This report will cover and discover the mysteries methods and practices of an SEO technique called BACK LINKING which can and is used for good and or evil in other words you can have a “white hat” SEO using it for good or a dubious astroturfer using backlinks to astroturf,spam or worse create havoc and a nightmare for/against a business competitor and / or an individual not to mention entire industries.
So, now lets begin by looking at the definition of what a backlink is and how it works
Backlink Definition By Vangie Beal:
“Is search engine optimization (SEO) terminology a backlink is a hyperlink that links from a website/web page back to your own webpage/website
Also,called inbound link (IBL) these links are important in determining the popularity (or importance) of your website
Some search engines including Google will consider websites with more backlinks more relevant in search results pages.
May also be written as two separate words ( Back Links)”
Now, I must add the following note to this definition
Backlinks /Backlinking is also used to purposely re directj traffic to a specific websites for commercial purposes as well as astroturfing and spamming and last but not least contributing to piracy and ubiquitous copyright infringement.
To better understand the structure of backlinking I highly suggest and recommend you read a paper published by Georgia Tech called:
The PageRank Citation Ranking: Bringing Order to the Web
This paper is a must read in order to help get a grasp on this phenomenon and has some very helpful graphics and can be accessed via the Georgia Tech website
In order to move forward and for your understanding I would like to offer some definitions of commonly used terms of art in the SEO world ( think of it as a glossary of sorts) these will assist the reader in understanding subsequent articles that will follow this introductory part1
An algorithm is basically a method that computers use to modify and display information. In the case of the search engines, an algorithm is used to build the results that you get when you search for something.
Ever been browsing for a new lawnmower, pair of shoes, whatever, and then feel like they’re following you across the internet? This is behavioural targeting (or retargeting). Companies pay to effectively stalk you with products you’ve previously looked at when you visit certain other pages in the hope that you’ll come back and buy it.
A deep link is an internal page link (e.g. not the homepage). It’s tempting to send people to your homepage from external sites or social media, but it’s much better practice to send them to the most relevant internal link so that they find the information they need straightaway.
A nasty trick, Google bombing refers to linking irrelevant anchor text to a specific webpage, e.g. the time when searching “miserable failure” brought up a list of results relating to George W. Bush.
When you search for something in Google, the relevant results come from the index – a collection of data – billions of websites that have been indexed by the spiders. Your search terms will be matched to relevant websites and displayed in the SERPs.
You’re telling me Google has spiders working for it?
The process of link building is the term for creating links that are deemed authoritative and trustworthy, resulting in a much higher ranking in the SERPs, e.g. deep links, varied anchor text, registering in directories such as Yell.com.
Link text, or anchor text, is the visible link on the screen. Ideally, this text should be a strong keyword, as this clearly shows visitors and crawlers what the link is about and therefore its relevance to a search term
Page Rank is an algorithm used by the Google search engine to measure the authority of a webpage. While the details of PageRank are proprietary, it is generally believed that the number and importance of inbound links to that page are a significant factor.
PageRank was the original concept behind the creation of Google. It is based loosely on the system of citation, where a paper referenced by many other papers is considered to be more authoritative/important than a paper with few citations. Given this line of thinking, a link to a site is similar to a citation in that it implies authority.
Search engine optimization:
is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) — including Google, Bing, Yahoo and other search engines
As you can see if you have done your homework, this technique is the basis of a number of astroturfing and spam operations as well as a major contributor and facilitator of rampant piracy,copyright infringement violations of name and likeness and privacy laws and last but not least corporate sabotage on a large scale
As previous articles we published make mention, in the case of the music industry, we illustrated that a simple search engine search result simply searching “ Arctic Silver 5” and “Lady Gaga” together we were not only directed to a number of sites with the same words embedded in other sites that had nothing to do arctic silver 5 but we we were directed to a number of piracy sites and torrents where we not only found single downloads but we were also directed to sites where they had
We also covered how the labels are able to rent out ad space on the internet and accrue profits from that revenue stream which they do not pass on to the artists,songwriters and music publishers( do they know or understand what that means? ) the answer to that is NO! especially if you understand this SEO technique! Or maybe they do?
So, as you can see and as stated above back linking can be used for good and evil
Bare in mind now that with streaming overtaking downloads the use of this SEO technique will only become more endemic and ubiquitous
If you are so inclined to learn more about copyright infringement please visit Cornell University Law School and their Legal Information Institute and search for the article titled :
17 U.S. Code Chapter 5 – COPYRIGHT INFRINGEMENT
But how does it all work and tie together?
Stay tuned for part 2 where we will discuss in detail how this is all tied in and how this affects businesses and can and is used in corporate sabotage