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The Evolution of Google RankingsHow Google’s algorithm has changed over the years and where it’s heading in the future,[object Object],Rand Fishkin, SEOmoz CEO, March 2011,[object Object]
At SEOmoz, we make SOFTWARE!! We don’t offer any consulting.,[object Object]
Ranking in Google: 1999-2002,[object Object]
On-Page Optimization,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization,[object Object]
PageRank,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.elliance.com/aha/infographics/Google-PageRank-Explained.aspx,[object Object]
PageRank,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/blog/the-science-of-ranking-correlations,[object Object]
Ranking in Google: 2003 - 2005,[object Object]
Anchor Text,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/learn-seo/anchor-text,[object Object]
From 1999 – 2008, What Page Ranked #1for the Queries “Exit” and “Leave”?,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363,[object Object]
From 1999 – 2008, What Page Ranked #1for the Queries “Exit” and “Leave”?,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363,[object Object]
Keyword Match Domain Names,[object Object],http://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited,[object Object]
Registration & Historical Information,[object Object],http://www.seobythesea.com/?p=1121,[object Object]
Topic Modeling,[object Object],LDA correlates w/ Google rankings better than any other on-page feature,[object Object],http://www.seomoz.org/blog/content-optimization-revisiting-topic-modeling-lda-our-labs-tool,[object Object]
Ranking in Google: 2006 - 2009,[object Object]
Domain Authority,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/blog/whiteboard-friday-domain-authority-page-authority-metrics,[object Object]
Diversity of External Link Sources,[object Object],http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links,[object Object]
Nofollow, Sitemaps & Webmaster Tools,[object Object],http://www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow,[object Object]
Search Quality Raters,[object Object],http://www.seobook.com/archives/000915.shtml,[object Object]
Ranking in Google: 2009 - 2011,[object Object]
Twitter Data,[object Object],Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?,[object Object],Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article ,[object Object],http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389,[object Object]
Twitter Data,[object Object],Page A,[object Object],646 links from 36 root domains,[object Object],2 tweets,[object Object],Page B,[object Object],1 link from 1 root domain,[object Object],522 tweets,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause,[object Object]
Twitter Clearly Influencing Google,[object Object],Page B – the tweeted version – ranks #1!,[object Object],Page A,[object Object],646 links from 36 root domains,[object Object],2 tweets,[object Object],Page B,[object Object],1 link from 1 root domain,[object Object],522 tweets,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause,[object Object]
Twitter Data is Very Powerful in QDF,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study,[object Object]
Don’t Try Abusing Twitter for SEO,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study#jtc133590,[object Object]
Author Authority,[object Object],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?,[object Object],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),[object Object],Google: Yes we do compute and use author quality. We don’t know who anyone is in real life :-),[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389,[object Object]
Facebook Likes & Shares,[object Object],http://www.seomoz.org/blog/facebook-marketing-ultimate-guide,[object Object]
Brand Signals,[object Object],Brands,[object Object],Generics,[object Object],[object Object]
 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 worldhttp://www.seomoz.org/blog/the-next-generation-of-ranking-signals,[object Object]
Entity Association,[object Object],http://www.seomoz.org/blog/the-next-generation-of-ranking-signals,[object Object]
User & Usage Behavior,[object Object],http://www.quora.com/Did-Bing-intentionally-copy-Googles-search-results,[object Object]
How the Search Ranking Factors Have Changed in the Eyes of Experts,[object Object]
http://www.seomoz.org/article/search-ranking-factors,[object Object]
New data will be available on SEOmoz in April, 2011,[object Object]
Big Changes from 2009 to 2011,[object Object],[object Object]
 Social Data is perceived to be a significant player
 Page-Level Link Metrics Fell the Most (43% - 22%)
 Keyword-Level Domain Metrics, Brand Data + Social Rose
 The Survey itself asked for more detail/specificity(which may be responsible for some of these shifts)The new version of the ranking factors will be online in April, 2011,[object Object]
A Look at Google’s “Farmer”(aka “Panda”) Update,[object Object]
Sites that Lost Visibility,[object Object],http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers,[object Object]
Sites that Gained Visibility,[object Object],http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers,[object Object]
From the Mouths of Googlers,[object Object],Wired.com: How do you recognize a shallow-content site? ,[object Object],Singhal: (W)e asked the raters questions like: “Would you be comfortable giving this site your credit card? Would you be comfortable giving medicine prescribed by this site to your kids?”,[object Object],Cutts: (Using) a rigorous set of questions, everything from. “Do you consider this site to be authoritative? Would it be okay if this was in a magazine? Does this site have excessive ads?”,[object Object],Singhal: And based on that, we basically formed some definition of what could be considered low quality. ,[object Object],http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1,[object Object]
From the Mouths of Googlers,[object Object],Wired.com: But how do you implement that algorithmically?,[object Object],Cutts: I think you look for signals that recreate that same intuition, that same experience that you have as an engineer and that users have. ,[object Object],Singhal: You can imagine in a hyperspace a bunch of points, some points are red, some points are green, and in others there’s some mixture. Your job is to find a plane which says that most things on this side of the place are red, and most of the things on that side of the plane are the opposite of red.,[object Object],http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1,[object Object]
Links Didn’t Seem to Have Much Impact,[object Object],http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers,[object Object]
How Google’s Interface Has Evolved,[object Object]

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