The link analysis algorithm that is used by Google search engine is called page rank. It assigns a numerical weight to the hyperlinked elements in World Wide Web and measures its importance.
It is the result of an algorithm of web graph where the World Wide Web pages are considered as nodes and the hyperlinks are considered to be the edges. The authority hubs are also taken into consideration. The importance of a page is evaluated based on the rank. A hyperlink acts as a support to increase the rank. The page rank is determined in a recursive way and the number of incoming link is always considered. Pages which are linked with high rank pages are sure to get a high rank. A page with no link proves they are without support.
Manipulating Page Ranks
For the purposes of SEO, many organizations sell high Page Rank links to webmasters. Since the value of a link from high rank page is more, traffics are easily diverted. Often advertising links are sold which divert traffics resulting in increased traffic.
A false ranking may result in negative effects. There are many researches going on which aims to identify the falsely influenced rankings. From a document the falsely influencing links should be ignored. Google has come up with a new algorithm named Panda to overcome such problems.
Google panda is the new algorithm from Google used for ranking. The algorithm aims to remove the flaws of Page ranks. Here the low quality site`s ranks are been lowered and in the top search results only high quality sites are allowed to stay. The advertisers have suffered a huge loss with the implementation of Panda because it is detecting the false links and demoting the rank of the website. With this change almost 12% of the top results are affected. There have been many updates released since its inception from Panda to tackle the issues. Webmasters complained of receiving complains related to the copyright infringement. It is being reported that the original content is not getting high rank but the infringed content has got a high valued rank.
To help the affected publishers, Panda blog published advisory which gives direction for self evaluation to increase the quality. 23 vital points have been listed which will help the original publisher to identify their content as a quality one and doing so will increase the rank of the website.
The Process of Panda
The algorithm update which built panda has used Artificial Intelligence in sophisticated terms which is scalable and proved to be much better than previous instances. Testers worth human qualities have rated websites depending on the quality which includes the speed, trustworthiness and design. It is also checked whether or not a person will return to the website. The Panda Algorithm uses machine learning which is used to look for similarities in websites which people rated good and bad quality.
The algorithm has included new ranking factors and previous methods like Page Rank has lost its importance. The algorithm is updated from time to time to eliminate the false links. With a release of new update, 3.1% of the English search queries were affected, which were highlighting the search results. With the new updates, the volatility of the rankings is removed. The top searched queries which are used by the SEO`s gets affected.
Difference between Panda and other algorithm
The previous algorithms hardly affected the ranking of entire site. Only a part of a specific portion of the individual page gets affected. But with Panda the ranking of an entire site is affected. Panda plans to implement over optimization penalty in the playing fields to eliminate the chances of brute force rankings.
The traffic is hold down by either a good quality site or the poor quality sites generating traffics with duplicate contents. Such pages are sure to be blocked or removed from Google`s index. It needs to be rewritten. Recovery from panda is possible only with a high quality rewrite which can bring some additional value to web.
Update requirement from time to time
Panda is updated from time to time and hence the general concept of SEO won`t work in this cases. If contents are updated from time to time, the quality of the content will keep on improving. So when Panda will be executed, the artificial intelligent system will detect the high quality content easily. It will also detect that from time to time the content has been modified thereby proving the originality. This will help the website to remain in top search result with a good rank. The chances of being removed from the index list or ban are absolutely eliminated.
Google is trying to keep the top search result as clean as possible. Efforts are being given to eliminate the false rankings. With Panda in effect, one should update their content from time to time maintaining high quality and should adverse by the 23 rules published by Google. Violation of any such rule will lead to removal from indexing or a ban.
About The Author: Diana is a writer/blogger. She loves writing, traveling and reading books. She contributes in Chrissy Weems.