In past...back in days when Google was IT when it came to natural search results...everyone was very focused (or shall we say obsessed?) on Google page rank.

Now that Google is a public company and search business has become competitive (most notably due to serious search capabilities now being offered by Yahoo and Microsoft, via MSN), Google has become much more "private" or secretive about things like page rank, backlinks, etc.

As a matter of fact, many are of opinion that Google is now intentionally displaying outdated page rank and backlink information on Google Toolbar in an effort to mask true workings of Google and to frustrate Search Engine Optimization (SEO) community, which had become fairly skillful at "playing Google game". If this is case, then Google page rank fixation is now pure folly.

Another factor that is closely watched by webmasters is Alexa traffic rank. This traffic rank is based on three months of aggregated historical traffic data from millions of Alexa Toolbar users.

If it's only one then that's a point against you in Googles eyes.

Why?

Because majority of Spam websites only register a domain name for one year. A domain registered for a longer period implies that owner is more likely to be legitimate and serious about their web site.

This is just one of unusual factors now considered by Google when indexing and ranking a website. Factors you could never even have guessed at in some cases.

How do I know this?

Google have recently filed United States Patent Application 20050071741 on March 31, 2005.

In which many of search giants secret ranking criteria is revealed and it makes very interesting reading. You have got to read this if you're serious about ranking well in Google. The days of Spaming Google are drawing to a close. With this patent they reveal just how hard they're coming down on Spam sites. You Do Not want to get caught out.

Below you will find hard facts, I recommend you bookmark this page now. You will need to reference it each time you optimize a new site.

• First of all Links. It's common knowledge that Google relies heavily on inbound relevant links to rank a site. Now they explain exactly how it works. :)

This is a major factor so I'll take a few paragraphs to explain what is going on.

As well as number, quality and anchor text factors of a link. Google seems to also consider historical factors. Googles 'sandbox' or aging delay begins countdown minute links to a new site are discovered.

Google record discovery of a link and link changes over time. The speed at which a site gains links and link life span.

With this in mind fast link acquisition may be a strong indicator of potential search engine Spam.

Gone are days of pages and pages full of link farms. You must grow your links slowly to stay below radar and be careful who you exchange links with. That means no more buying hundreds of links at once or other underhand tactics.

PR is now very valuable.

Your link anchor text should vary but remain consistent with your site content. No more using your main keywords on every link exchange you gain. That's 'anchor Spam'. Instead vary them around your top five to ten keywords.

Link exchanges are still very important but you must work and utilize them ethically. If you don't and you get caught recovery from a ban can be months in coming and your host and IP may also be recorded.

Softly softly seems to be message. The fact is fewer but better quality links will benefit you more anyway and likely to be more long-term which is good to.

• Site click through rates (CTR) may now be monitored through cache, temporary files, bookmarks and favorites. Via Google toolbar or desktop tools. Many have suspected for some time that sites are reward for good CTR with a raise in ranking. Similar to how Adwords works.

CTR is monitored to see if fresh or stale content is preferred for a search result.

CTR is monitored for increases or decreases relating to trends or seasons.

• Web page rankings are recorded and monitored for changes.

• The traffic to a web page is recorded and monitored over time.

• Sites can be ranked seasonally. A ski site may rank higher in winter than in summer. Google can monitor and rank pages by recording CTR changes by season.

• Bookmarks and favorites could be monitored for changes, deletions or additions.

• User behavior in general could be monitored.

As Google is capable of tracking traffic to your site you should closely monitor small amount of copy returned in search results. Ideally you want to integrate a call to action in there to increase CTR.