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



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.



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

  • Topic Modeling
    Writing for People and Search Bots
    Gillian Muessig
    Co-founder and President, SEOmoz
    OMS Atlanta | July 2011
  • Today’s Menu
    • Topic modeling
    • Vector space models
    • SEOmoz’ primary research on Latent Dirichlet Allocation
    • Relationship & applications to SEO
  • Search Ranking Factors 2009
  • Search Ranking Factors 2011
    Link Signals
  • 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.
  • What Topic Modeling Does
    • Use contextual clues
    • Connect words w/similar meanings
    • Distinguish between uses of words w/multiple meanings.
  • 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
  • Deviation is Small
    Standard Deviation
  • LDA Tool in the Labs
    URL input box
  • LDA Tool in the Labs
    Text input box
  • 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
  • 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!
  • Causation vs. Correlation
  • Out of the SERPs!
    Keyword spamming might improve your LDA score,
    …but not your rankings
  • Do
    Compare Your Friends
  • The Whole PictureWhat to Write and How to Write It
    OMS Atlanta| July, 2011
  • How to Build Your Keyword List
    OMS Atlanta | July 2011
  • Salespeople & Customers
  • Google AdWords Tool
    Be Wary of
    Match Type
  • Bing AdCenter Excel Plug-In
  • Google Trends
    Sign In for Y-Axis Numbers
    Not Very Accurate
  • Internal Site Search Stats
  • Competitive Keyword Research
    Restrict query
    to competitor’s
  • How Tough Is It to Rank for That?
  • Choose the “Best” Phrases to Target
  • The Long Tail of Keyword Demand
  • The Search Demand Curve
  • Predict Effort Required to Rank Well
  • How Tough Is It to Rank for That?
  • How to Write It
    OMS Atlanta | July 2011
  • The Era of In-Your-Face Marketing Is Officially Over
  • Page Copy Is About More Than Keyword Frequency
  • Query Deserves Freshness (QDF)
  • Query Deserves Diversity (QDD)
  • Avoid Duplicate Content / Use Canonicalization
  • Hot Topics
    Money | Health | Family
    These subjects get picked up faster than articles on latent dirichlet allocation
  • Infographics
  • Rules of Engagement
    • Focus on the issue
    • Control the trolls
  • Thank You
    Gillian Muessig
    President | Co-founder, SEOmoz
    OMS Atlanta | July, 2011
  • No… REALLY thank-you!
    Use code: OMS2011
    Try SEOmoz PRO free for 45 days
    OMS Atlanta | July 2011
  • Moz Tools
    OMS Atlanta | July, 2011