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It’s not a secret that good links increase traffic. But just few of webmasters I know understand that it is already not enough to have just good inbound links for good ranking of a project in search engines. The time has come, when it is necessary to pay attention to common link strategy for each site. The matter of all this changes is Google and other search engines that are trying to keep their SERPs (Search Engine Result Page(s)) clean and quality. Quality search results mean that search results will be in accordance with search query. This subject was discussed on Search Engines Strategy Conference by Teoma/AskJeeves vice-director Paul Gardi, development manager of Fast Software/Alltheweb Ralph Michelson and technology director of Google Craig Silverstein,

which have discussed measuring of relevancy of the site in general and links in particular. Top managers have recommended “good company” for better ranking of our sites. All mentioned search engines are measuring “reputation” of sites you are linked with. Craig Silverstein said that they would like to use more “human” approach in work of algorithm to appraise site value according to used keywords or key phrases. Craig said that they have recently started developing and testing complicated mathematic models and programming solutions to define value of certain website from the point of view of other surfers. It is important to note that Google is already appraising quantity of inbound and outbound links on and to your site, their “popularity” and defines whether your project is in some “web resources community”, united with same subject in world or local scale. “The more you simplify our job, the more we like you”, Craig said. So, recommendations are rather easy – exchange links with “respectable” websites, make sure that your link partners are using keywords related to your site’s subject, be consistent using keywords on all pages of your site and very attentive writing descriptions around your keywords and links. Undoubtedly, algorithm of links appraisal is not the one and only criteria to appreciate your site. There are many other aspects, which are taken into account by algorithm. Theoma/AskJeeves – Paul Gardi says that “We start with text analysis, appraise it and appraise common popularity of a site by comparing and ranking sites according to the quantity of inbound links. But due to spammers activity they appreciate not just quantity, but quality of links. This means that sites having large amount of inbound links from quality resources are given priority over sites having a lot of poor links. The more quality links you have – the more your site’s priority is. At last search engine confers you high rank. In order to form Thematic Communities we add appraisal of click popularity to appraisal of direct hit. This means that Teoma/AskJeeves appraises the whole community of sites united by common subject. Presence of “respectable” sites in such community is very important for the community in general. “We always keep eye on which resources are chosen by Thematic Community to be “experts”. Paul says that for good Teoma/AskJeeves ranking it is necessary to optimize all pages, don’t get in a “bad company” and be sure that links descriptions are telling about something really important. Ralph Michelson from Fast Software/Alltheweb said that their algorithm separately appraises inbound and outbound links, tendency and consistency of site’s subject. The next step is ranking and classification of links description content. As a result algorithm forms static structure that can probably accurately appraise your internet project.

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