US 2012O246.134A1 (19) United States (12) Patent Application Publication (10) Pub. No.: US 2012/0246134 A1 Yu et al. (43) Pub. Date: Sep. 27, 2012

(54) DETECTION AND ANALYSIS OF BACKLINK Publication Classification ACTIVITY (51) Int. Cl. (75) Inventors: Jimmy Yu, Foster City, CA (US); get 13, CR Lemuel S. Park, Cerritos, CA ( .01) (US); Thomas John Ziola, Menlo (52) U.S. Cl...... 707/706; 709/224; 707/E17.108 Park, CA (US); Albert Marc Gouyet, Palo Alto, CA (US); (57) ABSTRACT Lennon Liao, San Mateo, CA (US) Systems and methods for detecting and analyzing changes in backlink activity over a period of time are disclosed. For (73) Assignee: Brightedge Technologies, Inc., San example, the backlinks to web-based content and websites of Mateo, CA (US) an entity and/or a competitor of the entity may be monitored over time and changes in the backlinks over time may be (21) Appl. No.: 13/424,288 determined. Comparison of backlink activity over time may (22) Filed: Mar 19, 2012 be used to evaluate the backlinks of the competitor to ascer e - 19 tain, group, or otherwise categorize or rank the reasonable O O ness and level of authenticity and actual content value of the Related U.S. Application Data backlinks themselves and to determine whether such back (60) Provisional application No. 61/466,383, filed on Mar. links are likely to be “black hat backlinks subject to penal 22, 2011. ization by search engines. 500 N Backlink Backlink Change Detector Monitor 302

Blackhat Backlink Backlink Change Identifier Algorithm 306

Backlink Pattern Evaluator Fer ldentifier 402 304 Patent Application Publication Sep. 27, 2012 Sheet 1 of 6 US 2012/O246.134 A1

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DETECTION AND ANALYSIS OF BACKLINK 0008. The subject matter claimed herein is not limited to ACTIVITY embodiments that solve any disadvantages or that operate only in environments such as those described above. Rather, CROSS-REFERENCE TO RELATED this background is only provided to illustrate one exemplary APPLICATION technology area where some embodiments described herein may be practiced. 0001. This patent application claims priority to and the benefit or U.S. provisional patent application Ser. No. 61/466, BRIEF SUMMARY 383, filed on Mar. 22, 2011, which is incorporated herein by reference. 0009. This Summary is provided to introduce a selection of concepts in a simplified form that are further described below in the Detailed Description. This Summary is not BACKGROUND intended to identify key features or essential characteristics of 0002 Backlinks are incoming links to a website or web the claimed Subject matter, nor is it intended to be used as an page. Inbound links were originally important (prior to the aid in determining the scope of the claimed Subject matter. emergence of search engines) as a primary means of web 0010 Technologies described herein generally include navigation; today their significance lies in search engine opti systems for analyzing changes in backlinks. For example, mization (SEO). The number of backlinks is one indication of Such systems may be automated to analyze changes in back the popularity or importance of that website or page (for links over time. Such a system may include computer pro example, this is used by Google to determine the PageRank of gram processing hardware and memory devices having com a web page). Outside of SEO, the backlinks of a web page puter program Software and computer-executable may be of significant personal, cultural or semantic interest: instructions for performing a computing method that includes they indicate who is paying attention to that page. examining changes in at least one backlink over a predeter 0003. In basic link terminology, a backlink is any link mined period of time, processing changes in the at least one received by a web node (web page, directory, website, or top backlink over time using an algorithm configured to process level domain) from another web node. Backlinks are also large amounts of backlink data across multiple companies in known as incoming links, inbound links, inlinks, and inward the predetermined period of time and identifying changes in links. backlink activity over time that impact at least one of SEC) effectiveness and relative SEO performance of at least one 0004 Search engines often use the number of backlinks target marketing enterprises. that a website has as one of the most important factors for determining that website's search engine ranking, popularity 0011 Technologies described herein generally include and importance. Google's description of their PageRank sys methods of analyzing backlinks. An example of Such a tem, for instance, notes that Google interprets a link from method may include monitoring a plurality of backlinks over page A to page B as a vote, by page A, for page B. Knowledge a predetermined period of time, the backlinks associated with of this form of search engine rankings has fueled a portion of at least one entity of interest, analyzing the plurality of back the SEO industry commonly termed linkspam, where a com links to determine changes in the plurality of backlinks and pany attempts to place as many inbound links as possible to comparing the changes in the plurality of backlinks over the their site regardless of the context of the originating site. predetermined period of time to evaluate authenticity of the 0005 Websites often employ various techniques (called backlinks. search engine optimization, usually shortened to SEO) to Additional features and advantages of the invention will be increase the number of backlinks pointing to their website. set forth in the description which follows, and in part will be Some methods are free for use by everyone whereas some obvious from the description, or may be learned by the prac methods like linkbaiting requires quite a bit of planning and tice of the invention. The features and advantages of the marketing to work. Some websites stumble upon “linkbait invention may be realized and obtained by means of the ing naturally; the sites that are the first with a tidbit of instruments and combinations particularly pointed out in the breaking news about a celebrity are good examples of that. appended claims. These and other features of the present When “linkbait happens, many websites will link to the invention will become more fully apparent from the following baiting website because there is information there that is of description and appended claims, or may be learned by the extreme interest to a large number of people. practice of the invention as set forth hereinafter. 0006. There are several factors that determine the value of BRIEF DESCRIPTION OF THE DRAWINGS a backlink. Backlinks from authoritative sites on a given topic are highly valuable. If both sites have content geared toward 0012 To further clarify the above and other advantages the keyword topic, the backlink is considered relevant and and features of the present invention, a more particular believed to have strong influence on the search engine rank description of the invention will be rendered by reference to ings of the web page granted the backlink. specific embodiments thereof which are illustrated in the 0007 Another important factor is the anchor text of the appended drawings. It is appreciated that these drawings backlink. Anchor text is the descriptive labeling of the hyper depict only typical embodiments of the invention and are link as it appears on a web page. Search engine bots (i.e., therefore not to be considered limiting of its scope. The inven spiders, crawlers, etc.) examine the anchor text to evaluate tion will be described and explained with additional specific how relevant it is to the content on a web page. Anchor text ity and detail through the use of the accompanying drawings and web page content congruency are highly weighted in in which: search engine results page (SERP) rankings of a web page 0013 FIG. 1 illustrates an embodiment of a system for with respect to any given keyword query by a search engine analyzing changes in backlinks in accordance with technolo USC. gies described herein; US 2012/0246.134 A1 Sep. 27, 2012

