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.

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

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Transcript

  • 1. Big Budget Link Building:The Brains
    Rand Fishkin, CEO & Co-founder, SEOmoz
    October 2010
  • 2. Part I:Don’t Just Outspend, Outthink
  • 3. Reverse Engineering the Rankingsin 6 Steps
  • 4. Step #1:Assemble the Algorithm’s Components
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Step #2:Apply to a Single Search Query
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. Step #3:Repeat on the 100s (or 1000s) of Queries You Care About
  • 20.
  • 21. http://www.majesticseo.com/support/subscriptions/enterprise-api
    http://www.seomoz.org/api
    http://home.zhiwei.li/pagerank/
    http://www.backtype.com/developers
    Use APIs + Rank Checking to Automatically Retrieve Data
  • 22. Step #4:Build a Ranking Model for Your Queries
  • 23. Simple Version:
    http://www.seomoz.org/labs_tools/online-regression/
  • 24. Linear Predictive Model:
  • 25. Advanced Version: Machine Learning
    http://www.seomoz.org/blog/googles-algorithm-pretty-charts-math-stuff
  • 26. Step #5:Create a Scoring System for Comparative Analysis
  • 27. The scores should be representative of their weight in the model to give a visual sense of what’s necessary to win top rankings.
  • 28. Step #6:Build the Acquisition Plan
  • 29. It’s Will’s job to show you how
  • 30. Part II:Stop Competing. Start Owning.
  • 31. Why are there Billions of Searches?
    Billions of Queries
  • 32. via ~diP on Flickr
    How is Demand Created?
  • 33. Inherent Need
    via dimnikolov on Flickr
  • 34. AD-FUELEDDEMAND
    Advertising $300 Billion
    Online Advertising $24 Billion
    Search Ads $10.7 Billion
    Via Interactive Advertising Bureau 2010
  • 35. You Can Cater to Demand
    via lumierefl on Flickr
  • 36. Or…
    You Can Create Demand
  • 37.
  • 38.
  • 39.
  • 40. A Case Study in“Making the Market”
  • 41.
  • 42.
  • 43. DON’T CALL IT “SEO.”
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51.
  • 52. 3250
    3000
    2750
    2500
    2250
    2000
    Sep-10
  • 53. That’s how you beat Wikipedia & Amazon!
  • 54. This Presentation
    (including the Excel worksheet)
    is on the Web at:
    www.seomoz.org/dp/london2010