On Beyond SERPs Search Trends: 2011 Gillian Muessig, President & Co-founder, SEOmoz March 2011
22 million in Poland are online NOW <ul><li>23% bought something online Q1 2009 </li></ul><ul><li>40% Polish Internet reta...
Global Share of Searches
Click-Through Rates http://www.seomad.com/SEOBlog/google-organic-click-through-rate-ctr.html
Today’s Menu <ul><li>SEO Becomes Inbound Marketing </li></ul><ul><li>Ranking Factor Changes </li></ul><ul><li>Mobile Marke...
It Used to be So Simple
In the Old Days
Customer Service <ul><li>It was a counter or a desk </li></ul><ul><li>And if a customer wasn’t happy, maybe 100 people hea...
Then the Internet Showed Up
And Things Got More Complicated <ul><li>We have a whole new universe, unfettered  by the laws of time and space. We have t...
Traditional SEO vs PPC
Organic vs. Paid Search Organic Paid
Organic vs. Paid Spend 92% of Clicks 8% of Clicks
Inbound Marketing Working in the Marketing Cloud
http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing Blogs + Blogging Comment Marketing...
Our only marketing expense? Flights + hotels for conferences/events More at  http://www.seomoz.org/blog/the-history-of-seo...
How’d You Do That?
Inbound Marketing
A Blog We Update Every Day
A Weekly Video Series http://www.seomoz.org/blog/category/33
“ Viral” Targeted Content http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
“ Viral” Targeted Content http://www.seomoz.org/article/search-ranking-factors
Great Graphics  DO  Count! http://www.seomoz.org/seo-industry-survey
Hot Graphics + Illustrations
Build it and they’ll come? Nope. Build it, then market it.
Comment Generously http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/rec...
“ Skip” the Competitive SERPs
Vertical Search
Local Results
Image Results in SERPs
Video Results
News & Blog Results
Shopping Results
Instant Answers
Leverage the QDF Algorithm Watch the actual commercial at:  http://www.hulu.com/adzone2011#50120562
Social Signals http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause Page A 646 lin...
Increasingly Important http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause Page A...
Social Networks Data and charts of our Facebook and Twitter account performance via  http://export.ly
Social News / Bookmarking http://news.ycombinator.com ,  http://delicious.com ,  http://stumbleupon.com  and  http://reddi...
Q+A Sites / Forums
Involve a Sharing-Incented Community The brilliant strategy by  http://www.urbanspoon.com  made them one of the biggest pl...
Conferences + Events
Email Marketing We use/love  http://www.mailchimp.com  (who now has a cool free option for early stage folks)
SEO
Competitive Research Sort of a shameless plug, but  http://www.opensiteexplorer.org  is the best way to do this  
Build Your Community
Build Your Own Social Community http://mashable.com/2010/11/15/biggest-facebook-brands/
but…!
The BIG But <ul><li>Those are big brands </li></ul><ul><li>My message isn’t simple </li></ul><ul><li>My target market is o...
http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause Yup. Everybody’s Doing It
The Vatican Gets It http://www.inquisitr.com/58739/pope-urges-priests-to-embrace-social-media-start-blogging/ “ That inter...
The Vatican Gets It Yahoo News, Dec 2010 “ What we found is Facebook doesn’t just share information, it creates community,...
Community Dictates Your  Business Strategy
<ul><ul><li>Way Beyond Focus Groups </li></ul></ul><ul><li>What goes into triage now </li></ul><ul><li>What to improve </l...
Changes in the Link Ranking Factors
Algorithmic Ranking Factors Components of Google’s Ranking Algo
Crawl & Index Without links, the engines might never find this page
Links Are Still Crucial MMM… LINK GRAPHS ARE DELICIOUS!
Many Domains vs. One Domain VS.
Query-Independent Metrics Via www.opensiteexplorer.org
Domain Authority
The Concept of TrustRank
Just Say No!
Google: We Use PageRank to Crawl
Choose Something Important to Track <ul><li>Key Performance Indicators </li></ul><ul><li>Follow the cash backwards </li></...
Short Tail/Long Tail Search Stats
Short Tail/Long Tail Conversion Stats
The Search Demand Curve
Choose what you REALLY  want to rank #1 for now.
