Can your website’s Link Popularity be influenced by your intelligence?

Does knowing the science of search engines have any influence on how popular your website can be?

If you understood exactly how a search engine worked, understood exactly how Google’s Page Rank worked, would you be able to influence the search engines, be able to get them to send your website tons of traffic?

Do those techies, the real clever guys who know what an Adjacency matrix is and how it’s related to the eigenvector and why that’s important, do and can these guys influence search results?

Use the social network to build your link popularity

Or does it not matter a dam what you know. Can you influence the search engines just by being curious? By trying different things – see what works – what doesn’t?

Ok, hands up – how many emails/phone calls have you received during the last few weeks with promises of torrets of web traffic? Hey Stupid – just sign up/download – look at all these others who’ve had life changing experiences after using our service/product! We  get them here at Interleado too!

Do the guys who develop these spam products know what an adjacency matrix is? Go ahead, ask them next time to explain…should be interesting!

What about the latter group? Those who make changes, see what happens, make more changes and generally learn from their empirical experiences. Are they any better at sending torrets of traffic? Are all these guys n’ girls working for your digital marketing agency?

Quick Review – What’s changed over the years with the search engines?

Web 1.0, circa late nineties to early noughties, was definitely quite easy to manipulate for those who really knew what was happening. They knew that the search engines had a fairly simple algorithm and they knew how to manipulate it. It was easy and they made a ton of money. Search engines were effectively only looking at your website’s content to determine your relevance to particular keyword search.

Web 2.0 search engines starting looking at what external websites are pointing to your content and examines the quality of these backlinks. They are effectively using a data mining approach to web semantics, trying to extract web knowledge from web data and present it in an meaningful format for humans. Web 2.0 web pages are not designed for computers and hence they find it impossible to extract meaning from web pages.

Web 3.0 search engines will formalise how web pages are developed and make them for meaningful for computers to process – more about this topic in another post.

So modern search engine techniques rely on social networks to eliminate manipulation. Basically, the more quality links to your content, the more relevant a search engine will view the content. This approach made it more difficult to manipulate search results, but 3 way links, link farms, reciprcol links, paid links all have had their day in the sun as successful SEO techniques – but no longer.

Today, it’s increasingly difficult to manipulate a search engine into sending back results that are not based on an ethical social network analysis.

What’s going to get your website to naturally evolve to being relevant for your keywords? Content that worth linking to! There is no short cut here folks, just good content, optimising it won’t hurt it either, or using the right target keywords, but well researched, insightful or just plain opinion driven content is what you need to be producing.

And this is probably linked to intelligence, or maybe more about passion, passion for your business/niche, that’s why it’s so hard to outsource copyrighting on a long term basis.

So, the next time you think about building your website’s link popularity, think content. Take a look at your competitors, what content are they pushing, what keywords are they optimising for, what people are they getting to follow them (link to them)?

Do you find it hard to trade off content building and link building? Which SEO tasks gets the more attention on your SEO campaigns? Is it a subjective argument?

Let me know your thoughts….

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