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On Beyond SERPsSearch Trends: 2011<br />Gillian Muessig, President & Co-founder, SEOmoz<br />March 2011<br />
22 million in Poland are online NOW<br />23% bought something online Q1 2009<br />40% Polish Internet retailers suffered N...
Global Share of Searches<br />
Click-Through Rates<br />http://www.seomad.com/SEOBlog/google-organic-click-through-rate-ctr.html<br />
Today’s Menu<br />SEO Becomes Inbound Marketing<br />Ranking Factor Changes<br />Mobile Marketing<br />Content<br />All Ab...
It Used to be So Simple<br />
In the Old Days<br />
Customer Service<br />It was a counter or a desk<br />And if a customer wasn’t happy, maybe 100 people heard about it<br />
Then the Internet Showed Up<br />
And Things Got More Complicated<br />We have a whole new universe, unfettered by the laws of time and space. We have the o...
Traditional SEO vs PPC<br />
Organic vs. Paid Search<br />Paid<br />Organic<br />
Organic vs. Paid Spend<br />8% of Clicks<br />92% of Clicks<br />
Inbound MarketingWorking in the Marketing Cloud<br />
News/Media/PR<br />SEO<br />Email<br />Research/White Papers<br />Blogs + Blogging<br />Infographics<br />Comment Marketin...
Our only marketing expense? Flights + hotels for conferences/events<br />More at http://www.seomoz.org/blog/the-history-of...
How’d You Do That?<br />
Inbound Marketing<br />
A Blog We Update Every Day<br />
A Weekly Video Series<br />http://www.seomoz.org/blog/category/33<br />
“Viral” Targeted Content<br />http://guides.seomoz.org/beginners-guide-to-search-engine-optimization<br />
“Viral” Targeted Content<br />http://www.seomoz.org/article/search-ranking-factors<br />
Great Graphics DO Count!<br />http://www.seomoz.org/seo-industry-survey<br />
Hot Graphics + Illustrations<br />
Build it and they’ll come?Nope. Build it, then market it.<br />
Comment Generously<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.or...
“Skip” the Competitive SERPs<br />
Vertical Search<br />
Local Results<br />
Image Results in SERPs<br />
Video Results<br />
News & Blog Results<br />
Shopping Results<br />
Instant Answers<br />
Leverage the QDF Algorithm<br />Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562<br />
Social Signals<br />Page A<br />646 links from 36 root domains<br />2 tweets<br />Page B<br />1 link from 1 root domain<br...
Increasingly Important<br />Page B – the tweeted version – ranks #1!<br />Page A<br />646 links from 36 root domains<br />...
Social Networks<br />Data and charts of our Facebook and Twitter account performance via http://export.ly<br />
Social News / Bookmarking<br />http://news.ycombinator.com, http://delicious.com, http://stumbleupon.com and http://reddit...
Q+A Sites / Forums<br />
Involve a Sharing-Incented Community<br />The brilliant strategy by http://www.urbanspoon.com made them one of the biggest...
Conferences + Events<br />
Email Marketing<br />We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)<br />
SEO<br />
Competitive Research<br />Sort of a shameless plug, but http://www.opensiteexplorer.org is the best way to do this <br />
Build Your Community<br />
Build Your Own Social Community<br />http://mashable.com/2010/11/15/biggest-facebook-brands/<br />
but…!<br />
The BIG But<br /><ul><li>Those are big brands
My message isn’t simple
My target market is old fashioned
My case is complicated… it’s special</li></li></ul><li>Yup. Everybody’s Doing It<br />http://www.seomoz.org/blog/how-do-tw...
The Vatican Gets It<br />“That interactivity — and the potential it brings to the church's evangelization mission — is beh...
The Vatican Gets It<br />“What we found is Facebook doesn’t just share information, it creates community,” <br />“People b...
Community Dictates Your Business Strategy<br />
Way Beyond Focus Groups<br />What goes into triage now<br />What to improve<br />Better pricing models<br />What features ...
