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Outbound Links to Authority Sites Good For SEO?

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Google’s John Mueller offered his feedback on the SEO practice of linking out to authoritative websites. John Mueller explained the background of this SEO tactic and offered Google’s point of view about it, saying that it doesn’t really change anything.

Outbound Links to Authority Sites for SEO

There is an SEO practice dictating that that linking out to an authoritative website will help a site rank better.

This tactic doesn’t have any basis in anything a Googler said or published to indicate that linking to an authoritative site is a ranking factor or helps SEO.

It’s actually a practice that evolved from a 1998 algorithm research paper and from the seminal document of SEO practices created by one of the fathers of modern SEO, Brett Tabke.

HITS Algorithm

In 1998 Jon Kleinberg published a paper detailing his ranking algorithm research paper that used a new form of link analysis called, HITS.

This new process assigned a web page two scores:

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  1. A hub score
  2. An authority score

Kleinberg based his HITS algorithm on the idea that some sites featured hand-curated pages that linked to authoritative sites. These sites that linked out to quality sites are called “hubs” and they were assigned a hub score.

The second idea behind HITS is that high quality sites accumulated links from hub pages. These pages are called, authorities. Authoritative sites were assigned an authority score.

This idea of a hub score and an authority score caught the attention of the SEO community which subsequently adopted the concepts of authority and hub scores as SEO best practices.

But here’s an important fact that has largely gone unconsidered: Google never used the HITS algorithm.

But the concept of hubs and authority sites nevertheless became integrated into the practice of SEO on the premise that maybe Google probably did use it or will use them in the algorithm.

Successful Site in 12 Months with Google Alone

In 2002 Brett Tabke (@btabke) published an article whose recommendations became the foundation of modern SEO.

This nearly 20 year old article was called:

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Successful Site in 12 Months with Google Alone: 26 Steps to 15k a Day – A Modern Guide to Content Marketing

The idea that it’s good to link to another site is one of the SEO best practices that Brett Tabke recommended in 2002.

Brett wrote:

“G) Outbound Links:
From every page, link to one or two high ranking sites under that particular keyword. Use your keyword in the link text (this is ultra important for the future).

The reason I call Brett Tabke a father of modern SEO is because almost all the recommendations in that 2002 article became the standard for how to practice SEO.”

Many of the SEO practices from 2002, like linking out to an authoritative site, still continue to be regarded as useful by the SEO community, even though there has never been confirmation from Google that linking to an authoritative site is good for SEO.

Are Links to Authoritative Sites Good for SEO?

Here we are are 19 years later and linking out to authoritative sites is still a thing.

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The person asking the question wanted to know if  outbound links are still a thing.

Here is the question:

“Does giving a “do follow” link to a trusted authoritative site, is that good for SEO?”

John Mueller answered by first giving some background information about the practice of linking out.

I have a longer history in the search community than John Mueller, so my account of how this practice started is based on actually being there “way in the beginning.

Nevertheless, Mueller’s version is pretty much on target.

Outbound Links for SEO Doesn’t Make Any Sense

John Mueller answered:

“I think this is something that people used to do, way in the beginning, where they would create a spammy website and on the bottom they’d have a link to Wikipedia and CNN and then hope that search engines look at that and say like, Oh, this must be a legitimate website.

But… like I said… people did it this way in the beginning and it was a really traditional spam technique, almost.

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And I don’t know if this ever actually worked.

So from that point of view I would say no, this doesn’t make any sense.”

Linking Out Can Be a Good Practice

John Mueller next reaffirmed the usefulness of outbound links as a good practice in the case where the content references some other web page.

Mueller observed:

“Obviously, if you have good content within your website and part of that references existing other content then kind of that whole structure that makes a little bit more sense and means that your website overall is a good thing.

But just having a link to some authoritative page, that doesn’t change anything from our point of view.”

Outbound Links Don’t Change Anything for Google

John Mueller is clear that from an algorithmic point of view, outbound links don’t do anything for Google.

