Session about the evolution of links from Google's perspective during the years and how to deal with it: Webinar at http://webpromoexperts.com.ua/white-seo/

1. Evolution of links in Google
through the years
24th of July – Jan-Willem Bobbink
@jbobbink - http://ru.majestic.com
Notprovided.eu

2. Download slides at http://bit.ly/linkevolution

3. WHO AM I?

4. In 1998 it all started with:
PageRank

5. Source at: http://infolab.stanford.edu/~backrub/google.html
Presented at Seventh International World-Wide Web Conference

6. Arguments for use of PageRank
- A numerical weight of every URL
- Is scalable, can be used across WWW
- Relative values are easy to compare and
understand
Has been core algorithm for the first years

7. No more public PageRank data

8. USE PR TO VISUALIZE INTERNAL LINKS
Aleyda’s post: http://www.stateofdigital.com/visualize-your-sites-
internal-linking-structure-with-nodexl/

10. Majestic build Citation Flow

11. Next step: Trust Flow

12. Check video at https://www.youtube.com/watch?t=148&v=gN0hAU8jkP8
Including Russian Subtitles 

13. Average Citation Flow, low Trust Flow

14. High TrustFlow, High Citation flow

15. Those are not the best links 

16. 2014: Topical TrustFlow

17. Summary
- Google started with PageRank
- Using anchortexts to pass context
- Use content to pass even more context
From plain links between URLs to contextual relationships between pages

18. Humans versus Algorithms

19. Link spam?!

20. Remember your neighbours? Yahoo did!
Presentation at: http://www.slideshare.net/ChaToX/using-
topology-to-identify-spam-sigir-2007

22. What did Google do? Launched Penguin 2012

23. “High-quality sites”

24. • Comment spam
• Anchor text ratios
• Guest blogging
• Paid links
• Blog networks
How do they measure that?
The Penguin algorithm looks for:

25. Help Google: Disavow tool

27. “Any links intended to manipulate PageRank or
a site's ranking in Google search results may
be considered part of a link scheme and a
violation of Google’s Webmaster Guidelines.”
Unnatural link penalties

28. Manual actions by Google

29. • Balance your link building acitivities
• Look to what is acceptable in your niche
• Benchmark against competitors
Humans can be tricked!
It is all about balance

30. It’s all about benchmarking
Use Bulk Backlink checker to get first impression:
https://ru.majestic.com/reports/bulk-backlink-checker

31. It’s all about thresholds
Machine first / human second
More spammy niche
Cleaner niches

32. Distribute anchors

33. Development of link profile

34. Monitor closely
Negative SEO is possible!
Automate monitoring:
http://www.notprovided.eu/how-to-build-a-negative-seo-monitoring-system/

35. • Understand Google’s possibilities
• Systems are dynamic, not just one rule applies
• Understand your market
• Google is scaring you, more is allowed for
algorithms than Google shares
Go get those rankings with links!
Conclusion of today

36. Next step: Deep Links
Deep linking will be next

37. 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

38. LINKED OPEN DATA

39. STRUCTURE THE WEB?

41. QUESTIONS?
http://www.notprovided.eu
@JBOBBINK
Jan-Willem Bobbink
HTTP://RU.MAJESTIC.COM

42. PICTURE CREDITS:
Neighbours: https://hinterrecords.files.wordpress.com/2011/06/hinter-l-001-cover1.jpg
Robot vs Human: http://cdn.theatlantic.com/static/mt/assets/business/615%20robot%20reuters%201.jpg
Plan A: http://www.dashinthemiddle.com/wp-content/uploads/2014/08/Failing-Feature.jpg
Facepalm: http://editorial.opentoexport.com/wp-content/uploads/2013/12/failure-export-marketing.jpg
Internet of Things: http://www.theinternetofthings.eu/innovative-internet-things-examples-iot-examples
THANKS FOR THE PICTURES!