• It's finished! Cancellation of link ranking in Yandex. What to do? Yandex canceled link ranking

    On December 5, the head of the Yandex web search department, Alexander Sadovsky, announced that from 2014 the search engine will no longer take into account links as a ranking factor. The quality of search, he said, will remain the same. Russian market search engine optimization(SEO), whose business is estimated at half a billion dollars, perceived the announcement as the beginning of the apocalypse.

    To find something on the Internet, it is not enough for a search service to know the contents of hundreds of millions of sites. The main thing is to correctly sort (rank) what you find. A person formulates his request in two or three words. The service must not only understand the request, but also select the most useful ones from the many suitable pages.

    Who referred to whom?

    The higher the authority (weight) of a page search query, the higher it will be shown in search results. There are more than 60 million users on the Russian Internet: a large weight for an important request guarantees an influx of visitors to the site.

    Naturally, site owners try to adapt resources to the requirements of search engines - it is always better if your web page is easy to find. This process is called search engine optimization, and there are two types: “white” and “black”. In the first case, the site is brought into compliance with the recommendations of search engine developers. In the second, everyone tries to increase weight accessible ways, including prohibited techniques.

    One of these techniques is link trading. Traditionally, it is believed that a link to a site increases the authority of that site in the eyes of a search engine. But, let’s say, it’s difficult for a newly opened online store to get a link from a good site that is trusted by a search robot. Therefore, they buy links, essentially creating false authority for themselves.

    Yandex does not like participants in this market, but until now there has been no talk of destroying the link factor, although the influence of links on the overall weight of sites, according to the observations of site owners, has long been declining. If, as a result of the attack on optimization, the quality of the search does not really drop, then users will only benefit - the success of their attempt to “buy a car radio” will not depend on whether the store bought links to itself.

    Illustration: Yandex

    The current apocalypse promises to be local and will affect only Moscow commercial requests - that is, requests that involve the purchase or sale of goods and services. And yet it is difficult to resist extrapolating the message about the Yandex experiment to all types of requests.

    Back in the day, links were truly the primary ranking factor in search results. At the end of the 20th and beginning of the 21st centuries, it was easiest to imagine the Network in the form of static documents linking to each other. The calculation of the so-called citation index (whether it is Yandex CI or Google PageRank) is fundamentally similar to the calculation of similar indices for authors of scientific articles: the number of times you have been cited, the number of times you have done well. Modern Network- is no longer a bunch of documents, and links for it are not a natural ranking factor. For news readers, it is not referenceability that is important, but efficiency; for buyers of goods in online stores - reviews from other buyers. For mobile users, sites with mobile version. For video lovers - a search results consisting of videos.

    In these conditions, modern search engines have long been reducing the importance of link ranking. After all, it is not always important who refers to whom. What is more important is how much the information in the results matches the request, that is, whether it meets the user’s expectations. An employee of the Moscow Zoo is unlikely to search Yandex for the same jaguar as a car dealership manager. So the search engine takes into account hundreds of signals from sites and users when ranking.

    Multivariate analysis

    The questions that users ask about online services are constantly becoming more complex. The structure of the Internet itself is changing, and following it, the mechanisms for ranking results are improving. Of the eight hundred Yandex ranking factors, only 70 are linked. An unofficial list of 200 Google ranking factors is floating around on the Internet - it clearly shows how small the share is in big picture occupy links.

    The position of a site in search results depends on the name of the domain, its history, and even on who registered it. It is also important how often keywords appear in the text, whether the content is structured, whether the page contains multimedia content, and whether the text is easy to read. Moreover, low-quality texts lead to a decrease in the page’s weight in search results. It's no surprise that content optimization is a huge part of the SEO market.

    Illustration: Yandex

    No less important are the architecture of the site, its loading speed, the number of pages, the absence of failures in operation, and the presence of correct navigation.

    A separate big topic is user interaction. Google is said to take user behavior into account Chrome browser, time spent on the site, the number of tweets about the page and, of course, the number of likes and Google pluses. According to rumors, even mentions of the brand in news texts are taken into account.

