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Google ranking-evolution-2011-

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Learn all about Google Ranking

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    Google ranking-evolution-2011- Google ranking-evolution-2011- Presentation Transcript

    • WWW.WEBSEOCHANNELS.COM
      The Evolution of Google RankingsHow Google’s algorithm has changed over the years and where it’s heading in the future
      Rand Fishkin, SEOmoz CEO, March 2011
    • WWW.WEBSEOCHANNELS.COM
      At SEOmoz, we make SOFTWARE!! We don’t offer any consulting.
    • WWW.WEBSEOCHANNELS.COM
      Ranking in Google: 1999-2002
    • WWW.WEBSEOCHANNELS.COM
      On-Page Optimization
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
    • WWW.WEBSEOCHANNELS.COM
      PageRank
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.elliance.com/aha/infographics/Google-PageRank-Explained.aspx
    • WWW.WEBSEOCHANNELS.COM
      PageRank
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/the-science-of-ranking-correlations
    • WWW.WEBSEOCHANNELS.COM
      Ranking in Google: 2003 - 2005
    • WWW.WEBSEOCHANNELS.COM
      Anchor Text
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/learn-seo/anchor-text
    • WWW.WEBSEOCHANNELS.COM
      From 1999 – 2008, What Page Ranked #1for the Queries “Exit” and “Leave”?
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363
    • WWW.WEBSEOCHANNELS.COM
      From 1999 – 2008, What Page Ranked #1for the Queries “Exit” and “Leave”?
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363
    • WWW.WEBSEOCHANNELS.COM
      Keyword Match Domain Names
      http://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited
    • WWW.WEBSEOCHANNELS.COM
      Registration & Historical Information
      http://www.seobythesea.com/?p=1121
    • WWW.WEBSEOCHANNELS.COM
      Topic Modeling
      LDA correlates w/ Google rankings better than any other on-page feature
      http://www.seomoz.org/blog/content-optimization-revisiting-topic-modeling-lda-our-labs-tool
    • WWW.WEBSEOCHANNELS.COM
      Ranking in Google: 2006 - 2009
    • WWW.WEBSEOCHANNELS.COM
      Domain Authority
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/whiteboard-friday-domain-authority-page-authority-metrics
    • WWW.WEBSEOCHANNELS.COM
      Diversity of External Link Sources
      http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links
    • WWW.WEBSEOCHANNELS.COM
      Nofollow, Sitemaps & Webmaster Tools
      http://www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow
    • WWW.WEBSEOCHANNELS.COM
      Search Quality Raters
      http://www.seobook.com/archives/000915.shtml
    • WWW.WEBSEOCHANNELS.COM
      Ranking in Google: 2009 - 2011
    • WWW.WEBSEOCHANNELS.COM
      Twitter Data
      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 
      http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
    • WWW.WEBSEOCHANNELS.COM
      Twitter Data
      Page A
      646 links from 36 root domains
      2 tweets
      Page B
      1 link from 1 root domain
      522 tweets
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
    • WWW.WEBSEOCHANNELS.COM
      Twitter Clearly Influencing Google
      Page B – the tweeted version – ranks #1!
      Page A
      646 links from 36 root domains
      2 tweets
      Page B
      1 link from 1 root domain
      522 tweets
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
    • WWW.WEBSEOCHANNELS.COM
      Twitter Data is Very Powerful in QDF
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study
    • WWW.WEBSEOCHANNELS.COM
      Don’t Try Abusing Twitter for SEO
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study#jtc133590
    • WWW.WEBSEOCHANNELS.COM
      Author Authority
      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?
      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)
      Google: Yes we do compute and use author quality. We don’t know who anyone is in real life :-)
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
    • WWW.WEBSEOCHANNELS.COM
      Facebook Likes & Shares
      http://www.seomoz.org/blog/facebook-marketing-ultimate-guide
    • WWW.WEBSEOCHANNELS.COM
      Brand 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
      http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
    • WWW.WEBSEOCHANNELS.COM
      Entity Association