We’re super-connected
US mobile ad spend -  http://www.mobilemarketingwatch.com/ but only 21% of the global mobile ad market  –  and Apple is ma...
ATT Speaks Out
ATT economist and business landscape forecaster Massive Increase In Data Usage <ul><li>Observations -  </li></ul><ul><li>P...
What It Really Means <ul><li>People are using smartphones in  much the same way as PC’s </li></ul><ul><li>Smart phones are...
Smartphones Replace Cells <ul><ul><li>Observations –  </li></ul></ul><ul><ul><li>With each new technology, the time betwee...
Mobile is Eating the Desktop <ul><li>Observations - </li></ul><ul><li>Q4 2010 worldwide smartphones sales exceeded 100 mil...
Implications for Mobile Market <ul><li>Predictions -  </li></ul><ul><li>Mobile sales will near a peak in a few years follo...
Implications for Mobile Market <ul><li>Predictions -  </li></ul><ul><li>As we become more familiar with smartphones, inter...
How do I begin thinking  about mobile marketing?
http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing Blogs + Blogging Comment Marketing...
http://www.mobilemarketingwatch.com/report-google-controls-97-of-mobile-paid-search-13632/ Think Anytime, Anywhere
Think Small The Xun Chi 138, The World’s Smallest Camera Phone
And Not So Small Apple iPad II
Think Fast How much info  can you consume before the light turns?
Think Hyper-Local <ul><li>News </li></ul><ul><li>Services </li></ul><ul><li>Vendors </li></ul><ul><li>Icons </li></ul><ul>...
Think High Conversions http://searchengineland.com/yelp-35-percent-of-searches-mobile-now-63518 <ul><li>Deeper engagement ...
Think Sticky Traffic Weather Pricing/discounts Availability Events Friend locators Gaming
Think Sticky H&R Block helps taxpayers track their Income Tax Refunds in progress  http://www.mobilecommercedaily.com/
Think Hyper-Niche http://www.mobilecommercedaily.com/ Top 10 Produce’s app  Locale , traces strawberries to independent gr...
Think (Sponsored) Games <ul><li>Digital test drive  an Audi via mobile game  </li></ul>Luxury Daily Today
Game Mechanics Points & Levels
Match Apps w/Consumers <ul><li>Leverage rich customer and contextual intelligence </li></ul><ul><li>Remove barriers to dow...
Time & Place <ul><ul><li>Know when your customer leaves work </li></ul></ul><ul><ul><li>Geo-locate them </li></ul></ul><ul...
It’s About Relevance
What’s new in Content?
Recent Changes
Panda/Farmer Update <ul><li>The Panda/Farmer Update has decreased  the power of exact match domains </li></ul><ul><li>Decr...
Topic Modeling Topic models provide a simple  way to analyze large volumes of unlabeled text.
Topic Modeling A &quot;topic&quot; consists of a cluster of words that frequently occur together.
Topic Modeling Using contextual clues,  topic models can connect words  with  similar meanings  and distinguish between us...
Topic Modeling
Why Engines Need Topic Modeling
Term Frequency & Inverse Document Frequency
Co-Occurrence
Topic Modeling
Topic Modeling
Content Related Signals Content-related signals require the ability to determine INTENT Rock or baseball? Are you SURE?
Simplistic Term Vector Model
Correlations Are Strong
Causation vs Correlation Perhaps, good links are more likely to point to pages that are more &quot;relevant&quot; via a  t...
LDA  Tool in the SEOmoz Labs www.seomoz.org/labs/lda URL input box
It’s All Relative <ul><li>Don't presume that getting a  15% or a 20% is a terrible result  </li></ul><ul><li>Some queries ...
Out of the SERPs! Keyword spamming might improve your LDA score,  … but not your rankings
There’s Still Lots of Work to Do <ul><li>Correlations are good, but don’t  get carried away  </li></ul><ul><li>There is a ...
Read more at: http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated
Reputation Management
 
The Gatekeepers
The Gatekeepers
The Size of Your Reputation
Wiki Circularity* Something untrue is posted to Wikipedia Journalist uses Wikipedia as factual resource Powerful newspaper...
