Google – 10 Ranking Factors of Anchor Text

After writing some of the Articles about SEO, I become more queerness about Ranking Factors. Worlds Most popular Search Engine is Google. They are using about 200 Ranking Factors for determination of Rank of the Web Page and thus I would say that are 200 Formula’s/Filters from which every Web Page is checked. Everybody is very curious to know about what are these 200 Ranking Factors and would let you those 200 Ranking Factors. As no information is provided by Google and thus it make more difficult to know those 200 Ranking Factors.

Website Vs Web Page

The very first thing about SEO to understand that for Search Engine every Web Page is different. So, while Ranking Web Page the aspect of Domain Name etc., are also important but for Ranking Purposes every Web Page is viewed as fetched from different Web Site. So always remember that when you do the Job of SEO, take the look at all the Pages of Website as Every Page is different and would be assessed with same set of Principles/Ranking Factors. It doesn’t mean that the Domain Name, History and others things aren’t important they are important but they are developed by the time in business and quality of work they also equally important but for the point of view of SEO understand you have to understand that it doesn’t matter what is the Domain Name etc. things, you should only focus to the contents of the Web Page and the Optimization every Web Page.

Google’s 200 Ranking Factors

For understanding Google’s 200 Ranking factors, We have to look into the History of the company from the beginning and it will let you the story of Google’s Success and Ranking Factor adopted by the Google. Last year I am reading the Google SEO Eric Schmidt’s Interview and in that interview the important question is raised is “Google have like 200 factors, why not at least just list them?”
Google SEO Eric Schmidt’s say’s:

“Because we change them. What would happen is, you’ve asked me this question for the eight years I’ve worked with you, so it’s the same question. Why don’t we publish these things. And the fundamental answer is we’re always changing. We’re always changing, and if we started saying here’s how the black box works, then all of a sudden huge incumbents would come out about this change and that change, and we just don’t want that pressure.”

What I think about 200 Factors is that from 200 Factors certain factor’s that doesn’t change whatever needs are required technically. So, we have to start the work of understanding of 200 Factors/Formula’s of Google and thus we have to know what would be the starting point of these 200 Factors. As in present era, today new Algorithmic are created and thus, I think these 200 Factors would certainly increase and it can reason to 1000 or more in coming years. But to know better let’s check the History of the Company.

How Google is established

Google’s founders Larry Page and Sergey Brin were not terribly fond of each other when they first met in 1995 at Stanford University. They argued about every topic that was discussed. Their strong opinions and differing viewpoints would eventually find common ground in a unique approach to solving one of computing’s biggest challenges: retrieving relevant information from a massive set of data.
Larry Page and Sergey Brin continued to perfect Google’s technology through the first half of 1998. They bought a terabyte(TB) of disks at bargain prices and built their own computer housings in Larry’s dorm room, which became Google’s first data center. Meanwhile, Sergey set up a business office and the two began calling on potential partners who might want to license search technology that worked better than any available at the time. Both have little interest in building their own company around the technology they had developed. They called many persons and among those called upon was Yahoo! founder and friend David Filo. Filo agreed the technology was solid, but encouraged Larry Page and Sergey Brin to grow the service themselves by starting a search engine company. “When it’s fully developed and scalable”, he told them, “let’s talk again”. One portal CEO told them, “As long as we’re 80 percent as good as our competitors, that’s good enough. Our users don’t really care about search.”
After getting no interest from major portal players, Larry Page and Sergey decided to make a go of it on their own. On September 7, 1998 Google Inc. became a reality and opened its door in Menlo Park, California. Already, Google.com was answering 10,000 search queries every day, despite still being in beta. In December, PC Magazine named Google to its list of the Top 100 Web Sites and Search Engines for 1998, Google was moving up in the world. AOL/Netscape selected Google as its web search service and helped push traffic levels over the 3 million searches per day mark. It was clear that Google had evolved from a college research project to a real company with a product that was in high demand. On September 21, 1999, the beta label came off the website.

Page Rank

January 29, 1998, they presented an Article know a The “Page Rank Citation Ranking: Bringing Order to the Web”, which describe the Page Rank Working and Methods and same is Patent registered with small changes in 2001. What here is important to look into the fact that Page Rank is providing ranking Factors and let us find out what are those factors effecting Page Rank. Academic citation literature has been applied to the web, largely by counting citations or back-links to a given page. This gives some approximation of a page’s importance or quality. Page Rank extends this idea by not counting links from all pages equally, and by normalizing by the number of links on a page. Note: pageants form a probability distribution over web pages, so the sum of all web page’s PageRank’s will be one.

