Google recently filed a US patent which reveals
a great deal of how they rank your web site. Some of it you could
never have guessed at...
How many years did you register your domain name
If it was only one then Google could hold that against you.
Because the majority of Spam websites only register
a domain name for one year. A domain name registered for a longer
period implies that the owner is more likely to be legitimate and
serious about their web site.
This is just one of the unusual factors possibly
considered by Google when indexing and ranking a website. Factors
you could never even have guessed at in some cases.
How do I know this?
Google recently made public, March 31 2005, the
contents of their filing of United States Patent Application 20050071741.
In which many of the search giant’s secret
ranking criteria is revealed and it makes very interesting reading.
You must read this if you are serious about ranking well in Google.
The days of Spamming Google are drawing to a close. With this patent
they reveal just how hard they're coming down on Spam sites. You
Do Not want to get caught out.
Listed below you will find the hard facts, I recommend
that you bookmark this page now. You will need to reference it each
time you optimize a new site.
It's common knowledge that Google relies heavily
on inbound relevant links to rank a site. Now they explain exactly
how it works.
As well as the number, quality and anchor text
factors of a link. Google seems to also consider historical factors.
Apparently the Google 'sandbox' or aging delay begins count down
the minute links to a new site are discovered.
Google records the discovery of a link, link changes
over time, the speed at which a site gains links and the link life
With this in mind, fast link acquisition may be
a strong indicator of potential search engine Spam.
Gone are the days of pages and pages full of links.
You must grow your links slowly to stay below the radar and be careful
who you exchange links with. That means no more buying hundreds
of links at once or other underhand tactics.
PR is now very valuable.
Your link anchor text should vary but remain consistent
with your site content. No more using your main keywords on every
link exchange you gain. That's 'anchor Spam'. Instead vary them
around your top five to ten keywords.
Link exchanges are still very important but you
must work and utilize them ethically. If you don't and you get caught,
the recovery from a ban can be months and your host and IP may also
Softly seems to be the message. The fact is fewer
but better quality links will benefit you more and they will be
much more likely to be over the long-term which is good too.
• Site click through rates (CTR)
CTR may now be monitored through cache, temporary
files, bookmarks and favorites via the Google toolbar or desktop
tools. Many have suspected for some time that sites are rewarded
for good CTR with a raise in ranking. Similar to how Adwords works.
CTR is monitored to see if fresh or stale content
is preferred for a search result.
CTR is also analyzed for increases or decreases
relating to trends or seasons.
• Web page rankings are recorded and monitored
• The traffic to a web page is recorded and
monitored over time.
• Sites can be ranked seasonally. A ski site
may rank higher in the winter than in the summer. Google can monitor
and rank pages by recording CTR changes by season.
• Bookmarks and favorites could be monitored
for changes, deletions or additions.
• User behavior in general could be monitored.
As Google is capable of tracking traffic to your
site you should closely monitor the small amount of copy returned
in search results. Ideally you will want to integrate a call to
action in there to increase your listings CTR.
Clicks away from your site back to the search results
are also monitored. Make your site as sticky as possible to keep
visitors there longer. As mentioned above it may also help if you
could get your visitors to bookmark you.
• The frequency and amount of page updates
is monitored and recorded as is the number of pages.
Mass updates of hundreds of files will see you
pop up on the radar.
On the other hand, few or small updates to your
site could see your rankings slide --unless your CTR is good. A
stale page that receives good traffic may hold it's own and not
require an update. So don't update for the sake of it.
Depending on your market, fresh content may not
be a requirement. If the information your pages contain do not go
out of date then updating may not be necessary. If your market is
more news based for example, then changes regularly are a must.
In general changes don't necessarily have to mean fresh content.
They could involve simple edits to current content.
A further indicator that Google is really cracking
down on Spam is made clear in the following extract from the Patent.
Reference is made to changing the focus of multiple pages at once.
Here's the quote -
"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."
There's still more to look out for:-
• Changes in keyword density is monitored
and recorded as are changes to anchor text.
• The domain name owner’s address is
considered, most likely to help in a local search result.
• The technical and admin contact details
are checked for consistency. These are often falsified for Spam
• Your hosts IP address. If you are on a
shared server it's possible somebody else on that server is using
dirty tactics or Spamming. If so, your site will suffer since you
share the same IP.
The impression I get here is that Google has learned
from the Spam 'attack' they suffered in early 2004 and they are
determined to eradicate it from their listing results.
So what do you do?
There's a lot to take onboard here and consider.
But you can't go far wrong with your SEO if you try to grow your
site as organically as possible.
If you know what you are doing you can take short
cuts. Carry on with link exchanges but consider each site carefully
and slow down in your gathering of them. Vary your anchor text.
Add small amounts of good quality content to your site regularly.
Check your search engine listings and edit your site to include
a call to action in them if possible. Make your site more 'sticky'
to encourage visitors to stay a while. Encourage visitors to Bookmark
your site. Oh, and register new domain names for at least two years.
Before you do anything remember to reference the
above info first. It may just save you months of misery as your
site gets banned and 'Sand boxed'.
Overall keep it ethical and you can't go far wrong.
Do not be tempted to Spam. Stick to the guidelines
above and you are much more likely to outlast and out rank your