    Business only

    Market participants developing their own businesses on the Internet are dissatisfied with Yandex’s decision to abandon link ranking in commercial queries. They believe that Yandex forces them to promote sites exclusively through their own services - the Yandex.Direct contextual advertising system and the Yandex.Market online store aggregator.

    Indeed, Yandex actively restructured its relationships with businesses in 2013. He is gradually introducing the “Islands” platform, which will allow you to sell goods and services without visiting the website; announced the Atom platform, which helps sites personalize their offers. Introduced a new model for placing product offerings on Yandex.Market. Finally, Yandex.Money has launched payment processing, thanks to which money from bank cards, accounts mobile phones and payment terminals for services. All these are big key decisions and product launches.

    It is unlikely that Yandex, ranking commercial requests in a new way, does this for tactical reasons or greed. A company positioning itself as a mirror of the Internet demonstrates very simple thing: The network has irreversibly changed - in it an extra like is worth more than the palisade of links at the bottom of the page. Meaning is valued more than formal compliance with rules. The personal needs of the user are more expensive than the services of the optimizer.

    Postscript for optimizers. Sadovsky's statement once again confirmed that the Network is developing precisely in this direction. Another thing is that site owners will continue to use link logic for a long time. At the dawn of the Runet, webmasters exchanged 88x31 button banners without much meaning or purpose. And if linkless rankings are still a long way off, we all have time to buy plastic windows , buy an air conditioner, order pizza and organize inexpensive flower delivery.

    Hello, dear readers. A couple of days ago I wrote an article about. And just on the same day, an event took place, which once again confirms that the time of “black” SEO has passed. On March 12, 2014, a conference was held in Minsk, called “Bynet Week”. On which, the leader search services Yandex, Alexander Sadovsky, disabled link ranking for some commercial topics live. So far, this innovation has affected only Moscow. But from Sadovsky’s statement it can be judged that over time the list of topics and regions will expand.

    Here is a YouTube video of this historical moment.

    Here is a list of topics for which ranking was disabled:

    • Website promotion and development
    • Beauty and health
    • Household appliances, electronics
    • Legal services
    • Tourism and recreation
    • Real estate
    • Clothing and accessories

    The purpose of this innovation is to lead the user to an answer to the specified request as quickly as possible. Search engines are increasingly placing an emphasis on sites made for people. No one is satisfied with sites that have nothing useful, but are in the top due to the link mass.

    How the abolition of link ranking will affect website promotion in Yandex

    According to Yandex reports, the ranking algorithm takes into account about 800 factors. Link ranking accounts for only a few dozen. Cancellation of which will result in strengthening of other ranking factors. First of all, behavioral factors will be taken into account.

    Consequences of canceling link ranking in Yandex

    Of course, those sites that were automatically promoted through the purchase of links will suffer the blow. And the business of exchanges selling links and all kinds of aggregators will also suffer significantly. And of course those SEO companies that promoted sites using commercial links.

    Now, most likely, the price tag for website promotion in SEO companies will grow. Since the emphasis will have to be on labor-intensive areas: unique content, usability, site functionality, participation in social networks, and so on. And of course, the time frame for website promotion will increase.

    “Minusinsk” is a new Yandex algorithm that pessimizes your site for using SEO links.

    April 15, 2015, head of Yandex search services Alexander Sadovsky at the conference “Bynet Week. Origins" announced the launch of the new Minusinsk algorithm and warned that sites that actively buy SEO links may be pessimized in Yandex results. This is the picture that appeared on the horizon for many SEOs...

    The new algorithm will start working on May 15. Webmasters and optimizers are advised to remove SEO links in advance to avoid sanctions.

    Sergey Pogodaev, head of the SEO company Bureau Pogodaev, will help readers of the LPgenerator blog understand the terms and make recommendations for project owners who use automatic promotion services or purchase rental links on their own.

    SEO— Search Engine Optimization, website optimization according to requirements search engines.

