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Transcript of Seo
State of SearchWhere We Are, Where We’re Headed
and How to Win
Gillian MuessigPresident & Co-Founder, SEOmoz
http://www.seomoz.org/blog/director-of-bing-discusses-holistic-search-and-clickstream-data-whiteboard-friday
“Essentially, we've been doing the same kind of search now for over a decade, right? It's basically anchor text and PageRank and inbound links, and that's how we've kind of decided what page is best for a particular term… But there are signals beyond this.”
Stefan Weitz, Director for Bing Search
http://www.nytimes.com/2011/02/11/business/media/11search.html
Matt Cutts, Head of Web Spam, Google
“One piece of advice I give to SEO masters is, don’t chase after Google’s algorithm, chase after your best interpretation of what users want, because that’s what Google’s chasing after,”
http://www.nytimes.com/2011/02/11/business/media/11search.html
Rand Fishkin, the Wizard of Moz
Every 3-4 years, there's a big shift or addition to the key metrics Google (and, to a lesser extent MSN/Bing and Yahoo!) uses to order competitive search results.1996-1999: On-page keyword usage + meta data1999 - 2002: PageRank + On-page2002 - 2005: Anchor text + Domain name + PageRank + On-Page2005 - 2009: Domain authority + Diversity of linking domains + Topic modeling + Anchor text + Domain name + PageRank + On-Page
Ranking Correlations Signals Today
Negative Correlations
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
URL Length
.com TLD extension
Query Matching in Domain Name
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
Contains All Query Terms in Domain Name
Exact MatchHyphenated Domain
Exact Match Domain
Exact Match Domains by TLD Extension
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
Exact Match .org
Exact Match .net
Exact Match .com
Exact Match
Keywords in Domain
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
All Keywords inSubdomain
Exact Match .*
On Page Keyword Usage
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
KWs in Body
KWs in Alt Attribute
KWs in H1 Tag
KWs in URL
KWs in Title
TLD Extensions
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
.gov
.edu
.info
.net
.org
.com
Length of Domain, URL & Content
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
Content Length(tokens in body)
URL Length(chars)
Domain NameLength (chars)
Website Home Pages
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
Exact Match Domain
Home Page of Site
Features w/Highest Correlation
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
Number of Links
Domains Linkingw/Exact Match
Exact Match Domain
# of LinkingRoot Domains
Exact Match.com Domains
Link Attribute Correlations Today
Diversity of Domains + Linking C-Blocks
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
# of Linking Root Domains to URL
# of Links to URL
Anchor Text
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.nytimes.com/2011/02/11/business/media/11search.html
# of Links w/ exact match anchor text
# of linking root domains w/ exact match anchor text
Features of Linking Pages
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlData via http://www.opensiteexplorer.org
Features of Linking Domains
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlData via http://www.opensiteexplorer.org
Topic Modeling
Topic Modeling
Topic models provide a simple way to analyze large volumes of unlabeled text.
A "topic" consists of a cluster of words that frequently occur together.
Topic Modeling
http://neoformix.com/archive.html
Using contextual clues, topic models can connect words with similar meanings and distinguish between uses of words with multiple meanings.
http://www.stanford.edu/~kaisa/research.html
Why Engines Need Topic Modeling
Term Frequency & Inverse Document Frequency
Co-Occurence
Topic Modeling
Content-related signals require the ability to determine INTENT
Rock or baseball?Are you SURE?
If Your Response Is…
Simplistic Term Vector Model
Correlation Is Strong
Correlation Is Strong Standard Deviation
Causation? Not So Fast!
Perhaps, good links are more likely to point to pages that are more "relevant" via a topic model or some other aspect of Google's algorithm that we don't yet understand naturally biases towards these.
LDA Tool in the Labs
URL input box
It’s Relative
•Don't presume that getting a 15% or a 20% is a terrible result
•Some queries simply won't produce results that fit remarkably well with given topics
Out of the SERPs!
Keyword spamming might improve your LDA score, …but not your rankings
Compare Your Friends
There’s Still Lots of Work to Do
• Correlations are good, but don’t get carried away – we haven’t reversed the algo
• We have built a tool to help grade & improve page content
• YOUR in-field results will tell us whether it can really help improve rankings
Link Building Signals of the Future
Social Signals
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
Page A646 links from 36 root domains
2 tweets
Page B1 link from 1 root domain
522 tweets
Social Signals
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
Page A646 links from 36 root domains
2 tweets
Page B1 link from 1 root domain
522 tweets
Page B – the tweeted version –
ranks #1!
Social Signals
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study
Social Signals
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study#jtc133590
Author Authority
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
Danny Sullivan: Do you try to calculate the authority of someone who tweets that might be assigned to their Twitter page. Do you try to “know,” if you will, who they are?
Google: Yes we do compute and use author quality. We don’t know who anyone is in real life :-)
Bing: Yes. We do calculate the authority of someone who tweets. For known public figures or publishers, we do associate them with who they are. (For example, query for Danny Sullivan)
Brand Signals
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/the-next-generation-of-ranking-signals
Brands Generics
• Have real people working at a physical address
• Have authentic, followed social accounts
• Display obvious, robust contact information
• Register with government/civic organizations
• Receive traffic from diverse sources
• Generate branded search query volume
• Run offline marketing/advertising campaigns
• Often exist only online
• Rarely have significant social accounts
• Frequently use email forms only
• Stay “under the radar”
• Search is often 90%+ of traffic
• Have little-no branded search demand
• Ignore the offline world
Domain Name / Brand Name “Mentions”
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/labs/blogscape
Depreciation/Filtering of Anchor Text
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/a-recommendation-for-googles-webspam-team
Some Future-Looking Link Building Tactics I Love
Q+A Sites
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.readwriteweb.com/archives/question_and_answer_sites.php
Building Your Own Social Community
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://mashable.com/2010/11/15/biggest-facebook-brands/
Media Coverage
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.madetostick.com/excerpts/
Comment Marketing
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy
Competitive Analysis of Top “Brands”
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.opensiteexplorer.org
Where do these brands earn their links?
Facebook page
Blippr?
Crunchbase profile
App profile on Blackberry
Twitter account
BusinessWeek Profile
Chrome Extension
Mashable Article
Investigating Brand “Mention” Sources
Q+AGillian Muessig, President & Co-Founder, SEOmoz
• Twitter: @SEOmom
• Blog: www.seomoz.org/blog
• Email: [email protected]
You can now try SEOmoz PRO Free!http://www.seomoz.org/freetrial