Changes in the Link Ranking Factors<br />
Components of Google’s Ranking Algo<br />Algorithmic Ranking Factors<br />
Crawl & Index<br />Without links, the engines might never find this page<br />
Links Are Still Crucial<br />MMM… LINK GRAPHS ARE DELICIOUS!<br />
Many Domains vs. One Domain<br />VS.<br />
Query-Independent Metrics<br />Via www.opensiteexplorer.org<br />
Domain Authority<br />
The Concept of TrustRank<br />
Just Say No!<br />
Google: We Use PageRank to Crawl<br />
Choose Something Important to Track<br />Key Performance Indicators<br />Follow the cash backwards<br />Keep an eye on the...
Short Tail/Long Tail Search Stats<br />
Short Tail/Long Tail Conversion Stats<br />
The Search Demand Curve<br />
Choose what you REALLY want to rank #1 for now.<br />
We’re super-connected<br />
97% of US Mobile Ad-share<br />US mobile ad spend - http://www.mobilemarketingwatch.com/but only 21% of the global mobile ...
ATT Speaks Out<br />
Massive Increase In Data Usage<br />Observations - <br /><ul><li>Primarily Internet based activities movies/YouTube
Sucks down cellular bandwidth</li></ul>Response - <br /><ul><li>AT&T ended unlimited data plans</li></ul>ATT economist and...
What It Really Means<br /><ul><li>People are using smartphones in much the same way as PC’s
Smart phones are becoming our PC</li></ul>ATT economist and business landscape forecaster<br />
Smartphones Replace Cells<br />Observations – <br /><ul><li>With each new technology, the time between introduction andnea...
Mobile is Eating the Desktop<br />Observations -<br /><ul><li>Q4 2010 worldwide smartphones sales exceeded 100 million
Exceeded the sales of PC’s for the first time
Oil exceeded $100USD per barrel, production is steady and prices will increase</li></ul>ATT economist and business landsca...
Implications for Mobile Market<br />Predictions - <br /><ul><li>Mobile sales will near a peak in a few yearsfollowed by sl...
Smartphone applications will continue to explode for many years</li></ul>ATT economist and business landscape forecaster<b...
Implications for Mobile Market<br />Predictions - <br /><ul><li>As we become more familiar with smartphones, internet sale...
All internet sales will increase as travel becomes more costly</li></ul>ATT economist and business landscape forecaster<br />
How do I begin thinking about mobile marketing?<br />
News/Media/PR<br />SEO<br />Email<br />Research/White Papers<br />Blogs + Blogging<br />Infographics<br />Comment Marketin...
Think Anytime, Anywhere<br />http://www.mobilemarketingwatch.com/report-google-controls-97-of-mobile-paid-search-13632/<br />
Think Small<br />The Xun Chi 138, The World’s Smallest Camera Phone<br />
And Not So Small<br />Apple iPad II <br />
Think Fast<br />How much info  can you consume before the light turns? <br />
Think Hyper-Local<br /><ul><li>News
Services
Vendors
Icons
Maps
Suggested search</li></li></ul><li>Think High Conversions<br /><ul><li>Deeper engagement by mobile users vs. PC users has ...
In many contexts conversions are higher and leads are better because of the greater intent or needs of mobile users</li></...
Think Sticky<br />Traffic<br />Weather<br />Pricing/discounts<br />Availability<br />Events<br />Friend locators<br />Gami...
Think Sticky<br />H&R Block helps taxpayers track their Income Tax Refunds in progress <br />http://www.mobilecommercedail...
Think Hyper-Niche<br />Top 10 Produce’s app Locale, traces strawberries to independent growers by scanning package bar cod...
Think (Sponsored) Games<br /><ul><li>Digital test drive an Audi via mobile game </li></ul>Luxury Daily Today<br />
Game Mechanics<br />Points & Levels<br />
Match Apps w/Consumers<br /><ul><li>Leverage rich customer and contextual intelligence
Remove barriers to download and use
Make content recommendations based on interests and the context when they are most receptive </li></li></ul><li>Time & Pla...
