2011 06 OMS Denver Gillian Muessig - Topic Modeling; Writing for Search Bots and Conversions
Upcoming SlideShare
Loading in...5
×
 

2011 06 OMS Denver Gillian Muessig - Topic Modeling; Writing for Search Bots and Conversions

on

  • 986 views

Content signals are second in importance only to link related signals when search engine determine where to rank your pages. Learn how to write to attract and please both readers and search bots.

Content signals are second in importance only to link related signals when search engine determine where to rank your pages. Learn how to write to attract and please both readers and search bots.

Statistics

Views

Total Views
986
Views on SlideShare
986
Embed Views
0

Actions

Likes
1
Downloads
5
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

2011 06 OMS Denver Gillian Muessig - Topic Modeling; Writing for Search Bots and Conversions 2011 06 OMS Denver Gillian Muessig - Topic Modeling; Writing for Search Bots and Conversions Presentation Transcript

  • Topic Modeling
    Writing for People and Search Bots
    Gillian Muessig
    Co-founder and President, SEOmoz
    OMS Denver| June, 2011
  • Today’s Menu
    • Topic modeling
    • Vector space models
    • SEOmoz’ primary research on Latent Dirichlet Allocation
    • Relationship & applications to SEO
  • Search Ranking Factors
    Link Signals
    LanguageSignals
  • Topic Modeling
    Topic models provide a simple way to analyze large volumes of unlabeled text.
  • Topic Modeling
    Topic:A cluster of words that frequently occur together.
    http://neoformix.com/archive.html
  • What Topic Modeling Does
    • Use contextual clues
    • Connect words w/similar meanings
    • Distinguish between uses of words w/multiple meanings.
    http://www.stanford.edu/~kaisa/research.html
  • Why Engines Need Topic Modeling
  • Term & Inverse Documents Frequency
  • Co-Occurence
  • Topic Modeling
  • Content-related signals require the ability to determine INTENT
    Rock or baseball?
    Are you SURE?
  • If Your Response Is…
  • Simplistic Term Vector Model
  • Correlation Is Strong
  • Correlation Is Strong
    Standard Deviation
  • Causation? Not So Fast!
    • Are good links are more likely to point more "relevant” pages?
    • Do other aspects of Google's algorithm naturally bias toward these results?
    • Correlation is NOT causation!
  • It’s Relative
    • Don't presume that getting a 15% or a 20% is a terrible result
    • Some queries simply won't produce results that fit remarkably well with given topics
  • Out of the SERPs!
    Keyword spamming might improve your LDA score,
    …but not your rankings
  • Compare Your Friends
  • There’s Still Lots of Work to Do
    • Correlations are good, butdon’t get carried away – we haven’t reversed the algo
    • We have built a tool to help grade & improve page content
    • YOUR in-field results will tell us whether it can really help improve rankings
  • The Whole PictureWhat to Write and How to Write It
    OMS Denver | June, 2011
  • How to Build Your Keyword List
    OMS Los Angeles June, 2011
  • Salespeople & Customers
  • Keyword Research
    Google Wonder Wheel
    http://www.googlewonderwheel.com/google-wonder-wheel-step-by-step
  • Keyword Research
    Google Wonder Wheel
    http://www.googlewonderwheel.com/google-wonder-wheel-step-by-step
  • Google AdWords Tool
    Be Wary of
    Match Type
    https://adwords.google.com/select/KeywordToolExternal
  • Bing AdCenter Excel Plug-In
    www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
  • Google Trends
    Sign In for Y-Axis Numbers
    Not Very Accurate
  • Internal Site Search Stats
  • Competitive Keyword Research
    Restrict query
    to competitor’s
    domain
  • Choose the “Best” Words/Phrases to Target
  • The Long Tail of Keyword Demand
  • Predict the Effort Required to Rank Well
  • How to Write It
    OMS Denver | June, 2011
  • The Era of In-Your-Face Marketing Is Officially Over
  • Now You Know Page Copy Is About More Than Keyword Frequency
  • Query Deserves Diversity (QDD)
  • Avoid Duplicate Content / Use Canonicalization
  • Duplicate Content & Canonicalization
  • LDA Tool in the Labs
    URL input box
  • Thank You
    Gillian Muessig
    President | Co-founder, SEOmoz
    OMS Denver | June, 2011
  • No… REALLY thank-you!
    Use code: OMS2011
    Try SEOmoz PRO free for 45 days
    OMS Denver| June, 2011