Google Before Referential Integrity <ul><li>Google used Latent Semantic Index (LSI) to rank pages. </li></ul><ul><li>Simul...
Examples Of LSI <ul><li>If a web page about SHOES when analyzed using LSI should expect to contain related words, such as ...
Referential Integrity
What Is Referential Integrity Topic Confirmation Reputation
 
What Is Truth? <ul><li>Users are constantly in search of very specific results to be displayed. </li></ul><ul><li>This Spe...
Topic <ul><li>Difference between truth and the whole truth. </li></ul><ul><li>E.g.  </li></ul><ul><li>Truth = Collar </li>...
Topic <ul><li>A modifier that is always true is part of whole truth and is no longer just a modifier. </li></ul><ul><li>Th...
SEO & Truth <ul><li>The truth is about balance. </li></ul><ul><li>Too Broad then </li></ul><ul><ul><li>Too much competitio...
Reputation <ul><li>It symbolises the off-page aspects. </li></ul><ul><li>It is links that directs the user to another rele...
Sources Of Reputation <ul><li>Header Links </li></ul><ul><li>Footer Links </li></ul><ul><li>Navigation Links </li></ul><ul...
Partial Reputation
Complete Reputation
Don’t Confuse Google <ul><li>Navigation links like “Click Here” and “This Page”. </li></ul><ul><li>URL links and company n...
Don’t confuse searchers <ul><li>Links that provide partial truth </li></ul><ul><li>Repetitive usage of same anchor text </...
Reputation VS Confirmation <ul><li>Similar Concepts </li></ul><ul><li>Confirmation is your invitation to speak </li></ul><...
Confirmation <ul><li>It authenticates what a site says about itself. </li></ul><ul><li>It is a collection of status effect...
Getting Confirmed <ul><li>All links are good </li></ul><ul><li>Some links are better than others </li></ul><ul><li>Followe...
How Referential Integrity Works?? <ul><li>Searchers have become more specific. </li></ul><ul><li>It is a SE like Google th...
Continued…….. <ul><li>Then the software comes up with a resulting single matrix that is far more accurate than either one ...
Conclusion <ul><li>Implementing the three way part of Referential Integrity is the only way to achieve  </li></ul><ul><li>...
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Referantial Integrity Google

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Topic: It is the machine interpretation of the pages. This embodies the on-page factors in search jargon.
Reputation: It is the use of link text to attach meaning to the pages that links point too. This is an off-page factor.
Confirmation: It is a collage of filters and reputation effects from external sources that validates and confirms what a site says about itself. Primary purpose of this part of Google’s process is to shield the above two aspects from abuse.

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Referantial Integrity Google

  1. 1. Google Before Referential Integrity <ul><li>Google used Latent Semantic Index (LSI) to rank pages. </li></ul><ul><li>Simulation of the human way to rank a site. </li></ul><ul><li>LSI algorithms analyze pages not only for keywords but also for similar words and other RELATED words. </li></ul>
  2. 2. Examples Of LSI <ul><li>If a web page about SHOES when analyzed using LSI should expect to contain related words, such as socks, lesses, chappals, sandals etc. </li></ul><ul><li>Searching for Saddam Hussain will give everything from Iraq till Gulf war. </li></ul>
  3. 3. Referential Integrity
  4. 4. What Is Referential Integrity Topic Confirmation Reputation
  5. 6. What Is Truth? <ul><li>Users are constantly in search of very specific results to be displayed. </li></ul><ul><li>This Specific result is the Truth of the page. </li></ul><ul><li>Google is committed to show the truth to the users. </li></ul><ul><li>Google achieves this with its algorithm whose basis are result relevance, result precision and user efficiency. </li></ul>
  6. 7. Topic <ul><li>Difference between truth and the whole truth. </li></ul><ul><li>E.g. </li></ul><ul><li>Truth = Collar </li></ul><ul><li>whole truth = Dog Collar </li></ul><ul><li>Modifier = Blue Dog Collar </li></ul><ul><li>Broader Truth = Blue Personalised Dog Collar. </li></ul>
  7. 8. Topic <ul><li>A modifier that is always true is part of whole truth and is no longer just a modifier. </li></ul><ul><li>The narrowest truth is the whole truth </li></ul><ul><li>Narrow truth is easier to rank than broad truth </li></ul><ul><li>Web page should always target whole truth. </li></ul>
  8. 9. SEO & Truth <ul><li>The truth is about balance. </li></ul><ul><li>Too Broad then </li></ul><ul><ul><li>Too much competition </li></ul></ul><ul><ul><li>Low conversion </li></ul></ul><ul><ul><li>Starts, competing with other inner pages of the website. </li></ul></ul><ul><li>Too Narrow then </li></ul><ul><ul><li>Too many pages to link sensibly </li></ul></ul><ul><ul><li>Lots of duplication in content </li></ul></ul><ul><ul><li>Very low traffic to each page (low ROI) </li></ul></ul>
  9. 10. Reputation <ul><li>It symbolises the off-page aspects. </li></ul><ul><li>It is links that directs the user to another relevant page of the site. </li></ul><ul><li>Thus providing significance to the page </li></ul><ul><li>E.g. Shivaji and Aurangajeb. </li></ul>
  10. 11. Sources Of Reputation <ul><li>Header Links </li></ul><ul><li>Footer Links </li></ul><ul><li>Navigation Links </li></ul><ul><li>Body Links </li></ul>
  11. 12. Partial Reputation
  12. 13. Complete Reputation
  13. 14. Don’t Confuse Google <ul><li>Navigation links like “Click Here” and “This Page”. </li></ul><ul><li>URL links and company names. </li></ul>
  14. 15. Don’t confuse searchers <ul><li>Links that provide partial truth </li></ul><ul><li>Repetitive usage of same anchor text </li></ul>
  15. 16. Reputation VS Confirmation <ul><li>Similar Concepts </li></ul><ul><li>Confirmation is your invitation to speak </li></ul><ul><li>Reputation is what you have to say </li></ul>
  16. 17. Confirmation <ul><li>It authenticates what a site says about itself. </li></ul><ul><li>It is a collection of status effects from external sources eg: External Links. </li></ul><ul><li>Links with higher page ranks </li></ul>
  17. 18. Getting Confirmed <ul><li>All links are good </li></ul><ul><li>Some links are better than others </li></ul><ul><li>Followed links are strongly preferred. </li></ul><ul><li>Link all pages and not just home page </li></ul><ul><li>Get link text as precise as you can get </li></ul>
  18. 19. How Referential Integrity Works?? <ul><li>Searchers have become more specific. </li></ul><ul><li>It is a SE like Google that provides a medium to bond the webmasters and searchers together. </li></ul><ul><li>Google prepares first the word Matrix of related words. </li></ul><ul><li>Then Google builds a second matrix which indexes the words appearing in the links. </li></ul>
  19. 20. Continued…….. <ul><li>Then the software comes up with a resulting single matrix that is far more accurate than either one by itself. </li></ul><ul><li>It’s this reference between the two matrices that gives its name to “Referential Integrity” </li></ul>
  20. 21. Conclusion <ul><li>Implementing the three way part of Referential Integrity is the only way to achieve </li></ul><ul><li>Good amount of traffic. </li></ul><ul><li>Keyword rankings. </li></ul>

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