Trust Rank And Link Building

A large aspect of offsite optimisation is link building, more like a PR wing in the SEO world. Its importance is crucial to the overall optimisation of a website because quality and page rank is determined by the links coming to the page.

However, distinction between white hat and black hat link building has been an ongoing uncertainty in the industry. Search engine giants like Google and Yahoo! are working on finding best practices of link building with importance to content and user experience. In this process, Stanford University and Yahoo! have developed a technique which emphasises on building trust attributes of a page and analysing links, called Trust Rank (Pdf). This will affect the rank of a page on SERP unlike to current Page Rank and thus be more powerful, demanding lot more attention from SEO.

The main purpose of this technique is to identify and separate useful web pages from spam, as most spam pages are created with an intention to mislead the search engine and generate a higher page rank than actually deserved. Human interface becomes important here along with factors like age of domain, quality of back links, content and optimisation. This is incorporated by an expert evaluating the reputation and trustworthiness for a small set of seed pages. Once this is carried out, out bound links from the page are crawled seeking similar reliable and trustworthy pages.

Google has now started to allow webmasters to be the human interface in this process via webmasters tool . They have set up options in the webmasters tools to report spam pages and paid links where a small list of the types of spam pages like hidden text, cloaking, duplicate content and keyword stuffing is also provided to aid the reporter.

The best practice to building links is to emphasise on the content and relevancy of the landing page. Link baiting is an example of good link building, also, submitting websites to trusted directories like DMOZ and generating links from pages in the .edu and .gov domains is highly recommended. A smart tip is to take more care to build few high quality links than just plenty of low quality links.

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