Evolution of links in Google

through the years

24th of July – Jan-Willem Bobbink

@jbobbink - http://ru.majestic.com

WHO AM I?

In 1998 it all started with:

PageRank

Arguments for use of PR

- A numerical weight of every URL

- Is scalable, can be used across WWW

- 68% (683267 URLs) returned 200 OK

- 27% 30X Redirects

- 3% of domains had DNS issues

Has been core alogrithm for the first years

USE PR TO VISUALIZE INTERNAL LINKS

No more public PageRank data

Majestic Introduces Citation Flow

Next step: TrustFlow

2014: Topical TrustFlow

Remember your neighbours? Yahoo did!

Presentation at: http://www.slideshare.net/ChaToX/using-topology-to-identify-spam-sigir-2007

What did Google do?

Google Penguin

Unnatural link penalties

Google Disavow tool

• Balance your link building acitivities

• Look to what is acceptable in your niche

Humans can be tricked!

It is all about balance

Machine first / human second

Distribute anchors

Monitor closely

Negative SEO is possible!

Development of link profile

Next step: Deep Links

Deep linking will be next

W3C SEMANTIC WEB ACTIVITY

“The Semantic Web is a collaborative movement led by international standards body the World Wide Web Consortium (W3C). The standard promotes common data formats on the World Wide Web”

GOAL: EVOLUTION OF THE WEB

LINKED OPEN DATA

STRUCTURE THE WEB?

QUESTIONS?

http://www.notprovided.eu @JBOBBINK

Jan-Willem Bobbink

HTTP://RU.MAJESTIC.COM

PICTURE CREDITS:

THANKS FOR THE PICTURES!