The document discusses Google's use of Latent Semantic Indexing (LSI) and its approach to referential integrity in search rankings. It explains the importance of targeting the 'whole truth' in content for effective SEO, balancing specificity and breadth to avoid competition pitfalls. Additionally, it highlights the role of reputation and confirmation in link building and the need for precise anchor text to enhance search relevance.

1. Google Before Referential Integrity Google used Latent Semantic Index (LSI) to rank pages. Simulation of the human way to rank a site. LSI algorithms analyze pages not only for keywords but also for similar words and other RELATED words.

2. Examples Of LSI If a web page about SHOES when analyzed using LSI should expect to contain related words, such as socks, lesses, chappals, sandals etc. Searching for Saddam Hussain will give everything from Iraq till Gulf war.

3. Referential Integrity

4. What Is Referential Integrity Topic Confirmation Reputation

6. What Is Truth? Users are constantly in search of very specific results to be displayed. This Specific result is the Truth of the page. Google is committed to show the truth to the users. Google achieves this with its algorithm whose basis are result relevance, result precision and user efficiency.

7. Topic Difference between truth and the whole truth. E.g. Truth = Collar whole truth = Dog Collar Modifier = Blue Dog Collar Broader Truth = Blue Personalised Dog Collar.

8. Topic A modifier that is always true is part of whole truth and is no longer just a modifier. The narrowest truth is the whole truth Narrow truth is easier to rank than broad truth Web page should always target whole truth.

9. SEO & Truth The truth is about balance. Too Broad then Too much competition Low conversion Starts, competing with other inner pages of the website. Too Narrow then Too many pages to link sensibly Lots of duplication in content Very low traffic to each page (low ROI)

10. Reputation It symbolises the off-page aspects. It is links that directs the user to another relevant page of the site. Thus providing significance to the page E.g. Shivaji and Aurangajeb.

11. Sources Of Reputation Header Links Footer Links Navigation Links Body Links

12. Partial Reputation

13. Complete Reputation

14. Don’t Confuse Google Navigation links like “Click Here” and “This Page”. URL links and company names.

15. Don’t confuse searchers Links that provide partial truth Repetitive usage of same anchor text

16. Reputation VS Confirmation Similar Concepts Confirmation is your invitation to speak Reputation is what you have to say

17. Confirmation It authenticates what a site says about itself. It is a collection of status effects from external sources eg: External Links. Links with higher page ranks

18. Getting Confirmed All links are good Some links are better than others Followed links are strongly preferred. Link all pages and not just home page Get link text as precise as you can get

19. How Referential Integrity Works?? Searchers have become more specific. It is a SE like Google that provides a medium to bond the webmasters and searchers together. Google prepares first the word Matrix of related words. Then Google builds a second matrix which indexes the words appearing in the links.

20. Continued…….. Then the software comes up with a resulting single matrix that is far more accurate than either one by itself. It’s this reference between the two matrices that gives its name to “Referential Integrity”

21. Conclusion Implementing the three way part of Referential Integrity is the only way to achieve Good amount of traffic. Keyword rankings.