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Every person who insists that it’s a good SEO practice to link out to an authoritative site who I asked for a citation cannot say why it’s a good practice.

Every person I’ve asked has struggled to find an statement from Google or a patent or a research paper that definitively nails that this is something that is good for SEO.

The reason they struggle is because there is no confirmation from Google that this is something that is good for SEO.

John Mueller’s statement is proof that there is no basis to the idea that linking to “authority sites” is good for SEO.

It’s a good user experience practice, though.

Watch John Mueller answer the question at the 31:25 minute mark:

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NEWS

OpenAI Introduces Fine-Tuning for GPT-4 and Enabling Customized AI Models

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OpenAI Introduces Fine-Tuning for GPT-4 and Enabling Customized AI Models

OpenAI has today announced the release of fine-tuning capabilities for its flagship GPT-4 large language model, marking a significant milestone in the AI landscape. This new functionality empowers developers to create tailored versions of GPT-4 to suit specialized use cases, enhancing the model’s utility across various industries.

Fine-tuning has long been a desired feature for developers who require more control over AI behavior, and with this update, OpenAI delivers on that demand. The ability to fine-tune GPT-4 allows businesses and developers to refine the model’s responses to better align with specific requirements, whether for customer service, content generation, technical support, or other unique applications.

Why Fine-Tuning Matters

GPT-4 is a very flexible model that can handle many different tasks. However, some businesses and developers need more specialized AI that matches their specific language, style, and needs. Fine-tuning helps with this by letting them adjust GPT-4 using custom data. For example, companies can train a fine-tuned model to keep a consistent brand tone or focus on industry-specific language.

Fine-tuning also offers improvements in areas like response accuracy and context comprehension. For use cases where nuanced understanding or specialized knowledge is crucial, this can be a game-changer. Models can be taught to better grasp intricate details, improving their effectiveness in sectors such as legal analysis, medical advice, or technical writing.

Key Features of GPT-4 Fine-Tuning

The fine-tuning process leverages OpenAI’s established tools, but now it is optimized for GPT-4’s advanced architecture. Notable features include:

  • Enhanced Customization: Developers can precisely influence the model’s behavior and knowledge base.
  • Consistency in Output: Fine-tuned models can be made to maintain consistent formatting, tone, or responses, essential for professional applications.
  • Higher Efficiency: Compared to training models from scratch, fine-tuning GPT-4 allows organizations to deploy sophisticated AI with reduced time and computational cost.

Additionally, OpenAI has emphasized ease of use with this feature. The fine-tuning workflow is designed to be accessible even to teams with limited AI experience, reducing barriers to customization. For more advanced users, OpenAI provides granular control options to achieve highly specialized outputs.

Implications for the Future

The launch of fine-tuning capabilities for GPT-4 signals a broader shift toward more user-centric AI development. As businesses increasingly adopt AI, the demand for models that can cater to specific business needs, without compromising on performance, will continue to grow. OpenAI’s move positions GPT-4 as a flexible and adaptable tool that can be refined to deliver optimal value in any given scenario.

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By offering fine-tuning, OpenAI not only enhances GPT-4’s appeal but also reinforces the model’s role as a leading AI solution across diverse sectors. From startups seeking to automate niche tasks to large enterprises looking to scale intelligent systems, GPT-4’s fine-tuning capability provides a powerful resource for driving innovation.

OpenAI announced that fine-tuning GPT-4o will cost $25 for every million tokens used during training. After the model is set up, it will cost $3.75 per million input tokens and $15 per million output tokens. To help developers get started, OpenAI is offering 1 million free training tokens per day for GPT-4o and 2 million free tokens per day for GPT-4o mini until September 23. This makes it easier for developers to try out the fine-tuning service.

