Friday, November 02, 2007
Search Engine Algorithms Promote "Old Boys Network"
SEO as a stand alone function is dead, according to SEM guru Randy Zlobec. Content optimization isn't enough on its own to achieve a high ranking as algorithms' weighting of linking is making and breaking websites.Zlobec mentions the importance of links and being found by folks on Digg, Technorati, or StumbleUpon, or get an in with blogosphere so that top bloggers link to you consistently. But how do the people find out what stories to link to? By using search engines (or to a less extent RSS feeds), which limits the field. It's like the country club mentality -- if you aren't buddies with an existing member, then getting an invite is almost impossible.
So hasn't the blogosphere, with the help of search engines, created a barrier to entry that protects established websites? There is the occasional overnight success of a new website darling, but those are happening with less frequency. Linking should be part of the algorithm to combat publisher who write solely for SEO purposes, but it seems that the weight has been skewed towards popularity.
This is why people have been gaming Digg and others. If relevancy were foremost in the algorithms the system would be more democratic.
Posted By John Gartner at 08:14 AM
Permanent Link: Search Engine Algorithms Promote "Old Boys Network"
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