Google ranking-evolution-2011-110312032701-phpapp01
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Google ranking-evolution-2011-110312032701-phpapp01 Google ranking-evolution-2011-110312032701-phpapp01 Presentation Transcript

  • The Evolution of Google Rankings How Google’s algorithm has changed over the years and where it’s heading in the future Rand Fishkin, SEOmoz CEO, March 2011
  • At SEOmoz, we make SOFTWARE!! We don’t offer any consulting.
  • Ranking in Google: 1999-2002
  • On-Page Optimization http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
  • PageRank http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.elliance.com/aha/infographics/Google-PageRank-Explained.aspx
  • PageRank http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/the-science-of-ranking-correlations
  • Ranking in Google: 2003 - 2005
  • Anchor Text http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/learn-seo/anchor-text
  • http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html From 1999 – 2008, What Page Ranked #1 for the Queries “Exit” and “Leave”? http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363
  • http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html From 1999 – 2008, What Page Ranked #1 for the Queries “Exit” and “Leave”? http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363
  • Keyword Match Domain Names http://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited
  • Registration & Historical Information http://www.seobythesea.com/?p=1121
  • Topic Modeling http://www.seomoz.org/blog/content-optimization-revisiting-topic-modeling-lda-our-labs-tool LDA correlates w/ Google rankings better than any other on-page feature
  • Ranking in Google: 2006 - 2009
  • Domain Authority http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/whiteboard-friday-domain-authority-page-authority-metrics
  • Diversity of External Link Sources http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links
  • Nofollow, Sitemaps & Webmaster Tools http://www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow
  • Search Quality Raters http://www.seobook.com/archives/000915.shtml
  • Ranking in Google: 2009 - 2011
  • Twitter Data http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389 Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non- nofollowed links that may naturally result from it? Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article
  • Twitter Data 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 A 646 links from 36 root domains 2 tweets Page B 1 link from 1 root domain 522 tweets
  • Twitter Clearly Influencing Google 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 A 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!
  • Twitter Data is Very Powerful in QDF http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study
  • Don’t Try Abusing Twitter for SEO 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)
  • Facebook Likes & Shares http://www.seomoz.org/blog/facebook-marketing-ultimate-guide
  • Brand Signals http://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
  • Entity Association http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
  • User & Usage Behavior http://www.quora.com/Did-Bing-intentionally-copy-Googles-search-results
  • How the Search Ranking Factors Have Changed in the Eyes of Experts
  • http://www.seomoz.org/article/search-ranking-factors
  • New data will be available on SEOmoz in April, 2011
  • Big Changes from 2009 to 2011 The new version of the ranking factors will be online in April, 2011 • Link-Based Factors are no longer 60%+ of the equation! • Social Data is perceived to be a significant player • Page-Level Link Metrics Fell the Most (43% - 22%) • Keyword-Level Domain Metrics, Brand Data + Social Rose • The Survey itself asked for more detail/specificity (which may be responsible for some of these shifts)
  • A Look at Google’s “Farmer” (aka “Panda”) Update
  • Sites that Lost Visibility http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
  • Sites that Gained Visibility http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
  • From the Mouths of Googlers http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1 Wired.com: How do you recognize a shallow-content site? Singhal: (W)e asked the raters questions like: “Would you be comfortable giving this site your credit card? Would you be comfortable giving medicine prescribed by this site to your kids?” Cutts: (Using) a rigorous set of questions, everything from. “Do you consider this site to be authoritative? Would it be okay if this was in a magazine? Does this site have excessive ads?” Singhal: And based on that, we basically formed some definition of what could be considered low quality.
  • From the Mouths of Googlers http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1 Wired.com: But how do you implement that algorithmically? Cutts: I think you look for signals that recreate that same intuition, that same experience that you have as an engineer and that users have. Singhal: You can imagine in a hyperspace a bunch of points, some points are red, some points are green, and in others there’s some mixture. Your job is to find a plane which says that most things on this side of the place are red, and most of the things on that side of the plane are the opposite of red.
  • Links Didn’t Seem to Have Much Impact http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
  • How Google’s Interface Has Evolved
  • Old Google SERPs
  • Google SERPs Today
  • Google SERPs Tomorrow
  • How Search Marketers Can Evolve
  • Don’t “Look” Like a Content Farm http://www.suite101.com/content/canada-awarded-fifa-2015-womens-world-cup-of-soccerfootball-a356303
  • Don’t “Look” Like a Content Farm http://hubpages.com/hub/WomensFashionsofthe1920-FlappersandtheJazz-Age
  • Watch Out for “Classic” SEO Tactics It’s great to do good SEO, just don’t look like the only reason the site exists is to draw Google traffic Directory Link Building Sitewide, Footer Links Low Cost/Quality, Outsourced Content Keyword Stuffed Titles + Pages Anchor-Text Rich Internal Links Navigation for Engines, Not Humans Generic Design and Layout Anonymous Contact Forms Ad Blocks Dominating the Page Reciprocal Link Pages Paid Links w/ Manipulative Anchor Text Keyword-Variant Abuse
  • Become a “Brand” http://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
  • Find Where Top Brands Earn Citations 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 Investigate Brand “Mention” Sources
  • Focus on the User, But Don’t Forget the Engines http://www.nytimes.com/2011/02/11/business/media/11search.html
  • Take Advantage of New Opportunities http://googlewebmastercentral.blogspot.com/2009/05/introducing-rich-snippets.html
  • Take Advantage of New Opportunities http://www.9e3k.com/9e3k/monday-meme-yoda-spreads-some-9e3k-love/
  • Take Advantage of New Opportunities http://outspokenmedia.com/social-media/quora-hipsters/
  • Embrace All of Inbound Marketing Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA all the “free” traffic sources) Direct/Referring Links Type-In Traffic Email Document Sharing
  • Q+A Rand Fishkin, CEO & Co-Founder, SEOmoz • Twitter: @randfish • Blog: www.seomoz.org/blog • Email: rand@seomoz.org You can now try SEOmoz PRO Free! http://www.seomoz.org/freetrial
  • Summary of This Presentation The Evolution and Future of Google’s Rankings: • Where Google’s Been in the Past (1999-2010) • New Signals in Google: Social Media, User Data & Brand Signals • The Evolution of the Search Engine Results Interface • What Marketers Must Do to Keep Up with Google’s Evolution