As AI continues to evolve, OpenAI’s focus on customization and adaptability with GPT-4 represents a critical step in making advanced AI accessible, scalable, and more aligned with real-world applications. This new capability is expected to accelerate the adoption of AI across industries, creating a new wave of AI-driven solutions tailored to specific challenges and opportunities.

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GOOGLE

This Week in Search News: Simple and Easy-to-Read Update

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This Week in Search News: Simple and Easy-to-Read Update

Here’s what happened in the world of Google and search engines this week:

1. Google’s June 2024 Spam Update

Google finished rolling out its June 2024 spam update over a period of seven days. This update aims to reduce spammy content in search results.

2. Changes to Google Search Interface

Google has removed the continuous scroll feature for search results. Instead, it’s back to the old system of pages.

3. New Features and Tests

  • Link Cards: Google is testing link cards at the top of AI-generated overviews.
  • Health Overviews: There are more AI-generated health overviews showing up in search results.
  • Local Panels: Google is testing AI overviews in local information panels.

4. Search Rankings and Quality

  • Improving Rankings: Google said it can improve its search ranking system but will only do so on a large scale.
  • Measuring Quality: Google’s Elizabeth Tucker shared how they measure search quality.

5. Advice for Content Creators

  • Brand Names in Reviews: Google advises not to avoid mentioning brand names in review content.
  • Fixing 404 Pages: Google explained when it’s important to fix 404 error pages.

6. New Search Features in Google Chrome

Google Chrome for mobile devices has added several new search features to enhance user experience.

7. New Tests and Features in Google Search

  • Credit Card Widget: Google is testing a new widget for credit card information in search results.
  • Sliding Search Results: When making a new search query, the results might slide to the right.

8. Bing’s New Feature

Bing is now using AI to write “People Also Ask” questions in search results.

9. Local Search Ranking Factors

Menu items and popular times might be factors that influence local search rankings on Google.

10. Google Ads Updates

  • Query Matching and Brand Controls: Google Ads updated its query matching and brand controls, and advertisers are happy with these changes.
  • Lead Credits: Google will automate lead credits for Local Service Ads. Google says this is a good change, but some advertisers are worried.
  • tROAS Insights Box: Google Ads is testing a new insights box for tROAS (Target Return on Ad Spend) in Performance Max and Standard Shopping campaigns.
  • WordPress Tag Code: There is a new conversion code for Google Ads on WordPress sites.

These updates highlight how Google and other search engines are continuously evolving to improve user experience and provide better advertising tools.

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FACEBOOK

Facebook Faces Yet Another Outage: Platform Encounters Technical Issues Again

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Facebook Problem Again

Uppdated: It seems that today’s issues with Facebook haven’t affected as many users as the last time. A smaller group of people appears to be impacted this time around, which is a relief compared to the larger incident before. Nevertheless, it’s still frustrating for those affected, and hopefully, the issues will be resolved soon by the Facebook team.

Facebook had another problem today (March 20, 2024). According to Downdetector, a website that shows when other websites are not working, many people had trouble using Facebook.

This isn’t the first time Facebook has had issues. Just a little while ago, there was another problem that stopped people from using the site. Today, when people tried to use Facebook, it didn’t work like it should. People couldn’t see their friends’ posts, and sometimes the website wouldn’t even load.

Downdetector, which watches out for problems on websites, showed that lots of people were having trouble with Facebook. People from all over the world said they couldn’t use the site, and they were not happy about it.

When websites like Facebook have problems, it affects a lot of people. It’s not just about not being able to see posts or chat with friends. It can also impact businesses that use Facebook to reach customers.

Since Facebook owns Messenger and Instagram, the problems with Facebook also meant that people had trouble using these apps. It made the situation even more frustrating for many users, who rely on these apps to stay connected with others.

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During this recent problem, one thing is obvious: the internet is always changing, and even big websites like Facebook can have problems. While people wait for Facebook to fix the issue, it shows us how easily things online can go wrong. It’s a good reminder that we should have backup plans for staying connected online, just in case something like this happens again.

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