0014 FIG. 2 illustrates another embodiment of a system automatically track and monitor Such backlink activity and for analyzing changes in backlinks in accordance with tech calculate, impute, or deduce competitive trends over Suitable nologies described herein; time periods. 0015 FIG. 3 illustrates an embodiment of a system for 0023. In addition, the internet search industry has in recent monitoring backlink change activities in accordance with the years seen rapid growth in so-called “black hat SEO tech technologies described herein; niques, such as paid backlinks and low-value backlink 0016 FIG. 4 illustrates an embodiment of a system for “farms’ constructed primarily for the purpose of attempting evaluating backlinks in accordance with the technologies to trick or 'game' the major search engines by fabricating described herein; backlinks with little or no underlying substantive value other 0017 FIG. 5 illustrates an embodiment of a system for than merely pointing to destination content or websites with identifying and evaluating backlinks, as well as analyzing the main objective of influencing SEO web results. Such backlink changes, in accordance with the technologies black hat techniques are largely scorned by the major search engines, and indeed, when detected Such destination sites are described herein; and commonly penalized by these same search engines. 0018 FIG. 6 illustrates an embodiment of a computing 0024 Technologies described herein relate generally to an device arranged to perform any of the computing methods in automated system that examines changes in backlinks over accordance with the technologies described herein. time using a digital algorithm that can process large amounts of backlink data across multiple companies in the same or DETAILED DESCRIPTION overlapping time periods. Such a system, by making fine grained and/or frequent comparisons of backlinks associated 0019 Embodiments described herein include systems and with internet content or web page, and Summarizing the Vol methods for detecting changes in backlink activity of com ume changes and changes in the characteristics, types, and/or petitors, by use of a systematic comparison over the course of patterns of such backlinks, to identify competitive behavior time of actual backlinks to competitors’ content and websites. and industry trends that impact SEO effectiveness and/or In addition, the combination of Such a system with a mecha relative SEO performance of one or more target marketing nism that automatically evaluates the backlinks of a competi enterprises. tor to ascertain, group, or otherwise categorize or rank the 0025 Technologies described herein relate generally to reasonableness and level of authenticity and actual content mechanisms to further process and filter the digital output value of the backlinks themselves to determine whether such from an automated system such as that described above, using backlinks are likely to be “black hat backlinks subject to information, data, calculations, rankings, rate of change, penalization by search engines. types of backlinks created, etc. to draw inferences about the 0020. As used herein, the term “backlink' may refer to likelihood that certain backlink activity of competitors is incoming links to a website or web page. The incoming link based primarily upon genuinely high-value information con may be located on another website and may direct to the tent in the referred site or primarily upon black hat SEO website or web page. The link may be any link received by a techniques largely designed to trick or otherwise game' web node (web page, directory, website, or top level domain) major internet search engines. Such a system may rank order, from another web node. Backlinks may also be referred to as categorize, or otherwise group backlinks according to an “incoming links.” “inbound links.” “inlinks' and "inward algorithm that processes information about company back links.” links and backlink activity. 0021. As used herein, the term “black hat backlink' may 0026. Technologies described herein relate generally to refer to links created with the intent to manipulate search presentation of the automated backlink detection system and/ engine rankings Examples of Such black hat backlinks or the data processing and filtering mechanisms used to evalu include hidden links. ate, rank, categorize, or otherwise group backlinks for pre 0022 Marketers who seek visibility using organic (i.e., sentation to marketers and/or their agents and/or inclusion of non-paid search engine optimization (SEO) techniques vie Such components in either a larger SEO analytic engine or as with their competitors to achieve high page rank results on a standalone service for marketers and their agents. their search terms in part by building “backlinks' to their 0027 Technologies described herein relate generally to content and web pages from other web pages. The stronger inclusion of the above components and/or their output and and more relevant such backlinks, the more likely their con results, singly or in combination, in a “recommendation tent and web pages will have a high rank in the major search engine' which provides automated or semi-automated guid engines, such as Google and Bing, and the more likely users ance for marketing staff in a company (or their agents) to of such engines will be directed to their content and web assist them in devising effective counter-strategies to offset or pages. To maintain high search engine rankings for their improve upon competitors' backlink activities and therefore content and web pages, among other things, marketers need to improve their SEO effectiveness. monitor the backlink activity and strategies of their competi 0028 FIG. 1 shows a backlink monitoring system 100, tors. This can be a tedious and time-consuming process if not which may include a network 105, a webserver 110, a deep highly automated. Even better would be the ability to monitor, index engine 120, a correlator 130, and a backlink monitor on a frequent (or ideally a real-time or near-real-time) basis, 140. It will be appreciated that while these components are changes in the backlink activity and strategies of competitors. shown as separate; the components may be combined and/or Changes, if properly detected, can be strong signals of impor integrated as desired. Further, while one of each component is tant competitive trends. Early detection of such trends, by illustrated, the system 100 may optionally include any num means of an automated detection system could significantly ber of each of the illustrated components. improve the competitiveness of a marketer's SEO effective 0029. The network 105 may be configured to communi ness. However, to-date, no system has been introduced to catively couple the various components within the system US 2012/0246.134 A1 Sep. 27, 2012