1. Text used in Anchor Text

Text used in Anchor Text is important factor in Raking a Web Page. Forget every thing create a blank page and place anchor text on it. I tried to create the following example:
<html>
<head>
<span class="hiddenSpellError" pre="">Vineet</span> Gupta
</head>
<body></pre></pre>
<div>I am <a title="<span class=">Vineet Gupta" href="http://en.gravatar.com/vineetgupta22" rel="author">Vineet Gupta</a></div>
<pre>
<pre>
Now, open the Web Page in the browser and ask the question to yourself “What is page telling to you?” According to me it says “this is what I think that page is about”. In our example we are looking at the words “Vineet Gupta” anchor text. It is saying the linked page is about “Vineet Gupta” and So while Google’s algorithm is looking for textual indications of the topic a page and relevance to a given keyword, Page Rank simply counts it as a link to the URL from a page with a value, created internally by the system.

2. Anchor Text – Relationship

Another signal provided by Anchor Text, it defines the relationship of the resource that’s being linked to. In the above example, we had used the html rel tag which describes Relationship as “Author” i.e. Linked page is about Author whose Name is Vineet Gupta. So, it becomes the second signal to rank linking page and linked page. So, the relationship is one of the important factor to rank the Web Page.

3. Anchor Text – Surrounding’s

Here, surrounding’s doesn’t mean the surroundings of Anchor Text, it means, the Web Page Topic, Web Page’s Title, Web Page length and other things. If the context in which a link is used relates directly to the anchor text of the link, which also directly relates to the destination page, the link is going to have a higher importance in ranking for that keyword than the same link in an unrelated context or an unrelated section on the page. This context is taken into account when Google ranks a website for that given keyword. Now, in the above example, I had linked the text with Profile at Gravatar, which tell that “Profile of Vineet Gupta”. So, now the it means that the linking page anchor text links the author profile on Gravatar. It makes more relevant when such thing is done.

4. Anchor Text – Position on the Page

Next signal is very interesting, as to decide the position of the Anchor text. Web Page is divided into three major sections are i)header, ii)footer, iii)content. Google search Engine doesn’t trust the Web Page header and footer details provided and to determine the header and footer of the webpage it looks to the other pages of your website. And the text which matches the text of other pages at top/starting of Web Page is given the Header and text matching at footer is given name as footer. Now, it means that an anchor text placed in the footer is less important than an anchor text placed in the Header which is less important than an anchor text place in the content of the Web Page. Now, if the Anchor Text appears multiple times on the Web Page than priority is given to the first anchor text with the rule of first come first server.Google accounts for that in its ranking algorithm.

5. Anchor Text – Topic of linked Page

Now, things are done through Algorithms and thus it is very simple to understand. Now, take the example that I want to site that says “Vineet Gupta”, what I do first is check the Anchor Text which is “Vineet Gupta” and now check the Topic linked Page and for determining the topic of linked page the things which are looked for are page title and meta tag description and the contents on the page and anchor text used on linked page. To understand more effectively let us check the My Profile on Gravatar and what are anchor text is saying to you on the linked page. It is pointing the other Web Pages of My similar Profile and we can say that Profile Page on Gravatar is Most appropriate and correct linked Page Rank given to the linked page is passed to the linking page but after certain reduction with in the Algorithm. Thus, the topic/title/description of the linked page is relevant gives the ranking factor to the linking page.

6. Anchor Text – Other Anchor text on Web Page

While calculation the importance of the Web page the unique Anchor text links used on the Web Page and the Keywords used in the Anchor text is considered and now, for example Other Anchor Text on the web page which is pointing to unrelated topics or related topic’s, the points collected by all other anchor text are clubbed and divided with the number of links and with reduce the times of duplication of the another text on the same page is added to the Anchor Text. Note: the above is the example which is given, the correct algorithm is unkown, so while Google’s algorithm considers more thoroughly if the links are useful for the keyword, Page Rank simply counts them as other Anchor text also.

7. Parent Html Element of Anchor Text

HTML Element’s are created as Parent Child relationship and thus we can say that every Html Element has a Parent excluding HTML Element. Now, check what is the Parent Html Element of the Anchor Text. Different Points are provided to the different Html Elements on different position’s which are pre-calculated. Now, consider that an Anchor text is provided under H1 HTML Tag and thus it means the H1 Tag is the most important Tag of Html and given the maximum points generally to it. So, what is the Parent HTML Element used to place our Anchor Text is also considered by Google’s Ranking Factors.

8. Total Number of Anchor Text in WWW

Page Rank is about linking and web page’s anchor text is searched on other web page and total number of web pages connected to your provided url is counted and thus the total of links that are pointing to your linked anchor text is also one of the major ranking factor in Google’s Algorithms. Thus, from SEO point of view consider to increase the links to your web page. Many SEO are doing this thing only and the Traffic to the Web Page Automatically increases. But now what Google has added the time on what time the Anchor Text appeared and different between all of them is also considered. Thus, now creating the more links between particular time is given the less importance to the creating links between some intervals. Thus, creating links to your web page is important but the time is also considered between those anchor links appear on other web pages is also important.

