External factors of ranging

 For what the account of deep links to a site is used
   As it is possible to see from the previous section, almost all factors influencing ranging, are under control of the author of page. Thus, for a search engine begins impossible to distinguish really qualitative document, from page created specially under the set search phrase or even the page which are generated by the robot and absolutely not not bearing the helpful information. Therefore one of key factors at ranging of pages is the analysis of deep links to each estimated page. It is the unique factor, which not controlled to the author of a site.

   It is logical to assume that the more deep links is available on a site, the more this site represents interest for visitors. If owners of other sites in a network have put the link to an estimated resource, means, they consider this resource qualitative enough. Following this criterion, the search engine also can solve, what weight to give to this or that document.

   Thus, there are two pacing factors on which the pages which are available in base of the searcher, will be sorted at delivery. It is relevance (that is, how much considered page is connected with an inquiry subject – the factors described in the previous section) both number and quality of deep links. Last factor also has received names reference citation, reference popularity or a citing index.

 Importance of links (an index citation)
   It is easy to see that simple calculation of number of deep links does not give us the sufficient information for a site estimation. It is obvious that the link from a site www.microsoft.com should mean much more, than the link from the home page www.hostingcompany.com/~myhomepage.html, therefore to compare popularity of sites only on number of deep links it is impossible – it is necessary to consider as well importance of links.

   For an estimation of number and quality of deep links to a site search engines enter concept of an index of citing.

    The index of citing or IC is a general designation of the numerical indicators estimating popularity of this or that resource, that is some absolute value of importance of page. Each search engine uses the algorithms for calculation of own index of citing, as a rule, these values are not published anywhere

   Besides an ordinary index of citing, which represents an absolute indicator (that is some concrete number), is entered the term the weighed index of citing which is relative value, that is shows popularity of the given page concerning popularity of other pages in the Internet. The term "the weighed index of citing" (WIC) usually use concerning a search engine Yandex.

   The detailed description of indexes of citing and algorithms of their calculation will be presented in following sections.

The reference text
   Huge value at ranging of search results is given to the text of deep links to a site.

   The link text (or on another the anchor or reference text) is the text standing between тегами «A» and «/A», that is that text which it is possible to "click" with the mouse index in the browser for transition to new page.

   If the link text contains the necessary keywords the search engine perceives it as additional and very important recommendation, acknowledgement of that the site really contains the valuable information corresponding to a subject of search inquiry.

Relevance of referring pages
   Except the reference text the general information contents of referring page are considered also.

   Example. We will assume, we advance a resource on sale of cars. In this case, the link from a site on car repairs will mean much more, than the similar link from a site on gardening. The first link goes from thematically similar resource, therefore will be in a greater degree estimated by a search engine.

Google PageRank – theoretical bases
   Company Google became the first who has patented system of the account of deep links. The algorithm has received name PageRank. In this chapter we will tell about this algorithm and how it can influence ranging of search results.

    PageRank pays off for each web page separately, and it is defined PageRank’ом (citation) pages referring to it. Some kind of a vicious circle.

   The main task consists in finding the criterion expressing importance of page. In a case with PageRank such criterion theoretical attendance of page has been chosen.

   Let's consider model of travel of the user on a network by transition under links. It is supposed that the user begins viewing of sites with some casually chosen page. Then under links it passes to other resources. Thus there is a probability of that the visitor will leave a site and again will begin viewing of documents with casual page (in algorithm PageRank the probability of such action is accepted 0.15 on each step). Accordingly, with probability 0.85 it will continue travel, having passed on one of accessible links on current page (all links are thus equal in rights). Continuing travel indefinitely, it will visit on popular pages many times, and on little-known - it is less.

   Thus, PageRank web pages it is defined as probability of a finding of the user on the given web page; thus the sum of probabilities under all web pages of a network is equal to unit as the user necessarily is on any page.

   As to operate with probabilities not always it is convenient, after a number of transformations with PageRank it is possible to work in the form of concrete numbers (as, for example, we have got used to see it in Google ToolBar where each page has PageRank from 0 to 10).

   According to described above model it is received that:
   - Each page in a network (even if on it there are no deep links) initially has nonzero PageRank (though also very small);
   - Each page having proceeding references, transfers a part of the PageRank to pages to which refers. Thus transferred PageRank inversely proportional to a reference number on page – the more links, the smaller PageRank it is transferred on everyone;
   - PageRank it is transferred not completely, on each step there is an attenuation (that probability of 15 % when the user begins viewing with new, casually chosen, pages).

    Let's consider now how PageRank can influence ranging of search results (we speak "can" as in the pure state PageRank for a long time already does not participate in algorithm Google as it was earlier, but about it more low). With influence PageRank all is very simply – after the search engine has found a number of relevant documents (using text criteria), to sort them it is possible agrees PageRank – as it will be logical to assume that the document having more number of qualitative deep links, contains the most valuable information.