100 together. In these and other embodiments, the network of the search terms with respect to one or more competitors of 105 may include the Internet, including a global internetwork the entity. Accordingly, the deep index engine 120 may be formed by logical and physical connections between multiple configured to gather external data related to performance of wide area networks and/or local area networks. Alternately or other entities to establish current baselines for those entities additionally, the network 105 includes one or more cellular as well. radio frequency (RF) networks and/or one or more wired 0036 Alternately or additionally, the deep index engine and/or wireless networks such as, but not limited to, 802.XX 120 may be configured to crawl the search results related to networks, Bluetooth access points, wireless access points, each of the search terms to retrieve external data. In particular, IP-based networks, or the like. The network 105 can also the deep index engine 120 may be configured to crawl the include servers that enable one type of network to interface search results for each of the search terms and analyze data with another type of network. associated with the crawl, including on-page information and 0030 The backlink monitor 140 may be configured to back link data (e.g., back link URL, anchor text, etc.) for each determine one or more backlinks and monitor Such backlinks URL in the search result. The deep index engine 120 may then over time. The backlinks may be selected from a group or analyze the data to identify additional search terms that may basket of known backlinks that may affect actions related to be relevant to the entity, but which may not have been an entity. The backlink monitor 140 may also be configured to searched or on which the entity does not rank. In some help marketers identify black hat backlinks, and monitor such embodiments, this analysis may include conducting a key black hat backlinks over time. word frequency search. Accordingly, the deep index engine 0031. The web server 110 may include any system capable 120 may be configured to surface additional search terms. In of storing and transmitting a web page to a user. For example, Some embodiments, these additional search terms and oppor the web server 110 may include a computer program that is tunities are identified and targeted in any channel (SEO, paid responsible for accepting requests from clients (user agents search, Social networks, etc.). Cross-channel opportunities such as web browsers), and serving them HTTP responses are also a part of the opportunity identification (e.g., if a along with optional data contents, which can include HTML customer is not ranking on a keyword on organic search that documents and linked objects for display to the user. Addi a competitor ranks on, the customer can immediately target tionally or alternately, the web server 110 may include the this keyword in paid search). capability of logging some detailed information, about client 0037. A deep index engine according to some embodi requests and server response, to log files. ments is described in more detail in copending U.S. patent 0032. The entity can include any number of web pages. application Ser. No. 12/436,704 entitled COLLECTING The aggregation of references to the various web pages can be AND SCORING ONLINE REFERENCES, filed May 6, referred to as traffic. It should be noted that web page as used 2009, which application is hereby incorporated by reference herein refers to any online posting, including domains, Sub in its entirety. domains, web posts, Uniform Resource Identifiers (“URIs), 0038. Additional current performance metrics may Uniform Resource Locators (“URLs”), images, videos, or include internal data determined by the correlator 130. The other piece of content and non-permanent postings Such as correlator 130 may determine how visitors are directed to the e-mail and chat unless otherwise specified. entity and how those visitors behave once there. For example, 0033 External references to a web page may include any the correlator 130 can correlate conversion of visits to the reference to the web page which directs a visitor to the web search terms that drove the visits. page. For example, an external reference may include text 0039. A correlator according to some embodiments is documents, such as blogs, news items, customer reviews, described in more detail in copending U.S. patent application emails or any other text document which discusses the web Ser. No. 12/574,069, filed Oct. 6, 2009 entitled CORRELAT page. Alternately or additionally, an external reference can ING WEB PAGE VISITS AND CONVERSIONS WITH include a web page which includes a link to the web page. For EXTERNAL REFERENCES, which application is hereby example, an external reference can include other web pages, incorporated by reference in its entirety. search engine results pages, advertisements or the like. 0040. The correlator 130 or other component may be con 0034. In some embodiments, the deep index engine 120 is figured to collect web analytics data from the entity's web configured to use identified search terms to perform a search pages. The web analytics data may be used in estimating the of the network 150 to identify references to the entity. The cost, value, or both, associated with various SEO opportuni deep index engine 120 may be further configured to score the ties. Examples of web analytics data that may be collected results of the search of the network 150 with respect to the include number of visitors, page views, conversions (e.g., entity. This score may include a position at which references purchases), and the like or any combination thereof. to the entity are displayed within the search results. The 0041 FIG. 2 illustrates another embodiment of a system relative position of the references to the entity within the 200 for analyzing changes in backlinks. As shown in FIG. 2, search results can affect how the references affect actions the system 200 may include a computing system 202 includ related to the entity. Accordingly, by determining the relative ing a database 204, a backlink analysis system 206 and a position of the references to the entity within the search backlink recommendation engine 208. Any number of back results, the deep index engine 120 may be able to determine a links may be associated with each of a plurality of entities, current performance metric for each of the search terms as Company A, Company B, Company C and Company D. For they relate to the entity. example, the backlinks may include any link received by a 0035 Alternately or additionally, the deep index engine website or web page associated with one of the entities, which 120 may be configured to score the search results for each of is received from a source, such as a search engine. The data the search terms with respect to other entities, including enti base 202 may be configured to monitor backlink activity for ties found in a competitive listing for the search results. The the entities, Company A, Company B, Company C and Com competitive listing may include search results for one or more pany D, and to collect and/or store data relating to one or more US 2012/0246.134 A1 Sep. 27, 2012 changes in the backlinks for each of the entities. Such changes 0047. As a non-limiting example, the backlink type in the backlinks may include addition of backlinks, removal change may include a change in at least one of the following or deletion of backlinks, revisions to backlinks, or any other types of backlinks: raw backlinks, deep backlinks and anchor changes in backlinks now known or later