    SEO Goal— bringing the site to the highest position possible key queries in search engine results to receive targeted traffic to the site.

    Realization of the goal— search engines take into account many factors when ranking sites; Yandex announced more than 800 of them.

    SEO specialists identify factors and try to influence them.

    Initially, search engines analyzed text descriptions pages for availability keywords and links on third-party sites leading to the promoted resource. As search engines and the Internet developed, search engines expanded the range of factors for analyzing sites.

    We have identified 24 groups of factors with which we work.

    The average person’s view of SEO promotion looks like this:

    • You need to select queries and pages for them;
    • Write keywords in the texts of the pages;
    • Buy a lot of SEO links to these pages.

    This approach worked until the moment when everyone started doing it and SEO turned into a war of link budgets. For search engines, assessing the authority of sites based on external links has become irrelevant.

    Examples:

    The impact of SEO links on website rankings

    Each page has a weight that can be transferred to other pages on the site or to a page on another site. This way, an external link says that the site it links to is authoritative.

    Links also have text (term: anchor), which tells the search engine that the page being linked to matches the search query specified in the link text.

    • The link did not appear at the time the page was created;
    • The link is not in the text;
    • Links are unclickable or placed in the footer;
    • Links do not have natural anchors;
    • The entire site that sells links is identified;
    • External links on the site are constantly changing.

    The very fact of buying links and placing external links on sites is not a negative factor! You need to start from usefulness!

    Example:

    On our blog we publish examples of high-quality landing pages for various niches. All landing pages contain an active external link. There are a lot of such pages and they all rank well even with a small text description.

    And here is an article on our blog for LPgenerator with an external link that ranks well in Yandex.

    About 10 years ago, the first SEO link exchange SAPE.ru appeared, which offered to rent out those same SEO links to your website. For the average user, working with the exchange was difficult, since the system had large number parameters for selecting donors.

    Therefore, promotion systems appeared that made it possible to simply and automatic mode post links on various sites.

    Examples of such systems: SeoPult.ru, Rookee.ru, WebEffector.ru

    Working with such systems is very simple:

    • Enter queries;
    • Top up your balance.

    Yandex announced the abolition of link ranking in the field of website promotion, and the SeoPult system still offers the purchase of links for six-figure sums.

    Monetization of promotion systems

    It’s worth talking about an interesting monetization scheme for such projects! System A claims that its use will cost only 20% of the budget in SAPE. It seems more profitable than paying SEO specialists. Those. system A buys a link in SAPE for 5 rubles and sells it to the client for 6 rubles. This was the case until effective managers took the wheel.

    What did effective managers come up with?

    A subsidiary project B was created, which bought cheap links from webmasters on low-quality projects for 1 ruble and placed them in SAPE. System A then bought these SAPE links and sold them to clients.

    Let's do the math: SAPE commission = 10%. From 5 rubles the income of project B = 3.5 rubles. +1 ruble income of project A. Total income = 4.5 rubles out of 6 rubles, i.e. 75% of the budget.

    For your information, the income of an SEO company that develops a website = 40-50%

    The 3 main automatic services have about 1,500,000 projects with a total budget of about 8,000,000,000 rubles (80% of the SEO market!)

    This, in fact, is one of Yandex’s motives for giving up links and redistributing the budget to the letter D!

    On March 12, 2014, at the IBC Russia conference, Alexander Sadovsky announced the abolition of link ranking in a number of commercial topics in Moscow.

    Topics on which the test was conducted:

    At the same conference, they reported on the launch of algorithms that pessimize for cheating behavioral factors.

    Those. if you want to show the search engine that links to your site are in search results attractive and users on the site spend a lot of time doing this with the help of bots, then you will most likely fall even further.

    Report by Alexander Sadovsky at the Bynet Week conference

    Conclusions from the report

    1. For many niches, the TOP 10 is not filled with quality sites! There are only 3-5 out of 10 high-quality sites in the tops.