Geo-locate them
Promote a local
Happy hour
Restaurant
Coffee Shop
Sale</li></ul>http://www.corbisimages.com/Enlargement/42-17251464.html<br />
It’s About Relevance<br />
What’s new in Content?<br />
Recent Changes<br />
Panda/Farmer Update<br /><ul><li>The Panda/Farmer Update has decreased the power of exact match domains
Decreased the value of low-quality links, thereby increasing the importance of Domain Trust
Slammed link farms, paid links, and low content/low value pages</li></ul>http://www.seomoz.org/blog/link-anatomy-understan...
Topic Modeling<br />Topic models provide a simple way to analyze large volumes of unlabeled text. <br />
Topic Modeling<br />A "topic" consists of a cluster of words that frequently occur together.<br />
Topic Modeling<br />Using contextual clues, topic models can connect words with similar meanings and distinguish between u...
Topic Modeling<br />
Why Engines Need Topic Modeling<br />
Term Frequency & Inverse Document Frequency<br />
Co-Occurrence<br />
Topic Modeling<br />
Topic Modeling<br />
Content Related Signals<br />Content-related signals require the ability to determine INTENT<br />Rock or baseball?<br />A...
Simplistic Term Vector Model<br />
Correlations Are Strong<br />
Causation vs Correlation<br />Perhaps, good links are more likely to point to pages that are more "relevant" via a topic m...
LDA Tool in the SEOmoz Labs<br />URL input box<br />www.seomoz.org/labs/lda<br />
It’s All Relative<br /><ul><li>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</li></li></ul><li>Out of the SERPs!<b...
There’s Still Lots of Work to Do<br /><ul><li>Correlations are good, but don’t get carried away
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Search Ranking Factors Trends 2011 SEMStandard

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Social Media signals are rising in importance.

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  • Parenthetically, the price of commercial real estate can be expected to decline.
  • Some of the same social tactics used in traditional online search marketing hold true for moblie marketing.
  • Screen size limited consumable information delivery
  • Screen size limited consumable information delivery
  • What would keep me coming back?
  • What would keep me coming back?
  • What would keep me coming back?
  • Correlation of our LDA Results w/ Google.com Rankings. The SEOmoz team has put together a topic modeling system based on a relatively simple implementation of LDA.
  • The facebook connections map shows that Africa is becoming active. What are the political consequences of increasing social media activity in the Middle East? Africa? China?
  • The facebook connections map shows that Africa is becoming active. What are the political consequences of increasing social media activity in the Middle East? Africa? China?
  • Transcript of "Search Ranking Factors Trends 2011 SEMStandard"

    1. 1. On Beyond SERPsSearch Trends: 2011<br />Gillian Muessig, President & Co-founder, SEOmoz<br />March 2011<br />
    2. 2. 22 million in Poland are online NOW<br />23% bought something online Q1 2009<br />40% Polish Internet retailers suffered NO downturn in 2009<br />http://www.internetworldstats.com/eu/pl.htm<br />
    3. 3. Global Share of Searches<br />
    4. 4. Click-Through Rates<br />http://www.seomad.com/SEOBlog/google-organic-click-through-rate-ctr.html<br />
    5. 5. Today’s Menu<br />SEO Becomes Inbound Marketing<br />Ranking Factor Changes<br />Mobile Marketing<br />Content<br />All About Links<br />Reputation Management<br />
    6. 6. It Used to be So Simple<br />
    7. 7. In the Old Days<br />
    8. 8. Customer Service<br />It was a counter or a desk<br />And if a customer wasn’t happy, maybe 100 people heard about it<br />
    9. 9. Then the Internet Showed Up<br />
    10. 10. And Things Got More Complicated<br />We have a whole new universe, unfettered by the laws of time and space. We have the opportunity to populate that universe. I take that opportunityas an obligation.<br />Rand Fishkin, 1997<br />
    11. 11. Traditional SEO vs PPC<br />
    12. 12. Organic vs. Paid Search<br />Paid<br />Organic<br />
    13. 13. Organic vs. Paid Spend<br />8% of Clicks<br />92% of Clicks<br />
    14. 14. Inbound MarketingWorking in the Marketing Cloud<br />
