An Introduction to Search Engine Algorithms
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Transcript of An Introduction to Search Engine Algorithms
An Introduction to
Search Engine Algorithms
The Search Engines StartedBy Looking Primarily at Keywords
So... We Spammed Keywords
Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras
Then They Used Specific Metricsfor Keyword Usage
And We Spammed Those
In 1998, Google & PageRankArrived on the Scene
PageRank is a Rough Measure of theAuthority and Weight a Web Page Carries
Based on All of the Links Pointing to It
The Algorithm Uses Markov Chaining to HelpCalculate Scoring & Rankings and is Unique
Because it's the First to Measure Links
And... Of Course...We Spam the Hell Out Of It
We Buy Links fromHigh PageRank Domains
We Build Link Networks of Useless, JunkPages to Create Fake PageRank Systems
to Point at the Domains We Control
We Trade Links, Use 3-Way Link Networks &Send Spam Email Telling Webmasters toBoost their PageRank (By Linking to Us)
We Cloak by User-Agent, IP Address & Cookie Acceptance to Hide Our Junky Spam
So Google Innovates...
They Add Algo Pieces Like Anchor Text
I am linking to the best SEO Site - SEOmoz
Anchor Text
And Beef Up Their Spam Fighting Teamsto Shut Down Link Networks
But Those Crafty SEOs...They Keep On Spamming
We Build Robots that Scan the Webfor Unprotected Pages to Place Links
We use Crafty CSS Techniques to HideOur Links & Text
So... The Search Engines Get Smarter
They Assemble Teams of Human QualityRaters to Help ID Spam
They Launch Algorithms SpecificallyTargeted Towards Individual Verticals
And At Long Last, SEOs Begin to Relent
What's Inside
Modern Search Algorithms?
Relevance Detection Systems
Keyword Usage
Title Tags Headlines (H1, H2, H(x)) Text on the Page Link Anchor Text URLs Alt & Meta Tags
Term Vector Models
Intent Matching
Navigational Queries Research Queries Commercial Queries Vertical Queries(news, images, travel, blogs, etc.)
Trust & Popularity Detection Systems
Link Popularity
Popularity & Trust in the Domain External Link Popularity of a Page Internal Link Popularity of a Page Quality & Trust of Inbound Links
Temporal & User Data
Search Query Data Timelines Toolbar Data Clickstream Data Google Analytics Data Feedburner Data Free Wifi Access Data
Spam Detection Systems
Link Spam Detection Content Re-Purposing Detection Content Quality Detection Human Quality Control
And Now, Some
Lessons From Search Algos
It Is Better to Be Big & PopularThan Small & Niche
Those With the Best (or Most Relevant)Content Don't Always Win
Those With the Most “Accessible”(or “Search-Targeted” Content)
Don't Always Win
Those with the Most Link-Worthy, Viral-WorthyContent (that is also “Search Friendly”)
Are Most Likely to “Win”
Q+ATell Me More (about Algos)
Tech Team Bonus!!!More Algo Goodness :)
When 37 Top SEOs were asked:
“What factors matter most at Google?”
What did they say?...
#10 – Most Important Factor
#9 – Most Important Factor
#8 – Most Important Factor
#7 – Most Important Factor
#6 – Most Important Factor
#5 – Most Important Factor
#4 – Most Important Factor
#3 – Most Important Factor
#2 – Most Important Factor
#1 – Most Important Factor
Q+AThis Time We're Actually Finished