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PageRank for Websites: Is There More to the Web?

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-businessdoes 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 seemscomparing them to all the other words on the
important to remind everyone that there issite. 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 thesite is about, but thanks to a bunch of
algorithm that Google uses to rank a websiteunscrupulous 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 hasbecause it is too easy to manipulate search
come to mean so much to webmasters and SEO'sresults 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...) Andactually are in a search, or "keyword
while some of these concepts are included indensity". Simply put, keyword density is how
the PageRank algorithm themselves, it's oftendense those keywords are in the actual
helpful to be reminded that there are manycontent of a webpage. But it's not just
factors that a webmaster should concentrateabout individual pages; it's about the scope
on, and not just one overwhelming aspect. Itof keyword density in general for an entire
bothers me that Google's toolbar's PageRanksite. If a page has nothing to do with what
indicator "measures the IMPORTANCE" of athe website pertains to, then most likely, it
page; important to them, perhaps, especiallywon't get listed.LinkRankIf you've done any
in light of the release of the Google Toolbarreading at all on search engine optimization,
for Firefox on July 7th. But lack ofthen chances are you've come across link
PageRank doesn't mean that your site isn'tpopularity and its importance in
important. So how do you let the searchoptimization. PageRank initially measured
engines, Google in particular, know that?how important a website was by its back
This article is a collection of the phraseslinks, or a search engine's perception of
that indicate the behavior of search enginesvotes for a site. But you can't do any kind
today.FreshRankCurrently there is patentof search on link popularity without coming
application in the US Trademark Office fromacross 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 ofto be pretty popular these days to purchase
determining a document's "freshness" which weyour back links. This is not to be confused
will name FreshRank, coined such by Michaelwith hiring an SEO. Using an SEO consultant
Martinez on Cre8asite Forums. The abstractto market all aspects of a website is
says that one of the problems is that theprobably a far better long term investment
"last modified since" attribute isn't alwaysthan to buy a bunch of links. We live in a
correct, and even if a webmaster has figuredworld where we've gotten used to getting what
out they can change the date, it stillwe want RIGHT NOW. Whatever happened to
doesn't fool Google. What Google looks forpatience is a virtue? Anymore, patience is a
is actual modified content. As far as hownostalgic concept, and is almost as
Google determines how old a document may beantiquated as dime-store sodas.There are
is still somewhat of a secret. Monika ischanges in the works to help curb the back
attempting to patent a more explicit form oflinks controversy, with seven new search
freshness, since not all search engines useexclusions, 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 moreamounts of back links before the site has
reliable way of determining overall updatedeven had a chance to take off. John Scott of
content. Well, I for one, happen toCre8asite Forums offered an opinion based on
agree.But consider this: some websites don'ta source who used to work with a current
need to be updated. Does this mean theyGoogle employee:"The probation does not apply
aren't fresh? Not likely. Think for ato new sites. It applies to links. When the
moment about that government bill that wasalgorithm was deployed certain older links
put into action 10 years ago. No new freshwere grandfathered in. After that, links will
content there. What about the scientificbe (are being) given partial credit, and be
formula for penicillin? I don't think thatessentially on 'probation.'""It applies to
changes much. And what about the historicallinks, not sites. And the age of the link is
account of the Trojan War? Pretty much staysnot the only factor. The IP range of the
the same. Most businesses adopt terms andlinks and other considerations are made, and
conditions or a privacy policy that isthe person who I discussed this with said
designed to stay the same. So it'll bethat Krishna Bharat is at Google primarily to
interesting to see how the patent, ifdevelop and implement this new algorithm. It
approved, will pan out in regards to thisis supposed to radically change the way links
type of information. There is no mention inare evaluated."Spammers have traditionally
the patent application of "gauging whetherharvested links in the way that my neighbor
the page continues to be a currently relevantharvests soybeans: more is more. But it's
citation." Even Google mentions how fresh athe relevant links that achieve the well
website's content is as a problem in a recentplaced rankings. Spammers artificially
patent application. So it will beinflate search engine rankings through many
interesting to see if the new FreshRank willlinks, 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 byother day, and couldn't find a single one.
