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The Evolution of Google's Rankings
 

The Evolution of Google's Rankings

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Rand Fishkin's presentation from Be Wizard, San Marino 2011 on the evolution of Google's rankings and how marketers can optimize for the next generation of ranking signals.

Rand Fishkin's presentation from Be Wizard, San Marino 2011 on the evolution of Google's rankings and how marketers can optimize for the next generation of ranking signals.

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  • I have always wondered how rankings evolve on Google thanks to this slide now I have an understanding as to why this happens...
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  • Nice and valuable information about google ranking @enuke
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    The Evolution of Google's Rankings The Evolution of Google's Rankings Presentation Transcript

    • The Evolution of Google RankingsHow Google’s algorithm has changed over the years and where it’s heading in the future
      Rand Fishkin, SEOmoz CEO, March 2011
    • At SEOmoz, we make SOFTWARE!! We don’t offer any consulting.
    • Ranking in Google: 1999-2002
    • On-Page Optimization
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
    • PageRank
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.elliance.com/aha/infographics/Google-PageRank-Explained.aspx
    • PageRank
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/the-science-of-ranking-correlations
    • Ranking in Google: 2003 - 2005
    • Anchor Text
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/learn-seo/anchor-text
    • From 1999 – 2008, What Page Ranked #1for the Queries “Exit” and “Leave”?
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363
    • From 1999 – 2008, What Page Ranked #1for the Queries “Exit” and “Leave”?
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363
    • Keyword Match Domain Names
      http://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited
    • Registration & Historical Information
      http://www.seobythesea.com/?p=1121
    • Topic Modeling
      LDA correlates w/ Google rankings better than any other on-page feature
      http://www.seomoz.org/blog/content-optimization-revisiting-topic-modeling-lda-our-labs-tool
    • Ranking in Google: 2006 - 2009
    • Domain Authority
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/whiteboard-friday-domain-authority-page-authority-metrics
    • Diversity of External Link Sources
      http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links
    • Nofollow, Sitemaps & Webmaster Tools
      http://www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow
    • Search Quality Raters
      http://www.seobook.com/archives/000915.shtml
    • Ranking in Google: 2009 - 2011
    • Twitter Data
      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?
      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 
      http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
    • Twitter Data
      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
    • Twitter Clearly Influencing Google
      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
    • Twitter Data is Very Powerful in QDF
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study
    • Don’t Try Abusing Twitter for SEO
      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
    • Facebook Likes & Shares
      http://www.seomoz.org/blog/facebook-marketing-ultimate-guide
    • 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://www.seomoz.org/blog/the-next-generation-of-ranking-signals
    • Entity Association
      http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
    • User & Usage Behavior
      http://www.quora.com/Did-Bing-intentionally-copy-Googles-search-results
    • How the Search Ranking Factors Have Changed in the Eyes of Experts
    • http://www.seomoz.org/article/search-ranking-factors
    • New data will be available on SEOmoz in April, 2011
    • Big Changes from 2009 to 2011
      • Link-Based Factors are no longer 60%+ of the equation!
      • 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
    • A Look at Google’s “Farmer”(aka “Panda”) Update
    • Sites that Lost Visibility
      http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
    • Sites that Gained Visibility
      http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
    • From the Mouths of Googlers
      Wired.com: How do you recognize a shallow-content site?
      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?”
      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?”
      Singhal: And based on that, we basically formed some definition of what could be considered low quality.
      http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1
    • From the Mouths of Googlers
      Wired.com: But how do you implement that algorithmically?
      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.
      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.
      http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1
    • Links Didn’t Seem to Have Much Impact
      http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
    • How Google’s Interface Has Evolved
    • Old Google SERPs
    • Google SERPs Today
    • Google SERPs Tomorrow
    • How Search Marketers Can Evolve
    • Don’t “Look” Like a Content Farm
      http://www.suite101.com/content/canada-awarded-fifa-2015-womens-world-cup-of-soccerfootball-a356303
    • Don’t “Look” Like a Content Farm
      http://hubpages.com/hub/WomensFashionsofthe1920-FlappersandtheJazz-Age
    • Watch Out for “Classic” SEO Tactics
      Directory Link Building
      Keyword-Variant Abuse
      Reciprocal Link Pages
      Paid Links w/ Manipulative Anchor Text
      Sitewide, Footer Links
      Navigation for Engines, Not Humans
      Low Cost/Quality, Outsourced Content
      Generic Design and Layout
      Anchor-Text Rich Internal Links
      Anonymous Contact Forms
      Keyword Stuffed Titles + Pages
      Ad Blocks Dominating the Page
      It’s great to do good SEO, just don’t look like the only reason the site exists is to draw Google traffic
    • Become a “Brand”
      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://www.seomoz.org/blog/the-next-generation-of-ranking-signals
    • Find Where Top Brands Earn Citations
      Where do these brands earn their links?
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.opensiteexplorer.org
    • Investigate Brand “Mention” Sources
      Facebook page
      Blippr?
      Crunchbase profile
      App profile on Blackberry
      Twitter account
      BusinessWeek Profile
      Chrome Extension
      Mashable Article
    • Focus on the User, But Don’t Forget the Engines
      http://www.nytimes.com/2011/02/11/business/media/11search.html
    • Take Advantage of New Opportunities
      http://googlewebmastercentral.blogspot.com/2009/05/introducing-rich-snippets.html
    • Take Advantage of New Opportunities
      http://www.9e3k.com/9e3k/monday-meme-yoda-spreads-some-9e3k-love/
    • Take Advantage of New Opportunities
      http://outspokenmedia.com/social-media/quora-hipsters/
    • Embrace All of Inbound Marketing
      News/Media/PR
      SEO
      Email
      Research/White Papers
      Blogs + Blogging
      Infographics
      Comment Marketing
      Social Networks
      Online Video
      INBOUND MARKETING!(AKA all the “free” traffic sources)
      Webinars
      Forums
      Document Sharing
      Social Bookmarking
      Word of Mouth
      Podcasting
      Direct/Referring Links
      Type-In Traffic
      Q+A Sites
    • 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
    • Summary of This Presentation
      The Evolution and Future of Google’s Rankings:
      • Where Google’s Been in the Past (1999-2010)
      • New Signals in Google: Social Media, User Data & Brand Signals
      • The Evolution of the Search Engine Results Interface
      • What Marketers Must Do to Keep Up with Google’s Evolution