Unique Original Articles » TrustRank

TrustRank is an algorithm used for link analysis that is part of the Google and Yahoo search engine algorithms. Simply put, this tool helps to separate useful webpages from spam. This particular algorithm is geared to try and stop sites that are “spamming” from receiving a high ranking by using a semi-automatic filtering system. It begins by filtering out spam sites and then also lowers rankings for all sites linked to the originally identified “spam” site.



A lot of web spam pages are created to mislead search engine spiders. These spam pages are created for commercial reasons and use various unethical techniques to rank higher than they should on search engine result pages. Complex linking schemes are a popular method for improving the perceived value of a website (page). This type of linking behavior manipulates Google PageRank and other similar methods for determining how important one page is in relation to another resulting in undeserved rankings by some sites that are actually spam.



The TrustRank methodology depends on selecting a small set of seed pages to be evaluated by an expert. Once the “trustworthy” seed pages are identified by a human expert a crawl is performed extending outward from the seed set to locate similarly reliable and trustworthy pages. The further away a site lies from a “seed site” the less trustworthy it is deemed to be.



This can be both good and bad news for you as an SEO marketer. The good news is that by identifying these spamming sites and sites linked to them it penalizes those who are not playing “fair” in the world of SEO. It can increase the chances that your site and other solid sites with great content will receive higher rankings and bypass these “untrustworthy” sites. However, there is also bad news because any page linked to an “untrustworthy” site will also be partially penalized with the “untrustworthy” designation meaning that your site could drop in rankings if you are somehow linked into one of these low TrustRanked sites.



If you notice your site dropping in the rankings you may want to investigate if the cause is TrustRank. Then you can begin to check all of your links to see if you can identify the problem site or sites. The best course of action is to link carefully to begin with. Make sure you are linking to other sites with great content. Never knowingly link to a spam site. Check out the sites you are thinking about linking to. You know the old saying “an ounce of prevention is worth a pound of cure”.




















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