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Google Freshness and Real Time Ranking Factors - John Shehata
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Google Freshness and Real Time Ranking Factors - John Shehata


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  • 1. Tapping Into Google’s Love Of Freshness John Shehata (@JShehata) Director of SEO & Social Media @ Advance Internet Oct, 2010 SEO Friendly Spider @JShehata Slide 1
  • 2. CONDÉ NAST @JShehata Slide 2
  • 3. Advance Internet @JShehata Slide 3
  • 4. Newspapers @JShehata Slide 4
  • 5. Does Google Care about “Freshness” ? @JShehata Slide 5
  • 6. Absolutely …  Google caffeine / mayday update  Google reindexing news (within 12 hours)  Google offering “more search tools”   Pubsubhubbub (PuSH) “near instant” @JShehata Slide 6
  • 7. Google Freshness Boost @JShehata Slide 7
  • 8. How Google Determines “Hotness”? @JShehata Slide 8
  • 9. Sudden Increase (spike) in  Search Query Demand  Number of Blog Posts  Hot Topics in News  Social Trends  Other signal @JShehata Slide 9
  • 10. Ranking Factors for Real-Time @JShehata Slide 10
  • 11. @JShehata Slide 11
  • 12. Traditional Ranking Factors  Real-Time search:  Showing the most relevant up-to-date content for a topic of recently increased interest.  They are similar to traditional ranking factors.  Author Quality + Site Authority/Trust + Relevancy  Ranking for fresh content: adjust ranking algorithms  For most newly-discovered content, many traditional ranking signals do not exist or are weak (e.g. anchor text)  Google RealTime Includes “Twitter, Facebook, MySpace, Google buzz, YouTube, TwitPic … “  Twitter tweets FriendFeed updates  Google News links Jaiku updates  Google Blog Search links Google Buzz posts  MySpace updates TwitArmy updates  Freshly updated web pages updates  Newly created web pages Facebook fan page updates @JShehata Slide 12
  • 13. Traditional Ranking Signals: New Ranking Signals: • Domain authority • user authority • Blogging freshness • microblogging freshness • Number of Inbound Links • number of followers • Quality of links • Quality of followers • Inbound links vs. outbound links • ratio of followers in contrast to the number of people followed • Linking to bad : good neighborhoods • URL Real-Time Resolution • # of people retweeting what you said in the last minute, hour, day … @JShehata Slide 13
  • 14. Reputation & Popularity  It is not about HOW MANY followers you have, but by how REPUTABLE those followers are.  having followers with authority theoretically helps your tweets rank higher in Google real-time search.  "You earn reputation, and then you give reputation. If lots of people follow you, and then you follow someone--then even though this [new person] does not have lots of followers, his tweet is deemed valuable because his followers are themselves followed widely” Amit Singhal @JShehata Slide 14
  • 15. Influence / Impact  Influence is the likelihood that a Twitter user will either A) retweet something the user has written or B) reference the user. » The number of followers a user has » The number of unique references and citations of the user in Twitter » The frequency at which the user is uniquely retweeted » The frequency at which the user is uniquely retweeting other people » The relative frequency at which the user posts updates @JShehata Slide 15
  • 16. @Google vs. @Bing @JShehata Slide 16
  • 17. @JShehata Slide 17
  • 18. Other Possible factors  Recent Activity : Google pays more attention to accounts with more activity?  User name: keywords in your user name might also help.  Age: since age plays a big role in Google search engine ranking, it’s possible that more established Twitter accounts will outrank the newer ones.  External links: links to your @account from (reputable) non-social media sites should boost reputation as far as Google is concerned.  Tweet Quantity: the more you tweet, the better chance you’ve got to be seen in Google real-time search results.  Ratios of followed vs follow: a close ratio between the two can raise a red flag.  Lists: it might also matter in how many lists you appear. @JShehata Slide 18
  • 19. So, Now What? @JShehata Slide 19
  • 20.  Check the firehose @JShehata Slide 20
  • 21.  Target Influential Users @JShehata Slide 21
  • 22.  Get Your Fans/Customers to Share Your Brand on Social Services » Tip: Limit Sharing options » Make it Easy for your readers to share your links, tweets and status updates. @JShehata Slide 22
  • 23.  Encourage retweets  tweeting content of 120 characters or less so you can save room for the RT @ Username that is added when someone passes along your message to their followers.  (tip) Don’t update multiple accounts, reTweet instead @JShehata Slide 23
  • 24. @JShehata Slide 24
  • 25. It is not about tweets, it is about Retweeted Links First Mention 254 Mentions @JShehata Slide 25
  • 26. Number of Mentions @JShehata Slide 26
  • 27.  Produce Content that Appeals to Social-Savvy Audiences  Employ Content that encourages New Users To Engage Socially  Connect your social profiles  Attract reputable, topically-related followers  Monitor & Track Hot Trends/Buzz  The first 42 characters of the Tweet determines the title tag in Google, so be sure to select these characters carefully.  Write keyword-rich tweets whenever possible, without sounding spammy @JShehata Slide 27
  • 28. How to identify Hot Trends?  Google Hot Trends  Google Insights  Bing xRank  Surchur  Crowdeye  oneriot @JShehata Slide 28
  • 29. Google Insights  Plan for seasonal keyword trends  Editorial calendar for your SEO Planned Events/News » Madness NCAA Tournament » State of the Union » Tax Season » Black Friday » Tiger Woods Apology Press Conference » Health care debate @JShehata Slide 29
  • 30. Google Insights  Movie Reviews Saturday @JShehata Slide 30
  • 31. Google Hot Trends @JShehata Slide 31
  • 32. Google News  In The News  Google News Suggest @JShehata Slide 32
  • 33. How do Online Users Search for News? Entities  People (Susan Boyle, Adam Lambert, Michael Jackson, ..)  Places (Iraq, Iran, North Korea, ..)  Events/Shows (Jon and Kate, WWE, NASCAR, World Cup, Euro 2008, ..)  Hot Subjects & Crisis (Swine Flu, Inauguration, San Diego Fires, Virginia Tech, ..)  Organizations (CIA, Federal Reserve, US Supreme Court, Writers Guild of America) @JShehata Slide 33
  • 34. Avoid Looking Spammy  Do not create content with multiple buzzing terms  Do not abuse shortening services for spam links  Do not go overboard using Twitter #hashtags – Search Engines will eliminate your tweet from search if you use too many because it “looks bad”  Spammy looking tweet streams will be eliminated from search  Don’t use same IP address for different twitter accounts @JShehata Slide 34
  • 35. Tracking Traffic  Google » o_JyiDQ&ved=0CIwBELAHMAQ&usg=AFQjCNFragMhVyoIrVLoZ_a4DmoyTPN XBw @JShehata Slide 35
  • 36. John Shehata  Director of SEO & Social Media  Advance Internet  Follow Me  @JShehata  @JShehata Slide 36