SEOmoz: The Future of Great Links
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Transcript of SEOmoz: The Future of Great Links
The Future of Great LinksWhere link analysis is heading and how marketers can
win today and tomorrow.
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,”
Link Building Signals 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 / Topical Relationship?
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated
TL;DR – Quantity & Quality of Links
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.slideshare.net/randfish/big-budget-link-building-advanced-analysis-5566731
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+ARand Fishkin, CEO & Co-Founder, SEOmoz
• Twitter: @randfish
• Blog: www.seomoz.org/blog
• Email: [email protected]
You can now try SEOmoz PRO Free!http://www.seomoz.org/freetrial