    3. To cleanse the eco-system, on May 14, 2015, Yandex introduces a new algorithm “Minusinsk”. Its essence is that there will be a pessimization of sites for the purchase of links - all sites, all topics, all regions.

    5. It will be impossible to boost competitors’ sites by buying bad links to them, because first of all, the time the link is in the index will be taken into account. Obviously, when trying to overwhelm a competitor, the lifetime of the link will be very short.

    6. Interesting point: when determining SEO links, it is not anchors that are taken into account, but the sites that sell these links. I assume that Yandex has collected a database of such sites and Minusinsk will work based on this information.

    7. When answering the question whether sites will be pessimized for eternal links, Sadovsky first of all drew attention to links from the Sape exchange and similar ones. It is still unclear with permanent links, because they are difficult to remove.

    Comments by Alexander Sadovsky for the website SearchEngines.ru

    SE: Alexander, what should sites that fall under the new algorithm do after May 15, 2015?

    Alexander Sadovsky: After SEO links are removed, the site must wait for all the pages on which they were placed to be re-indexed, and then after a while it will be released from sanctions. The period will be sufficient for the site's economy to suffer. We are talking about periods not of a week, but from several months to six months. There is no need to notify Yandex separately about the removal of links. The algorithm works automatically.

    SE: How many and what kind of incoming links should there be on a site for Yandex to recognize them as high-quality?

    Alexander Sadovsky: There can be as many links as you like; we do not limit the quantity of quality links. There should be as many high-quality links as the needs of each specific business and user. As for low-quality links, here the threshold is limited. We do not disclose the absolute threshold, but as soon as it is exceeded, the site falls into the risk zone.

    In addition, the share of SEO links among all links to the site matters. If the site owner does not remove the links before the next iteration of Minusinsk, the resource will fall under sanctions.

    Purchasing links is a social phenomenon (they have not affected rankings for a long time) and we give site owners the opportunity to rebuild. Therefore, the algorithm will periodically, once every 2-4 weeks, identify the leaders in the purchase of SEO links and, if they do not remove the links, limit them in ranking. With each iteration, the “safe” threshold will be lowered, so that eventually the phenomenon of mass link purchases will disappear completely.

    SE: How does Yandex distinguish natural links from SEO links?

    Alexander Sadovsky: There are a lot of types of SEO links, we have given many striking examples, but at the same time we try not to give a clear classification, otherwise “selection of boundaries” begins. IN general view SEO links are links placed with the intention of influencing the search engine rather than with the intention of helping users.

    The one who puts the link knows his intentions, whether he wants to recommend to his users the resource to which the link leads. Therefore, the question of a clear definition is a little disingenuous. As a rule, the criteria are asked precisely by those who are trying to probe this boundary and take advantage of it.

    SE: If I, as a private blogger, write that I bought a product on a specific site and liked it, while giving a link from my post to the resource, how will Yandex regard this?

    Alexander Sadovsky: If we are not talking about a link system, and the blogger wrote that he really liked something, this is not an SEO link. Yandex treats this phenomenon normally, because the intentions of the author of the post are in this case comes down to actually recommending something.

    SE: How important are social factors today?

    Alexander Sadovsky: We have a lot of ranking factors, the formula is adjusted depending on the training sample, which changes depending on the state of the external environment. As the sample changes, the weights of the ranking factors also vary.

    For example, now the page loading speed factor helps us distinguish a high-quality website from a low-quality one. If we assume that all hosting sites will become of high quality, and the loading time of sites will be massively reduced, then the weight of the factor will drop automatically, because there will no longer be a difference in loading speed between a high-quality and a low-quality site.

    The situation is the same with social factors - how weight is determined in the current formula is no longer so important.

    SE: Now Yandex has an extremely negative attitude towards imitation of user actions, which forced it to tighten measures?

    Alexander Sadovsky: We take a rather strict approach to behavioral cheating, because we believe that it harms the Internet. Not only for search engines, but also for webmasters - it becomes difficult for them to distinguish actions in the logs ordinary users from the actions of cheaters. Such sites do not have the ability to conduct high-quality web analytics, and therefore to meaningfully develop a business, select marketing channels, and improve conversion.

