Web Content and Website with Other Web Content Creators

Web Content and Website withOther Web Content Creators

Since the adventof Google’s PageRank, the general trend in search algorithms has been to progressively decrease theinfluence of a page’s or site’s intrinsic features,which are easiest for webmasters to manipulate,and correspondingly increase the influence ofextrinsic factors, most notably inbound linksfrom other websites. In one question in theSEOmoz survey introduced above, SEO industryprofessionals asked to apportion the weightthat Google’s algorithm accords among various clusters of SEO factors allocated approximatelyhalf the weight to various extrinsic factors relatedto inbound links, including various features ofinbound links directly to a webpage, of inboundlinks to the site that hosts that webpage, and ofsocial media signals pointing to the webpage ortotheentiresite[7].Putanotherway,allofthelessons discussed before and in the accompanyingonline appendices about what webmasters can doto their own sites, plus other onsite SEO tacticsthat are not explored in this tutorial, plus surferbehaviors that have been briefly discussed before,are estimated to contribute only about half of theweight in Google’s ranking algorithm, whereas theother half derives from what happens on othersites, typically beyond a webmaster’s direct control.That other half is the focus of this lesson,in whichweb developers will learn why and how theyshould:• earn inbound links from other websites• develop a community following in social media.Earn Inbound Links From Other Websites:Anassociation between the quantity of inbound linksand various measures of search engine successhas been observed in a number of studies [7], [21],[23], [55], [59]. However, both Google and Microsoftemphasize the quality of inbound links over theirsheer quantity, specifically the authority of thelinking sources and the topical relevance of thelinked sites to each other (e.g., [50], [60], [61]).To attract such inbound links, both Google andBing encourage webmasters foremost to draw ontheir expertise to create high-quality, useful contentthat will induce others to link to it [52], [62]. Asexamples, Google suggests [52], [62], [63]:• providing a useful product or service• posting new, insightful, entertaining information• maintaining a blog with regular, original,interesting posts• engaging the community of related websites andweb 2.0 social media sites that might, in turn,elicit back links or other connections.Along with similar suggestions, Microsoft suggests[50], [60], [61]:• offering to guest post an article or blog entry onsomeoneelse’ssiteinexchange for a link backto one’s own site• joining relevant associations that post links totheir members’ sites, or approaching businesspartners about posting a hyperlinked noticeabout the partnership Arudhra Innovations Kumbakonam

 Web Content and Website withOther Web Content Creators

Search engines will penalize such activities bydowngrading a site’s rankings or evenexcludingit from their index [61]. Whereas links includedin comments posted to discussion forums, blogs,and so forth are usually not harmful, they are notparticularly helpful either.In part to discouragespam, such forums tend to encode ano-followattribute indicating to search engines not to factorin such links.Since spammers can easily generate manyinbound links from such low-quality sources,especially link farms, SEO practitioners tend toreaffirm the advice of search engine companiesabout quality over quantity [4], [6]. For instance,Grappone and Couzin [6]recommended seeking outquality inbound linksfrom sites of organizationsand individuals with which one already sharessome relationship,such as sites of one’s:

clients, customers, and fans• service providers,vendors, and partners• business and professional associations andaccrediting organizations.ones [4] recommended seeking out qualityinbound links from:• sites that themselves are recipients of manyinbound links relevant to their content, as suchlinks are a sign to search engines that they areauthoritative sites in theirfield• sites with older domains, to which Google grantsmore credibility [64]• sites with .edu and .gov top-level domains, whichsearch engines assume would link only to otherhigh-quality sites• sites with PageRank scores or Alexa rankings( as high or higherthan those for one’s own site• sites that already rank well for one’s targeted https://arudhrainnovations.com/