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