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Domain trust

Important things in the calculation – Who links to you and who do you link to?

  • The crawl of the web begins with a set of trusted domains. Then they look at the sites one link hop away, that may have about 0.01% spam. This is the range of ‘good’ web that search engineers want to keep in the index. You want these ‘good’ sites to link to you, and try to be within one link hop away.

  • Try to link to good people, though this is generally a good practice, but make sure you don’t link to bad people. This will affect you negatively, as it will look like you are manipulative and spammy.

  • Registration information – If many domains registered by an entity look like spam, the entity will have more hoops to jump through when they next register a domain.

  • User data signals – Google collects information through Google Analytics, Toolbar, free Wifi, third party relationships all over the world and the web. There will be signals that organically show what domains have more authority.

Calculating Authority

  • Link Juice/PageRank – Calculate on a domain link graph. Only consider the links on the domain level graph to give popularity of the domain. You can also use Domain mozRank.

  • Diversity of Link Source – This is harder to achieve. You want many different domains linking to you.

  • Temporal Link Analysis – Spammers like to buy all links, all in one day, usually from stale sites. To not get caught looking spammy, avoid this tactic.

  • Distribution Analysis – Engines do a good job of finding the amount of links on your pages. Your site may be authoritative by the other metrics, but only one or a couple of your pages get linked to. This means the rest of your content is not that interesting.