developed. For the text backlinks. As another non-limiting example, the backlink sake of simplicity, the system 200 of FIG. 2 is illustrated in type change may include a change in at least one of the association with four(4) entities (e.g., Company A, Company following sources of the backlinks: directories, blogs, B. Company C and Company D) from which backlink data is forums, in context links, press releases and bookmarking. The collected, however, the system 200 described herein may be backlink type change may include, for example, a change used to determine changes in backlinks in any number of from indexable text to text in images and vice versa. entities. For example, one or more of Companies A, B, C and 0048. The backlink change module 302 may be configured D may be a company of interest (e.g., a customer) and the to monitor changes in backlink characteristics, which may be remaining companies may be competitors of the company of used to determine the quality or authenticity of backlinks. interest. Company A, Company B, Company C and Company Such backlinks characteristics may include, for example, the D may each separately change backlinks from time t” to t' to text associated with the link (so-called “link text''), the rel t", whereint represents a period of time and wherein n is an evance of the web page on which the link in placed, the page integer. rank of the page where the link is placed, the authority and/or 0042. The computing system 202 may be used to monitor trust of a source webnode. The link text may include a hyper the changes in the backlinks over a predetermined period of link or a value of alternative attribute (e.g., an alt attribute) time (e.g., from time t” to time t”) and to process the changes associated with a link. Additionally or alternately, the link text using an algorithm, Such as a backlink change detection algo may include one or more keywords or targeted keyword rithm, that generates data related to the changes in the back phrases. links. For example, the computing system 202 may monitor 0049. The backlink change module 302 may be configured the changes in backlinks associated with any number of enti to monitor changes in backlink Volume. The backlink Volume ties (e.g., Company A, Company B, Company C and Com change may include anassessment of the change in Volume or pany D) over a time period of about one (1) week to about number of backlinks amassed by one or more of the entities. eight (8) weeks and, more particularly, about four (4) weeks, 0050. The backlink pattern identifier module 304 may and the changes during the time period may be processed identify patterns in URLs, article directories, variation in using the algorithm to generate data. anchor text (e.g., keywords) and keyword density. 0043. Such data may include, for example, detailed back 0051. The information collected by the backlink change link analyses, keywords statistics, traffic statistics, keyword monitor 302 and the backlink pattern identifier 304 may be or website trends, keyword or web page ranks, etc. The back analyzed using the backlink change algorithm 306. For link analyses may include information Such as the date and example, the backlink change algorithm 306 may be config time of visits, etc. The resulting data may be sent to the ured to determine the quality of the backlinks based on the database 204, which may include a filtering system. The changes determined by the backlink change monitor 302 and filtering system may be configured to filter the databased on the backlink pattern identifier 304. For example, the analysis the presence of one or more keywords, selected or popular may include determining relevance of to search phrases. Such terms and anchor text. The filtered data is then sent to the a determination may be made based on one or more keywords automated backlinkanalysis system 206, which provides rec from the search phrase found in the content of the web page, ommendations in view of the backlinks via, for example, the emphasis of text or the keywords from the search phrase backlink recommendation engine 208. emphasized (e.g., in bold or italics) and identity of text or the 0044) For example, the backlink recommendation engine keywords from the search phrase within link text of back 208 may be configured to determine behaviors that impact links. SEO effectiveness and/or relative SEOperformance of one or 0.052 FIG. 4 illustrates an embodiment of an automated more target marketing enterprises. system 400 for evaluating backlinks by a backlink evaluator 004.5 FIG.3 illustrates an embodimentofa system300 for (e.g., evaluator module) 402. The backlink evaluator module monitoring backlink change activities. The system 300 may 402 may include one or more of the following modules: a be configured to analyze backlink changes by processing backlink grouper module; a backlink categorizer module; a backlink data. For example, the system 300 may include at backlink ranker module; a backlink authenticator module; or least one backlink change module 302 for monitoring a backlink web page content analyzer. Thus, the backlink changes in backlinks, such as changes in backlink type, grouper module or the backlink categorization module may changes in backlink characteristics and changes in backlink group or categorize the backlinks by, for example, keyword, volume. The system 300 may additionally include a backlink domain, relevance, authenticity, or other factors. As a non pattern identifier module 304 for identifying and/or recogniz limiting example, the backlink grouper module may group ing patterns in the backlinks. The system 300 may also the backlinks and the backlink categorizer module may gen include a backlink change algorithm module 306 for analyz erate a report, list, table or tree including the categorized ing information collected using the backlink change module backlinks. Such categorization may be useful in link building 302 and the backlink pattern identifier module 304. The sys and search engine optimization. The information generated tem 300 may gather information via the network 150 by way by the backlink grouper module and the backlink categorizer of a web crawler, or other search engine. module may be used by the backlink ranker module, the 0046. The backlink changes may include a change in at backlink authenticator module and the backlink web page least one of a status of the backlinks (e.g., deletion, addition or content analyzer, as will be described. modification of the backlinks), anchor text, page rank, key 0053. The backlink ranker module may create a ranking of words (e.g., deletion, addition or modification of the key the backlinks based on predetermined criteria, Such as impor words) and quality of the backlinks. tance of the backlinks. The importance of the backlinks may US 2012/0246.134 A1 Sep. 27, 2012

