On October 23rd, 2014, we updated our
By continuing to use LinkedIn’s SlideShare service, you agree to the revised terms, so please take a few minutes to review them.
2011 12 ECMOD360 Writing for Readers and Search BotsPresentation Transcript
On Beyond Keywords Writing to Delight People and Search Bots Gillian Muessig | Founding President http://downloadurl
World’s most popular provider of search marketing software
www.seomoz.org/signup code: ECMOD2011 I come bearing gifts
Oh Yes! Congratulations Season-to-date online spend: $ 13B UP 15% Black Friday Online spend: $816MM UP 26% Thanksgiving Day Online Sales: $479MM UP 18%
Today’s Menu Topic modeling Vector space models Latent Dirichlet Allocation & the SERPs Tactical Advice
Search Ranking Factors 2009
Search Ranking Factors 2011 Link Signals LanguageSignals
Topic Modeling Topic models provide a simple way to analyze large volumes of unlabeled text.
Sub Section Heading goes here Notes on this slide, possibly including a link reference or two
Topic Modeling http://neoformix.com/archive.html Topic: A cluster of words that frequently occur together.
What Topic Modeling Does Topic modeling uses contextual clues to connect words w/similar meanings and distinguish between uses of words w/multiple meanings. http://www.stanford.edu/~kaisa/research.html
TF | IDF Term Frequency | Inverse Document Frequency/: this example shows the inherent weakness of the keyword density metric.
Rock or Baseball? Content-related signals require the ability to determine INTENT
If your response is…
Simplistic Term Vector Model
Correlation is Strong
Deviation is Small Standard Deviation
Causation is not Correlation Good links may point to more relevant page; other algo aspects may be at play
Out of the SERPs! Keyword spamming does not improve your chances of ranking!
What to Write & How to Write It Tips for Building a Keyword List
Ask Someone Who Knows
Sales People & Customers
Google Adwords Tool https://adwords.google.com/select/KeywordToolExternal Be Wary of Match Type