Cracking the Google Code... Under the GoogleScope by Lawrence Deon
Google's sweeping changes confirm the search giant has launched a full out
assault against artificial link inflation & declared war against search
engine spam in a continuing effort to provide the best search service in the
world. and if you thought you cracked the Google Code and had Google all
figured out . guess again.
Google has raised the bar against search engine spam and artificial link
inflation to unrivaled heights with the filing of a United States Patent
Application 20050071741 on December 31, 2003. On March 31, 2005 is was
available online for the first time.
The filing unquestionable provides SEO's with valuable insight into Google's
tightly guarded search intelligence and confirms that Google's information
retrieval is based on historical data.
What exactly do these changes mean to you? Your credibility and reputation
on-line are going under the Googlescope! Google has defined their patent
abstract as follows:
A system identifies a document and obtains one or more types of history data
associated with the document. The system may generate a score for the document
based, at least in part, on the one or more types of history data.
Google's patent specification reveals a significant amount of information both
old and new about the possible ways Google can (and likely does) use your web
page updates to determine the ranking of your site in the SERPs.
Unfortunately, the patent filing does not prioritize or conclusively confirm
any specific method one way or the other.
Here's how Google scores your web pages.
In addition to evaluating and scoring web page content, the ranking of web
pages are admittedly still influenced by the frequency of page or site updates.
What's new and interesting is what Google takes into account in determining the
freshness of a web page.
For example, if a stale page continues to procure incoming links, it will still
be considered fresh, even if the page header (Last-Modified: tells when the
file was most recently modified) hasn't changed and the content is not updated
or 'stale'.
According to their patent filing Google records and scores the following web
page changes to determine freshness.
The frequency of all web page changes The actual amount of the change itself.
whether it is a substantial change redundant or superfluous Changes in keyword
distribution or density The actual number of new web pages that link to a web
page The change or update of anchor text (the text that is used to link to a
web page) The numbers of new links to low trust web sites (for example, a
domain may be considered low trust for having too many affiliate links on one
web page).
Although there is no specific number of links indicated in the patent it might
be advisable to limit affiliate links on new web pages. Caution should also be
used in linking to pages with multiple affiliate links.
Developing your web page augments for page freshness.
Now I'm not suggesting that it's always beneficial or advisable to change the
content of your web pages regularly, but it is very important to keep your
pages fresh regularly and that may not necessarily mean a content change.
Google states that decayed or stale results might be desirable for information
that doesn't necessarily need updating, while fresh content is good for results
that require it.
How do you unravel that statement and differentiate between the two types of
content?
An excellent example of this methodology is the roller coaster ride seasonal
results might experience in Google's SERPs based on the actual season of the
year.
A page related to winter clothing may rank higher in the winter than the
summer... and the geographical area the end user is searching from will now
likely be considered and factored into the search results.
Likewise, specific vacation destinations might rank higher in the SERPs in
certain geographic regions during specific seasons of the year. Google can
monitor and score pages by recording click through rate changes by season.
Google is no stranger to fighting Spam and is taking serious new measures to
crack down on offenders like never before.
Section 0128 of Googles patent filing claims that you shouldn't change the
focus of multiple pages at once.
Here's a quote from their rationale:
"A significant change over time in the set of topics associated with a document
may indicate that the document has changed owners and previous document
indicators, such as score, anchor text, etc., are no longer reliable.
Similarly, a spike in the number of topics could indicate spam. For example, if
a particular document is associated with a set of one or more topics over what
may be considered a 'stable' period of time and then a (sudden) spike occurs in
the number of topics associated with the document, this may be an indication
that the document has been taken over as a 'doorway' document.
Another indication may include the sudden disappearance of the original topics
associated with the document. If one or more of these situations are detected,
then [Google] may reduce the relative score of such documents and/or the links,
anchor text, or other data associated the document."
Unfortunately, this means that Google's sandbox phenomenon and/or the aging
delay may apply to your web site if you change too many of your web pages at
once.
From the case studies I've conducted it's more likely the rule and not the
exception.
What does all this mean to you?
Keep your pages themed, relevant and most importantly consistent. You have to
establish reliability! The days of spamming Google are drawing to an end.
If you require multi page content changes implement the changes in segments
over time. Continue to use your original keywords on each page you change to
maintain theme consistency.
You can easily make significant content changes by implementing lateral
keywords to support and reinforce your vertical keyword(s) and phrases. This
will also help eliminate keyword stuffing.
Make sure you determine if the keywords you're using require static or fresh
search results and update your web site content accordingly. On this point RSS
feeds may play a more valuable and strategic role than ever before in keeping
pages fresh and at the top of the SERPs.
The bottom line here is webmasters must look ahead, plan and mange their
domains more tightly than ever before or risk plummeting in the SERPs.
Does Google use your domain name to determine the ranking of your site?
Google's patent references specific types of 'information relating to how a
document is hosted within a computer network' that can directly influence the
ranking of a specific web site. This is Google's way of determining the
legitimacy of your domain name.
Therefore, the credibility of your host has never been more important to
ranking well in Google's SERP's.
Google states they may check the information of a name server in multiple ways.
Bad name servers might host known spam sites, adult and/or doorway domains. If
you're hosted on a known bad name server your rankings will undoubtedly suffer.
if you're not blacklisted entirely.
What I found particularly interesting is the criteria that Google may consider
in determining the value of a domain or identifying it as a spam domain;
According to their patent, Google may now record the following information:
The length of the domain registration. is it greater than one year or less
than one year?
