Google Shares the Future of Search Engine Optimization in Web Design

September 15, 2015 Website Design

For the past 15 years, optimizing website design for Google’s complex search engine algorithm has been almost entirely link-based. The more quality links pointing at your website meant greater page authority and a higher ranking. That is about to change if Google’s recently released document titled ‘Knowledge-Based Trust: Estimating the Trustworthiness of Web Sources’ is any indication of the future of search engine optimization.

The paper begins by stating that there is a proposed shift from exogenous signals, or the ‘hyperlink structure of the graph’ towards endogenous signals or ‘the correctness of factual information provided by the source’. This shift proposes the use of a joint inference in a ‘novel multi-layer probabilistic model.

A noble step towards establishing credibility on the web but how does the SEO expert represent a client whose product may not have factual data to support their claims – such as gossip websites, pharmaceuticals, or the political news media? This paper confirms the effectiveness of the endogenous method and its impact on gossip sites can only be construed as harsh, punishing these entertainment sites and perhaps optimization specialists whom make a career leveraging Google’s exogenous hyperlink-driven algorithm.

For more information on how Buffalo Website can leverage Google’s existing search engine algorithm to grow your small business on the web, please call (716) 218-9884 today.