Search Engine Tricks

  Homes arrow Search Engine Tricks arrow Google's Next Big Move
 Webmaster Tools
Base64 Encoding 
Browser Settings 
CSS Coder 
CSS Navigation Menu 
Datetime Converter 
DHTML Tooltip 
Dig Utility 
DNS Utility 
Dropdown Menu 
Fetch Content 
Fetch Header 
Floating Layer 
htaccess Generator 
HTML Encoder 
HTML Entities 
IP Convert 
Meta Tags 
Password Encryption
Password Strength
Pattern Extractor 
Ping Utility 
Pop-Up Window 
Regex Extractor 
Regex Match 
Scrollbar Color 
Source Viewer 
Syntax Highlighting 
URL Encoding 
Web Safe Colors 
Forums Sitemap 
Weekly Newsletter
Developer Updates  
Free Website Content 
 RSS  Articles
 RSS  Forums
 RSS  All Feeds
Write For Us 
Contact Us 
Site Map 
Privacy Policy 
  >>> SIGN UP!  
  Lost Password? 

Google's Next Big Move
By: Developer Shed
  • Search For More Articles!
  • Disclaimer
  • Author Terms
  • Rating:  stars stars stars stars stars / 0

    Table of Contents:

    Rate this Article: Poor Best 
      Del.ici.ous Digg
      Blink Simpy
      Google Spurl
      Y! MyWeb Furl
    Email Me Similar Content When Posted
    Add Developer Shed Article Feed To Your Site
    Email Article To Friend
    Print Version Of Article
    PDF Version Of Article




    Google's Next Big Move
    by David Leonhardt

    November 2003 might go down in history as the month that Google
    shook a lot of smug webmasters and search engine optimization
    (SEO) specialists from the apple tree. But more than likely, it
    was just a precursor of the BIG shakeup to come.

    Google touts highly its secret PageRank algorithm. Although
    PageRank is just one factor in choosing what sites appear on a
    specific search, it is the main way that Google determines the
    "importance" of a website.

    In recent months, SEO specialists have become expert at
    manipulating PageRank, particularly through link exchanges.

    There is nothing wrong with links. They make the Web a web
    rather than a series of isolated islands. However, PageRank
    relies on the naturally "democratic" nature of the web, whereby
    webmasters link to sites they feel are important for their
    visitors. Google rightly sees link exchanges designed to boost
    PageRank as stuffing the ballot box.

    I was not surprised to see Google try to counter all the SEO
    efforts. In fact, I have been arguing the case with many non-
    believing SEO specialists over the past couple months. But I was
    surprised to see the clumsy way in which Google chose to do it.

    Google targeted specific search terms, including many of the most
    competitive and commercial terms. Many websites lost top
    positions in five or six terms, but maintain their positions in
    several others. This had never happened before. Give credit to
    Barry Lloyd of for cleverly uncovering
    the process.

    For Google, this shakeup is just a temporary fix. It will have
    to make much bigger changes if it is serious about harnessing the
    "democratic" nature of the Web and neutralizing the artificial
    results of so many link exchanges.

    Here are a few techniques Google might use (remember to think
    like a search engine):

    1. Google might start valuing inbound links within paragraphs
    much higher than links that stand on their own. (For all we
    know, Google is already doing this.) Such links are much less
    likely to be the product of a link exchange, and therefore more
    likely to be genuine "democratic" votes.

    2. Google might look at the concentration of inbound links across
    a website. If most inbound links point to the home page, that is
    another possible indicator of a link exchange, or at least that
    the site's content is not important enough to draw inbound links
    (and it is content that Google wants to deliver to its

    3. Google might take a sample of inbound links to a domain, and
    check to see how many are reciprocated back to the linking
    domains. If a high percentage are reciprocated, Google might
    reduce the site's PageRank accordingly. Or it might set a cut-
    point, dropping from its index any website with too many of its
    inbound links reciprocated.

    4. Google might start valuing outbound links more highly. Two
    pages with 100 inbound links are, in theory, valued equally, even
    if one has 20 outbound links and the other has none. But why
    should Google send its searchers down a dead-end street, when the
    information highway is paved just as smoothly on a major

    5. Google might weigh a website's outbound link concentration. A
    website with most outbound links concentrated on just a few pages
    is more likely to be a "link-exchanger" than a site with links
    spread out across its pages.

    Google might use a combination of these techniques and ones not
    mentioned here. We cannot predict the exact algorithm, nor can
    we assume that it will remain constant. What we can do is to
    prepare our websites to look and act like a website would on a
    "democratic" Web as Google would see it.

    For Google to hold its own against upstart search engines, it
    must deliver on its PageRank promise. Its results reflect the
    "democratic" nature of the Web. Its algorithm must prod
    webmasters to give links on their own merit. That won't be easy
    or even completely possible. And people will always find ways to
    turn Google's algorithm to their advantage. But the techniques
    above can send the Internet a long way back to where Google
    promises it will be.

    The time is now to start preparing your website for the changes
    to come.

    ABOUT THE AUTHOR (plain text)

    David Leonhardt is an online and offline publicity specialist who
    believes in getting in front of the ball, rather than chasing it
    downhill. To get your website optimized, email him at . For a copy of Don't Get Banned By The
    Search Engines: . For a copy of
    Get In The News:
    report.html .


    David Leonhardt is an online and offline publicity specialist who
    believes in getting in front of the ball, rather than chasing it
    downhill. To get your website optimized, email him at
    . Pick up a copy of Don't Get Banned By The Search Engines or of
    Get In The News
    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

    More Search Engine Tricks Articles
    More By Developer Shed



    - Time for Your Site`s SEO Tune-up?
    - The Basic Parts of an SEO Campaign
    - Dynamic Content Still Challenging for Search...
    - Google`s Panda Update at One Year Old
    - Why Links Don`t Count Instantly
    - Check Your Code for SEO Issues
    - To Be an SEO, Start With What You Know
    - Don`t Worry About Bad Inbound Links
    - Guard Your Google Places Listing
    - Overlooked SEO Tricks
    - A Simple Long Tail Keyword Strategy
    - Writing for the Long Tail
    - Choosing and Using Keywords
    - Seven More SEO Myths That Can Hurt Your Sit...
    - Google Tips and Tricks

    Developer Shed Affiliates


    © 2003-2019 by Developer Shed. All rights reserved. DS Cluster - Follow our Sitemap