be determine based on a number of factors, such as, the components of the system 500 may be communicatively relatedness of the website to the backlink, the rank of the coupled to one another via the network 150. The system 500 website and the number of websites linking to a website of may obtain information related to the backlinks via the net interest. As a non-limiting example, the backlinks may be work 150. ranked based on the relationship of web pages to one another. 0059. Such components may gather data related to the 0054 The backlink authenticator module may authenti backlink activity over the predetermined period of time and cate the backlinks by, for example, ranking a level of authen may communicate with one another over the network 105. ticity and/or actual content value of the backlinks. The back 0060. One skilled in the art will appreciate that, for this link web page content analyzer may provide information and other processes and methods disclosed herein, the func about the content of websites and web pages, which may be tions performed in the processes and methods may be imple used by one or more of the backlink grouper module, the mented in differing order. Furthermore, the outlined steps and backlink categorizer module, the backlink ranker module, the operations are only provided as examples, and some of the backlink authenticator module and the backlink web page steps and operations may be optional, combined into fewer content analyzer. steps and operations, or expanded into additional steps and 0055. The system 400 may include a filter 404 configured operations without detracting from the essence of the dis to filter automated digital output from the network and/or the closed embodiments. It should also be recognized that any backlink evaluator. For example, the filter 404 may include module or component described herein can implement the filterbacklink data obtained from the network 150 and/or may functionalities associated with the name of the module or data output from the backlink evaluator module 402. For component. example, the filter 404 may use information Such as rankings, 0061 The present disclosure is not to be limited interms of rate of change and backlink type to determine if the backlinks the particular embodiments described in this application, are of high-value information content. The filter 404 may then which are intended as illustrations of various aspects. Many remove backlinks determined not to provide high-value infor modifications and variations can be made without departing mation content from determinations. from its spirit and Scope, as will be apparent to those skilled in 0056. The system 400 may optionally include a black hat the art. Functionally equivalent methods and apparatuses backlink identifier module 406 configured to identify black within the scope of the disclosure, in addition to those enu hatbacklinks. For example, the black hat link identifier mod merated herein, will be apparent to those skilled in the art ule 406 may analyze backlink data to identify blackhat back from the foregoing descriptions. Such modifications and links as outsourced links, paid links, farmed links, etc. The variations are intended to fall within the scope of the system 400 may then evaluate black hat data to evaluate, rank, appended claims. categorize, or otherwise group the backlinks and provide data 0062. The present disclosure is to be limited only by the relating to the black hat backlink to the search engine asso terms of the appended claims, along with the full scope of ciated with the network 150. Such data relating to the black equivalents to which such claims are entitled. It is also to be hatbacklinks may also be provided as marketing information understood that the terminology used herein is for the purpose to, for example, a marketing agent, a marketing firm, etc. The of describing particular embodiments only, and is not black hat backlink identifier 406 may determine content not intended to be limiting. consistent with the website and may also determine backlinks 0063. In an illustrative embodiment, any of the operations, with low relevance. Thus, the system 400 provides automated processes, etc. described herein can be implemented as com or semi-automated blackhat backlink data. At least one of the puter-readable instructions stored on a computer-readable black hat backlink identifier 408 and the backlink evaluator medium. The computer-readable instructions can be executed module 402 may be configured to determine one or more by a processor of a mobile unit, a network element, and/or any strategies or counters to offset such black hat backlinks. other computing device. 0057 Optionally, the system 400 may include a backlink 0064. There is little distinction left between hardware and detector 408, which may be configured to detect backlinks Software implementations of aspects of systems; the use of using the network 150. For example, the backlink detector hardware or software is generally (but not always, in that in 408 may detect backlinks identified by one or more search certain contexts the choice between hardware and software engines using the network 150. For example, the backlink can become significant) a design choice representing cost vs. detector 404 may employ a web crawler or other search efficiency tradeoffs. There are various vehicles by which pro engine to detect the backlinks of the entity or of one or more cesses and/or systems and/or other technologies described competitors of the entity. The backlink detector 408 may herein can be effected (e.g., hardware, Software, and/or firm optionally include a competitor backlink detector module for ware), and that the preferred vehicle will vary with the context use in determining backlinks of the competitors. One or more in which the processes and/or systems and/or other technolo of the components of the system 400 may be configured to gies are deployed. For example, if an implementer determines obtain information via the network 150, and may be commu that speed and accuracy are paramount, the implementer may nicatively coupled to one or more other components of the opt for a mainly hardware and/or firmware vehicle: if flex system 400 via the network 150. ibility is paramount, the implementer may opt for a mainly 0058 FIG. 5 shows a robust automated system 500 for Software implementation; or, yet again alternatively, the identifying and evaluating backlinks, as well as analyzing implementer may opt for Some combination of hardware, backlink changes. The system 500 may include the backlink software, and/or firmware. change monitor 302, the backlink pattern identifier 304, the 0065. The foregoing detailed description has set forth vari backlink change algorithm 306, as described with respect to ous embodiments of the processes via the use of block dia FIG. 3, and the backlink evaluator 402, the filter 404, the grams, flowcharts, and/or examples. Insofar as such block black hat backlink identifier 406, the backlink detector 408, diagrams, flowcharts, and/or examples contain one or more as described with respect to FIG. 4. One or more of the functions and/or operations, it will be understood by those US 2012/0246.134 A1 Sep. 27, 2012

