Bill Slawski, the president and founder of SEO by the sea, was in conversation with Eric Enge of webpronews.com. Bill has been engaged in professional SEO and internet marketing consulting since 1996. Bill also began to build and promote web pages, and became a full time SEO in 2005. He has been working on a wide range of sites, from Fortune 500 to small business pages, Bill also blogs about search engine patents and white papers on his seobythesea.com blog.

Bill says, “For signals regarding quality, we can look to the lists of questions from Google. For example, does your web site read like a magazine? Would people trust you with their credit card? There are many things on a web site that might indicate quality and make the page seem more credible and trustworthy and lead the search engine to believe it was written by someone who has more expertise.

The way things tend to be presented on pages, for instance where eight blocks are shown, may or may not be signals. If we look at the PLANET whitepaper “Massively Parallel Learning of Tree Ensembles with MapReduce” its focus isn’t so much on reviewing signals with quality or even user feedback but, rather, how Google is able to take a machine learning process dealing with decision trees and scale it up to use multiple computers at the same time. They could put many things in memory and compare one page against another to see if certain features and signals appear upon those pages.

They also discussed page features as an indicator of quality. He says, “so many advertisers may direct someone to an actual page where they can conduct a transaction. They may bring them to an informational page, or an informational light page, that may not be as concerned with SEO as it is with calls to action, signals of reassurance using different logos, and symbols that you would get from the security statistical agencies.”

In reference to a question on the role of bounce rate on ranking system, Bills says, “If you can take a number of features out of a page and use them in a way that gives them a score, and if the score can match up with bounce rate and other user engagement signals, chances are a feature-based approach isn’t a bad one to take. Also, you can use the user behavior data as a feedback mechanism to make sure you are doing well.”

He says according to the content patent, “we can take that page, segment those reviews, and identify them with each of the individual restaurants,” and then two or three paragraphs sets they say, “we can also use the segmentation process in other ways like identifying different sections of a page, main content, a header, a footer, or so on.” Google was granted a patent on a more detailed page segmentation process about a month ago.
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