   Thus, algorithm PageRank "forces out" upward in search those documents which and without the searcher are most popular.

Google PageRank – practical use
   Now PageRank it is not used directly in algorithm Google. It and is clear – after all PageRank characterises only quantity and quality of deep links to a site, but at all does not consider the reference text and information contents of referring pages – namely the maximum value is necessary to these factors at ranging. It is supposed that for ranging Google uses so-called thematic PageRank (that is considering only links from thematically connected pages), however details of this algorithm are known only to developers Google.

   To learn value PageRank for any web page it is possible by means of Google ToolBar which shows value PageRank in a range from 0 to 10. It is necessary to consider that Google ToolBar shows not exact value PageRank, and only range PageRank to which the site gets, and range number (from 0 to 10) it is defined on a logarithmic scale.

   Let's explain on an example: each page has the exact value PageRank known only Google. For definition of the necessary range and information output on ToolBar the logarithmic scale (the example is shown in the table) is used
Real value PR               Value ToolBar
                                                    1-10 1
                                                10-100 2
                                             100-1000 3
                                        1000-10.000 4
Etc.

   All figures are conditional, however visually show that ranges PageRank shown in Google ToolBar, are not equivalent each other. For example, to lift PageRank c 1 to 2 it is easy, and with 6 to 7 it is much more difficult.

   In practice PageRank it is used basically in two purposes:

    1. A fast estimation of level advanced a site. PageRank does not give the exact information on referring pages, but allows quickly and to "estimate" a site level of development simply. For English-speaking sites it is possible to adhere to the following gradation: PR 4-5 – the most typical PR for the majority of sites of average advanced. PR 6 – the very well untwisted site. PR 7 – the size almost unattainable for the usual web designer, but sometimes meets. PR 8, 9, 10 – meet only at sites of the large companies (Microsoft, Google, etc.). Knowledge PageRank can be used at an exchange of links to estimate quality of the page offered to an exchange and in other similar situations.

   2. An estimation of level of a competition by search inquiry. Though PageRank also it is not used directly in algorithms of ranging, nevertheless allows to estimate competition of the set inquiry indirectly. For example, if in search engine delivery there are sites with PageRank 6-7 the site with PageRank 4 has very few chances to rise in a top.

   One more important remark – values PageRank shown in Google ToolBar are recalculated seldom enough (time in some months), therefore ToolBar shows to a certain extent out-of-date information. That is the Google search engine considers changes in deep links much faster, than these changes are displayed in Google ToolBar.

TICand WIC Yandex 
   WIC– the weighed index of citing – analogue PageRank applied by a search engine Yandex. Values WICare not published anywhere and are known only to Yandex. As to learn WIC it is impossible, it is necessary to remember simply that Yandex has own algorithm of an estimation of "importance" of pages.

   TIC– the thematic index of citing – pays off for a site as a whole and shows authoritativeness of a resource concerning other, thematically close resources (instead of all sites of the Internet as a whole). TICit is used for ranging of sites in the catalogue of Yandex and does not influence search results in Yandex.

   Values TIC are shown in Yandex. A bar. It is necessary to remember only that TIC pays off for a site as a whole, instead of for each concrete page.

   In practice TIC it is possible to use for the same purposes, as PageRank – an estimation раскрученности a site and an estimation of level of a competition by the set search inquiry. Owing to coverage of the Internet by a search engine Yandex, TIC very well approaches for an estimation of Russian-speaking sites.

Increase in reference popularity 
Sabmit in general purpose catalogues
   On the Internet there is a great number of sites-catalogues (directories) which contain references to other resources of a network broken on subjects. Addition process in them the information on the site is called submission (from English submit).

   Such catalogues happen paid and free, can demand or not demand a back reference from your site. Their attendance is very insignificant, that is real inflow of visitors from them not to receive. However, search engines consider links from such catalogues that can lift your site in search results.

   Important! Consider that real value is represented only by those catalogues which place a direct reference on your site. It is necessary to dwell upon this moment. There are two ways простановки links. The direct reference is put through a standard design of language HTML («A href =... Etc.»). Besides, links can be put through any scripts, redirects, etc. Search engines understand only the direct references directly set in a html-code. Therefore, if the catalogue does not give a direct reference on your site its value is close to zero.

    Does not follow submit your site in FFA (free-for-all) catalogues. Such catalogues automatically place at themselves references of any subjects, they are ignored by search engines. The only thing in what will result submit your site in FFA is an increase in spam at yours an address e-mail. Actually overall objective FFA also consists in it.

   With care concern promises of various programs and services to add your resource in hundred thousand search engines, catalogues and directories. Really useful catalogues in a network it will be typed no more than several hundreds, and it is necessary to make a start from this figure. Professional services on сабмиту work just with such quantity of catalogues. If huge figures in hundred thousand resources are promised, the base сабмита means consists basically from mentioned FFA archives and other useless resources.