Black Hats  Can  Hurt You! <ul><ul><li>They build black hat links to your page(s) </li></ul></ul><ul><ul><li>Report the ba...
 
 
SERP Strategy – Own them <ul><li>Sub-domains / new domains </li></ul><ul><li>Professional Affiliations </li></ul><ul><li>L...
Tactics: Keyword Research <ul><li>Target </li></ul><ul><ul><li>Brand + scam, con, hoax, etc. </li></ul></ul><ul><ul><li>Lo...
Tactics: Content Development <ul><li>Top Rankers -  </li></ul><ul><ul><li>Video content </li></ul></ul><ul><ul><li>Local l...
Redress Strategy: Fight Back <ul><li>Legal options -  </li></ul><ul><ul><li>Libel / slander </li></ul></ul><ul><ul><li>Cop...
Redress Strategy: Fight Back <ul><li>Look at all costs -  </li></ul><ul><ul><li>Lost sales, referrals, existing customers ...
Redress Strategy: Turn Tables <ul><ul><li>Repeat the offending phrase used and  turn the tables -  </li></ul></ul>XYZ Corp...
Direct Response Strategy <ul><ul><li>Monitor your brand </li></ul></ul><ul><ul><li>Respond instantly </li></ul></ul><ul><u...
Social RM  Strategy: Engage monitor  assess  decide   engage  review
Pro-Active Strategy <ul><ul><li>Develop a culture of transparency </li></ul></ul><ul><ul><li>Build community around your b...
JC Penney: A Cautionary Tale <ul><ul><li>What happened? </li></ul></ul><ul><ul><li>Can it happen to you? </li></ul></ul><u...
Thank You!  Try SEOmoz PRO free for 45 days Use the code: SEMstandard2011 [email_address]   | @SEOmom | www.seomoz.org
Q+A Gillian Muessig President & Co-Founder SEOmoz CEO Coach, WebmasterRadio.fm <ul><ul><li>Twitter: @SEOmom </li></ul></ul...
Upcoming SlideShare
Loading in...5
×

2011 03 sem-standard-warsaw trends in 2011

955

Published on

On Beyond SERPS: Looking at the world of Cloud Marketing in 2011 and Beyond. What signals are changing in the search engine algorithms? What issues will marketers face in the coming months and years? How to put the changing landscape of search marketing into perspective and develop a strategy for success.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
955
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Parenthetically, the price of commercial real estate can be expected to decline.
  • Some of the same social tactics used in traditional online search marketing hold true for moblie marketing.
  • Screen size limited consumable information delivery
  • Screen size limited consumable information delivery
  • What would keep me coming back?
  • What would keep me coming back?
  • What would keep me coming back?
  • Correlation of our LDA Results w/ Google.com Rankings. The SEOmoz team has put together a topic modeling system based on a relatively simple implementation of LDA.
  • Check all the critical metrics, not just LDA scores. Look for patterns. Stay focused on the question:, “What’s he got that I haven’t got?”
  • The facebook connections map shows that Africa is becoming active. What are the political consequences of increasing social media activity in the Middle East? Africa? China?
  • The facebook connections map shows that Africa is becoming active. What are the political consequences of increasing social media activity in the Middle East? Africa? China?