      http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
    • WWW.WEBSEOCHANNELS.COM
      User & Usage Behavior
      http://www.quora.com/Did-Bing-intentionally-copy-Googles-search-results
    • WWW.WEBSEOCHANNELS.COM
      How the Search Ranking Factors Have Changed in the Eyes of Experts
    • WWW.WEBSEOCHANNELS.COM
      http://www.seomoz.org/article/search-ranking-factors
    • WWW.WEBSEOCHANNELS.COM
      New data will be available on SEOmoz in April, 2011
    • WWW.WEBSEOCHANNELS.COM
      Big Changes from 2009 to 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)
      The new version of the ranking factors will be online in April, 2011
    • WWW.WEBSEOCHANNELS.COM
      A Look at Google’s “Farmer”(aka “Panda”) Update
    • WWW.WEBSEOCHANNELS.COM
      Sites that Lost Visibility
      http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
    • WWW.WEBSEOCHANNELS.COM
      Sites that Gained Visibility
      http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
    • WWW.WEBSEOCHANNELS.COM
      From the Mouths of Googlers
      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.
      http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1
    • WWW.WEBSEOCHANNELS.COM
      From the Mouths of Googlers
      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.
      http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1
    • WWW.WEBSEOCHANNELS.COM
      Links Didn’t Seem to Have Much Impact
      http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
    • WWW.WEBSEOCHANNELS.COM
      How Google’s Interface Has Evolved
    • WWW.WEBSEOCHANNELS.COM
      Old Google SERPs
    • WWW.WEBSEOCHANNELS.COM
      Google SERPs Today
    • WWW.WEBSEOCHANNELS.COM
      Google SERPs Tomorrow
    • WWW.WEBSEOCHANNELS.COM
      How Search Marketers Can Evolve
    • WWW.WEBSEOCHANNELS.COM
      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
      Directory Link Building
      Keyword-Variant Abuse
      Reciprocal Link Pages
      Paid Links w/ Manipulative Anchor Text
      Sitewide, Footer Links
      Navigation for Engines, Not Humans
      Low Cost/Quality, Outsourced Content
      Generic Design and Layout
      Anchor-Text Rich Internal Links
      Anonymous Contact Forms
      Keyword Stuffed Titles + Pages
      Ad Blocks Dominating the Page
      It’s great to do good SEO, just don’t look like the only reason the site exists is to draw Google traffic
    • WWW.WEBSEOCHANNELS.COM
      Become a “Brand”
      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
      http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
    • WWW.WEBSEOCHANNELS.COM
      Find Where Top Brands Earn Citations
      Where do these brands earn their links?
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.opensiteexplorer.org
    • Investigate Brand “Mention” Sources
      WWW.WEBSEOCHANNELS.COM
      Facebook page
      Blippr?
      Crunchbase profile
      App profile on Blackberry
      Twitter account
      BusinessWeek Profile
      Chrome Extension
      Mashable Article
    • WWW.WEBSEOCHANNELS.COM
      Focus on the User, But Don’t Forget the Engines
      http://www.nytimes.com/2011/02/11/business/media/11search.html
    • WWW.WEBSEOCHANNELS.COM
      Take Advantage of New Opportunities
      http://googlewebmastercentral.blogspot.com/2009/05/introducing-rich-snippets.html
    • WWW.WEBSEOCHANNELS.COM
      Take Advantage of New Opportunities
      http://www.9e3k.com/9e3k/monday-meme-yoda-spreads-some-9e3k-love/
    • WWW.WEBSEOCHANNELS.COM
      Take Advantage of New Opportunities
      http://outspokenmedia.com/social-media/quora-hipsters/
    • WWW.WEBSEOCHANNELS.COM
      Embrace All of Inbound Marketing
      News/Media/PR
      SEO
      Email
      Research/White Papers
      Blogs + Blogging
      Infographics
      Comment Marketing
      Social Networks
      Online Video
      INBOUND MARKETING!(AKA all the “free” traffic sources)
      Webinars
      Forums
      Document Sharing
      Social Bookmarking
      Word of Mouth
      Podcasting
      Direct/Referring Links
      Type-In Traffic
      Q+A Sites
    • WWW.WEBSEOCHANNELS.COM
      Q+A
      Naveed Ahmed, CEO Web SEO Channels
      • Email: webseochannels@gmail.com
      You can now try SEO Chain Free!
      http://www.webseochannels.com
    • WWW.WEBSEOCHANNELS.COM
      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