The Future of Great LinksWhere link analysis is heading and how marketers can win today and tomorrow.<br />
“Essentially, we've been doing the same kind of search now for over a decade, right? It's basically anchor text and PageRa...
“One piece of advice I give to SEO masters is, don’t chase after Google’s algorithm, chase after your best interpretation ...
Link Building Signals Today<br />
Diversity of Domains + Linking C-Blocks<br /># of Linking Root Domains to URL<br /># of Links to URL<br />http:/googleblog...
Anchor Text<br /># of Links w/ exact match anchor text<br /># of linking root domains w/ exact match anchor text<br />http...
Features of Linking Pages<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Data via http...
Features of Linking Domains<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Data via ht...
Topic Modeling / Topical Relationship?<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />...
TL;DR – Quantity & Quality of Links<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />htt...
Link Building Signals of the Future<br />
Social Signals<br />Page A<br />646 links from 36 root domains<br />2 tweets<br />Page B<br />1 link from 1 root domain<br...
Social Signals<br />Page B – the tweeted version – ranks #1!<br />Page A<br />646 links from 36 root domains<br />2 tweets...
Social Signals<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/bl...
Social Signals<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/bl...
Author Authority<br />Danny Sullivan: Do you try to calculate the authority of someone who tweets that might be assigned t...
Brand Signals<br />Brands<br />Generics<br /><ul><li> 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”
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SEOmoz: The Future of Great Links

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Rand Fishkin of SEOmoz's presentation at Searchfest Portland, 2011, on the future of link signals in Google + Bing.

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  • As a link builder I would agree with the statement of Mr. Cutts on slide #3, why should we waste our time looking after the Google algorithm. Instead we should focus on improving and developing new techniques in search engine optimization.
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SEOmoz: The Future of Great Links

  1. 1. The Future of Great LinksWhere link analysis is heading and how marketers can win today and tomorrow.<br />
  2. 2. “Essentially, we've been doing the same kind of search now for over a decade, right? It's basically anchor text and PageRankand inbound links, and that's how we've kind of decided what page is best for a particular term… But there are signals beyond this.”<br />Stefan Weitz, Director for Bing Search<br />http://www.seomoz.org/blog/director-of-bing-discusses-holistic-search-and-clickstream-data-whiteboard-friday<br />
  3. 3. “One piece of advice I give to SEO masters is, don’t chase after Google’s algorithm, chase after your best interpretation of what users want, because that’s what Google’s chasing after,”<br />Matt Cutts, Head of Web Spam, Google<br />http://www.nytimes.com/2011/02/11/business/media/11search.html<br />
  4. 4. Link Building Signals Today<br />
  5. 5. Diversity of Domains + Linking C-Blocks<br /># of Linking Root Domains to URL<br /># of Links to URL<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements<br />
  6. 6. Anchor Text<br /># of Links w/ exact match anchor text<br /># of linking root domains w/ exact match anchor text<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.nytimes.com/2011/02/11/business/media/11search.html<br />
  7. 7. Features of Linking Pages<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Data via http://www.opensiteexplorer.org<br />
  8. 8. Features of Linking Domains<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Data via http://www.opensiteexplorer.org<br />
  9. 9. Topic Modeling / Topical Relationship?<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated<br />
  10. 10. TL;DR – Quantity & Quality of Links<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.slideshare.net/randfish/big-budget-link-building-advanced-analysis-5566731<br />
  11. 11. Link Building Signals of the Future<br />
  12. 12. Social Signals<br />Page A<br />646 links from 36 root domains<br />2 tweets<br />Page B<br />1 link from 1 root domain<br />522 tweets<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause<br />
  13. 13. Social Signals<br />Page B – the tweeted version – ranks #1!<br />Page A<br />646 links from 36 root domains<br />2 tweets<br />Page B<br />1 link from 1 root domain<br />522 tweets<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause<br />
  14. 14. Social Signals<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study<br />
  15. 15. Social Signals<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study#jtc133590<br />
  16. 16. Author Authority<br />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?<br />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)<br />Google: Yes we do compute and use author quality. We don’t know who anyone is in real life :-)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389<br />
  17. 17. Brand Signals<br />Brands<br />Generics<br /><ul><li> Have real people working at a physical address
  18. 18. Have authentic, followed social accounts
  19. 19. Display obvious, robust contact information
  20. 20. Register with government/civic organizations
  21. 21. Receive traffic from diverse sources
  22. 22. Generate branded search query volume
  23. 23. Run offline marketing/advertising campaigns
  24. 24. Often exist only online
  25. 25. Rarely have significant social accounts
  26. 26. Frequently use email forms only
  27. 27. Stay “under the radar”
  28. 28. Search is often 90%+ of traffic
  29. 29. Have little-no branded search demand
  30. 30. Ignore the offline world</li></ul>http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/the-next-generation-of-ranking-signals<br />
  31. 31. Domain Name / Brand Name “Mentions”<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/labs/blogscape<br />
  32. 32. Depreciation/Filtering of Anchor Text<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/a-recommendation-for-googles-webspam-team<br />
  33. 33. Some Future-Looking Link Building Tactics I Love<br />
  34. 34. Q+A Sites<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.readwriteweb.com/archives/question_and_answer_sites.php<br />
  35. 35. Building Your Own Social Community<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://mashable.com/2010/11/15/biggest-facebook-brands/<br />
  36. 36. Media Coverage<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.madetostick.com/excerpts/<br />
  37. 37. Comment Marketing<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy<br />
  38. 38. Competitive Analysis of Top “Brands”<br />Where do these brands earn their links?<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.opensiteexplorer.org<br />
  39. 39. Investigating Brand “Mention” Sources<br />Facebook page<br />Blippr?<br />Crunchbase profile<br />App profile on Blackberry<br />Twitter account<br />BusinessWeek Profile<br />Chrome Extension<br />Mashable Article<br />
  40. 40. Q+A<br />Rand Fishkin, CEO & Co-Founder, SEOmoz<br /><ul><li> Twitter: @randfish
  41. 41. Blog: www.seomoz.org/blog
  42. 42. Email: rand@seomoz.org</li></ul>You can now try SEOmoz PRO Free!<br />http://www.seomoz.org/freetrial<br />
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