Google's newest patent application is lengthy. It is interesting in some places and enigmatic in others. Less colourful than most end user license agreements, the patent covers an enormous range of ranking analysis techniques Google wants to ensure are kept under their control.
WebProWorld Thoughts on Google's patent... "- Has ownership of a domain changed after previous registrations expired?
- Has the physical location of the registrant changed?
- How lengthy is the URL itself? Was it registered to game the index?
- How many pages are included in the website? (A one document or page website is not considered a highly relevant source of information.)
- Freshness and age of document.
- Use of anchor text (both on site and in links directed to site).
- "Trust Factors" regarding sites or pages outbound links refer to, and inbound links are found on.
- The "discovery date" of a particular link and the history of changes involving that link.
- Rate of growth for new links. A sudden burst of growth likely indicates some form of link-spam.
- Variations in anchor text used to phrase links directed to a page being evaluated. If the same anchor text is used in every inbound link, are they phrased that way for branding purposes or spamming purposes?
- Number of searches for keyword phrase associated with the anchor text used in links.
- Number of times Google users click on Google results by entering keyword phrases used in anchor text of incoming links. Does the page being evaluated receive visitors for that keyword phrase on Google's search engine?
- How do users actually behave while on the page, site or document being evaluated? There is a lot more to find in this document. Thus far, the more we explain, the more questions we have. One thing we are very sure about, the intent of the ideas covered in the patents extends beyond the search tool we know now. We expect to publish a white paper on our analysis of the patent and its implications early next week. Until then, we advise our clients to stay the course. We have long preached a very conservative approach to Google based on relevant link building (which can be slow going but very effective), highly stratified content that is relevant only to the topic addressed by the site, and clear paths based on multiple keyword phrases for spiders to follow. Jim Hedger is the SEO Manager of
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