   Prefer manual or semi-automatic submission – do not trust completely automated processes. As a rule, сабмит, passing under control of the person, gives much the best return, than completely automatic сабмит.

   Necessity of addition of a site for paid catalogues, or putting down of a reciprocal back reference from the site needs to be solved separately under each catalogue. In most cases it has no special sense, however there can be exceptions.

   Сабмит a site in catalogues does not give very significant effect, however improves visibility of a site in search engines a little. This possibility is popular and does not demand the big time or financial expenses, therefore do not forget about it at promotion of your project.

Catalogue DMOZ
   Catalogue DMOZ (www.dmoz.org) or Open Directory Project is the largest catalogue of the Internet. Besides, on the Internet there is a great number of copies of basic site DMOZ. Thus, having placed your site in catalogue DMOZ, you receive not only the valuable link from the catalogue, but also some more tens links from related to it of resources. Thus, catalogue DMOZ is of great value for the web designer.

   To get to the catalogue uneasy, more truly it depends on your luck. The site can appear in the catalogue in some minutes after addition, and can and wait many months for the turn.

   If your site does not appear in the catalogue for a long time, but you are assured that all have made correctly and the site approaches for the catalogue the parametres, it is possible to try to write to the editor of your category with a question on the demand (site DMOZ gives such possibility). Any guarantees, of course, it is not given, however it can help.

   Addition in catalogue DMOZ is free, including for commercial sites.

Catalogue of Yandex
   Presence at Yandex catalogue gives the valuable thematic reference to your site that is capable to improve positions of your site in a search engine. Besides, the catalogue of Yandex is capable to give some traffic on your site. The volume of this traffic depends on a heading of the catalogue and ТИЦ your site (in the catalogue sites are sorted on ТИЦ), in certain cases the traffic from the catalogue can be considerable enough

   There are paid and free variants of addition of the information in Yandex catalogue. Certainly, in case of a free variant terms, addition of a site are not guaranteed in any way.

   In summary still pair of recommendations on сабмиту in such important catalogues, as DMOZ and Yandex. First of all, attentively read requirements to sites, descriptions, etc. not to break rules at application (it can lead to that your demand will not be considered).

   And the second – presence at these catalogues is the requirement desirable, but not the obligatory. If you do not manage to get to these directories, it is not necessary to despair – to achieve high positions in search results is possible and without these catalogues, the majority of sites and do.

Exchange of links
   The exchange of links consists that you from specially taken away page put links to other sites, receive similar links from them. In general, search engines do not welcome an exchange of links as in most cases it has for an object to change delivery of a search engine and does not bear anything useful to Internet users. However, it is an effective way of increase in reference popularity if to observe some simple rules.

   - Change links with thematically connected sites. The exchange with not thematic sites is ineffective;

   - Before an exchange be convinced that your link will place on "good" page. That is the page should have some PageRank (it is desirable 3-4 or above), should be accessible for indexation by the search engines, the placed link should be a straight line, total number of links on page should not exceed 50 etc.;

   - Do not create on a site of reference catalogues. The idea of such catalogue looks attractively – there is a possibility to change with a considerable quantity of sites of any subjects, for any site there will be a corresponding category in the catalogue. However in our case quality is more important than quantity here again there is a number of reefs. Any web designer will not put on you the qualitative link if in the answer it receives the link-baby's dummy from your catalogue (PageRank pages from such catalogues, as a rule, leaves much to be desired). Besides, search engines concern extremely negatively similar catalogues, there were also cases бана sites for use of such catalogues;

   - Allocate separate page on a site under an exchange of links. It should have some PageRank, to be indexed search engines etc. do not put more than 50 links from the same page (differently the part of links can be not considered search engines). It will help you to find easier partners in an exchange;

   - Search engines try to trace mutual links, therefore, if there is a possibility, use for placing of reciprocal links other domain/site which is distinct from the advanced. For example, you advance a resource site1.com, and reciprocal links put on a resource site2.com is an optimum variant;

   - Show some care at an exchange. Often enough it is necessary to face what not absolutely fair the web designer is deleted by your links from the resources, therefore it is necessary to check presence of the links from time to time.

Press releases, news lines, thematic resources
   This section concerns already more likely site marketing, instead of to pure seo. There is a great number of information resources and news lines which publish press releases and news on various subjects. Such sites are capable not only to lead to you of visitors directly, but also to raise reference popularity of a site so necessary to us.

   If you find it difficult to create the press release or news independently connect journalists – they will help you to find or create an information occasion.

   Search for thematically connected resources. On the Internet there is a large quantity of projects which, without being your competitors, are devoted the same subjects, as your site. Try to find the approach to owners of these resources, it is quite probable that they will be glad to place the information on your project.

   And the last is concerns all ways of reception of deep links – try to diversify the reference text some. If all deep links to your site have the identical reference text it can be understood search engines as spam attempt.