Search Engine Marketing, Search Engine Optimization and Search Engine Positioning Weekly Free Newsletter, April 29, 2006 edition

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(Continued) The RFS Newsletter, Apr. 29, 2006. Page 4
If you want to limit your search to the height Mohammed cartoon controversy, for example, you can pick Feb 9 through Feb 17, and Sphere pulls up only blogs posts written during that period. Sphere orders the blog posts by relevance. First, it looks at link structures. For example, Om Malik is an authoritative blogger on telecom matters, enjoying numerous links from other well-known bloggers on the topic. If Om points to a blogger also writing about telecom, Sphere awards that blogger a boost in his relevance ranking, and his posts are considered and ranked higher. However, if Om Malik goes off on a tangent, and posts something about the Yankees, he is no longer an expert. Sphere treats any links by Om to bloggers writing on the Yankees as less important. Sphere does this by doing a semantic analysis of the blog posts.

Sphere also considers post depth, counting as more relevant those posts that are longer than just one or two lines, which is a length used by many spam blogs. It judges more recent posts more relevant. It considers a number of other factors, including a blogger's post frequency, and whether a blogger uses a word several times, such as tickets-tickets-tickets -- again, a yellow flag for spam.

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