    A number of “side effects” also arise, of which only one is “positive” - the site ends up being pessimized. So experimenting here is also pointless.

    SE: How do you assess the current situation in the SEO services market?

    Alexander Sadovsky: Are you talking about SEO link exchanges? We are experts in search, not SEO link trading, so we cannot evaluate this area. We know that sites generated by exchanges and similar services are of low quality and are not needed by users. We want to suppress the generation of such sites and are taking all measures to do this.

    In this sense, if the creation of such sites is the only goal of SEO services, then this is a short-lived business. If the owners of such services have other, more noble goals, then it is quite possible that they will live. But again, it’s not our job to evaluate this business.

    SE: What does Yandex see as an ideal search result?

    Alexander Sadovsky: An ideal search engine can only be built on an ideal Internet. Unfortunately, there are pieces of information that are not available on the Internet at all. Several times a week I encounter this situation. Even in places where it is posted online, there are many low-quality sites. Take, for example, searching for a “washing machine repair” service.

    In practice, it turned out that managers of many sites offering such services do not call clients back after applying online; on some sites one price is indicated, but in reality it turns out to be different; the third type of site offers car repairs of all brands, but in practice it turns out that specific model they don't fix it.

    When a consumer does not receive a high-quality service, or does not receive a service at all, it turns out that there is a site, but no service, and this is already a low-quality site by definition. Hence the conclusion perfect search is the search that ranks perfectly perfect internet. Today we are quite pleased with how we manage to build search results on the real Internet.

    We rarely make mistakes and rarely put a low-quality website above a high-quality one. But we understand that the Internet itself can be better and we are trying to support the development of the ecosystem. IN commercial ranking For the consumer, a website is much more about solving his problem, and not about searching for texts.

    Several years ago, Yandex's mission changed: from searching for information as the main goal, we moved on to solving user problems. If a person needs a taxi, then it is not enough to offer him websites with taxi ordering services in the search results; it is important to offer the user a solution to his specific problem, and right away. The Yandex.Taxi service was created specifically for this. An ideal website for a commercial company should also provide a full cycle of solving the user’s problem, without torturing him with additional details.

    SE: And finally, what would you wish for website owners?

    Alexander Sadovsky: I would like a deep understanding of the needs of my users. So deep that grateful users knew the site address by heart, loved it and were fans of the product. A reasonable price, high-quality and prompt service, a convenient and beautiful website can make users loyal to the company and encourage them to share their find with friends and acquaintances.

    Sites that can turn users into fans will certainly both generate income and delight users and their owners.

    The Internet, search engines and SEO are changing. Some are becoming irrelevant simple methods achieving goals. You need to do something that you haven't done on your site yet. This is more difficult, more expensive, and probably unaffordable for many small companies, especially for regional projects.

    Adviсe

    1. Analyze leading competitors and identify patterns in the structure of projects, design, design and content of landing pages.

    2. Group target requests by needs and write down what is really important for the user to see on the page to make a decision.

    3. Try to identify all the needs in the niche, collect the maximum number of requests and create pages to suit all user needs.

    4. Write constantly and design it well informational articles. In complex niches, clients begin to explore the service with information requests.

    5. Plan on a regular basis internal work on the project, and not a one-time investment in the site.

    6. Work with the company's reputation. Yandex aggregates reviews of your customers from all over the Internet on the website gorod.yandex.ru

    8. SEO is affected by the popularity of the project, and therefore the use of other marketing tools.

    Integrated Marketing and SEO

    It’s worth writing again that modern SEO is work and influence on a set of factors that can only be influenced through other marketing tools.

    Here are a few factors that I have identified for a number of niches in highly competitive industries and leave it open to readers how to influence them through marketing or manual manipulation.