within the art that each function and/or operation within such combined to achieve a particular functionality can be seen as block diagrams, flowcharts, or examples can be implemented, “associated with each other such that the desired function individually and/or collectively, by a wide range of hardware, ality is achieved, irrespective of architectures or intermedial software, firmware, or virtually any combination thereof. In components. Likewise, any two components so associated one embodiment, several portions of the Subject matter can also be viewed as being “operably connected, or “oper described herein may be implemented via Application Spe ably coupled, to each other to achieve the desired function cific Integrated Circuits (ASICs), Field Programmable Gate ality, and any two components capable of being so associated Arrays (FPGAs), digital signal processors (DSPs), or other can also be viewed as being “operably couplable', to each integrated formats. However, those skilled in the art will other to achieve the desired functionality. Specific examples recognize that some aspects of the embodiments disclosed ofoperably couplable include but are not limited to physically herein, in whole or in part, can be equivalently implemented mateable and/or physically interacting components and/or in integrated circuits, as one or more computer programs wirelessly interactable and/or wirelessly interacting compo running on one or more computers (e.g., as one or more nents and/or logically interacting and/or logically inter programs running on one or more computer systems), as one actable components. or more programs running on one or more processors (e.g., as 0067 FIG. 6 shows an example computing device 600 that one or more programs running on one or more microproces is arranged to perform any of the computing methods sors), as firmware, or as virtually any combination thereof, described herein. The computing system 600 can represent a and that designing the circuitry and/or writing the code for the user side computing device, such as a mobile Smartphone, as software and or firmware would be well within the skill of one well as an application marketplace search facilitating server, of skill in the art in light of this disclosure. In addition, those arranged in accordance with at least some embodiments skilled in the art will appreciate that the mechanisms of the described herein. In a very basic configuration 602, comput subject matter described herein are capable of being distrib ing device 600 generally includes one or more processors 604 uted as a program product in a variety of forms, and that an and a system memory 606. A memory bus 608 may be used illustrative embodiment of the subject matter described for communicating between processor 604 and system herein applies regardless of the particular type of signal bear memory 606. ing medium used to actually carry out the distribution. 0068. Depending on the desired configuration, processor Examples of a signal bearing medium include, but are not 604 may be of any type including but not limited to a micro limited to, the following: a recordable type medium Such as a processor (uP), a microcontroller (LLC), a digital signal pro floppy disk, a hard disk drive, a CD, a DVD, a digital tape, a cessor (DSP), or any combination thereof. Processor 604 may computer memory, etc.; and a transmission type medium Such include one more levels of caching, such as a level one cache as a digital and/or an analog communication medium (e.g., a 610 and a level two cache 612, a processor core 614, and fiber optic cable, a waveguide, a wired communications link, registers 616. An example processor core 614 may include an a wireless communication link, etc.). Those skilled in the art arithmetic logic unit (ALU), a floating point unit (FPU), a will recognize that it is common within the art to describe digital signal processing core (DSP Core), or any combina devices and/or processes in the fashion set forth herein, and tion thereof. An example memory controller 618 may also be thereafter use engineering practices to integrate Such used with processor 604, or in Some implementations described devices and/or processes into data processing sys memory controller 618 may be an internal part of processor tems. That is, at least a portion of the devices and/or processes 604. described herein can be integrated into a data processing 0069. Depending on the desired configuration, system system via a reasonable amount of experimentation. Those memory 606 may be of any type including but not limited to having skill in the art will recognize that a typical data pro volatile memory (such as RAM), non-volatile memory (such cessing system generally includes one or more of a system as ROM, flash memory, etc.) or any combination thereof. unit housing, a video display device, a memory Such as Vola System memory 606 may include an operating system 620, tile and non-volatile memory, processors such as micropro one or more applications 622, and program data 624. Appli cessors and digital signal processors, computational entities cation 622 may include a determination application 626 that Such as operating systems, drivers, graphical user interfaces, is arranged to perform the functions as described herein and applications programs, one or more interaction devices, including those described with respect to methods described Such as a touchpad or screen, and/or control systems includ herein. Program Data 624 may include determination infor ing feedback loops and control motors (e.g., feedback for mation 628 that may be useful for analyzing the contamina sensing position and/or Velocity; control motors for moving tion characteristics provided by the sensor unit 240. In some and/or adjusting components and/or quantities). A typical embodiments, application 622 may be arranged to operate data processing system may be implemented utilizing any with program data 624 on operating system 620 Such that the Suitable commercially available components, such as those work performed by untrusted computing nodes can be veri generally found in data computing/communication and/or fied as described herein. This described basic configuration network computing/communication systems. 602 is illustrated in FIG. 6 by those components within the 0066. The herein described subject matter sometimes inner dashed line. illustrates different components contained within, or con 0070 Computing device 600 may have additional features nected with, different other components. It is to be understood or functionality, and additional interfaces to facilitate com that Such depicted architectures are merely exemplary, and munications between basic configuration 602 and any that in fact many other architectures can be implemented required devices and interfaces. For example, a bus/interface which achieve the same functionality. In a conceptual sense, controller 630 may be used to facilitate communications any arrangement of components to achieve the same func between basic configuration 602 and one or more data storage tionality is effectively “associated such that the desired func devices 632 via a storage interface bus 634. Data storage tionality is achieved. Hence, any two components herein devices 632 may be removable storage devices 636, non US 2012/0246.134 A1 Sep. 27, 2012

removable storage devices 638, or a combination thereof. ing device 600 can also be any type of network computing Examples of removable storage and non-removable storage device. The computing device 600 can also be an automated devices include magnetic disk devices such as flexible disk system as described herein. drives and hard-disk drives (HDD), optical disk drives such as 0074 The embodiments described herein may include the compact disk (CD) drives or digital versatile disk (DVD) use of a special purpose or general-purpose computer includ drives, solid state drives (SSD), and tape drives to name a few. ing various computer hardware or software modules. Example computer storage media may include Volatile and 0075 Embodiments within the scope of the present inven nonvolatile, removable and non-removable media imple tion also include computer-readable media for carrying or mented in any method or technology for storage of informa having computer-executable instructions or data structures tion, such as computer readable instructions, data structures, stored thereon. Such computer-readable media can be any program modules, or other data. available media that can be accessed by a general purpose or 0071 System memory 606, removable storage devices special purpose computer. By