    15. 15. News/Media/PR<br />SEO<br />Email<br />Research/White Papers<br />Blogs + Blogging<br />Infographics<br />Comment Marketing<br />Social Networks<br />Online Video<br />INBOUND MARKETING!(AKA “free” traffic sources)<br />Forums<br />Webinars<br />Word of Mouth<br />Social Bookmarking<br />Podcasting<br />Direct/Referring Links<br />Type-In Traffic<br />Q+A Sites<br />http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing<br />
    16. 16. Our only marketing expense? Flights + hotels for conferences/events<br />More at http://www.seomoz.org/blog/the-history-of-seomoz<br />
    17. 17. How’d You Do That?<br />
    18. 18. Inbound Marketing<br />
    19. 19. A Blog We Update Every Day<br />
    20. 20. A Weekly Video Series<br />http://www.seomoz.org/blog/category/33<br />
    21. 21. “Viral” Targeted Content<br />http://guides.seomoz.org/beginners-guide-to-search-engine-optimization<br />
    22. 22. “Viral” Targeted Content<br />http://www.seomoz.org/article/search-ranking-factors<br />
    23. 23. Great Graphics DO Count!<br />http://www.seomoz.org/seo-industry-survey<br />
    24. 24. Hot Graphics + Illustrations<br />
    25. 25. Build it and they’ll come?Nope. Build it, then market it.<br />
    26. 26. Comment Generously<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy<br />
    27. 27. “Skip” the Competitive SERPs<br />
    28. 28. Vertical Search<br />
    29. 29. Local Results<br />
    30. 30. Image Results in SERPs<br />
    31. 31. Video Results<br />
    32. 32. News & Blog Results<br />
    33. 33. Shopping Results<br />
    34. 34. Instant Answers<br />
    35. 35. Leverage the QDF Algorithm<br />Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562<br />
    36. 36. Social Signals<br />Page A<br />646 links from 36 root domains<br />2 tweets<br />Page B<br />1 link from 1 root domain<br />522 tweets<br />http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause<br />
    37. 37. Increasingly Important<br />Page B – the tweeted version – ranks #1!<br />Page A<br />646 links from 36 root domains<br />2 tweets<br />Page B<br />1 link from 1 root domain<br />522 tweets<br />http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause<br />
    38. 38. Social Networks<br />Data and charts of our Facebook and Twitter account performance via http://export.ly<br />
    39. 39. Social News / Bookmarking<br />http://news.ycombinator.com, http://delicious.com, http://stumbleupon.com and http://reddit.com have historically performed best for us, but you should test results<br />
    40. 40. Q+A Sites / Forums<br />
    41. 41. Involve a Sharing-Incented Community<br />The brilliant strategy by http://www.urbanspoon.com made them one of the biggest players in the local restaurant business and got them acquired by IAC<br />
    42. 42. Conferences + Events<br />
    43. 43. Email Marketing<br />We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)<br />
    44. 44. SEO<br />
    45. 45. Competitive Research<br />Sort of a shameless plug, but http://www.opensiteexplorer.org is the best way to do this <br />
    46. 46. Build Your Community<br />
    47. 47. Build Your Own Social Community<br />http://mashable.com/2010/11/15/biggest-facebook-brands/<br />
    48. 48. but…!<br />
    49. 49. The BIG But<br /><ul><li>Those are big brands
    50. 50. My message isn’t simple
    51. 51. My target market is old fashioned
    52. 52. My case is complicated… it’s special</li></li></ul><li>Yup. Everybody’s Doing It<br />http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause<br />
    53. 53. The Vatican Gets It<br />“That interactivity — and the potential it brings to the church's evangelization mission — is behind the Vatican's new social media push, the culmination of which will be launched at Easter with a new… Vatican information web portal whose contents are specifically designed to be tweeted, posted and blogged.”<br /> <br />http://www.inquisitr.com/58739/pope-urges-priests-to-embrace-social-media-start-blogging/<br />
    54. 54. The Vatican Gets It<br />“What we found is Facebook doesn’t just share information, it creates community,” <br />“People begin talking to each other and sharing ideas.”<br />Monseignor Paul Tighe<br />Yahoo News, Dec 2010<br />
    55. 55. Community Dictates Your Business Strategy<br />
