2011 07 oms atlanta-gillian-muessig-topic-modeling

  • 1,023 views
Uploaded on

Topic Modeling; What to write and how to write it to attract and engage readers, customers, and search bots.

Topic Modeling; What to write and how to write it to attract and engage readers, customers, and search bots.

More in: Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,023
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
14
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Topic Modeling
    Writing for People and Search Bots
    Gillian Muessig
    Co-founder and President, SEOmoz
    OMS Atlanta | July 2011
  • 2. Today’s Menu
    • Topic modeling
    • 3. Vector space models
    • 4. SEOmoz’ primary research on Latent Dirichlet Allocation
    • 5. Relationship & applications to SEO
  • Search Ranking Factors 2009
  • 6. Search Ranking Factors 2011
    Link Signals
    LanguageSignals
  • 7. Topic Modeling
    Topic models provide a simple way to analyze large volumes of unlabeled text.
  • 8. Topic Modeling
    Topic:A cluster of words that frequently occur together.
    http://neoformix.com/archive.html
  • 9. What Topic Modeling Does
    • Use contextual clues
    • 10. Connect words w/similar meanings
    • 11. Distinguish between uses of words w/multiple meanings.
    http://www.stanford.edu/~kaisa/research.html
  • 12. Why Engines Need Topic Modeling
  • 13. Term & Inverse Documents Frequency
  • 14. Co-Occurence
  • 15. Topic Modeling
  • 16. Content-related signals require the ability to determine INTENT
    Rock or baseball?
    Are you SURE?
  • 17.
  • 18. If Your Response Is…
  • 19. Simplistic Term Vector Model
  • 20. Correlation Is Strong
  • 21. Deviation is Small
    Standard Deviation
  • 22. LDA Tool in the Labs
    URL input box
  • 23. LDA Tool in the Labs
    Text input box
  • 24. It’s Relative
    • Don't presume that getting a 15% or a 20% is a terrible result
    • 25. Some queries simply won't produce results that fit remarkably well with given topics
  • Causation? Not So Fast!
    • Are good links are more likely to point more "relevant” pages?
    • 26. Do other aspects of Google's algorithm naturally bias toward these results?
    • 27. Correlation is NOT causation!
  • Causation vs. Correlation
  • 28. Out of the SERPs!
    Don’t
    Keyword spamming might improve your LDA score,
    …but not your rankings
  • 29. Do
    Compare Your Friends
  • 30. The Whole PictureWhat to Write and How to Write It
    OMS Atlanta| July, 2011
  • 31. How to Build Your Keyword List
    OMS Atlanta | July 2011
  • 32. Salespeople & Customers
  • 33. Google AdWords Tool
    Be Wary of
    Match Type
    https://adwords.google.com/select/KeywordToolExternal
  • 34. Bing AdCenter Excel Plug-In
    www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
  • 35. Google Trends
    Sign In for Y-Axis Numbers
    Not Very Accurate
  • 36. Internal Site Search Stats
  • 37. Competitive Keyword Research
    Restrict query
    to competitor’s
    domain
  • 38. How Tough Is It to Rank for That?
  • 39. Choose the “Best” Phrases to Target
  • 40. The Long Tail of Keyword Demand
  • 41. The Search Demand Curve
  • 42.
  • 43.
  • 44. Predict Effort Required to Rank Well
  • 45. How Tough Is It to Rank for That?
  • 46.
  • 47.
  • 48.
  • 49.
  • 50. How to Write It
    OMS Atlanta | July 2011
  • 51. The Era of In-Your-Face Marketing Is Officially Over
  • 52. Page Copy Is About More Than Keyword Frequency
  • 53. Query Deserves Freshness (QDF)
  • 54. Query Deserves Diversity (QDD)
  • 55. Avoid Duplicate Content / Use Canonicalization
  • 56. Hot Topics
    Money | Health | Family
    These subjects get picked up faster than articles on latent dirichlet allocation
  • 57. Infographics
  • 58. Rules of Engagement
    • Focus on the issue
    • 59. Control the trolls
  • Thank You
    Gillian Muessig
    President | Co-founder, SEOmoz
    OMS Atlanta | July, 2011
  • 60. No… REALLY thank-you!
    Use code: OMS2011
    Try SEOmoz PRO free for 45 days
    OMS Atlanta | July 2011
  • 61. Moz Tools
    OMS Atlanta | July, 2011