Sphere orders the blog posts by relevance. First, it looks at link structures. For example, Om Malik is an authoritative blogger on telecom matters, enjoying numerous links from other well-known bloggers on the topic. If Om points to a blogger also writing about telecom, Sphere awards that blogger a boost in his relevance ranking, and his posts are considered are ranked higher. But if Om Malik goes off on a tangent, and posts something about the Yankees, he is no longer an expert. Sphere treats any links by Om to bloggers writing on the Yankees as less important. Sphere does this by doing a semantic analysis of the blog posts.