Google. Google has this to say aboutNow it is the day of the "directories". When
TrustRank: "Web spam pages use variouscompiling links for a client, we get a lot of
techniques to achieve higher-than-deservedrequests for link exchanges. A site, for
rankings in a search engine's results. Whileexample, that relates to search engine
human experts can identify spam, it is toooptimization should stick to links to other
expensive to manually evaluate a large numbersites that have to do with the Internet and
of pages. Instead, we propose techniques tosearch engines. So why on earth would they
semi-automatically separate reputable, goodwant to exchange links with Bahamas Vacation
pages from spam. We first select a small setPackages? 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 seedto create a directory with many different
pages, we use the link structure of the webcategories that relate to just about
to discover other pages that are likely to beanything. I can't stress enough that these
good. In this paper we discuss possible waysthings are going to be examined by the search
to implement the seed selection and theengines before too long, and it is best to
discovery of good pages. We present resultsjust not partake. It is very difficult to
of experiments run on the World Wide Webpass up a link exchange for a new webmaster,
indexed by AltaVista and evaluate theespecially when they are striving so hard to
performance of our techniques. Our resultsget those inbound links. But it just isn't
show that we can effectively filter out spamworth it.AgeRankI've known several a-company
from a significant fraction of the web, basedthat has rushed out to register a domain name
on a good seed set of less than 200just in case they need it in five or so
sites."The paper they are referring to is ayears. This might be a good idea for now,
12 page abstract dealing with Google'sbut in five years, will it matter? No one
TrustRank, found at Stanford University'sknows. AgeRank is a fairly new idea that has
site. In essence, TrustRank is a way to cutoccurred to webmasters as far as importance
down on spam and filter out content that isto search engines. There are a lot of sites
not relevant to the searcher in order toout there that exist for the sole purpose of
bring them results they really want. Whilespamming. And with Google's recent stance on
there is no way to implement techniques tospamming (just look at the infamous Traffic
include Google's TrustRank currently, whatPower fiasco), search engines are taking into
this means to you as a website owner isaccount the longevity of a domain as well as
simple: don't spam the search engines! Spamall the other factors. However, all of the
is defined as email related in Webster's, butwebmasters out there with brand new sites can
the term has come to mean any unwantedtake heart: it is theorized that AgeRank
information or propaganda that may have beenonly makes up about 1% of the PageRank
received through deceptive measures on thealgorithm. After all, it should matter too
part of the sender. To a search engine, spammuch that a website that has been around for
is hyperlinked pages that are intent onyears should have more importance than a new
misleading the search engine. So as long assite, especially if the new site has far more
you are genuinely trying to keep your noserelevance 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 bethe visitor the most relevant search
careful. The best policy is to develop yourresults.There is, however, a patent
website for your visitor, and not for theapplication in the works that Barry Schwarz
search engines; you'll do well everyof 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 Businessthe new sites can where they can all play
Administration for a packet for starting anicely away from the real sites until they've
business, you get a 26 page questionnairehad a chance to prove themselves. In an
about your niche product. There are manyexplanation of why new sites rank well at
aspects to NicheRank. Ideally, offering afirst, then drop into obscurity, Schwarz
product that no one has ever though of beforesaid, "the only pattern I see from the
is the best niche to be in. Not everyone canthreads is that these are new sites. I see a
have that brand new invention that everyonewide range of back links reported, a wide
just has to have, however. So offeringrange of styles of on-page optimization. Only
product in a saturated market is stillpattern is the site was launched after
possible, but you still have to find yourDecember." The patent will be just another
niche market. What is it about your productweapon in the arsenal against spammers.
that is different from all the rest? WhyThose spammers ruin it for the rest of us,
should someone buy from you instead of fromdon't they? But it seems that it could work
one of your competitors? Whether it's aboutfor new sites as well, contradicting the idea
price, or freebies with purchase, unbeatableof a damaging sandbox effect. Google cites
customer service, or selection, you are nottwo current problems with the way search
just selling a product; you are selling yourengines work: FreshRank and LinkRank. The
company. And this is what makes upsandbox effect will simply delay PageRank for
NicheRank. How effective will you be ata site, so as to give PageRank validity
penetrating a field, and then stealing someagain, and not just something any old Joe
of that market share? I can't remember whatwith enough cash can simply purchase. So for
movie this was in, but the saying "You gottathe small business owner, this can mean
have a gimmick" is still tried and true. Sosomething important. For the spammer,
what's your gimmick? How does it apply tohowever, it could be
search engines?In an article by Scottiedevastating.ConclusionGoogle's PageRank isn't
Claiborne, she talks about the infomercialsgoing anywhere-at least not yet. Perhaps
that you see on TV. One in particular, theduring the PageRank blackout in late May,
"Chocolate Dream", was nothing more than an2005 had some webmasters celebrating that
age-old concept: the double boiler. ButPageRank finally bit the dust, though most of
this established product was given a new spinthem worried it wasn't coming back,
by the makers of the "Chocolate Dream", whichespecially those that purchased theirs. But
made it seem like something you just couldn'tit did, of course. So while PageRank plays,
live without. I love watching those shows onin 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, butand has far too much importance in the minds
they get a makeover to turn them intoof some, it's probably around for good, but
something different. I'm not a garage salerbringing back the original purpose of
by nature, as I just don't have the time, butPageRank can only mean good things for those
I like seeing what possibilities those oldwho 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 enginesimplementations of these changes sometime
are excited over new things, even if you havethis 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 duplicatedon'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 differentbecause that is what the industry is all
than the rest of them out there, even if itabout. I believe some of the change will
IS the same thing. And that'shave to do with those concepts outlined in
NicheRank.ContentRankYou've heard the oldthe many patent applications, and link
saying: Content is King. Too many timeschanges will be the first to start. I'd bet
someone develops a website and concentratesmy firstborn on it.My goal in writing this
on how pretty or flashy it has to be. As anarticle today is to remind you of the
SEO, updating content to keep a website freshimportance of doing what you should do best:
has always been a priority. Now, more thanconcentrating on your website, and what it
ever, as the algorithms of search engineshas to say, and what it means to your
change (almost daily, it seems) and thevisitors, instead of what it may mean to
jump-on-the-bandwagon-follow-Google's-leadsearch engines. This isn't a game in which
patenting of every idea that pertains tothe competitor with the most money wins.
search engines (this month there are eightWhen you have that down, everything else will
that I could count), webmasters have tofall 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 thenmarketing. She holds a Bachelor of Science in
again, I knew that already. In a way, theBusiness Administration and Marketing from
search engine patent craze is forcingKansas University. She has written several
webmasters to do what they should be doingweb 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



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