    Some new ranking factors:

    • Overall CTR of the site in search results;
    • Probabilistic CTR of pages for specific queries;
    • Frequency of brand queries in Yandex.Wordstat;
    • Availability of brand tips;
    • Regular audience of the site;
    • Number and metrics of direct, link and social traffic;
    • Website citation in social networks;
    • Company rating and number of customer reviews;
    • Rating of the company by employees;
    • Number of employee profiles on social networks;
    • Online chat and callback widgets;
    • Adaptation for mobile devices.

    Google has been filtering SEO links for a long time using the Penguin algorithm. On many of our sites where complex work is carried out, positions and traffic from Google are higher than from Yandex. I hope that after the links are canceled on similar projects, positions in Yandex will improve and search traffic will increase noticeably.

    It became possible thanks to tracking statistics on the behavior of live visitors on pages, which allows PS robots to judge the quality of content in order to increase the position of the best sites at the expense of PF. Thus, statistics of visitor behavior became an important factor in ranking; it also took into account how often people choose a particular site in search results. Therefore, it became possible to tighten the automatic filtering algorithms for “bad” sites, and in November 2013 new modification AGS-40: many optimized sites have dropped out of the index, even some trusty old SDL positions have dropped in search results.

    AGS-40 came as a real shock to most webmasters, because despite the tricky algorithms, everyone has already learned how to promote “professionally” optimized sites to the TOP search results for the right keywords. Rumors about big changes in Yandex search results have been circulating for a long time, especially since testing of Yandex “Islands” interactive responses was already underway. It soon turned out that Yandex was canceling link ranking , . It seems now useless to adapt to the new AGS algorithm.

    Yandex has stopped taking into account external links since 2014

    On December 5, 2013, the head of the search departments of Yandex, Alexander Sadovsky, made an official statement that Yandex is canceling links, and in the new 2014, algorithms will begin to gradually abandon the factor of external links when ranking search results. Only far-sighted analysts among SEO specialists guessed in advance that in the future ranking without links in Yandex was real, because there was already an example of Google, which even earlier began to take into account the PF and the influence of statistics and social networks.

    So, what did Sadovsky say about the abolition of link influence:

    • Now Yandex uses more than 800 factors when ranking and, according to Sadovsoky, specifically link influence only takes up about 6% of this number, therefore Yandex is canceling link ranking, but the quality of the search results will not be affected.
    • However, Sadovsky noted that for information requests the influence of external links will remain to improve search updating (really, how quickly will the PS robot rise to the TOP current news without taking into account the reference factor).
    • SEO-2014 in Yandex without a link will begin for Moscow and the region, then it is promised to spread the disabling of factors influencing external links to all other regions.

    Yandexoids claim that without the influence of external links they will get rid of search spam and sites promoted through large purchases of link mass will leave the TOP. Yandex will hit SEO in commercial important region- Moscow and the region, where selling commercial requests are promoted more. In principle, something similar happened after the introduction of AGS-40, but really high-quality resources with good content will get better positions, because users not only make purchases on the Internet, but also look for information. This means that in the TOP 10 there should not be 5 online stores at once, which were promoted through external links for different requests, because it was well compiled.

    Promotion in Yandex without external links in the future

    Google has long tightened its algorithms for determining purchased links, but even “natural” external links may not help you reach the TOP if the site is poorly optimized or, according to statistics, failures are off the charts. All over the world, probably except for the CIS countries, the majority of SEO specialists almost no longer buy links, but invest in contextual advertising and actually improve the content. Obviously, Yandex does not take into account links either in order to force everyone to use its Yandex.Direct contextual advertising system, but only secondarily to “improve the search results.” So far, the abolition of link ranking affects only Moscow and the region, which means that regional sites can be promoted with links as before.

