Hello London !Thanks for your time today. I know how valuable time is these days and having your attention for 20-30 minutes is a priviledge.So my talk today is Links, Brand & Reputation on an International Stage, but at its heart I want share some thoughts with you about some new ways in which we might look at what links might tell us.Majestic never set out to be a tool that people would use to try and second guess search engines. We started with – and still maintain nobler ambitions. So what DOES Majesic do?
Majestic is one of the largest web crawlers on the planet. However, at this point, whilst we crawl complete pages, we only take selected data from the pages. In particular, we take information about links on pages, which we then invert from a database optimized to show outbound links from a page, instead we invert the data to be able to show highly detailed information about inbound links to a website.Last month we crawled 1 trillion unique URLs and we also know of over 4 trillion. Now, Google has reported that they know 30 trillion – but this is likely to include images, videos etcetera. So when we compare actual links to a site as reported by Google Webmaster Tools with our own data, we typically see similar numbers, but interestingly, our link list is often very different to Google’s.Unlike Google, who only crawl in bulk from the USA, we use distributed crawling, using ISPs and high bandwidth partners around the world to help collect the data.So we have our own, quite detailed MAP of the internet. For some time, now, I have been looking at this data and setting the challenge – how might we use this data for a higher purpose? What if we took the three letters “SEO” out of our business? How might this data be useful to society?Now there are a huge number of ways that anyone close to our data might answer that challenge – but I think Majestic is currently in a position of discovery. We are discoving our own view of the world and until we mould that view into visual representations, we won’t quite know what information is useful and to who.
So this talk starts with a few questions…“THE WORLD IS GETTING SMALLER… day by day… every day”. Everyone tells me so and I can have Skype calls with people all over the world, just like that. So we are all going to homogeonize and start thknking alike and start talking the same language and start getting along right?My god I hope not – but when you look at the statement “the world is getting smaller” I ask myself if that is really true? Now absolutely – if you have a website, it really doesn’t matter TOO much what country you host the site in, because the content can target any audience. But when I started my first website in 1997 I think, I didn’t choose the cheapesthosting company… or even the one which I felt had the fuzzy friendly branding. I chose the one that had servers in the building I could see on my way to work. I didn’t understand the Internet and I definitely didn’t understand the idea of holding my data on machines I didn’t own, so I thought I would use a company where… if anything went wrong… I could go and knock on their door and… if necessay… copy my data onto a floppy disk and take it home.Now I don’t expect many people use that as their main purchasing decision – but, at a top level, I asked the questions ob th slide….
These questions have been on our minds for a while. Three years ago we had a competition, challenging the Internet public to come up with new ways to look at and use our data. I think we gave away an iPad and we only had seven entries! If you ever see a competition from Majestic, your odds of winning are pretty good, but you may need to actually get creative!The winning entry was Wiep, who combined some of our data with Google Docs. Majestic has always mapped the geographical location of URLs and therefore we can map where in the world (quite literally) links come from. However, the data looked heavily biased to wards the USA, until Wiep then overlayed this data with the Internet usage populations around the world thus re-weighting the charts. This chart was the resulting heat map for where the links to an African news portal came from when weighted in this way.
So we thought it was nice idea and set about giving a project to an intern to go and do something with a world map.Unfortunately the Intern got side tracked.Then he went back to university to finish his degree.Well I am delighted to say he got a first class honors degree and even came back to work at Majestic. So eventually he was able to complete his project, an link maps were launched shortly before this conference.
So having developed a visual representation, is this useful as a business intelligence tool?Well let’s look at a case study. Which city is doing better at promoting itself, Johannesburg or Beijing? And can the link data give us any clues?
A global perspective can be misleading…Here we see the Beijing site to be much stronger than the Johannesburg site in every core metric.But what happens when we plot those 3,542 & 15,014 domains overlaid on a 100X100 scatter chart…
Johannesburg still has strength!
So there is a disconnect between people talking about me in India socially and infrastructure linking to me from India.
What if it was MajesticSEO?
Is the world really gettingsmaller? Can we use server location as a useful signal inbusiness? Can we use where people are talking to better understand brand Do different brands “play” differently through links depending on where the links originate?
Where this talk came fromhttp://wiep.net/talk/link-building/creating-link-maps/
Three years later, we managed to integrate world map into Majestic
Beijing vs. Johannesburg joburg.org.za beijing.gov.cn