  • 2011 03 sem-standard-warsaw trends in 2011

    1. 1. On Beyond SERPs Search Trends: 2011 Gillian Muessig, President & Co-founder, SEOmoz March 2011
    2. 2. 22 million in Poland are online NOW <ul><li>23% bought something online Q1 2009 </li></ul><ul><li>40% Polish Internet retailers suffered NO downturn in 2009 </li></ul>http://www.internetworldstats.com/eu/pl.htm
    3. 3. Global Share of Searches
    4. 4. Click-Through Rates http://www.seomad.com/SEOBlog/google-organic-click-through-rate-ctr.html
    5. 5. Today’s Menu <ul><li>SEO Becomes Inbound Marketing </li></ul><ul><li>Ranking Factor Changes </li></ul><ul><li>Mobile Marketing </li></ul><ul><li>Content </li></ul><ul><li>All About Links </li></ul><ul><li>Reputation Management </li></ul>
    6. 6. It Used to be So Simple
    7. 7. In the Old Days
    8. 8. Customer Service <ul><li>It was a counter or a desk </li></ul><ul><li>And if a customer wasn’t happy, maybe 100 people heard about it </li></ul>
    9. 9. Then the Internet Showed Up
    10. 10. And Things Got More Complicated <ul><li>We have a whole new universe, unfettered by the laws of time and space. We have the opportunity to populate that universe. I take that opportunity as an obligation. </li></ul><ul><li>Rand Fishkin, 1997 </li></ul>
    11. 11. Traditional SEO vs PPC
    12. 12. Organic vs. Paid Search Organic Paid
    13. 13. Organic vs. Paid Spend 92% of Clicks 8% of Clicks
    14. 14. Inbound Marketing Working in the Marketing Cloud
    15. 15. http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA “free” traffic sources) Direct/Referring Links Type-In Traffic Email
    16. 16. Our only marketing expense? Flights + hotels for conferences/events More at http://www.seomoz.org/blog/the-history-of-seomoz
    17. 17. How’d You Do That?
    18. 18. Inbound Marketing
    19. 19. A Blog We Update Every Day
    20. 20. A Weekly Video Series http://www.seomoz.org/blog/category/33
    21. 21. “ Viral” Targeted Content http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
    22. 22. “ Viral” Targeted Content http://www.seomoz.org/article/search-ranking-factors
    23. 23. Great Graphics DO Count! http://www.seomoz.org/seo-industry-survey
    24. 24. Hot Graphics + Illustrations
    25. 25. Build it and they’ll come? Nope. Build it, then market it.
    26. 26. Comment Generously http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy
    27. 27. “ Skip” the Competitive SERPs
    28. 28. Vertical Search
    29. 29. Local Results
    30. 30. Image Results in SERPs
    31. 31. Video Results
    32. 32. News & Blog Results
    33. 33. Shopping Results
    34. 34. Instant Answers
    35. 35. Leverage the QDF Algorithm Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562
    36. 36. Social Signals http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause Page A 646 links from 36 root domains 2 tweets Page B 1 link from 1 root domain 522 tweets
    37. 37. Increasingly Important http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause Page A 646 links from 36 root domains 2 tweets Page B 1 link from 1 root domain 522 tweets Page B – the tweeted version – ranks #1!
    38. 38. Social Networks Data and charts of our Facebook and Twitter account performance via http://export.ly
    39. 39. Social News / Bookmarking http://news.ycombinator.com , http://delicious.com , http://stumbleupon.com and http://reddit.com have historically performed best for us, but you should test results
    40. 40. Q+A Sites / Forums
    41. 41. Involve a Sharing-Incented Community The brilliant strategy by http://www.urbanspoon.com made them one of the biggest players in the local restaurant business and got them acquired by IAC
    42. 42. Conferences + Events
    43. 43. Email Marketing We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
    44. 44. SEO
    45. 45. Competitive Research Sort of a shameless plug, but http://www.opensiteexplorer.org is the best way to do this 
    46. 46. Build Your Community
    47. 47. Build Your Own Social Community http://mashable.com/2010/11/15/biggest-facebook-brands/
    48. 48. but…!
    49. 49. The BIG But <ul><li>Those are big brands </li></ul><ul><li>My message isn’t simple </li></ul><ul><li>My target market is old fashioned </li></ul><ul><li>My case is complicated… it’s special </li></ul>
    50. 50. http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause Yup. Everybody’s Doing It
    51. 51. The Vatican Gets It http://www.inquisitr.com/58739/pope-urges-priests-to-embrace-social-media-start-blogging/ “ That interactivity — and the potential it brings to the church's evangelization mission — is behind the Vatican's new social media push, the culmination of which will be launched at Easter with a new… Vatican information web portal whose contents are specifically designed to be tweeted, posted and blogged.”  