    • Perhaps someone has the idea that now they can save money and buy cheap links to promote regional sites. When in the future Yandex cancels the influence of external links by region, you can simply remove them and continue to promote using new methods. But this is fraught, because the AGS-40 algorithms will probably act as before and domains to which missing or “blinking” links lead will simply be banned from the search results.
    • It is best to purchase “eternal” links from old domains, keep track of high quality donors. Relevance in link exchanges will not disappear: contextual links from good SDLs and placing links in articles bring live traffic, so it always makes sense to purchase links on thematic sites.
    • Yandex has stopped taking into account links only for commercial requests, which means that now information requests that can bring in target audience can still be promoted external links. Although the exact difference commercial request from informational, embedded in Yandex algorithms, we do not know, because the more semantic core, the better.
    • We will have to come to terms with the fact that now the terms of SEO promotion will increase even more, and the price of placing links will really good venues will grow.

    Difficult times are coming for all specialists involved in SEO promotion: Yandex is canceling links, and it will be difficult to promote new commercial sites to the TOP. There are serious passions on webmaster forums, as entire companies have spent huge amounts of money on experiments to determine the best methods for purchasing links and the most effective promotion. Far-sighted analysts foresaw a similar situation, especially since Sadovsky had long been talking about reducing the influence of external links.

    A good optimization and promotion specialist already knows how to work further, because the struggle between PS algorithms and professional webmasters is constantly growing. They will inflate other factors, buy or attract traffic in any other way.

    • In 2012-2013, only comprehensive optimization of all pages made it possible to achieve high positions in the TOP. If not unique content, poor usability, the site does not hang out in the TOP for long, it will be “pushed” by the best SDLs, since PFs are monitored.
    • Therefore, PF will also be promoted, there have already been methods and they will be improved, although more often it turns out to be easier to just make a really convenient, interesting website.
    • SEO in its pure form has long lost its meaning; now comprehensive Internet marketing is required (price-quality ratio of goods or services, good presentation, all types of advertising and viral or “guerrilla” marketing in social networks and forums).
    • Competition will increase and old developed SDLs will strengthen their positions; it will be difficult for new projects to move them to the TOP, because indeed many will go entirely into contextual advertising Yandex.Direct and Google AdWords.
    • Finally, they will stop fighting for the TOP search results and start looking for traffic, attracting target audience with interesting materials and promotions. In the future, links will be purchased primarily to attract real people; in principle, this is normal, in contrast to the mass purchase of links for PS robots.
    • As always, email newsletters will be successful and communication with the target audience on social networks (Social Media Marketing) will increase.

    On January 28, 2014, the Yandex company makes an official statement, which pleased some and saddened others: within a month they promise to introduce a new algorithm to lower the ranking of any sites with “shocking advertising.” This means that even an SDL that is correct in all respects and has placed advertising teasers with “shocking” (unpleasant, erotic) pictures will appear lower in the search results than “worse” (in other respects) sites without advertising. Once again, Yandex seems to be hinting to us that new advanced algorithms are able to distinguish a good site from a bad one based on hundreds of factors and it is easier not to try to deceive the PS, but to make honest “white” sites for people.

    Link ranking played a significant role in search engine optimization of any website until recently. Now this parameter is not very important for determining the success of a certain resource by search engines, since in lately more functional and effective ways determining the quality of sites. This is why it is important to understand what internal linking is and the basics of link ranking.

    However, traffic and other user factors still play a huge role. For example, internal linking of an Internet resource is very important. It's like Wikipedia. In general, our topic is very broad, and we definitely need to learn the basics of link ranking and what algorithms search engines have for ranking a site. Understanding them is very important for advancement.

    What is link ranking?

    In science, the number of references used by other scientists plays a huge role in the credibility of a particular specialist or publication. This is the law. The same goes for the Internet. A site is considered worthy if it does what it can. At the same time, it can be good and of high quality. There may even be many visits. But who can guarantee that no one cheated the visit data? This is hardly possible.

    That is why search engines have been using the link ranking method for a very long time to check the quality of a certain resource posted on the Internet. It is only important that it be indexed. Scientifically speaking, link ranking is the correspondence between what users are looking for and the text of the links that visitors post. That is why, to ensure a favorable ranking mechanism, you need to pay special attention to anchors - the texts of these links.

