Changing Climate of Search and Search Optimisation
The author in the article describes the different ways in which search engine optimization is changing, because of the change in the way search works and how people search. The author points out that unlike the past, when the title tag in a webpage was important in telling the search engine what the content was about, today, powerful search engines look at the longer context in which the search term was used.
This directly connects to what we studied in lecture about the interconnectedness of a network. It is important for an authority to point to hubs in a network. However, according to the article, it is no longer the only criteria for an authority to become stronger. While it is important that the authority links to relevant hubs, the context in which search is performed is also important. If a user is looking for restaurants, it is more likely that they are looking for a place to eat. In this case, presenting the list of top 10 restaurants in the world, though correct and relevant, is not what the user is looking for. Hence the list of top 10 restaurants should get a lower score than the list of restaurants near the user. This directly means the that content a webpage has becomes more important than the links that come to and go from the page. They certainly help the page become part of a strongly connected system, however, context matters.
So, for pages that give more details, it is easier to know the context and hence can be more easily matched with the user, making the search more dependable.