Big budget Link Building: Advanced Analysis

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Rand Fishkin's presentation for the face-off against Distilled's Will Critchlow in London at PRO Training 2010.

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Big budget Link Building: Advanced Analysis

  1. Big Budget Link Building:The Brains<br />Rand Fishkin, CEO & Co-founder, SEOmoz<br />October 2010<br />
  2. Part I:Don’t Just Outspend, Outthink<br />
  3. Reverse Engineering the Rankingsin 6 Steps<br />
  4. Step #1:Assemble the Algorithm’s Components<br />
  5. Step #2:Apply to a Single Search Query<br />
  6. Step #3:Repeat on the 100s (or 1000s) of Queries You Care About<br />
  7. http://www.majesticseo.com/support/subscriptions/enterprise-api<br />http://www.seomoz.org/api<br />http://home.zhiwei.li/pagerank/<br />http://www.backtype.com/developers<br />Use APIs + Rank Checking to Automatically Retrieve Data<br />
  8. Step #4:Build a Ranking Model for Your Queries<br />
  9. Simple Version:<br />http://www.seomoz.org/labs_tools/online-regression/<br />
  10. Linear Predictive Model:<br />
  11. Advanced Version: Machine Learning<br />http://www.seomoz.org/blog/googles-algorithm-pretty-charts-math-stuff<br />
  12. Step #5:Create a Scoring System for Comparative Analysis<br />
  13. The scores should be representative of their weight in the model to give a visual sense of what’s necessary to win top rankings.<br />
  14. Step #6:Build the Acquisition Plan<br />
  15. It’s Will’s job to show you how<br />
  16. Part II:Stop Competing. Start Owning.<br />
  17. Why are there Billions of Searches?<br />Billions of Queries<br />
  18. via ~diP on Flickr<br />How is Demand Created?<br />
  19. Inherent Need<br />via dimnikolov on Flickr<br />
  20. AD-FUELEDDEMAND<br />Advertising $300 Billion<br />Online Advertising $24 Billion<br />Search Ads $10.7 Billion<br />Via Interactive Advertising Bureau 2010<br />
  21. You Can Cater to Demand<br />via lumierefl on Flickr<br />
  22. Or…<br />You Can Create Demand<br />
  23. A Case Study in“Making the Market”<br />
  24. DON’T CALL IT “SEO.”<br />
  25. 3250<br />3000<br />2750<br />2500<br />2250<br />2000<br />Sep-10<br />
  26. That’s how you beat Wikipedia & Amazon!<br />
  27. This Presentation<br />(including the Excel worksheet)<br />is on the Web at:<br />www.seomoz.org/dp/london2010<br />

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