We all know that when search engines display search results (SERPs), they will add many ranking algorithms to the candidate results, then sort the candidate results, and finally display them to users. We have published some insights on the website weight algorithm before. For details, see "The Reasons Why Original Articles Are Not Ranked as Reprinted: Weight Gain" and "Lanzhou SEO Talks About Website Weight Gain". Among the many ranking algorithms, all major search engines will join them. The two algorithms are the trust ranking algorithm and the anti-trust ranking algorithm.
What is a trust ranking algorithm?
The trust ranking algorithm (TrustRank) was first proposed by Gyongyi, Zoltan and Garcia-Molina of Stanford University in 2004, and published a related paper "Combating Web Spam with TrustRank".
Its core point is: high-quality websites on the Internet will be connected in some form (friend links or single links, etc.), and through iterative algorithms and other ranking algorithms, the information delivery from trusted website sources (trusted seeds) will have a higher High weight and ranking. This highlights the reliability of SERPs and improves search user experience.
Regarding trust ranking algorithms, there are many related articles on the Internet. There are more studies in this area in English articles. I summarize these articles into two sentences:
Get connections from trusted website sources
Link to trusted website source
These two sentences should be easy to understand, especially the first sentence. Obtaining friendly links and backlinks from domain names ending in .gov and .edu is something we SEO practitioners work hard to do every day. What does the second sentence mean? It means that if I want to link out from the website, then I should also try to link out to trusted website sources.
To sum up, the closer your website is to the source of a trusted website, the closer it will be to you becoming a trusted website.
What is an anti-trust ranking algorithm?
Anti-trust ranking algorithm (Reserse-TrustRank), the anti-ranking algorithm is mainly aimed at spam information. Driven by early SEO technology, mass sending of external link information and advertising information has become a daily homework for many SEOs. As everyone knows, the first time you do this, you have been labeled "Spam".
The core of the anti-trust ranking algorithm is that search engines will have a measurement standard for spam and off-site links on your website. When combined with some other algorithms, when the spam information inside the site and outside the site exceeds a certain ratio, your website will be officially determined as a source of spam information, and will be demoted or K-sited.
We believe that this ratio is related to the size, inclusion volume, authority and search engine trust of the website. For a website as large as Sina, the ratio is undoubtedly a very high value. Even if it is full of spam for a certain period of time, search engines can tolerate it; for a website as small as a newly built website, if the ratio is higher than a certain value, it will end. It is undoubtedly very tragic.
It should be reminded that topic posts, replies, and signatures in forums, as well as content articles and messages in blogs, can all be used as criteria for determining spam. For example, a blog-type website reviews and approves every message in order to attract popularity. In this way, in the eyes of bloggers and outsiders, this blog is very popular; but in the eyes of search engines, this blog is undoubtedly a hidden site. A dirty place (the premise here is that the link in the message points to the source of spam information or a website relatively close to the source of spam information).
So how do we solve this problem? The answer is nofollow tags and strict review. For valuable comments and normal website links, we can allow them; but for formatted replies and obvious content factory-type websites, we must resolutely reject messages. Nofollow links are too lethal, so use them with caution. If you use them incorrectly, they will lose popularity, and in serious cases, your website's authority will be reduced. A large foreign B2B website is a good example.
Like the website trust ranking algorithm, there are two sentences to reduce the impact of the website anti-trust algorithm:
Don't get connections from spam sources
Don't link to any spam sources
The above trust ranking and anti-trust ranking algorithms will affect both the website level (domain-level) and web page level (url-level) rankings.
This article was originally created by Aimar Yang, Lanzhou Website Construction and Lanzhou SEO-Eastern Huifan Optimization Team. Please keep the link for reprinting: http://www.easthv.cc/blog/lanzhouseo/trustrank-and-reserse-trustrank/
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