way of example, and not limi 636 and non-removable storage devices 638 are examples of tation, Such computer-readable media can comprise RAM, computer storage media. Computer storage media includes, ROM, EEPROM, CD ROM or other optical disk storage, but is not limited to, RAM, ROM, EEPROM, flash memory or magnetic disk storage or other magnetic storage devices, or other memory technology, CD-ROM, digital versatile disks any other medium which can be used to carry or store desired (DVD) or other optical storage, magnetic cassettes, magnetic program code means in the form of computer-executable tape, magnetic disk storage or other magnetic storage devices, instructions or data structures and which can be accessed by or any other medium which may be used to store the desired a general purpose or special purpose computer. When infor information and which may be accessed by computing device mation is transferred or provided over a network or another 600. Any such computer storage media may be part of com communications connection (either hardwired, wireless, or a puting device 600. combination of hardwired or wireless) to a computer, the 0072 Computing device 600 may also include an inter computer properly views the connection as a computer-read face bus 640 for facilitating communication from various able medium. Thus, any Such connection is properly termed a interface devices (e.g., output devices 642, peripheral inter computer-readable medium. Combinations of the above faces 644, and communication devices 646) to basic configu should also be included within the scope of computer-read ration 602 via bus/interface controller 630. Example output able media. devices 642 include a graphics processing unit 648 and an 0076 Computer-executable instructions comprise, for audio processing unit 650, which may be configured to com example, instructions and data which cause a general purpose municate to various external devices such as a display or computer, special purpose computer, or special purpose pro speakers via one or more A/V ports 652. Example peripheral cessing device to perform a certain function or group of interfaces 644 include a serial interface controller 654 or a functions. Although the subject matter has been described in parallel interface controller 656, which may be configured to language specific to structural features and/or methodologi communicate with external devices such as input devices cal acts, it is to be understood that the subject matter defined (e.g., keyboard, mouse, pen, Voice input device, touch input in the appended claims is not necessarily limited to the spe device, etc.) or other peripheral devices (e.g., printer, Scanner, cific features or acts described above. Rather, the specific etc.) via one or more I/O ports 658. An example communica features and acts described above are disclosed as example tion device 646 includes a network controller 660, which may forms of implementing the claims. be arranged to facilitate communications with one or more (0077. As used herein, the term “module” or “component” other computing devices 662 over a network communication can refer to software objects or routines that execute on the link via one or more communication ports 664. computing system. The different components, modules, 0073. The network communication link may be one engines, and services described herein may be implemented example of a communication media. Communication media as objects or processes that execute on the computing system may generally be embodied by computer readable instruc (e.g., as separate threads). While the system and methods tions, data structures, program modules, or other data in a described herein are preferably implemented in software, modulated data signal. Such as a carrier wave or other trans implementations in hardware or a combination of Software port mechanism, and may include any information delivery and hardware are also possible and contemplated. In this media. A "modulated data signal” may be a signal that has one description, a "computing entity” may be any computing or more of its characteristics set or changed in Such a manner system as previously defined herein, or any module or com as to encode information in the signal. By way of example, bination of modulates running on a computing system. and not limitation, communication media may include wired 0078. With respect to the use of substantially any plural media such as a wired network or direct-wired connection, and/or singular terms herein, those having skill in the art can and wireless media Such as acoustic, RF, microwave, infrared translate from the plural to the singular and/or from the sin (IR) and other wireless media. The term computer readable gular to the plural as is appropriate to the context and/or media as used herein may include both storage media and application. The various singular/plural permutations may be communication media. Computing device 600 may be imple expressly set forth herein for sake of clarity. mented as a portion of a Small-form factor portable (or (0079. It will be understood by those within the art that, in mobile) electronic device Such as a cellphone, a personal data general, terms used herein, and especially in the appended assistant (PDA), a personal media player device, a wireless claims (e.g., bodies of the appended claims) are generally web-watch device, a personal headset device, an application intended as “open’ terms (e.g., the term “including should specific device, or a hybrid device that include any of the be interpreted as “including but not limited to the term above functions. Computing device 600 may also be imple “having should be interpreted as “having at least the term mented as a personal computer including both laptop com “includes should be interpreted as “includes but is not lim puter and non-laptop computer configurations. The comput ited to.” etc.). It will be further understood by those within the US 2012/0246.134 A1 Sep. 27, 2012

art that if a specific number of an introduced claim recitation example, a group having 1-3 cells refers to groups having 1,2, is intended, such an intent will be explicitly recited in the or 3 cells. Similarly, a group having 1-5 cells refers to groups claim, and in the absence of Such recitation no such intent is having 1, 2, 3, 4, or 5 cells, and so forth. present. For example, as an aid to understanding, the follow I0083. From the foregoing, it will be appreciated that vari ing appended claims may contain usage of the introductory ous embodiments of the present disclosure have been phrases “at least one' and “one or more' to introduce claim described herein for purposes of illustration, and that various recitations. However, the use of such phrases should not be modifications may be made without departing from the scope construed to imply that the introduction of a claim recitation and spirit of the present disclosure. Accordingly, the various by the indefinite articles “a” or “an limits any particular embodiments disclosed herein are not intended to be limiting, claim containing Such introduced claim recitation to embodi with the true scope and spirit being indicated by the following ments containing only one Such recitation, even when the claims. All references recited herein are incorporated herein same claim includes the introductory phrases “one or more by specific reference in their entirety. or “at least one' and indefinite articles such as “a” or “an What is claimed is: (e.g., “a” and/or “an should be interpreted to mean “at least 1. An automated