Tapping Into Google’s Love Of Freshness

                 John Shehata (@JShehata)
                    Director of SEO & S...
CONDÉ NAST




@JShehata         Slide 2
Advance Internet




@JShehata               Slide 3
Newspapers




@JShehata         Slide 4
Does Google Care about
        “Freshness” ?



@JShehata           Slide 5
Absolutely …


      Google caffeine / mayday update
      Google reindexing news (within 12 hours)
      Google offeri...
Google Freshness Boost




@JShehata                 Slide 7
How Google Determines
         “Hotness”?



@JShehata           Slide 8
Sudden Increase (spike) in
    Search Query Demand
    Number of Blog Posts
    Hot Topics in News
    Social Trends
 ...
Ranking Factors for
                Real-Time



@JShehata                   Slide 10
@JShehata   Slide 11
Traditional Ranking Factors

          Real-Time search:
              Showing the most relevant up-to-date content for ...
Traditional Ranking Signals:            New Ranking Signals:
   • Domain authority                      • user authority
 ...
Reputation & Popularity

    It is not about HOW MANY followers you have, but by how
     REPUTABLE those followers are.
...
Influence / Impact

      Influence is the likelihood that a Twitter user will either A) retweet something
       the use...
@Google vs. @Bing




@JShehata           Slide 16
@JShehata   Slide 17
Other Possible factors

      Recent Activity : Google pays more attention to accounts with more activity?

      User n...
So, Now What?




@JShehata               Slide 19
   Check the firehose




@JShehata                   Slide 20
   Target Influential Users http://www.pulseofthetweeters.com/




@JShehata                                             ...
   Get Your Fans/Customers to Share
       Your Brand on Social Services

        » Tip: Limit Sharing options

        »...
   Encourage retweets
        tweeting content of 120 characters or less so you can save room for the RT @
          Use...
@JShehata   Slide 24
It is not about tweets, it is about Retweeted Links

                                                                 Firs...
Number of Mentions




@JShehata            Slide 26
   Produce Content that Appeals to Social-Savvy Audiences

      Employ Content that encourages New Users To Engage Soci...
How to identify Hot Trends?

      Google Hot Trends
      Google Insights
      Bing xRank
      Surchur
      Crowd...
Google Insights

      Plan for seasonal keyword trends
      Editorial calendar for your SEO Planned Events/News
      ...
Google Insights

      Movie Reviews




                       Saturday




@JShehata                         Slide 30
Google Hot Trends
       http://www.google.com/trends/hottrends




@JShehata                                       Slide ...
Google News

      In The News




      Google News Suggest




@JShehata                    Slide 32
How do Online Users Search for News?



                                       Entities
                                  ...
Avoid Looking Spammy

      Do not create content with multiple buzzing terms

      Do not abuse shortening services fo...
Tracking Traffic




      Google
        » http://www.google.com/url?q=http://bit.ly/aEo5DC&sa=X&ei=_OANTPjPFsLpnQf
    ...
John Shehata

               Director of SEO & Social Media
               Advance Internet
               jshehata@adv...
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Google Freshness and Real Time Ranking Factors - John Shehata

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Transcript of "Google Freshness and Real Time Ranking Factors - John Shehata"

  1. 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. 2. CONDÉ NAST @JShehata Slide 2
  3. 3. Advance Internet @JShehata Slide 3
  4. 4. Newspapers @JShehata Slide 4
  5. 5. Does Google Care about “Freshness” ? @JShehata Slide 5
  6. 6. Absolutely …  Google caffeine / mayday update  Google reindexing news (within 12 hours)  Google offering “more search tools”  google.com/realtime  Pubsubhubbub (PuSH) “near instant” http://code.google.com/p/pubsubhubbub/ @JShehata Slide 6
  7. 7. Google Freshness Boost @JShehata Slide 7
  8. 8. How Google Determines “Hotness”? @JShehata Slide 8
  9. 9. Sudden Increase (spike) in  Search Query Demand  Number of Blog Posts  Hot Topics in News  Social Trends  Other signal http://www.google.com/trends @JShehata Slide 9
  10. 10. Ranking Factors for Real-Time @JShehata Slide 10
  11. 11. @JShehata Slide 11
  12. 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 Identi.ca updates  Newly created web pages Facebook fan page updates @JShehata Slide 12
  13. 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. 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. 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. 16. @Google vs. @Bing @JShehata Slide 16
  17. 17. @JShehata Slide 17
  18. 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. 19. So, Now What? @JShehata Slide 19
  20. 20.  Check the firehose @JShehata Slide 20
  21. 21.  Target Influential Users http://www.pulseofthetweeters.com/ @JShehata Slide 21
  22. 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. 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. 24. @JShehata Slide 24
  25. 25. It is not about tweets, it is about Retweeted Links First Mention 254 Mentions @JShehata Slide 25
  26. 26. Number of Mentions @JShehata Slide 26
  27. 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. 28. How to identify Hot Trends?  Google Hot Trends  Google Insights  Bing xRank  Surchur  Crowdeye  oneriot @JShehata Slide 28
  29. 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. 30. Google Insights  Movie Reviews Saturday @JShehata Slide 30
  31. 31. Google Hot Trends http://www.google.com/trends/hottrends @JShehata Slide 31
  32. 32. Google News  In The News  Google News Suggest @JShehata Slide 32
  33. 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. 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. 35. Tracking Traffic  Google » http://www.google.com/url?q=http://bit.ly/aEo5DC&sa=X&ei=_OANTPjPFsLpnQf o_JyiDQ&ved=0CIwBELAHMAQ&usg=AFQjCNFragMhVyoIrVLoZ_a4DmoyTPN XBw @JShehata Slide 35
  36. 36. John Shehata  Director of SEO & Social Media  Advance Internet  jshehata@advance.net Follow Me  @JShehata  John-Shehata.com @JShehata Slide 36

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