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Not All Links Are Equally Useful: Conclusion from MOZ. Part 1

SEO
26.08.2019

22 years ago, Google’s founders launched PageRank and forever changed the global web. In the following two articles, we will show 20 graphs to help you understand how Google considers links to optimize your link strategy.

This metric was significantly different from all other evaluation algorithms in the following:

  • links began to be counted as votes - the more votes a site receives, the better. Initially, all votes are the same.
  • pages that get more votes become more important/meaningful. (and so, ranked higher).
  • and now the most interesting part is that the votes of more important pages are stronger.

But Google did not stop there. The link assessment model has been supplemented and improved. The formula was supplemented by behavioral signals, trust, involvement, thematic modeling, and others.

As a result, the links became unequal. In no official document, Google does not disclose a complete scheme for evaluating and accounting for links in the ranking. For 22 years, independent webmasters conducted experiments to evaluate the impact of different links and to identify factors that determine the weight of the link. The results of these experiments have been confirmed in some official Google sources.

The next 20 graphs reflect Google’s approach to evaluating and accounting for links. We will explain 10 graphs in this article and another 10 will be disclosed next week.


1. Popular pages have stronger and more important voices (links)
This idea underlies Google’s patent for PageRank. This is an extremely complex algorithm.

The more incoming links a page receives, the more its PageRank and other link-dependent metrics. The more votes (links) a page receives, the more weight it transfers to other pages by linking to them.
Popular pages are those that have received more votes. A link from a popular page is more significant than a link from a less popular page.

Ссылки с более популярных страниц имеют больший вес

So what?

To promote the site you need not any links, but links from popular sites.


2. Links located in the main unique content carry more weight than links from additional blocks of the site
Google differently evaluates content and links located in different blocks of the site. This is proved by a number of patents: Reasonable Surfer, Boilerplate, Page Segmentation.

Also, Instructions for assessing the quality of the site tell assessors to determine the authority of the site based on the main content.

Ссылки, расположенные в основном уникальном контенте, передают больший вес, чем ссылки из дополнительных блоков сайта

So what?

To get the most out of links, it’s important to get them from the main content of the donor site.


3. Links at the beginning of the main content carry more weight
Links located in the first paragraphs of the main content have a greater click potential. The user simply can not read the article to the last paragraphs, which also often place links.

The Reasonable Surfer patent just describes the principle of evaluating a link by the probability with which the user clicks it.

Ссылки, размещенные в начале основного контента, передают больший вес

So what?

It’s better to place links in the first paragraph of the content, rather than at the end of the publication.


4. Links with relevant anchor text can carry more weight
The same Reasonable Surfer patent indicates the relevance of anchor text as an important signal of link value. Anchor text as an important signal for estimating link weight is also mentioned in other Google patents.

Independent experiments prove the effect of anchor text on link weight. Google’s patent proposes not to consider irrelevant anchors. This does not mean that you need to spam the anchor list exclusively by direct keywords. Practice shows that successful sites have a high-quality mix in the link profile: anchor, non-anchor links, descriptive anchors.

Ссылки с релевантным текстом анкора могут передавать больший вес

Keep in mind that the relevance of the link is determined not only by the anchor itself but also by the context (the closest text surrounding the link). Link surrounded by relevant thematic content has more weight.

So what?

Pick the right text for the anchor. The link must appear in a relevant context - it means that the publication itself must be relevant.


5. Links from new domains have more weight than links from domains that have already cited the site
The practice has already shown that 50 links from 50 different domains will give a greater effect than 500 links from one site.

Google evaluates the popularity of a site on the net, and not on one particular site or on a limited range of sites.

This principle is proven by almost every study of ranking factors. The number of referring primary domains always has a greater effect than the total number of inbound links.

Ссылки с новых доменов имеют больший вес, чем ссылки с доменов, которые уже цитировали сайт

So what?

Look for new relevant sites for placement of content. Links from the same sites will not give the desired effect.

 

 

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