What is Link Analysis?
Link analysis is a data analysis technique used in network theory that is used to evaluate the relationships or connections between network nodes. These relationships can exist between different types of objects (nodes), including people, organizations, and even transactions.
Link analysis is essentially a type of knowledge discovery that can be used to visualize data to enable better analysis, especially in relation to links, whether web links or relational links between people or between different entities. Link analysis is often used in search engine optimization as well as in intelligence, security analysis and in market and medical research.
Link analysis is literally about analyzing the connections between objects, regardless of whether they are physical, digital or relational. This requires careful data collection. For example, in the case of a website that needs to analyze all the links and backlinks present, a tool would have to search through all of the HTML and various scripts on the page and then track all the links found in the correct order to determine what type of links are present and whether they are active or dead. This information can be very important for search engine optimization because the analyst can determine whether the search engine can actually find and index the website.
In network analysis, link analysis can include determining the integrity of the link between each network node by analyzing the data traversing the physical or virtual links. With the data, analysts can find bottlenecks and possible error areas and correct them more quickly or even help with network optimization.
Link analysis has three main purposes:
Find matches for known patterns of interest between related objects.
Find anomalies by detecting broken known patterns.
Find new patterns of interest (for example, in social networks and marketing and business intelligence).