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“PageRank” for Business

https://www.washingtonpost.com/business/economy/how-merchants-secretly-use-facebook-to-flood-amazon-with-fake-reviews/2018/04/23/5dad1e30-4392-11e8-8569-26fda6b404c7_story.htmlhttps://www.singlegrain.com/content-marketing-strategy-2/guide-influencer-marketing/

https://www.singlegrain.com/content-marketing-strategy-2/guide-influencer-marketing/

In the age of e-shopping, in order to gain business and sales, marketing teams often try and devise ways for their business pages and products to show up at the top of search results. Some of their attempts reflect on the features we have discussed in the PageRank algorithm for websites.

So how do items make it to the top of search results? Let’s take a moment to think about how Amazon lists its products. Amazon frequently lists products by consumer reviews. It puts products with more and better reviews near the top, and also picks recommended and best selling products by this method. So to make it to the top of a list, positive reviews just need to be fed.

To do this ‘feeding’, businesses will sometimes hire people to write a positive review. This operates in a similar way to the PageRank model. If each reviewer is thought of as a hub, then by having more positive reviews for a product, the product gains a higher authority number. The product then ranks higher. More people may see the product, and read the review, and then find the review helpful, leading to more buys and views. Though there are not multiple pages involved in this system, we can see how the cycle of high reviews and product views may increase the rating of a product. Amazon, however, does not like this because of decreased product trustworthiness from the hired reviews, and thus does occasional purges of paid reviews and the corresponding businesses.

Considered less shady, but operating in a similar pagerank way is the use of influencers. This functions similarly to a referral. Influencers advertise a product, and since they are influencers, a lot of people will see the product and may be interested. When multiple influencers have positive reviews of a product, the product gains more authority, and people buy said product, or at least see the product more often. The influencers may also get more followers from people who try the product, and find it to be good, increasing their own hub value as well. As we can see, PageRank applies not only to the structure of the web, but to marketing as well.

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