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Evolution of links in Google
through the years
24th of July – Jan-Willem Bobbink
@jbobbink - http://ru.majestic.com
Notprovided.eu
Download slides at http://bit.ly/linkevolution
WHO AM I?
In 1998 it all started with:
PageRank
Source at: http://infolab.stanford.edu/~backrub/google.html
Presented at Seventh International World-Wide Web Conference
Arguments for use of PageRank
- A numerical weight of every URL
- Is scalable, can be used across WWW
- Relative values are easy to compare and
understand
Has been core algorithm for the first years
No more public PageRank data
USE PR TO VISUALIZE INTERNAL LINKS
Aleyda’s post: http://www.stateofdigital.com/visualize-your-sites-
internal-linking-structure-with-nodexl/
Google and their stance on Link Evolution
Majestic build Citation Flow
Next step: Trust Flow
Check video at https://www.youtube.com/watch?t=148&v=gN0hAU8jkP8
Including Russian Subtitles 
Average Citation Flow, low Trust Flow
High TrustFlow, High Citation flow
Those are not the best links 
2014: Topical TrustFlow
Summary
- Google started with PageRank
- Using anchortexts to pass context
- Use content to pass even more context
From plain links between URLs to contextual relationships between pages
Humans versus Algorithms
Link spam?!
Remember your neighbours? Yahoo did!
Presentation at: http://www.slideshare.net/ChaToX/using-
topology-to-identify-spam-sigir-2007
Google and their stance on Link Evolution
What did Google do? Launched Penguin 2012
“High-quality sites”
• Comment spam
• Anchor text ratios
• Guest blogging
• Paid links
• Blog networks
How do they measure that?
The Penguin algorithm looks for:
Help Google: Disavow tool
Google and their stance on Link Evolution
“Any links intended to manipulate PageRank or
a site's ranking in Google search results may
be considered part of a link scheme and a
violation of Google’s Webmaster Guidelines.”
Unnatural link penalties
Manual actions by Google
• Balance your link building acitivities
• Look to what is acceptable in your niche
• Benchmark against competitors
Humans can be tricked!
It is all about balance
It’s all about benchmarking
Use Bulk Backlink checker to get first impression:
https://ru.majestic.com/reports/bulk-backlink-checker
It’s all about thresholds
Machine first / human second
More spammy niche
Cleaner niches
Distribute anchors
Development of link profile
Monitor closely
Negative SEO is possible!
Automate monitoring:
http://www.notprovided.eu/how-to-build-a-negative-seo-monitoring-system/
• Understand Google’s possibilities
• Systems are dynamic, not just one rule applies
• Understand your market
• Google is scaring you, more is allowed for
algorithms than Google shares
Go get those rankings with links!
Conclusion of today
Next step: Deep Links
Deep linking will be next
W3C SEMANTIC WEB ACTIVITY
“The Semantic Web is a collaborative
movement led by international standards
body the World Wide Web Consortium (W3C).
The standard promotes common data formats
on the World Wide Web”
GOAL: EVOLUTION OF THE WEB
LINKED OPEN DATA
STRUCTURE THE WEB?
Google and their stance on Link Evolution
QUESTIONS?
http://www.notprovided.eu
@JBOBBINK
Jan-Willem Bobbink
HTTP://RU.MAJESTIC.COM
PICTURE CREDITS:
Neighbours: https://hinterrecords.files.wordpress.com/2011/06/hinter-l-001-cover1.jpg
Robot vs Human: http://cdn.theatlantic.com/static/mt/assets/business/615%20robot%20reuters%201.jpg
Plan A: http://www.dashinthemiddle.com/wp-content/uploads/2014/08/Failing-Feature.jpg
Facepalm: http://editorial.opentoexport.com/wp-content/uploads/2013/12/failure-export-marketing.jpg
Internet of Things: http://www.theinternetofthings.eu/innovative-internet-things-examples-iot-examples
THANKS FOR THE PICTURES!

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