    52. 52. The Vatican Gets It Yahoo News, Dec 2010 “ What we found is Facebook doesn’t just share information, it creates community,” “ People begin talking to each other and sharing ideas.” Monseignor Paul Tighe
    53. 53. Community Dictates Your Business Strategy
    54. 54. <ul><ul><li>Way Beyond Focus Groups </li></ul></ul><ul><li>What goes into triage now </li></ul><ul><li>What to improve </li></ul><ul><li>Better pricing models </li></ul><ul><li>What features to add </li></ul><ul><li>What to clarify </li></ul><ul><li>How to package your products </li></ul><ul><li>Change or improve your USP </li></ul>
    55. 55. Changes in the Link Ranking Factors
    56. 56. Algorithmic Ranking Factors Components of Google’s Ranking Algo
    57. 57. Crawl & Index Without links, the engines might never find this page
    58. 58. Links Are Still Crucial MMM… LINK GRAPHS ARE DELICIOUS!
    59. 59. Many Domains vs. One Domain VS.
    60. 60. Query-Independent Metrics Via www.opensiteexplorer.org
    61. 61. Domain Authority
    62. 62. The Concept of TrustRank
    63. 63. Just Say No!
    64. 64. Google: We Use PageRank to Crawl
    65. 65. Choose Something Important to Track <ul><li>Key Performance Indicators </li></ul><ul><li>Follow the cash backwards </li></ul><ul><li>Keep an eye on the competition </li></ul><ul><li>Know your playing field </li></ul>
    66. 66. Short Tail/Long Tail Search Stats
    67. 67. Short Tail/Long Tail Conversion Stats
    68. 68. The Search Demand Curve
    69. 69. Choose what you REALLY want to rank #1 for now.
    70. 70. We’re super-connected
    71. 71. US mobile ad spend - http://www.mobilemarketingwatch.com/ but only 21% of the global mobile ad market – and Apple is making headway 97% of US Mobile Ad-share
    72. 72. ATT Speaks Out
    73. 73. ATT economist and business landscape forecaster Massive Increase In Data Usage <ul><li>Observations - </li></ul><ul><li>Primarily Internet based activities movies/YouTube </li></ul><ul><li>Sucks down cellular bandwidth </li></ul><ul><li>Response -  </li></ul><ul><li>AT&T ended unlimited data plans </li></ul>
    74. 74. What It Really Means <ul><li>People are using smartphones in much the same way as PC’s </li></ul><ul><li>Smart phones are becoming our PC </li></ul>ATT economist and business landscape forecaster
    75. 75. Smartphones Replace Cells <ul><ul><li>Observations – </li></ul></ul><ul><ul><li>With each new technology, the time between introduction and near-ubiquitous adaptation shortens significantly.  </li></ul></ul><ul><ul><li>Prediction – </li></ul></ul><ul><ul><li>We are only a few years from near total replacement of cell phones with smartphones.” </li></ul></ul><ul><ul><li>  </li></ul></ul>ATT economist and business landscape forecaster
    76. 76. Mobile is Eating the Desktop <ul><li>Observations - </li></ul><ul><li>Q4 2010 worldwide smartphones sales exceeded 100 million </li></ul><ul><li>Exceeded the sales of PC’s for the first time </li></ul><ul><li>Oil exceeded $100USD per barrel, production is steady and prices will increase </li></ul>ATT economist and business landscape forecaster
    77. 77. Implications for Mobile Market <ul><li>Predictions - </li></ul><ul><li>Mobile sales will near a peak in a few years followed by slower steady growth as older smartphones are replaced </li></ul><ul><li>Smartphone applications will continue to explode for many years </li></ul>ATT economist and business landscape forecaster
    78. 78. Implications for Mobile Market <ul><li>Predictions - </li></ul><ul><li>As we become more familiar with smartphones, internet sales from smartphones will grow rapidly, partially replacing PC Internet sales </li></ul><ul><li>All internet sales wi ll increase as travel becomes more costly </li></ul>ATT economist and business landscape forecaster
    79. 79. How do I begin thinking about mobile marketing?
    80. 80. http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA “free” traffic sources) Direct/Referring Links Type-In Traffic Email
    81. 81. http://www.mobilemarketingwatch.com/report-google-controls-97-of-mobile-paid-search-13632/ Think Anytime, Anywhere
    82. 82. Think Small The Xun Chi 138, The World’s Smallest Camera Phone
    83. 83. And Not So Small Apple iPad II
    84. 84. Think Fast How much info can you consume before the light turns?
