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On Page SEO Link Structure

As stated in Google’s “Random Surfer” patent granted on May 11, 2010:

“Systems and methods consistent with the principles of the invention may provide a reasonable surfer model that indicates that when a surfer accesses a document with a set of links, the surfer will follow some of the links with higher probability than others.”

“This reasonable surfer model reflects the fact that not all of the links associated with a document are equally likely to be followed. Examples of unlikely followed links may include “Terms of Service” links, banner advertisements, and links unrelated to the document.”

In other words links throughout a page carry a different amount of weight depending upon a number of characteristics. Such characteristics can be the size of the link text, color, where it is placed, how relevant the link is to the search phrase and many others. All of these factors will either increase or decrease the probability of getting clicked on by the “Random Surfer.”

Based upon this algorithm, using this type of prediction methodology, Google can better rank web sites by supplying the user with a more relevant list of sites in the search results depending upon the search phrase that was entered. As an Orlando SEO professional, understanding the “Random Surfer” patent allows us to achieve higher search engine ranks by applying this knowledge when formatting a web site for on page search engine optimization.