attractlinks

attractlinks - Attract Links to Your Site Links are the...

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Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 13-1 Attract Links to Your Site Links are the largest factor in determining a page's reputation This chapter covers: Why search engines value links Your link-building philosophy Step-by-step link building for your site
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Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 13-2 Why search engines value links Useful links are created intentionally A link does not have to exist A link is often the result of a selection among multiple options The basis of the WWW! Links can be considered as recommendations Much like scholarly citations Existence of many in-links suggests a quality target Recommendations can be for trustworthiness, authority, quality, etc.
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Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 13-3 How web sites link This example shows an internal link. We are more concerned with external links (between sites) that are considered to be more objective.
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Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 13-4 How web sites link Global view is of a bow-tie ( Broder et al., 2000 )
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Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 13-5 How web sites link Broder et al., 2000
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Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 13-6 How link popularity works Link popularity has two parts Anchor text which is interpreted as part of target document (as in “miserable failure” example) Query matches to anchor text is a significant factor in ranking, too, not just filtering Linkage interpreted as votes for target's importance/quality/authority/trustworthiness More links are better than fewer links Links from high quality pages better than links from low quality pages Links from contextually relevant pages are better than links from non-relevant pages
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Fall 2006 Davison/Lin CSE 197/BIS 197: Search Engine Strategies 13-7 Web Link Analysis There are two foundational approaches (from 1998) to web link analysis Page and Brin's PageRank: a page's value is based on the number and quality of links pointing to it (and the number of links those parent pages have) Kleinberg's HITS: a page's hub value depends on the number+quality of targets, and a page's
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attractlinks - Attract Links to Your Site Links are the...

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