system for analyzing changes in backlinks one' or “one or more); the same holds true for the use of over time and comprising computer-executable instructions definite articles used to introduce claim recitations. In addi for performing a computing method, the computing method tion, even if a specific number of an introduced claim recita comprising: tion is explicitly recited, those skilled in the art will recognize examining changes in at least one backlink over a prede that such recitation should be interpreted to mean at least the termined period of time; recited number (e.g., the bare recitation of “two recitations.” processing changes in the at least one backlink over time without other modifiers, means at least two recitations, or two using an algorithm configured to process large amounts or more recitations). Furthermore, in those instances where a of backlink data across multiple companies in the pre convention analogous to “at least one of A, B, and C, etc. is determined period of time; and used, in general Such a construction is intended in the sense identifying changes in backlink activity over time that one having skill in the art would understand the convention impact at least one of SEO effectiveness and relative (e.g., “a system having at least one of A, B, and C would SEO performance of at least one target marketing enter include but not be limited to systems that have A alone, B prises. alone, C alone, A and B together, A and C together, B and C 2. The automated system of claim 1, wherein the automated together, and/or A, B, and C together, etc.). In those instances system is configured to make at least one of refined frequent where a convention analogous to “at least one of A, B, or C. comparisons of backlinks associated with internet content or etc. is used, in general Such a construction is intended in the a web page. sense one having skill in the art would understand the con 3. The automated system of claim 1, wherein identifying vention (e.g., “a system having at least one of A, B, or C backlink change behavior that impact at least one of SEO would include but not be limited to systems that have A alone, effectiveness and relative SEO performance comprises sum B alone, Calone, A and B together, A and C together, Band marizing Volume changes to identify competitive behavior C together, and/or A, B, and C together, etc.). It will be further and industry trends that impact the at least one of SEO effec understood by those within the art that virtually any disjunc tiveness and relative SEO performance. tive word and/or phrase presenting two or more alternative 4. The automated system of claim 1, wherein identifying terms, whether in the description, claims, or drawings, should backlink change behavior that impact at least one of SEO be understood to contemplate the possibilities of including effectiveness and relative SEO performance comprises sum one of the terms, either of the terms, or both terms. For marizing changes in at least of characteristics, types, and example, the phrase “A or B will be understood to include patterns of the one or more backlinks. the possibilities of “A” or “B” or “A and B.” 5. The automated system of claim 1, further comprising at 0080. In addition, where features or aspects of the disclo least one of a backlink detector module, a competitor back sure are described in terms of Markush groups, those skilled link detector module, a backlink change monitoring module, in the art will recognize that the disclosure is also thereby a backlink evaluator module, a genuine backlink identifier described in terms of any individual member or subgroup of module, a black hat backlink identifier module, and a digital members of the Markush group. output filter module. 0081. As will be understood by one skilled in the art, for 6. The automated system of claim 5, further comprising at any and all purposes, such as in terms of providing a written least one of a backlink change algorithm module, backlink description, all ranges disclosed herein also encompass any Volume change algorithm module, backlink characteristic and all possible Subranges and combinations of Subranges algorithm change module, backlink type change algorithm thereof. Any listed range can be easily recognized as Suffi module, a backlink grouper algorithm module, a backlink ciently describing and enabling the same range being broken categorizer algorithm module, a backlink ranker algorithm down into at least equal halves, thirds, quarters, fifths, tenths, module, a backlink authenticator algorithm module, and a etc. As a non-limiting example, each range discussed herein backlink web page content analyzer algorithm module. can be readily broken down into a lower third, middle third 7. The automated system of claim 1, further comprising a and upper third, etc. As will also be understood by one skilled module comprising at least of hardware and Software to con in the art all language Such as “up to.” “at least, and the like figured to implement module function the module being con include the number recited and refer to ranges which can be figured to: Subsequently broken down into Subranges as discussed perform at least one of processing and filtering of digital above. output from the automated system; and 0082 Finally, as will be understood by one skilled in the use information, data, calculations, rankings, rate of art, a range includes each individual member. Thus, for change and types of backlinks to determine if backlink US 2012/0246.134 A1 Sep. 27, 2012

activity of at least one competitor is based on high-value comparing the changes in the plurality of backlinks over information content or on black hat backlinks. the predetermined period oftime to evaluate authenticity 8. The automated system of claim 7, wherein the automated of the backlinks. system is configured to determine if at least one of the black 13. The method of claim 12, wherein monitoring a plurality hatbacklinks is configured to trick an internet search engine. of backlinks comprises monitoring the plurality of backlinks 9. The automated system of claim 1, wherein the automated to at least one of web-based content and websites. system is configured to rank, order, categorize, or otherwise 14. The method of claim 12, wherein comparing the group backlinks according to an algorithm that processes changes in the plurality of backlinks over the predetermined information about company backlinks and backlink activity. period of time comprises comparing the changes in at least one of backlink type, backlink characteristics, and backlink 10. The automated system of claim 1, further comprising Volume. identifying a backlink as a black hat backlink. 15. The method of claim 12, wherein comparing the 11. The automated system of claim 1, wherein the auto changes in the plurality of backlinks over the predetermined mated system is configured to provide a list of one or more period of time to evaluate authenticity of the backlinks com black hat backlinks to an internet search engine. prising determining a black hat backlink. 12. A method of analyzing backlinks, comprising: 16. The method of claim 15, further comprising generating monitoring a plurality of backlinks over a predetermined at least one report comprising the black hat backlinks. period of time, the backlinks associated with at least one 17. The method of claim 15, further determining at least entity of interest; one counter to improve backlink activities. analyzing the plurality of backlinks to determine changes in the plurality of backlinks; and c c c c c