrustRank is a way to | | | | knows. AgeRank is a fairly new idea that has |
| cut down on spam and filter out content that is not | | | | occurred to webmasters as far as importance to |
| relevant to the searcher in order to bring them | | | | search engines. There are a lot of sites out there |
| results they really want. While there is no way to | | | | that exist for the sole purpose of spamming. And |
| implement techniques to include Google's TrustRank | | | | with Google's recent stance on spamming (just look |
| currently, what this means to you as a website | | | | at the infamous Traffic Power fiasco), search engines |
| owner is simple: don't spam the search engines! Spam | | | | are taking into account the longevity of a domain as |
| is defined as email related in Webster's, but the term | | | | well as all the other factors. However, all of the |
| has come to mean any unwanted information or | | | | webmasters out there with brand new sites can take |
| propaganda that may have been received through | | | | heart: it is theorized that AgeRank only makes up |
| deceptive measures on the part of the sender. To a | | | | about 1% of the PageRank algorithm. After all, it |
| search engine, spam is hyperlinked pages that are | | | | should matter too much that a website that has |
| intent on misleading the search engine. So as long as | | | | been around for years should have more importance |
| you are genuinely trying to keep your nose clean, | | | | than a new site, especially if the new site has far |
| you should be okay, right? Generally, this is true, but | | | | more relevance to what the searcher is looking for. |
| you should still be careful. The best policy is to | | | | Google's number one goal is to bring the visitor the |
| develop your website for your visitor, and not for | | | | most relevant search results.There is, however, a |
| the search engines; you'll do well every | | | | patent application in the works that Barry Schwarz of |
| time.NicheRankThis is a term that I'm simply making | | | | the SEO Round Table calls this the "sandbox effect," |
| up. If you contact the Small Business Administration | | | | because it's a place where the new sites can where |
| for a packet for starting a business, you get a 26 | | | | they can all play nicely away from the real sites until |
| page questionnaire about your niche product. There | | | | they've had a chance to prove themselves. In an |
| are many aspects to NicheRank. Ideally, offering a | | | | explanation of why new sites rank well at first, then |
| product that no one has ever though of before is | | | | drop into obscurity, Schwarz said, "the only pattern I |
| the best niche to be in. Not everyone can have that | | | | see from the threads is that these are new sites. I |
| brand new invention that everyone just has to have, | | | | see a wide range of back links reported, a wide |
| however. So offering product in a saturated market | | | | range of styles of on-page optimization. Only pattern |
| is still possible, but you still have to find your niche | | | | is the site was launched after December." The patent |
| market. What is it about your product that is | | | | will be just another weapon in the arsenal against |
| different from all the rest? Why should someone buy | | | | spammers. Those spammers ruin it for the rest of |
| from you instead of from one of your competitors? | | | | us, don't they? But it seems that it could work for |
| Whether it's about price, or freebies with purchase, | | | | new sites as well, contradicting the idea of a |
| unbeatable customer service, or selection, you are | | | | damaging sandbox effect. Google cites two current |
| not just selling a product; you are selling your | | | | problems with the way search engines work: |
| company. And this is what makes up NicheRank. How | | | | FreshRank and LinkRank. The sandbox effect will |
| effective will you be at penetrating a field, and then | | | | simply delay PageRank for a site, so as to give |
| stealing some of that market share? I can't | | | | PageRank validity again, and not just something any |
| remember what movie this was in, but the saying | | | | old Joe with enough cash can simply purchase. So for |
| "You gotta have a gimmick" is still tried and true. So | | | | the small business owner, this can mean something |
| what's your gimmick? How does it apply to search | | | | important. For the spammer, however, it could be |
| engines?In an article by Scottie Claiborne, she talks | | | | devastating.ConclusionGoogle's PageRank isn't going |
| about the infomercials that you see on TV. One in | | | | anywhere-at least not yet. Perhaps during the |
| particular, the "Chocolate Dream", was nothing more | | | | PageRank blackout in late May, 2005 had some |
| than an age-old concept: the double boiler. But this | | | | webmasters celebrating that PageRank finally bit the |
| established product was given a new spin by the | | | | dust, though most of them worried it wasn't coming |
| makers of the "Chocolate Dream", which made it | | | | back, especially those that purchased theirs. But it |
| seem like something you just couldn't live without. I | | | | did, of course. So while PageRank plays, in my |
| love watching those shows on HGTV that turn old | | | | opinion, wreaks far too much havoc upon the mental |
| things into new things. They are still the same basic | | | | stresses of any webmaster or SEO, and has far too |
| widgets, but they get a makeover to turn them into | | | | much importance in the minds of some, it's probably |
| something different. I'm not a garage saler by nature, | | | | around for good, but bringing back the original |
| as I just don't have the time, but I like seeing what | | | | purpose of PageRank can only mean good things for |
| possibilities those old items have for becoming | | | | those who are truly deserving.There is a rumor that |
| potentially new ones. What's your "Chocolate | | | | there are going to be some major implementations |
| Dream"?Search engines are excited over new things, | | | | of these changes sometime this summer. Even |
| even if you have an "old thing" that seems new. In | | | | though this is a rumor, it is one that makes me cringe |
| fact, search engines penalize for duplicate content, | | | | a bit. Humans don't like change; we are creatures of |
| and may not rank those sites at all. So you have to | | | | habit-me especially. But change I will, because that is |
| make your product different than the rest of them | | | | what the industry is all about. I believe some of the |
| out there, even if it IS the same thing. And that's | | | | change will have to do with those concepts outlined |
| NicheRank.ContentRankYou've heard the old saying: | | | | in the many patent applications, and link changes will |
| Content is King. Too many times someone develops | | | | be the first to start. I'd bet my firstborn on it.My goal |
| a website and concentrates on how pretty or flashy | | | | in writing this article today is to remind you of the |
| it has to be. As an SEO, updating content to keep a | | | | importance of doing what you should do best: |
| website fresh has always been a priority. Now, more | | | | concentrating on your website, and what it has to |
| than ever, as the algorithms of search engines | | | | say, and what it means to your visitors, instead of |
| change (almost daily, it seems) and the | | | | what it may mean to search engines. This isn't a |
| jump-on-the-bandwagon-follow-Google's-lead | | | | game in which the competitor with the most money |
| patenting of every idea that pertains to search | | | | wins. When you have that down, everything else will |
| engines (this month there are eight that I could | | | | fall into place.Jennifer E. Sullivan is an Internet Business |
| count), webmasters have to concentrate on what | | | | Consultant who specializes in search engine |
| their website has to say, and not just a bunch of | | | | optimization and web marketing. She holds a Bachelor |
| pretty pictures, JavaScript, and flash intros. But then | | | | of Science in Business Administration and Marketing |
| again, I knew that already. In a way, the search | | | | from Kansas University. She has written several web |
| engine patent craze is forcing webmasters to do | | | | marketing articles, including "Hiring An SEO Consultant: |
| what they should be doing already, and get them | | | | 10 Reasons Why You Should", "Let's Not Forget |
| back to basics: words.When a visitor is using a search | | | | About the Little Guy", and "Success for the Early |
| engine, they use words to find what they are looking | | | | Entrepreneur". |