8. Total Number of same URL links

Next ranking factor is total numbers of href used in WWW. Google is acting very smartly and thus now it doesn’t consider entirely the Anchor text used by HTML Anchor Element. Now, it searches the Web for same href used by how many unique web pages. The Algorithmic calculates the total number of web pages referring to same web page and it deletes the earlier web pages which are already calculated, which make fair enough to give points ranking to every url linking to each other and thus also increases the total number of linking web pages, which has same anchor URL.

9. Same URL using different Anchor text

Now, consider that it is quite often that same another would not used by all Web Pages and thus to check the importance of Web Page the Total Linking’s Anchor Text and searching the linking of same URL with different Anchor text is searched on the Web and thus by every means we come to know the real total of number of Web Pages linking to your Web Page and the importance is calculated by Google Algorithmic’s.

10. Web Pages links with Social Media Network

World of Techs is changing rapidly and same thing happens on the WWW, the Web Pages which are given the importance of Social Media Networking Websites is considered more weight to the web pages created with Social Media Networking Websites. The reason is simple that web pages which are used as searching or linking purposes are consider good but the web page url appearing on different Social Media Network increases the speed of href linking and thus more weight is given as web page is more read by a community of people and providing feedback to each other and there is less possibility of spamming.
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SEO – Page Speed – Tips

One 9th April, 2010, Google has announced “As part of that effort, today we’re including a new signal in our search ranking algorithms: site speed. Site speed reflects how quickly a website responds to web requests.” As Google is using about 200 ranking secrets for ranking factor and with the confirmation Page Speed is the officially adopted as ranking factor, those facing the touch competition on website SEO, for them if their website is not fast they will be punished for it and those who have the fast website will be given preferring.
According to the survey The Psychology of Web Performance says:
“In a 2004 study, Fiona Nah found that the tolerable wait time (TWT) on non-working links without feedback peaked at between 5 to 8 seconds (Nah 2004). Adding feedback, like a progress bar, pushed the TWT to an average of 38 seconds. Subsequent attempts at non-working links revealed lower TWTs, peaking at 2 to 3 seconds without feedback. Nah concluded that the TWT of web users peaks at about 2 seconds. With regard to behavioral intentions to return to a site, Dennis Galletta and others found that they level out at 4 or more seconds and attitudes flatten at 8 or more seconds (Galletta et al. 2004)

The Effects of Slow Download Times

Even small changes in response times can have significant effects. Google found that moving from a 10-result page loading in 0.4 seconds to a 30-result page loading in 0.9 seconds decreased traffic and ad revenues by 20% (Linden 2006). When the home page of Google Maps was reduced from 100KB to 70-80KB, traffic went up 10% in the first week, and an additional 25% in the following three weeks (Farber 2006). Tests at Amazon revealed similar results: every 100 ms increase in load time of Amazon.com decreased sales by 1% (Kohavi and Longbotham 2007). Experiments at Microsoft on Live Search showed that when search results pages were slowed by 1 second: (Kohavi 2007)”
Google has introduced the Page Speed as one of the factor of Ranking in 2010 and study is done in 2007 and with passing of time, the importance of page speed has increased and if SEO doesn’t consider the Page Speed as one of the factor they would be punished for doing bad things. Thus, if in 2007 every increase of 100ms (means the 10th part of the second) in page load effects Amazon by sales of 1% in 2007 the effect of 100ms after 5 years is almost 2-3 times and if you don’t look at the Page Speed now then your website would be punished much harder as Page Speed becoming more and more important.
From the many advantages of Page Speed some of the important advantages are:

1. Cost Reduction

It’s not always about SEO, but it’s about saving money as in the present competitive world where the sales margins are decreasing daily and to make much profit is to reduce the cost of the product as it would affect in cost reduction.
Example without Page Speed: 16000 Page loads daily
I used an un-compressed image with transparency. I used Photoshop to export the image to PNG-24 with transparency and the resulting file size is about 352 kb. So I would be using traffic of about 16000 x 352 = 5500 MB of Traffic.
Example with Page Speed: Same as above of 16000 Page loads daily
Then I used the same image and exported it to PNG-32 with Fireworks. The file size is about 332 kb. Visually, they both look the same (at least to me). But when you calculate the things i.e transfer saving 20KB would be saving our 20 KB x 16,000 = 320,000 KB i.e. around 312 MB of Transfer

2. More Visitors

Online Business depends only on 1 thing i.e. visitors, the success of online business lies when a customer recommends your website to other or visitor visit again. If your website page loading speed is low then the customer has to wait and in the competitive market no one wants to wait. Now, search engines also weigh the time taken by page to load and if the page is loading fast they give preferring page loading speed less time. Think about a news website and now think that do you want to visit a news website which takes about 15 secs. to load a page or take about 2-3 secs. to load the page. Everybody would prefer to go to those websites which loads the page fast as they can spare the time easily. It is well said by somebody “Time is money and money is Time“, so reducing the time of page loading will certainly fetch more money and also reduce cost.

