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Editor's
Note - 03.05.02 |
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Hi Readers,
A problem was recently reported by PHP.net regarding a PHP security hole. There are several vulnerabilities in the PHP fileupload code that would allow hackers to run malicious code remotely and/or take over a server. PHP.net said, "you are not only vulnerable if you run scripts that use uploaded files. You are vulnerable if you run any script!"
These problems are applicable to all versions of PHP, including 3.x and 4.x. To prevent hackers from exploiting this security issue, a new version of PHP has been released. This new version created to stop the problem is PHP 4.1.2. Additionally, webmasters can also install a patch which is available for PHP 3.0.18, 4.0.6 and 4.1.0/4.1.1.
To read more, please see the resource box at the bottom of this page.
I hope that you enjoyed last week's article about Google by
Jackie Rosenberger. Today, we bring you an article about Google's
proprietary PageRank© system. This system is used to
determine how relevant your site is. I hope that you enjoy it.
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Google's PageRank© Formula Unwrapped
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There are many low cost ways to market your service or
product both on the Web. All require tiresome manual research
and constant attention. However, as a fellow entrepreneur, I
can assure you that they will eventually pay off if you do it
right. The search engines are a wonderful resource. One of the
newer, more advanced, very accurate and rapidly growing is Google.
Google's proprietary PageRank© system is used to determine
how relevant your site is. We have uncovered some of what makes
Google tick.
First, to view your sites PageRank©, simply download
the Google Toolbar for Internet Explorer, and visit your sites
home page. Ironically, while we researched Google we stumbled
upon the formula by conducting a search in Google.
The original* PageRank formula: PR(A) = (1-d) + d (PR(T1)/C(T1)
+ ... + PR(Tn)/C(Tn))
For math wizards:
PR(x) is the PageRank of x, C(x) is the number of outbound links
on a page x, d is a damping factor set between 0 and 1 and is
controlled by Google.
For the rest of us:
Your sites PageRank is almost completely dependent upon links
to your site, backward or reverse links, reduced, to some degree,
by the total number of links to other sites on that page. A
link to your site will have the highest amount of impact on
your PageRank if:
1) The page linking to yours has a high PageRank.
2) The total number of links on that page is low, ideally, just
the one link to your site. A site with a high PageRank and a
large number of outbound links can nullify the impact on your
PageRank.
To increase your PageRank, simply get as many links to your
site from pages with a high PageRank and a low number of total
links. Theoretically you can obtain a PageRank of 100% . You
can also increase your PageRank by attaining many links to your
site, no matter what their PageRank, as long as they are ranked.
This is a good overall strategy since it will help you across
the board.
Another contributing factor to your sites Google ranking is
the IR score. This score relates the relevance of the search
query to the actual text in the linking page and your site.
One of IR factors is the anchor text, or the text in the link
to your page. According to a Google's creator, "Anchors often
provide more accurate descriptions of web pages." Thus, for
sites that allow you to add URL's be sure to put a link title
with descriptive keywords. Google also uses your page title,
font sizes, formatting, keyword positions, and proximity. Remember
this though: Computers determine the search results, but it's
humans that will, or won't, click on the links, so be sure titles
with keywords make sense.
In Summary:
Whether it is Google, other search engines or pay-per-clicks,
the meticulous selection of key-phrases, and descriptions utilizing
these key-phrases, are crucial to successful Web marketing campaigns.
The final piece, probably the most important to determine ROI,
is a tracking system to inform marketing personnel if the clicks
being generated with any campaign result in sales. There are
many campaign variables that even though you produced a 5% click-through
rate, might still not result in sales.
* The formula was located by co-author Pete Freitag.
This was the original formula and it has likely evolved since
the Google founders were at Stanford. But the same premise holds
that your importance is dependent strongly upon what others
say about you via how they link to you. It is, in my opinion,
quite ingenious, and Google is one of the most important tools
utilized by my staff for many purposes.
About the Author:
Pete Freitag is Co-owner and CTO for the
ActivSoftware.com group.
Pete also leads the team of programmers responsible for ActivEdit
for CF, ASP, JSP & PHP sold via the ActivSoftware Group. You
can reach Pete by email: Pete@CFDev.com
Rob Thrasher, http://www.RobThrasher.com,
is a nationally published author and speaker on business related
topics, especially those pertaining to Business & Technology.
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