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07.19.06
Inbound Link Quality Declared
#1 In SEO
 By
Jason Lee Miller
For Google, it's not about how many people you know or how many people seem to
like you. It's about, mostly, who points to you and says "there's a person
worth visiting." Fortune Interactive's reverse engineering to decode how search
algorithms work suggests that one weighty somebody is worth more than a multitude
of nobodies.
The company released the results of a study that determined inbound link (IBL)
quality, or the reputation of the referrer, was not only the most influential
factor across all three leading search engines Google, Yahoo!, and MSN.
Though each engine weighted IBL quality differently, Fortune Interactive determined
with its proprietary SEMLogic technology that what happens off the webpage is
more important that what happens on the webpage. In fact, IBL reputation was more
important than even IBL relevance.
The quantity of links was the least important among the organic ranking factors.
For Google, it was title-tag keyword density that was the most important on page
factor.
Fortune Interactive CEO Andy Beal and SEMLogic creator Mike Marshall have provided
some nice bait to lure you in - these findings, while providing some valuable
insight, only apply to the keyword [laptop]. That's not to say they're not true
in others, but this is the only carrot offered by Beal and company.
An executive
summary of the analysis can be found at the Fortune Interactive website, complete
with tables, analysis of algorithm differences between the top three search engines,
and an examination of "the coveted trifecta," where a website ranks well for a
keyword in all three engines.
Here is the breakdown of the findings from the summary:
In-Bound Link (IBL) Quality
. This is a measurement of key elements on the page containing an in-bound link
which, in combination, influence the link reputation for the target of the link.
This is the only factor that had the same level of relative influence across the
search engines and happened to be the most influential in all cases.
In-Bound Link Relevance . This is a proprietary measurement of the topic/keyphrase
relevancy of the content on the page containing the in-bound link. Yahoo™ and
MSN™ place the same level of importance on this factor but not as much as Google™.
* In-Bound Link Title Keyword Density . All three search engines differ on the
level of importance placed on this factor. Google™ assigns more importance than
the others, followed by MSN™ and then Yahoo™.
* In-Bound Link Anchor Keyword Density . Google™ and Yahoo™ assign the same level
of importance here. MSN™ places more importance here than the others, the second
most important overall among its other factors.
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