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

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