seomoz search engine ranking factors today & tomorrow (mar 11)
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State of SearchWhere We Are, Where Were Headed
and How to Win
Gillian Muessig
President & Co-Founder, SEOmoz
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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 ofdecided what page is best for a
particular term But there are
signals beyond this.
Stefan Weitz, Director for Bing Search
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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, dont chase
after Googles algorithm,
chase after your best
interpretation of what userswant, because thats what
Googles chasing after,
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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 data
1999 - 2002: PageRank + On-page
2002 - 2005: Anchor text + Domain
name + PageRank + On-Page
2005 - 2009: Domain authority +
Diversity of linking domains + Topicmodeling + Anchor text + Domain
name + PageRank + On-Page
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Ranking Correlations Signals Today
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Negative Correlations
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
http://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
URLLength
.com TLD extension
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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 Match
Hyphenated Domain
Exact Match
Domain
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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
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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 in
Subdomain
Exact Match .*
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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
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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
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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)
URLLength
(chars)
Domain Name
Length (chars)
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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
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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 ofLinks
Domains Linking
w/Exact Match
Exact Match
Domain
# ofLinkingRoot Domains
Exact Match
.com Domains
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Link Attribute Correlations Today
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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
# ofLinking Root
Domains to URL
# ofLinks to URL
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Anchor Text
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.nytimes.com/2011/02/11/business/media/11search.html
# ofLinks w/ exact
match anchor text
# of linking root domains w/
exact match anchor text
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Features of Linking Pages
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlData via http://www.opensiteexplorer.org
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Features of Linking Domains
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlData via http://www.opensiteexplorer.org
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Topic Modeling
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Topic Modeling
Topic models provide a simple
way to analyze large volumes of
unlabeled text.
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A "topic" consists of
a cluster of wordsthat frequently occur
together.
Topic Modeling
http://neoformix.com/archive.html
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Using contextual clues,topic models can connect words with
similarmeaningsand distinguish
between uses of words withmultiplemeanings.
http://www.stanford.edu/~kaisa/research.html
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Why Engines Need Topic ModelingWhy Engines Need Topic Modeling
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Term Frequency & Inverse Document FrequencyTerm Frequency & Inverse Document Frequency
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CoCo--OccurenceOccurence
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Topic ModelingTopic Modeling
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Content-relatedsignalsrequire
theabilitytodetermine INTENT
Rock or baseball?
Are you SURE?
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If Your Response Is
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SimplisticTerm Vector Model
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Correlation IsStrong
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Correlation IsStrongStandard
Deviation
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Causation? NotSo Fast!
Perhaps, good links are more likely to
point to pages that are more "relevant"via a topicmodelor some other aspect
of Google's algorithm that we
don't yet understand naturally
biases towards these.
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LDAToolintheLabs
URL input box
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Its 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
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OutoftheSERPs!
Keyword spamming mightimprove your LDA score,
but not your rankings
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C
ompareYour
Friend
s
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TheresStillLotsof WorktoDo
Correlations are good, but dont
get carried away we havent
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
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Link Bu
ilding Signals of theFu
tu
re
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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
PageA
646 links from 36 root domains
2 tweets
Page B
1 link from 1 root domain
522 tweets
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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
PageA
646 links from 36 root domains
2 tweets
Page B
1 link from 1 root domain
522 tweets
Page B the
tweeted version
ranks #1!
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Social Signals
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study
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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
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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 dont 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 forDanny Sullivan)
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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
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Domain Name / Brand Name Mentions
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/labs/blogscape
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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
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Some Future-Looking Link Building
Tactics I Love
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Q+A Sites
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.readwriteweb.com/archives/question_and_answer_sites.php
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Building YourOwn Social Community
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://mashable.com/2010/11/15/biggest-facebook-brands/
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Media Coverage
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.madetostick.com/excerpts/
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Comment Marketing
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy
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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?
I ti ti B d M ti S
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Fac k ag
li r?
r c as r fil
r fil lack rry
T itt r acc t
si ss k r fil
r Ext si
Mas a l rticl
Investigating Brand Mention Sources
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Q+A
Gillian 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
You can now try SEOmoz PRO Free!
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