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Just when you thought you had it down ...
While many of us have been tweaking our META tags and refining
our web site copy to improve our search engine standings, our friends
at the search engine companies have been working on means to make these
manipulations less relevant.
Consider the issue from the search engines' point of view.
A search engines' primary function is to take a users' search request
and provide the most relevant results it can, base on the request. Up
to now, the search engines have had little choice but to trust web masters
to accurately depict their content. This depiction has been accomplished
using tags and text and a variety of algorithms to determine a sites'
relevancy to particular keywords. We all know that not every webmaster
has been scrupulously honest in the way they describe their sites utilizing
these "self indexing" tools.
In an effort to reduce the occurrence of these "optimized"
(read "misleading") self indexing techniques, the programmers
and architects who work for the search engines have been burning the midnight
oil. Their focus has been to develop algorithms that give higher relevance
to "off page criteria" -- that is, information that can be obtained
from a source other than your website.
Enter Alta Vista, the first major search engine to seriously employ off
page criteria in their raking algorithms. Their actual algorithms are,
of course, closely guarded secrets, but they appear to be utilizing "link
analysis" as a heavy weighting factor for placement.
So what is "link analysis" and how does it affect my web sites'
placement in a search engines' results? Simply stated, link analysis is
evaluating what sites link to yours, who links to them, link density and
what terms are the sites highly to? Clear as mud, right? Let's look at
each of these items in detail:
Link Density
Link density is the term use to refer to how many sites link to your
site. Most are familiar with the idea of a reverse link lookup. For those
that are not, a reverse link lookup is asking a search engine "How
many web sites, other than my own, are linked to mine?". To perform
a reverse link lookup in Alta Vista, type a simple query like:
+link:www.hotmail.com -host:www.hotmail.com
This query will result in around eighty four thousand pages being found.
This is an outstanding number of web pages, all linked to Hotmails web
site, and a very good example of link density. Now will your site stack
up against Hotmail? Probably not, but you are probably not in direct competition
with Hotmail anyway. To get an feel for more down to earth numbers, do
a search for "web hosting". Take the first site you find and
plug the URL into our query above. When I did this little test I got nine
hundred sixty nine pages found.
But what if Hotmail decided to go into the web hosting business? From
the standpoint of link density, this would be bad news for our example
company because, based on link density alone, Hotmail would be nearly
eighty seven times more relevant.
Link Popularity
Clearly, link density alone is not enough to make a reasoned decision
about a web sites placement. The next element of off page criteria to
be considered is link popularity. When you are considering what sites
to approach about reciprocal linking, which would you prefer: A) a link
from a site hosted on a free web host like Angelfire; or B) a link from
Yahoo.com? Obviously, most of us would prefer the link from Yahoo. So
we have determined that not all links are created equal. The algorithm
to analyze link popularity utilizes third level linking to determine a
sites popularity. In other words, the algorithm looks at who links to
the sites that link to you. For off page criteria algorithms, it is not
just the quantity of links but the quality of the links that counts.
Crosslinking
It's a fact that sites that have to do with a particular subject have
a higher density of crosslinking to other sites that are relevant to the
same subject. This is where the entire concept of the Internet as the
"web" originates. As it pertains to off page ranking criteria,
high density crosslinking indicates a "cluster". These clusters
are assumed to be highly relevant to the same topics. Take the search
keyword "nuclear energy". The first site listed in Alta Vista
is the Nuclear Energy Agency (NEA). Now do a reverse link lookup on the
NEA. Several sites are listed. Doing reverse link lookups on the listed
sites produce the same sites, over and over again. Therefore sites belonging
to this "cluster" would be determined to be highly relevant
to the search keywords "nuclear energy".
So what do you do about this new direction in search engine algorithms?
My advice is to continue doing what you should have been doing all along.
- Continue to ensure that your title tag is catchy and appropriate.
- Continue to make sure that your description tag is accurate and that
it utilizes your main keywords.
- Continue to research and maintain you keywords tag.
- Continue to use your keywords early and often in your web site page
copy.
Does this mean you should do nothing different? The answer to that depends
on whether or not you have been soliciting reciprocal links from similar
sites. The recommendation to do reciprocal links is not a new one, just
more important in light of off page ranking criteria. A few specific recommendations:
- Trade links with other web sites that focus on the same topic as yours.
- Identify and get listed in topic specific portals.
- Participate in topic clusters, such as web rings.
- Use reverse link lookups to track not only your popularity, but also
the popularity of the sites you trade links with.
It is too soon to tell for certain if other search engines will follow
Alta Vistas lead in using off page criteria for determining relative position.
The move will largely depend on whether the users of search engines feel
that these factors really improve the relevancy of their searches. If
Alta Vistas traffic jumps markedly you can bet your bottom dollar that
we will see a lot more of these algorithms utilized by the major search
engines.
About the author
Copyright 1998, 2003 Tony L. Callahan All Rights Reserved
Tony L. Callahan, is a successful Internet Promotions Consultant with
more than twenty years of industry experience and is president of
his own Internet marketing company, Link-Promote.
He also publishes Web-Links Monthly, a newsletter full of tips, tricks,
tools and techniques for successful web site promotions. To subscribe,
send e-mail to: Web-Links-subscribe@topica.com.
For an online archive of Tony's articles available for reprint, visit:
http://www.link-promote.com/articles |
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