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 5
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.

In developments on Wednesday, lawyers defending click fraud victims in a Google lawsuit say they are unhappy with the initial settlement. Brian Kabateck, a lawyer representing plaintiffs in a Federal Court click fraud class action lawsuit pending against Google, says the $90 million preliminary settlement in an Arkansas case announced April 20 includes a $30 million windfall for the plaintiffs' attorneys but provides only pennies in credits to Google click fraud victims. Kabateck said the most a victim can expect to receive is about a half a cent for every $1 lost to click fraud.

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