    85. 85. Think Hyper-Local <ul><li>News </li></ul><ul><li>Services </li></ul><ul><li>Vendors </li></ul><ul><li>Icons </li></ul><ul><li>Maps </li></ul><ul><li>Suggested search </li></ul>
    86. 86. Think High Conversions http://searchengineland.com/yelp-35-percent-of-searches-mobile-now-63518 <ul><li>Deeper engagement by mobile users vs. PC users has been confirmed again and again by Google, Microsoft and Facebook in their statements about mobile usage </li></ul><ul><li>In many contexts conversions are higher and leads are better because of the greater intent or needs of mobile users </li></ul>
    87. 87. Think Sticky Traffic Weather Pricing/discounts Availability Events Friend locators Gaming
    88. 88. Think Sticky H&R Block helps taxpayers track their Income Tax Refunds in progress http://www.mobilecommercedaily.com/
    89. 89. Think Hyper-Niche http://www.mobilecommercedaily.com/ Top 10 Produce’s app Locale , traces strawberries to independent growers by scanning package bar codes with mobile devices  
    90. 90. Think (Sponsored) Games <ul><li>Digital test drive an Audi via mobile game </li></ul>Luxury Daily Today
    91. 91. Game Mechanics Points & Levels
    92. 92. Match Apps w/Consumers <ul><li>Leverage rich customer and contextual intelligence </li></ul><ul><li>Remove barriers to download and use </li></ul><ul><li>Make content recommendations based on interests and the context when they are most receptive  </li></ul>
    93. 93. Time & Place <ul><ul><li>Know when your customer leaves work </li></ul></ul><ul><ul><li>Geo-locate them </li></ul></ul><ul><ul><li>Promote a local </li></ul></ul><ul><ul><ul><li>Happy hour </li></ul></ul></ul><ul><ul><ul><li>Restaurant </li></ul></ul></ul><ul><ul><ul><li>Coffee Shop </li></ul></ul></ul><ul><ul><ul><li>Sale </li></ul></ul></ul>http://www.corbisimages.com/Enlargement/42-17251464.html
    94. 94. It’s About Relevance
    95. 95. What’s new in Content?
    96. 96. Recent Changes
    97. 97. Panda/Farmer Update <ul><li>The Panda/Farmer Update has decreased the power of exact match domains </li></ul><ul><li>Decreased the value of low-quality links, thereby increasing the importance of Domain Trust </li></ul><ul><li>Slammed link farms, paid links, and low content/low value pages </li></ul>http://www.seomoz.org/blog/link-anatomy-understanding-the-value-of-a-link
    98. 98. Topic Modeling Topic models provide a simple way to analyze large volumes of unlabeled text.
    99. 99. Topic Modeling A &quot;topic&quot; consists of a cluster of words that frequently occur together.
    100. 100. Topic Modeling Using contextual clues, topic models can connect words with similar meanings and distinguish between uses of words with multiple meanings . http://www.stanford.edu/~kaisa/research.html
    101. 101. Topic Modeling
    102. 102. Why Engines Need Topic Modeling
    103. 103. Term Frequency & Inverse Document Frequency
    104. 104. Co-Occurrence
    105. 105. Topic Modeling
    106. 106. Topic Modeling
    107. 107. Content Related Signals Content-related signals require the ability to determine INTENT Rock or baseball? Are you SURE?
