4. Trust and Author Rank

The Web is changing. The transition is loosely described as going from a web of websites to a web of people. Essentially this means that authority on the Web and the power to gain visibility in search are shifting from something that happened exclusively through actions that had to take place on a web page to activities that now must be instigated through people, and by people, and they become the prime movers. This is a subtle change with far-reaching effects that we need to understand.

In this chapter we see just what impact this transition has on your SEO. We examine what visible metrics were in place in the past to help create trust online and what has replaced them now in the emerging semantic web. We also discuss ...

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