    56. 56. Way Beyond Focus Groups<br />What goes into triage now<br />What to improve<br />Better pricing models<br />What features to add<br />What to clarify <br />How to package your products<br />Change or improve your USP<br />
    57. 57. Changes in the Link Ranking Factors<br />
    58. 58. Components of Google’s Ranking Algo<br />Algorithmic Ranking Factors<br />
    59. 59. Crawl & Index<br />Without links, the engines might never find this page<br />
    60. 60. Links Are Still Crucial<br />MMM… LINK GRAPHS ARE DELICIOUS!<br />
    61. 61. Many Domains vs. One Domain<br />VS.<br />
    62. 62. Query-Independent Metrics<br />Via www.opensiteexplorer.org<br />
    63. 63. Domain Authority<br />
    64. 64. The Concept of TrustRank<br />
    65. 65. Just Say No!<br />
    66. 66. Google: We Use PageRank to Crawl<br />
    67. 67. Choose Something Important to Track<br />Key Performance Indicators<br />Follow the cash backwards<br />Keep an eye on the competition<br />Know your playing field<br />
    68. 68. Short Tail/Long Tail Search Stats<br />
    69. 69. Short Tail/Long Tail Conversion Stats<br />
    70. 70. The Search Demand Curve<br />
    71. 71. Choose what you REALLY want to rank #1 for now.<br />
    72. 72. We’re super-connected<br />
    73. 73. 97% of US Mobile Ad-share<br />US mobile ad spend - http://www.mobilemarketingwatch.com/but only 21% of the global mobile ad market – and Apple ismakingheadway<br />
    74. 74. ATT Speaks Out<br />
    75. 75. Massive Increase In Data Usage<br />Observations - <br /><ul><li>Primarily Internet based activities movies/YouTube
    76. 76. Sucks down cellular bandwidth</li></ul>Response - <br /><ul><li>AT&T ended unlimited data plans</li></ul>ATT economist and business landscape forecaster<br />
    77. 77. What It Really Means<br /><ul><li>People are using smartphones in much the same way as PC’s
    78. 78. Smart phones are becoming our PC</li></ul>ATT economist and business landscape forecaster<br />
    79. 79. Smartphones Replace Cells<br />Observations – <br /><ul><li>With each new technology, the time between introduction andnear-ubiquitous adaptation shortens significantly.  </li></ul>Prediction – <br /><ul><li>We are only a few years from near total replacement of cell phones with smartphones.”</li></ul> <br />ATT economist and business landscape forecaster<br />
    80. 80. Mobile is Eating the Desktop<br />Observations -<br /><ul><li>Q4 2010 worldwide smartphones sales exceeded 100 million
    81. 81. Exceeded the sales of PC’s for the first time
    82. 82. Oil exceeded $100USD per barrel, production is steady and prices will increase</li></ul>ATT economist and business landscape forecaster<br />
    83. 83. Implications for Mobile Market<br />Predictions - <br /><ul><li>Mobile sales will near a peak in a few yearsfollowed by slower steady growth as older smartphones are replaced
    84. 84. Smartphone applications will continue to explode for many years</li></ul>ATT economist and business landscape forecaster<br />
    85. 85. Implications for Mobile Market<br />Predictions - <br /><ul><li>As we become more familiar with smartphones, internet sales from smartphones will grow rapidly, partially replacing PC Internet sales
    86. 86. All internet sales will increase as travel becomes more costly</li></ul>ATT economist and business landscape forecaster<br />
    87. 87. How do I begin thinking about mobile marketing?<br />
    88. 88. News/Media/PR<br />SEO<br />Email<br />Research/White Papers<br />Blogs + Blogging<br />Infographics<br />Comment Marketing<br />Social Networks<br />Online Video<br />INBOUND MARKETING!(AKA “free” traffic sources)<br />Forums<br />Webinars<br />Word of Mouth<br />Social Bookmarking<br />Podcasting<br />Direct/Referring Links<br />Type-In Traffic<br />Q+A Sites<br />http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing<br />
    89. 89. Think Anytime, Anywhere<br />http://www.mobilemarketingwatch.com/report-google-controls-97-of-mobile-paid-search-13632/<br />
    90. 90. Think Small<br />The Xun Chi 138, The World’s Smallest Camera Phone<br />
    91. 91. And Not So Small<br />Apple iPad II <br />
    92. 92. Think Fast<br />How much info can you consume before the light turns? <br />
    93. 93. Think Hyper-Local<br /><ul><li>News
    94. 94. Services