3. No Changes in Web Design

Many developers and SEO think that if they make the Page Loading speed more fast they have to reduce the size of Images, clips and other things to make it load fast and I would say it’s totally misguiding principle. To reduce the time of page loading, one doesn’t have to change the things but has to tweak the things. If the website uses the JPEG images then change them into PNG and that would reduce the size about 30-40% depending from image to image. For sounds one can also change the format from avi to mpeg or 3gp of any other format, which doesn’t decrease the quality of the sounds but reduce the size. For flash, Google has just launched the new service ‘Swiffy’ which reduces the size of flash file and also increases the performance. There are other many tweaks which can be used to increase the speed and we doesn’t have to change the design of other things of the Website/Web Page required thing is only tweaking the things and if one doesn’t want to change the size of the things just use GZIP on the contents which will reduce the size of the contents and communication between browser and server would be zipped format which certainly reduces the size of contents in communication only.

4. Mobile Users

One of major advantage of reducing the page load speed is the gain of Mobile Users. The Mobile is gaining the market and now Mobile companies like Apple and RIM has making money from the Mobile Users. The segment and development of Mobile Website is different and one has to deal with only one stream. Whatever thing is used the speed of Mobile can’t reach the speed of broadband communication and it is the fact that can’t be denied. If your website has the less loading time than Mobile users would also visit your website. For Mobile users the thing which matters the Speed i.e. time taken by the website for loading and reducing the Page Speed would certainly increase the customer base of Mobile Users.

Important Note:

The primary disadvantage of the Page Speed Service is that it only caters to Google servers. It even excludes Blogger, Google Sites, and Google App. The Page Speed Service only speeds up the cacheable parts on your page. It does not rewrite marked un-cacheable resources like some images, JavaScript, and so on. This may really limit the use of the service.

How to reduce the Page Loading Speed?

There are many rules defined in many Blogs and Website but I believe the following, things reduce the time of Page Loading Speed.
  1. Minify: Compacting the code can save many bytes of data and speed up downloading, parsing, and execution time. One of the practice which is used by many developers that they use TAB’s and double/triple spaces to write code and after the code is completed reduce/remove those extra spaces. It would certainly decrease the length of the Data. If the developers doesn’t want to Minify the HTML is ok but Minify other things such as CSS Code and JavaScript and for doing those there are many free services and one of code reducing service provided by Google is Closure Compiler.
  2. Enable compression: Compressing resources with gzip or deflate can reduce the number of bytes sent over the network. Many web servers can compress files in gzip format before sending them for download, either by calling a third-party module or using built-in routines. To enable compression, configure your web server to set the Content-Encoding header to gzip format for all compressible resources. Due to the overhead and latency of compression and decompression, you should only gzip files above a certain size threshold; we recommend a minimum range between 150 and 1000 bytes. Gzipping files below 150 bytes can actually make them larger. Write your web page content to make compression most effective.
  3. Optimize images: The type of image can have a drastic impact on the file size. Images saved from programs like Fireworks can contain kilobytes of extra comments, and use too many colors, even though a reduction in the color palette may not perceptibly reduce image quality. Improperly optimized images can take up more space than they need to; for users on slow connections, it is especially important to keep image sizes to a minimum.
  4. Combine external CSS/JavaScript: Combining external style-sheets and JavaScript into as few files as possible cuts down on RTTs and delays in downloading other resources. It often makes sense to use many different CSS files during the development cycle, and then bundle those CSS files together as part of your deployment process after the development process is finalized.
  5. HTTP Cache: The cache, which is local copies of resources, works because many resources change infrequently. When a browser can reuse a local copy, it saves the time to set up a connection as well as the time to download. The key to making the cache work effectively is HTTP caching headers, which are sent by the web server to specify how long a resource is valid and when it last changed. The HTTP protocol gives two ways to define how long a resource is valid: the Expires header and the Cache-Control: max-age header. The Expires header specifies a date after which a resource is invalid. At that point, the browser will ask for the resource again. max-age works much the same way but it specifies how long a resource is after it is downloaded instead of giving a specific date. That is nice because you can configure your web server with a constant value.
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