The address of the web site owner. Possibly for returning higher relevancy
local search results and attaching accountability to the domain. The admin and
the technical contact info. This info is often changed several times or
completely falsified on spam domains; again this check is for consistency! The
stability of your host and their IP range. is your IP range associated with
spam?
Google's rationale for domain registration is based on the premise that
valuable domains are often secured many years in advance while domains used for
spam are rarely secured for more than a year.
If in doubt about a host's integrity I recommend checking their mail server at
www.dnsstuff.com to see if they're in the spam database. Watch for red flags!
If your mail server is listed you may have a problem ranking well in Google!
Securing a reputable host can and will go a long way in promoting your web site
to Google.
The simplest strategy may be registering your domain several years in advance
with a reputable provider thereby demonstrating longevity and accountability to
Google. Google wants to see that you're serious about your site and not a flash
in the pan spam shop.
http://www.tkqlhce.com/click-1604302-10294265
Googles Aging Delay has teeth. and they're taking a bite out of spam!
It's no big secret that Google relies heavily on links when it comes to ranking
web sites.
According to their patent filing, Google may record the discovery date of a
link and link changes over time.
In addition to volume, quality & the anchor text of links, Google's patent
illustrates possible ways how Google might use historical information to
further determine the value of links.
For example, the life span of a link and the speed at which a new web site gets
links.
"Burst link growth may be a strong indicator of search engine spam".
This is the first concrete evidence that Google may penalize sites for rapid
link acquisition. Whether the "burst growth" rule applies to high
trust/authorative sites and directory listings remains unknown. I personally
haven't experienced this phenomenon. What's clear for certain though is the
inevitable end to results orientated link farming.
I would point out here that regardless of whether burst link growth will be
tolerated for authorative sites or authorative link acquisition, webmasters
will have to get smarter and work harder to secure authorative links as their
counterparts become reluctant to exchange links with low trust sites. Now Page
Rank really has value!
Relevant content swaps may be a nice alternative to the standard link exchange
and allow you some control of the link page elements.
So what else does Google consider in determining the aging delay?
The anchor text and the discovery date of links are recorded, thus
establishing the countdown period of the aging delay. Links with a long-term
life span may be more valuable than links with a short life span. The
appearance and disappearance of a links over time. Growth rates of links as
well as the link growth of independent peer pages. Again, this suggests that
rapid link acquisition and the quality of peer pages are monitored Anchor text
over a given period of time for keyword consistency. Inbound links from fresh
pages. might be considered more important than links from stale pages. Google
doesn't expect that new web sites have a large number of links so purchasing
large numbers of brokered links will likely hurt you more than help you. Google
indicates that it is better for link growth to remain constant and naturally
paced. In addition, the anchor text should be varied as much as possible. New
web sites should not acquire too many new links; it'll be tolerated if the
links are from trusted sites but it may be considered spam.
So how do you build your link popularity / Page Rank and avoid penalties?
When it comes to linking, you should clearly avoid the hocus pocus or magic
bullet linking schemes. If you participate in quick fix link exchange scams,
use automated link exchange software or buy hundreds of links at once, chances
are Google will interpret your efforts as a spam attempt and act accordingly.
Don't get caught in this trap. the recovery period could be substantial since
your host and IP range are also considered!
When you exchange links with other web sites, do it slowly and consistently.
Develop a link management and maintenance program. Schedule regular times every
week to build the links to your site and vary the anchor text that points to
your site.
Obviously, the links to your site should utilize your keywords. To avoid
repetition use lateral keywords and keyword phrases in the anchor text since
Google wants to see varied anchor text!
Your sites click through rate may now monitored through bookmarks, cache,
favorites, and temporary files.
It's no big secret that Google has always been suspected of rewarding sites
with higher click through rates (very similar to what Google does with their
AdWords program) so it shouldn't come as a great surprise that Google still
considers site stickiness and CTR tracking in their criterion.
What's interesting though is Google is interested in tracking the behavior of
web surfers through bookmarks, cache, favorites, and temporary files (most
likely with the Google toolbar and/or the Google desktop search tool). Google's
Patent filing indicates Google might track the following information: Click
through rates are monitored for changes in seasonality, fast increases, or
other spike traffic in addition to increase or decrease trends. The volume of
searches over time is recorded and monitored for increases. The information
regarding a web page's rankings are recorded and monitored for changes. Click
through rates are monitored to find out if stale or fresh web pages are
preferred for a search query. The traffic to a web page is recorded and
monitored for changes. like Alexa. User behavior may be monitored through
bookmarks, cache, favorites, and temporary files. Bookmarks and favorites
could be monitored for both additions and deletions, and; The overall user
behavior for trends and changes.
Since Google is capable of tracking the click-through rates to your web site,
you should make sure that your web pages have attractive titles and utilize
calls to action so that web surfers click on them in the search results.
It's also important to keep your visitors there so make your web pages
interesting enough so that web surfers stay some time on your web site. It
might also help if your web site visitors added your web site to their
bookmarks.
As you can see, Google's new ranking criterion has evolved far beyond the
reliance of criteria that can be readily or easily manipulated. One thing is
for certain with Google, whatever direction search innovation is going; you can
trust Google to be pioneering the way and setting new standards!
About the Author
Lawrence Deon is an SEO/SEM Consultant and author of the popular search engine
optimization and marketing model Ranking Your Way To The Bank.
http://www.rankingyourwaytothebank.com
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