    95. 95. Vendors
    96. 96. Icons
    97. 97. Maps
    98. 98. Suggested search</li></li></ul><li>Think High Conversions<br /><ul><li>Deeper engagement by mobile users vs. PC users has been confirmed again and again by Google, Microsoft and Facebook in their statements about mobile usage
    99. 99. In many contexts conversions are higher and leads are better because of the greater intent or needs of mobile users</li></ul>http://searchengineland.com/yelp-35-percent-of-searches-mobile-now-63518<br />
    100. 100. Think Sticky<br />Traffic<br />Weather<br />Pricing/discounts<br />Availability<br />Events<br />Friend locators<br />Gaming<br />
    101. 101. Think Sticky<br />H&R Block helps taxpayers track their Income Tax Refunds in progress <br />http://www.mobilecommercedaily.com/<br />
    102. 102. Think Hyper-Niche<br />Top 10 Produce’s app Locale, traces strawberries to independent growers by scanning package bar codes with mobile devices<br /> <br />http://www.mobilecommercedaily.com/<br />
    103. 103. Think (Sponsored) Games<br /><ul><li>Digital test drive an Audi via mobile game </li></ul>Luxury Daily Today<br />
    104. 104. Game Mechanics<br />Points & Levels<br />
    105. 105. Match Apps w/Consumers<br /><ul><li>Leverage rich customer and contextual intelligence
    106. 106. Remove barriers to download and use
    107. 107. Make content recommendations based on interests and the context when they are most receptive </li></li></ul><li>Time & Place<br /><ul><li>Know when your customer leaves work
    108. 108. Geo-locate them
    109. 109. Promote a local
    110. 110. Happy hour
    111. 111. Restaurant
    112. 112. Coffee Shop
    113. 113. Sale</li></ul>http://www.corbisimages.com/Enlargement/42-17251464.html<br />
    114. 114. It’s About Relevance<br />
    115. 115. What’s new in Content?<br />
    116. 116. Recent Changes<br />
    117. 117. Panda/Farmer Update<br /><ul><li>The Panda/Farmer Update has decreased the power of exact match domains
    118. 118. Decreased the value of low-quality links, thereby increasing the importance of Domain Trust
    119. 119. Slammed link farms, paid links, and low content/low value pages</li></ul>http://www.seomoz.org/blog/link-anatomy-understanding-the-value-of-a-link<br />
    120. 120. Topic Modeling<br />Topic models provide a simple way to analyze large volumes of unlabeled text. <br />
    121. 121. Topic Modeling<br />A "topic" consists of a cluster of words that frequently occur together.<br />
    122. 122. Topic Modeling<br />Using contextual clues, topic models can connect words with similar meanings and distinguish between uses of words with multiple meanings.<br />http://www.stanford.edu/~kaisa/research.html<br />
    123. 123. Topic Modeling<br />
    124. 124. Why Engines Need Topic Modeling<br />
    125. 125. Term Frequency & Inverse Document Frequency<br />
    126. 126. Co-Occurrence<br />
    127. 127. Topic Modeling<br />
    128. 128. Topic Modeling<br />
    129. 129. Content Related Signals<br />Content-related signals require the ability to determine INTENT<br />Rock or baseball?<br />Are you SURE?<br />
    130. 130. Simplistic Term Vector Model<br />
    131. 131. Correlations Are Strong<br />
    132. 132. Causation vs Correlation<br />Perhaps, good links are more likely to point to pages that are more "relevant" via a topic model<br />Maybe there’s another aspect of Google's algorithm we don't yet understand<br />
    133. 133. LDA Tool in the SEOmoz Labs<br />URL input box<br />www.seomoz.org/labs/lda<br />
    134. 134. It’s All Relative<br /><ul><li>Don't presume that getting a 15% or a 20% is a terrible result
    135. 135. Some queries simply won't produce results that fit remarkably well with given topics</li></li></ul><li>Out of the SERPs!<br />Keyword spamming might improve your LDA score, <br />…but not your rankings<br />
    136. 136. There’s Still Lots of Work to Do<br /><ul><li>Correlations are good, but don’t get carried away
    137. 137. There is a tool to help grade & improve page content
    138. 138. YOUR in-field results will tell us whether it can really help improve rankings</li></li></ul><li>Read more at:<br />http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated<br />
    139. 139. Reputation Management<br />
    140. 140.