    108. 108. Simplistic Term Vector Model
    109. 109. Correlations Are Strong
    110. 110. Causation vs Correlation Perhaps, good links are more likely to point to pages that are more &quot;relevant&quot; via a topic model Maybe there’s another aspect of Google's algorithm we don't yet understand
    111. 111. LDA Tool in the SEOmoz Labs www.seomoz.org/labs/lda URL input box
    112. 112. It’s All Relative <ul><li>Don't presume that getting a 15% or a 20% is a terrible result </li></ul><ul><li>Some queries simply won't produce results that fit remarkably well with given topics </li></ul>
    113. 113. Out of the SERPs! Keyword spamming might improve your LDA score, … but not your rankings
    114. 114. There’s Still Lots of Work to Do <ul><li>Correlations are good, but don’t get carried away </li></ul><ul><li>There is a tool to help grade & improve page content </li></ul><ul><li>YOUR in-field results will tell us whether it can really help improve rankings </li></ul>
    115. 115. Read more at: http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated
    116. 116. Reputation Management
    117. 118. The Gatekeepers
    118. 119. The Gatekeepers
    119. 120. The Size of Your Reputation
    120. 121. Wiki Circularity* Something untrue is posted to Wikipedia Journalist uses Wikipedia as factual resource Powerful newspaper posts the untrue content Wikipedia uses/references powerful newspaper You’re screwed! *Coined by Tom Critchlow
    121. 122. Black Hats Can Hurt You! <ul><ul><li>They build black hat links to your page(s) </li></ul></ul><ul><ul><li>Report the bad links </li></ul></ul><ul><ul><li>When your site is down and the page is returning an error message, they request its remove the page (lasts ~6 mnths)!! </li></ul></ul>
    122. 125. SERP Strategy – Own them <ul><li>Sub-domains / new domains </li></ul><ul><li>Professional Affiliations </li></ul><ul><li>Local </li></ul><ul><li>Shopping </li></ul><ul><li>Hosted content: </li></ul><ul><ul><li>Profile pages / twitter </li></ul></ul><ul><ul><li>Video* / Images </li></ul></ul>*Turn off comments on YouTube Videos
    123. 126. Tactics: Keyword Research <ul><li>Target </li></ul><ul><ul><li>Brand + scam, con, hoax, etc. </li></ul></ul><ul><ul><li>Long tail </li></ul></ul><ul><ul><li>Related issues / news </li></ul></ul>
    124. 127. Tactics: Content Development <ul><li>Top Rankers - </li></ul><ul><ul><li>Video content </li></ul></ul><ul><ul><li>Local listings / content </li></ul></ul><ul><ul><li>Timely content (news-related) </li></ul></ul><ul><ul><li>Social media content </li></ul></ul>
    125. 128. Redress Strategy: Fight Back <ul><li>Legal options - </li></ul><ul><ul><li>Libel / slander </li></ul></ul><ul><ul><li>Copyright infringement </li></ul></ul><ul><ul><li>DMCA </li></ul></ul>
    126. 129. Redress Strategy: Fight Back <ul><li>Look at all costs - </li></ul><ul><ul><li>Lost sales, referrals, existing customers vs. </li></ul></ul><ul><ul><li>Attorney fees & staff costs </li></ul></ul><ul><ul><li>Loss of focus </li></ul></ul>
    127. 130. Redress Strategy: Turn Tables <ul><ul><li>Repeat the offending phrase used and turn the tables - </li></ul></ul>XYZ Corp warns about scam website ABC.com ABC.com website reports: XYZ Corp scam !
    128. 131. Direct Response Strategy <ul><ul><li>Monitor your brand </li></ul></ul><ul><ul><li>Respond instantly </li></ul></ul><ul><ul><li>Own your errors; solve problems </li></ul></ul><ul><ul><li>Let your community manage trolls </li></ul></ul>
    129. 132. Social RM Strategy: Engage monitor assess decide engage review
    130. 133. Pro-Active Strategy <ul><ul><li>Develop a culture of transparency </li></ul></ul><ul><ul><li>Build community around your brand </li></ul></ul><ul><ul><li>Empower your power members </li></ul></ul>
    131. 134. JC Penney: A Cautionary Tale <ul><ul><li>What happened? </li></ul></ul><ul><ul><li>Can it happen to you? </li></ul></ul><ul><ul><li>Is YOUR SEO team certified? </li></ul></ul><ul><ul><li>What are the ramifications? </li></ul></ul>
    132. 135. Thank You! Try SEOmoz PRO free for 45 days Use the code: SEMstandard2011 [email_address] | @SEOmom | www.seomoz.org
    133. 136. Q+A Gillian Muessig President & Co-Founder SEOmoz CEO Coach, WebmasterRadio.fm <ul><ul><li>Twitter: @SEOmom </li></ul></ul><ul><ul><li>Blog: www.seomoz.org/blog </li></ul></ul><ul><ul><li>Email: gillian@seomoz.org </li></ul></ul>
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×