    The more a link matches a query, the better it is in the eyes of search engines. This is called "weight". The heavier the links are on a resource, the better the site itself is for search engines. Accordingly, for successful link ranking, you need to ensure the maximum number of transitions and the best user factors when visiting your site using this link. This is a whole science, and let's look at it in more detail.

    Search engines are very careful to ensure that sites are ranked correctly. And each of them has its own views on how sites should do this correctly. Therefore, let's take a closer look at what specific mechanisms each search engine uses. We will consider search engines from Yandex and Google, since they are the most popular in our latitudes.

    In principle, the mechanisms of their operation are very similar. Therefore, when optimizing sites, you can only take into account general characteristics data algorithms. So, when promoting sites, both search engines use such a parameter as link weight. Among other things, it is important to consider the relevance of links to your resource. Relevance is similarity in topic. Now let's take a closer look at how search engines rank websites.

    Google ranking algorithm

    This algorithm is applied to documents that are interconnected by links. At the same time, each of these documents is assigned a number symbolizing the importance and quality of a particular page based on which specific link is used. Documents that have a lower PR (this is the name of the algorithm from the American search giant) are located lower in the search results. Accordingly, one of the factors that determines the position of a resource in Google search results is the PR of this resource.

    How can you define PR? For this there is such an add-on as Google Toolbar. It displays the rating of each page on a ten-point scale. It is important to note that the search engine itself does not disclose the specifics of calculating this indicator. At the same time, many webmasters and SEO optimizers have noticed that the site must be old enough for this parameter to be more than five.

    Ranking algorithm from Yandex

    The algorithm from the domestic search engine is called a citation index. This is exactly the indicator that scientific works and their authors have. It is determined by the number of links. In Yandex, things are approximately the same. We can say that this is quality characteristic, expressed in quantitative terms. As for science, this definition will be inaccurate. But there is absolutely no difference, because the citation index really determines the quality of the document.

    This algorithm, as in “American Brother,” shows how close a certain resource on the Internet is to the topics and queries entered by users World Wide Web. It is important to understand that all sites must be indexed by a Russian search engine. In principle, the same can be said about the American one. At the same time, the citation index has a completely different scale. If Google has a ten-point rating, then Yandex can have absolutely anything.

    Information about the cancellation of ranking by Yandex

    However, Yandex recently said that it is canceling link ranking. Moreover, the information appeared long enough for the panic to subside. So you can look at these data soberly without losing your brain from a storm of emotions. Some people immediately say that the links will no longer work. But no, they really work, despite all Yandex’s statements. It is unlikely that our manufacturer can come up with something original, to be honest, and even something that will exceed the achievements of the American giant, which has offices in many countries of our world.

    Don't forget about It is more important than the external one. If the pages of your site are not optimized, then no matter how much link mass you have, it won’t do any good.

    The influence of internal linking in ranking

    Website optimization is affected not only by weight but also by internal ones. Therefore, it is very important to do internal linking for optimal ranking of links on your Internet resource. An example would be Wikipedia, which was partly promoted precisely thanks to this system of resource organization. Internal linking also improves because users literally “jump” from one link to another. And this has a positive effect on the time they spend on the site. In general, internal linking is a very important component of a good website.

    How to do internal linking correctly

    In general, there are two types on the site: manual and automatic. In the first case, you insert all the links yourself. This is good when you need to direct a person from one page to another while reading. In the second case, linking is created automatically using special plugins.

    Automatic internal linking

    How to make automatic linking. It all depends on the engine. For example, in the Ucoz website creation system there is such an item as informers. These are special blocks that implement this task. There are also other informers. For example, you can display the time. But this does not correspond to the topic of our article.

    Conclusions

    We figured out what link ranking factors exist, what they are, and also looked at search engine algorithms for determining the ranking of a particular resource. We also figured out one more thing important issue. The cancellation of link ranking by Yandex, despite the panic among the masses, did not significantly affect optimization. The links still work. Internal linking of websites and the basics of link ranking is a rather complex topic. At the same time, remember that internal link ranking will only work if the content is interesting and correctly optimized for the requirements of search engines.

    Read more: