I have recently read up on the US News & World Report college rankings, and to what great lengths some colleges go to manipulate the results and improve their rankings. Rankings are very powerful because they are a signal of social acceptance and appear unbiased. Every important ranking system that displays results to those being ranked ends up influencing those it measures.

From a marketer's perspective the idea of the authority system influencing the network has 4 big marketing ideas contained inside it:

• The Ranker is God: If you are one of the first to create a ranking system and spread it quickly then it will be hard for others to compete with you. Some of those who rank well will lend their brand credibility and reach to help push and validate your rankings.

• God is Not Fair: If a ranking system is unjust and you are one of the most vocal opponents of it then you can quickly gain a lot of authority and exposure.
• Everyone Spams God: Even if people say they do not support spamming, that is probably public relations spin to help push their brand. See the prior two points for how that works.
• God Changes Her Mind: If you watch how the various parties play off of each other that should lend key insights into how the authority systems will change going forward, which keep you ahead of the competition. For example, how will Google's acquisition of Feedburner change how they measure blogs, or how does the Chicago Tribune's freelance blog network effect Google's heavy reliance on domain authority score (and trust of links from authoritative sites)?

What is considered good marketing offline is often referred to as spam online. If anyone finds the classification as being a spammer offensive or inaccurate, don't forget that Google recently recommended health care companies spam the public, by plastering ads all over the web:

Whatever the problem, Google can act as a platform for educating the public and promoting your message.

It is only considered spam if Google isn't getting a cut of the profit.

Amazon.com recently took ClickRiver, their contextual pay per click advertising service out of beta. I am sure there is a lot of gold to be had for information marketers.

Alan Rimm-Kaufmanhttp://www.rimmkaufman.com/ recently wrote an article about allowing your most profitable keywords to subsidize your less profitable ones. This strategy is obviously needed if you want to grow your business via search because you first have to create awareness before you create sales.

Paid search can also be used effectively as a branding and link building mechanism, and help reinforce your organic search rankings.

As the web gets more efficient, companies doing well in organic search will plow more of their organic search profits into paid search even if it loses money, so that they may lock out competition, maintain momentum and exposure, build a strong relationship with Google, minimize business risks, and support the ecosystem which provides their profit.

In after hours trading today Amazon eclipsed Yahoo in market capitalization! Seeing Amazon add more editorial content, extend into new markets, and have expanding margins while Yahoo! has went nowhere in the last year shows Google is still gaining marketshare, and that the search ecosystem is going to become more self reinforcing as time passes.

Question: I have a client that frequently ranks at the top of the search results then sharply drops. His website's Google rankings keep bouncing back and forth. Why do they fluctuate so much?

Answer: Via using spammy links, leveraging the internal link structure of a high authority site, or cross site scripting exploits just about anyone can rank for a day, but it is harder to stay there day in and day out until you build massive domain authority.

Google and other major search engines have many filters, editors, algorithms, and barriers which are used to prevent spamming or minimize the profitability of overt spam. I believe that Google has moved away from banning sites as much and instead moved to using filters more, because that makes it harder to know when / why / where something went wrong. Was your host down, did you screw up your robots.txt file or is that a penalty? The more they can obfuscate their algorithms the harder it is to do SEO and the more people will opt into Google's webmaster tools authentication system.

Here are a few of the most common reasons pages stop ranking / get filtered out of Google for their target phrases (ie: go from ranking in the top 5 results to many pages deep or near the end of the results).

Too Much Similar Anchor Text

If a link profile is natural many of the inbound links will use alternate phrases in the anchor text. If almost all of your anchor text is focused on your core phrase that may preclude your site for being able to rank for that phrase. This actually hit SeoBook.com about 2 years ago. Mixing anchor text is important, especially for a new site in a competitive marketplace.

Page Too Well Aligned with a Term

If your internal anchor text, inbound anchor text, page title, meta description, page headings, and page copy all target the same phrase too closely then the page might get filtered out of the search results.

This problem can occur due to being too aggressive, or due to scrapper sites that keep linking to you over and over again with your page title as the link anchor text.

You know you have achieved this filter when one of your former top ranking pages no longer appears in the top few hundred results, but a subpage of less importance and lower relevancy outranks it (perhaps even somewhere beyond #100).

The easiest way to fix this problem is to change the page title to target an alternate version. If that does not work you may also want to change your internal anchor text and try to get a few more inbound links that are not keyword rich.

Scrape You Very Much

If you have a new site with few trusted links a web proxy or scraper site may get credit for your content. The easiest ways around this are to ensure you have some absolute (not relative) links in your site's navigational structure, and to build some authoritative links to make it harder to knock your site down.

Site Too Aligned With a Term

Somewhat like the above filter, if it is obvious that your site is targeting a keyword it may not rank well for that phrase or derivatives of it. For example, it is probably not a good idea to start every page title on your site with your core keyword at the beginning of the page title. Google has a lot of patents in this phrase based IR area.

You know you have achieved this filter when you rank for alternate nearby phrases but few or none of the pages on your site rank well for shorter search phrases containing your core keyword.

Too Many Reciprocal Links

My wife's main website only ranked for one 5 word phrase until after we dumped the reciprocal link directory her SEO provider put on her site. After removing that page her rankings quickly improved. It is not that reciprocal links are bad (as some forms of reciprocation are a natural part of the web), but if an abnormally large percentage of your links are reciprocal then it is easy to get hit. You can also accidentally walk into this sort of penalty by launching an effective site rating / review awards program that gets a new site too many reciprocal links.

Getting Banned & Manual or Automated Penalties

Some sites that are penalized automated or manually are not completely banned from the search engines, but are stuck ranking somewhere beyond the top 30 results for everything. You know your site stands a good chance of having this penalty if your don't even rank for a unique string of text on your site wrapped in quotes.

Manual penalties and bans are not too common for quality sites, but they do happen. If you feel you are banned or penalized and your site is above board you can plead your case to Google inside their webmaster console.

Duplicate Content & Wasted PageRank

If you have an internal architectural problem and your PageRank is spread across thousands of pages of duplicate content then some of your good content will end up in Google's supplemental results, and won't rank for much. The remaining pages in Google's regular index may also rank worse because they will not have as much link equity as they once did.

You know you have messed this up if you keep track of your page count in Google and see it drastically balloon. This increased page count will also be accompanied by lower rankings, especially for long tail keywords that matched up with deep content.

Are You in Your Community?

Google may re-rank results based on local inter-connectivity. Large authority sites like Amazon.com and Wikipedia slip through based on their site's clout, but if you are a new and small player in a marketplace it helps to get some on topic / in community links. Re-ranking is more likely to occur for shorter queries where there is a significant community around the topic. Longer queries likely place more weight on on the page content.

Operator Error

If you have a problem with your .htaccess file or accidentally block a large portion of your site with robots.txt or robots noindex meta tags then your traffic will go down. Make sure that if you change your site architecture that you test to ensure your URL redirects and rewrites work properly. If you sign up for the Google Webmaster Central tools they will display any crawling errors or 404 messages they come across.

Minor Changes in Ranking

Sites with few links may also see their rankings bounce around quite a bit, and their crawl depth limited, until they acquire some high trust links or Google can figure out other ways to determine if the site deserves to be trusted.

If your rankings fluctuate a bit but are always near the top you may just need a few more links with target anchor text, or a few more authoritative links. Algorithms change all the time, and your strongest competitors are actively building their brands every day, so your site either grows with the web or fades in relevancy.

Microsoft likes fresh links a lot. Google may also place weight on fresh links, but they also look at link quality and rate of growth. If your link growth is too spiky or beyond what is normal they may filter or ban your site, like they did to their AdSense blog 2 years ago.

Question: I have been buying many links but it is hard to know which ones count and which ones do not. Is there any way to test if a link is clean and passes link authority?

Answer: If you are in a small market you can build links slowly and check your rankings as you build links, but there are two big problems with this:

• testing is slow, search algorithms frequently change, and ranking changes may occur outside of the effect of any individual link

• any market worth being in typically requires many links or at least a few high quality links that are hard to obtain

Here are a couple ways to test a link source to see if it passes trust.

Check the Pages it Links to

If all the pages that the page links to rank well for their target terms then that is a sign of trust, though it may help to analyze the link profile of those pages to see if those pages are also trusted from other links and anchor text.

If a page is a high authority page and has linked to other pages for over 6 months it should be passing PageRank. You can use the Wayback Machine to see what a page looked like in the past. If you see a PR8 page linking out to a dozen pages and one of the target pages has been linked to for 6 months, yet remains only a PR2, then odds are that page is not passing authority.

You can also look at advertiser turnover as a sign of not passing authority. You may also want to ask current advertisers if the page helped them at all. And, as a general rule of thumb, the more off topic the link ads are, the more that are sold on each page, and the more tightly they are grouped, the more likely it is that the page does not pass PageRank.

Bogus Anchor Text

You can add a word to your link anchor text and see if your target page ends up ranking for a phrase it already ranks for + that additional word.

For example, I could put info in a link pointing to www.SeoBook.com and see if this site starts ranking for things like seo book info or seo info. I could also point a bogus link at a mainstream media site using the same technique to see how the site's rankings react.

Link to an Orphan Page

Point your link at a page that is not indexed and see if search engines index that page. If that link passes trust you can 301 redirect the target page to the page you want to rank. If the link source hurts your rankings you can 301 redirect that link equity to a competitor's site (if you wanted to be dirty).

Speeding Up Your Tests

It helps to have a network of your own sites so you can point links at the link sources to help them get indexed quickly. Be aware though that if the link source's archived pages typically are not indexed in Google then it is not likely that the page will continue to pass link equity unless you help keep that page indexed by pointing a decent link or two at it.

Warnings

Each search engine evaluates links differently. Some sites that are banned in Google do well in Yahoo while other pages that are banned in Yahoo do well in Google.

Some links that may help in moderation may hurt your site if you are too aggressive with them (i.e. building too many links too quickly from low trust sources). Also, links that help a high authority site may not help a smaller and newer site as much as they helped the older and more trusted site. As a site ages its link profile can get a bit dirtier without as much potential risk.