Wednesday, May 16, 2007

The IBM "Bow Tie" Theory

As part of a big IBM research project back in 2000, scientists identified 4 distinct types of site based on connectedness. Google page rank naturally gives higher ranking to those sites at the core. Most site would naturally like to be part of the core, but this means you have to have good links away from the site in addition to incoming. This idea is often billed as a 'link strategy'. Often brand sites seem very reticent about linking out to 3rd party sites, particularly if they provide better content. This model give a good argument for explaining why linking away doesn't 'leak' traffic, but makes the site better findable.

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