    141. 141. The Gatekeepers<br />
    142. 142. The Gatekeepers<br />
    143. 143. The Size of Your Reputation<br />
    144. 144. Wiki Circularity*<br />Something untrue is posted to Wikipedia<br />You’re screwed!<br />Journalist uses Wikipedia as factual resource<br />Wikipedia uses/references powerful newspaper <br />Powerful newspaper posts the untrue content<br />*Coined by Tom Critchlow<br />
    145. 145. Black Hats Can Hurt You!<br /><ul><li>They build black hat links to your page(s)
    146. 146. Report the bad links
    147. 147. When your site is down and the page is returning an error message, they request its remove the page (lasts ~6 mnths)!!</li></li></ul><li>
    148. 148.
    149. 149. SERP Strategy – Own them<br /><ul><li>Sub-domains / new domains
    150. 150. Professional Affiliations
    151. 151. Local
    152. 152. Shopping
    153. 153. Hosted content:
    154. 154. Profile pages / twitter
    155. 155. Video* / Images </li></ul>*Turn off comments on YouTube Videos<br />
    156. 156. Tactics: Keyword Research<br />Target<br /><ul><li>Brand + scam, con, hoax, etc.
    157. 157. Long tail
    158. 158. Related issues / news</li></li></ul><li>Tactics: Content Development<br />Top Rankers - <br /><ul><li>Video content
    159. 159. Local listings / content
    160. 160. Timely content (news-related)
    161. 161. Social media content</li></li></ul><li>Redress Strategy: Fight Back<br />Legal options - <br /><ul><li>Libel / slander
    162. 162. Copyright infringement
    163. 163. DMCA</li></li></ul><li>Redress Strategy: Fight Back<br />Look at all costs - <br /><ul><li>Lost sales, referrals, existing customersvs.
    164. 164. Attorney fees & staff costs
    165. 165. Loss of focus</li></li></ul><li>Redress Strategy: Turn Tables<br /><ul><li>Repeat the offending phrase used and turn the tables- </li></ul>ABC.com website reports: XYZ Corp scam!<br />XYZ Corp warns about scamwebsite ABC.com<br />
    166. 166. Direct Response Strategy<br /><ul><li>Monitor your brand
    167. 167. Respond instantly
    168. 168. Own your errors; solve problems
    169. 169. Let your community manage trolls</li></li></ul><li>Social RM Strategy: Engage<br />monitor assess decideengage review <br />
    170. 170. Pro-Active Strategy<br /><ul><li>Develop a culture of transparency
    171. 171. Build community around your brand
    172. 172. Empower your power members</li></li></ul><li>JC Penney: A Cautionary Tale<br /><ul><li>What happened?
    173. 173. Can it happen to you?
    174. 174. Is YOUR SEO team certified?
    175. 175. What are the ramifications?</li></li></ul><li>Thank You! <br />Try SEOmoz PRO free for 45 days<br />Use the code: SEMstandard2011<br />Gillian@SEOmoz.org | @SEOmom | www.seomoz.org<br />
    176. 176. Q+A<br />Gillian Muessig<br />President & Co-Founder SEOmoz<br />CEO Coach, WebmasterRadio.fm<br /><ul><li> Twitter: @SEOmom
    177. 177. Blog: www.seomoz.org/blog
    178. 178. Email: gillian@seomoz.org</li>
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