SEOmoz: The Future of Great Links
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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.

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 SEOmoz: The Future of Great Links Presentation Transcript

    • The Future of Great LinksWhere link analysis is heading and how marketers can win today and tomorrow.
    • “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.”
      Stefan Weitz, Director for Bing Search
      http://www.seomoz.org/blog/director-of-bing-discusses-holistic-search-and-clickstream-data-whiteboard-friday
    • “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,”
      Matt Cutts, Head of Web Spam, Google
      http://www.nytimes.com/2011/02/11/business/media/11search.html
    • Link Building Signals Today
    • Diversity of Domains + Linking C-Blocks
      # of Linking Root Domains to URL
      # of Links to URL
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
    • Anchor Text
      # of Links w/ exact match anchor text
      # of linking root domains w/ exact match anchor text
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.nytimes.com/2011/02/11/business/media/11search.html
    • Features of Linking Pages
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Data via http://www.opensiteexplorer.org
    • Features of Linking Domains
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Data via http://www.opensiteexplorer.org
    • Topic Modeling / Topical Relationship?
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated
    • TL;DR – Quantity & Quality of Links
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.slideshare.net/randfish/big-budget-link-building-advanced-analysis-5566731
    • Link Building Signals of the Future
    • Social Signals
      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
    • Social Signals
      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
    • Social Signals
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study
    • Social Signals
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study#jtc133590
    • 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
    • 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:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
    • Domain Name / Brand Name “Mentions”
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/labs/blogscape
    • Depreciation/Filtering of Anchor Text
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/a-recommendation-for-googles-webspam-team
    • Some Future-Looking Link Building Tactics I Love
    • Q+A Sites
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.readwriteweb.com/archives/question_and_answer_sites.php
    • Building Your Own Social Community
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://mashable.com/2010/11/15/biggest-facebook-brands/
    • Media Coverage
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.madetostick.com/excerpts/
    • Comment Marketing
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy
    • Competitive Analysis of Top “Brands”
      Where do these brands earn their links?
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.opensiteexplorer.org
    • Investigating Brand “Mention” Sources
      Facebook page
      Blippr?
      Crunchbase profile
      App profile on Blackberry
      Twitter account
      BusinessWeek Profile
      Chrome Extension
      Mashable Article
    • Q+A
      Rand Fishkin, CEO & Co-Founder, SEOmoz
      • Twitter: @randfish
      • Blog: www.seomoz.org/blog
      • Email: rand@seomoz.org
      You can now try SEOmoz PRO Free!
      http://www.seomoz.org/freetrial