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Google Insights Tutorial SEO Search Engine optimisation

Have you read Google’s application for a patent on their search algorithm?. The US Patent and Trademark Office Application document contains a lot of things that would be an interest to those learning SEO. For instance, link spamming was argued quite broadly in the document. The United States Patent Application (#0050071741) has set broad boundaries on excessive link building which I support since of the advent of Linking Psychosis.

PART OF MY SEO ANALYSIS OF GOOGLE’S ALGORITHM:

But what doesn’t sit well with me is the way they attribute the significance of web pages by by putting premium on its popularity over time. I don’t believe in the perspective that popularity should be seen as having a higher importance but this seems to be what the document say.

One more interesting component in the application is how they will rank a website depending on the types of advertisements are found on your site. Therefore, if a big advertiser like Amazon placed an ad on your page, then this will get high ranking for your website. That’s good news for websites that get to have highly popular corporate names place ads on their pages. But the odd thing is that what if you have specific products or services for sale on your website, would you run an Amazon ad for the same products or services just to get high ranking? Have you imagine promoting the competitor’s products or services just to get high rankings on search engines? Now, It will be interesting to see how Google will choose the online firms who will give the increase in rankings to the websites where their ads are displayed. To me this is another case of putting additional value to being large and popular rather than putting more value on the quality and significance of a website. The paper also makes mention earlier records related to a website ranking in a certain point of time, emphasizing how its popularity rapidly surges specially when it comes to website traffic whenever there is a news coverage about the said website and the way it basically affects its rankings.

Another factor that is worth mentioning is assigning the importance of pages based on user maintained and generated data that looks through your browser’s bookmarks and favorites. Now that makes me wonder if this algorithm aspect is within the boundaries of user privacy. Would you allow Google to crawl into your computer and see what sites you have bookmarked and placed in your ‘favorites’ folder?

CAN THE AGE OF A DOMAIN AFFECT GOOGLE SEO?

Furthermore, Google will also reference your browser’s cache files as a method of knowing the value of a website. The paper also states that search engines will observe cookies to learn of the changing attraction (could be upward or downward) of a particular document. This could also be against the limits of privacy as well. The application document ,in addition, has an entry on applying further penalties on newly built websites by giving them poor ratings over a prolonged period of time. For algorithms that are not readily detected and for long term purchases of domain names, the application document state that “certain signals may be used to distinguish between illegitimate and legitimate domains. For example, domains can be renewed up to a period of 10 years. Valuable (legitimate) domains rarely are used for more than a year. Therefore, the date when a domain expires in the future can be used as a factor in predicting the legitimacy of a domain and, thus, the documents associated therewith.” If that’s the argument, then it would be crucial to merely lengthen the term of your domain name registrations because it will give improved rankings. If approved, this will create changes in the domain name business since domain name registrations will become an important factor in a determining a website’s ranking. This proposition could result in domain names being be maintained and marketed rather than leaving them to expire at the end of their registration periods. Do we see the selling of domain names as becoming a rewarding business? We’ll see over time if that happens.

THOSE STARTING TO LEARN SEO SHOULD KEEP THIS IN MIND:

The patent application paper also adds that it will be imposing penalties to sites that are associated with ‘illegitimate’ domains. I hope they find a technique to ascertain if the links are from competitors that desire to discredit a site by deliberately linking the competitors’ sites to ‘illegitimate’ domains. With all this buzz about links connected to superior page rankings, it appears that older content will suffer a lot because it is not new and therefore it will possibly be on the losing end when it comes to getting new links. However if the content is still worthwhile and applicable then to some extent it could still get links to it. Coming now to anchor text, the patent application Unique Words, Bigrams, and Phrases in Anchor Text are crucial factors in shaping rank. This means that if links build up, they would differ as to how website owners link to a document. Some of them would use the document’s URL to embed the link, some others would use “Blog This” link from Google’s blog site Blogger to get the page title among so many other ways to link a document.

SUPERIOR CLICKTHROUGH RATIOS AFFECT GOOGLE SEO:

One last significant entry in the application document is the ‘clickthrough’ data that Google determines from their search engine results that allocate sites higher rankings if they get high ‘clickthrough’ ratios from the Google Search Engine Results Page. The document states that Google can check the number of times that a site is selected from the search results page including the amount of time that site visitors spend looking at the document in the link. This is how Google gets some of the data on how a page is ranked. With all the interesting things illustrated in the patent application paper, I think it would be a lot more fascinating to pick up the people’s feedbacks to the content of the document. So get ready to hit the forums and find out what the people have to say.

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