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The Google Algorithm Revealed by Darren Yates
Updated June 12, 2003
How many years did you register your
domain name for?
If it's only one then that's a point
against you in Google's eyes.
The majority of Spam websites
only register a domain name for one year. A domain 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
now 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 has recently filed United
States Patent Application 20050071741 on March 31, 2005.
In which many of the search giants
secret ranking criteria is revealed and it makes very
interesting reading. You have got to read this if you're
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.
Below you will find the hard facts,
I recommend you bookmark this page now. You will need
to reference it each time you optimize a new site.
• First of all Links. It's common
knowledge that Google relies heavily on inbound relevant
links to rank a site. Now they explain exactly how it
This is a major factor so I'll take
a few paragraphs to explain what is going on.
As well as the number, quality and
anchor text factors of a link. Google seems to also
consider historical factors. Google's 'sandbox' or aging
delay begins countdown the minute links to a new site
Google records the discovery of a
link and link changes over time. The speed at which
a site gains links and the link life span.
With this in mind fast link acquisition
may be a strong indicator of potential search engine
Gone are the days of pages and pages
full of link farms. 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 in coming and your host and IP may also be
The fact is fewer but better quality links will benefit
you more anyway and likely to be more long-term which
is good to.
• Site click through rates (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 reward 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 monitored for increases or
decreases relating to trends or seasons.
• Web page rankings are recorded
and monitored for changes.
• 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
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 want to integrate a call to action in there to increase
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
Mass updates of hundreds of files
will see you pop up on the radar.
On the other hand to few or to 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 does 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. Mention is made of 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
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 on-page keyword
density is monitored and recorded as are changes to
• The domain name owner's address
is considered, most likely to help in a local search
• The technical and admin contact
details are checked for consistency. These are often
falsified for Spam domains.
• 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 are determined to eradicate it.
So what do you do?
There's a lot to take onboard here
and consider. 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're doing you can take short cuts.
Carry on with link exchanges but consider each site
carefully and slow down in your timeframe for 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
Overall keep it ethical and you can't
Do not be tempted to Spam. Stick to the guidelines above
and you are much more likely to outlast and out rank
About the Author
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