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How to optimize for Google
Most important for Google are three factors: PageRank, link anchor text and semantics.
PageRank is an absolute value which is regularly calculated by Google for each page it has in its index. Later in this course we will give you a detailed description, but for now it’s just important to know that the number of links you’ve got from other sites outside your domain matters greatly, as well as the link quality. The latter means that in order to give you some weight, the sites linking to yours must themselves have high PageRank, be content-rich and regularly updated.
MiniRank/Local Rank is a modification of the PageRank based on the link structure of your single site only. Since search engines rank pages, not sites, certain pages of your site will rank higher for given keywords than others. Local Rank has a significant influence on the general PageRank.
Anchor text is the text of the links that point to your pages. For instance, if someone links to you with the words “see this great website“, this is a useless link. However, let’s say you sell car tires and a link from another site to yours says “car tires from leading brands”, such a link will boost your rank when someone searches for car tires on Google.
Semantics is a new factor that appears to have made the biggest difference to the results. This term refers to the meaning of words and their relationships. Google bought a company called Applied Semantics back in 2003 and has been using the technology for their AdSense contextual advertising program. According to the principles of applied semantics, the crawler attempts to define which words mean the same thing and which ones are always used together.
For example, if there are a certain number of pages in Google’s index saying that an executive desk is a piece of office furniture, Google associates the two phrases. After this, a page about executive desks using the keywords “office furniture” won’t show up in a search for the keywords ”executive desk”. On the other hand, a page that mentions “executive desk” will rank better if it mentions “office furniture”.
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