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

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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.

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    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