• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Search Ranking Factors Trends 2011 SEMStandard
 

Search Ranking Factors Trends 2011 SEMStandard

on

  • 1,711 views

Social Media signals are rising in importance.

Social Media signals are rising in importance.

Statistics

Views

Total Views
1,711
Views on SlideShare
1,711
Embed Views
0

Actions

Likes
0
Downloads
39
Comments
1

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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?

Search Ranking Factors Trends 2011 SEMStandard Search Ranking Factors Trends 2011 SEMStandard Presentation Transcript

  • On Beyond SERPsSearch Trends: 2011
    Gillian Muessig, President & Co-founder, SEOmoz
    March 2011
  • 22 million in Poland are online NOW
    23% bought something online Q1 2009
    40% Polish Internet retailers suffered NO downturn in 2009
    http://www.internetworldstats.com/eu/pl.htm
  • Global Share of Searches
  • Click-Through Rates
    http://www.seomad.com/SEOBlog/google-organic-click-through-rate-ctr.html
  • Today’s Menu
    SEO Becomes Inbound Marketing
    Ranking Factor Changes
    Mobile Marketing
    Content
    All About Links
    Reputation Management
  • It Used to be So Simple
  • In the Old Days
  • Customer Service
    It was a counter or a desk
    And if a customer wasn’t happy, maybe 100 people heard about it
  • Then the Internet Showed Up
  • And Things Got More Complicated
    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.
    Rand Fishkin, 1997
  • Traditional SEO vs PPC
  • Organic vs. Paid Search
    Paid
    Organic
  • Organic vs. Paid Spend
    8% of Clicks
    92% of Clicks
  • Inbound MarketingWorking in the Marketing Cloud
  • News/Media/PR
    SEO
    Email
    Research/White Papers
    Blogs + Blogging
    Infographics
    Comment Marketing
    Social Networks
    Online Video
    INBOUND MARKETING!(AKA “free” traffic sources)
    Forums
    Webinars
    Word of Mouth
    Social Bookmarking
    Podcasting
    Direct/Referring Links
    Type-In Traffic
    Q+A Sites
    http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
  • Our only marketing expense? Flights + hotels for conferences/events
    More at http://www.seomoz.org/blog/the-history-of-seomoz
  • How’d You Do That?
  • Inbound Marketing
  • A Blog We Update Every Day
  • A Weekly Video Series
    http://www.seomoz.org/blog/category/33
  • “Viral” Targeted Content
    http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
  • “Viral” Targeted Content
    http://www.seomoz.org/article/search-ranking-factors
  • Great Graphics DO Count!
    http://www.seomoz.org/seo-industry-survey
  • Hot Graphics + Illustrations
  • Build it and they’ll come?Nope. Build it, then market it.
  • Comment Generously
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.seomoz.org/blog/recommendations-blog-commenting-marketing-strategy
  • “Skip” the Competitive SERPs
  • Vertical Search
  • Local Results
  • Image Results in SERPs
  • Video Results
  • News & Blog Results
  • Shopping Results
  • Instant Answers
  • Leverage the QDF Algorithm
    Watch the actual commercial at: http://www.hulu.com/adzone2011#50120562
  • Social Signals
    Page A
    646 links from 36 root domains
    2 tweets
    Page B
    1 link from 1 root domain
    522 tweets
    http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
  • Increasingly Important
    Page B – the tweeted version – ranks #1!
    Page A
    646 links from 36 root domains
    2 tweets
    Page B
    1 link from 1 root domain
    522 tweets
    http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
  • Social Networks
    Data and charts of our Facebook and Twitter account performance via http://export.ly
  • Social News / Bookmarking
    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
  • Q+A Sites / Forums
  • Involve a Sharing-Incented Community
    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
  • Conferences + Events
  • Email Marketing
    We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
  • SEO
  • Competitive Research
    Sort of a shameless plug, but http://www.opensiteexplorer.org is the best way to do this 
  • Build Your Community
  • Build Your Own Social Community
    http://mashable.com/2010/11/15/biggest-facebook-brands/
  • but…!
  • The BIG But
    • Those are big brands
    • My message isn’t simple
    • My target market is old fashioned
    • My case is complicated… it’s special
  • Yup. Everybody’s Doing It
    http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
  • The Vatican Gets It
    “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.”
     
    http://www.inquisitr.com/58739/pope-urges-priests-to-embrace-social-media-start-blogging/
  • The Vatican Gets It
    “What we found is Facebook doesn’t just share information, it creates community,”
    “People begin talking to each other and sharing ideas.”
    Monseignor Paul Tighe
    Yahoo News, Dec 2010
  • Community Dictates Your Business Strategy
  • Way Beyond Focus Groups
    What goes into triage now
    What to improve
    Better pricing models
    What features to add
    What to clarify
    How to package your products
    Change or improve your USP
  • Changes in the Link Ranking Factors
  • Components of Google’s Ranking Algo
    Algorithmic Ranking Factors
  • Crawl & Index
    Without links, the engines might never find this page
  • Links Are Still Crucial
    MMM… LINK GRAPHS ARE DELICIOUS!
  • Many Domains vs. One Domain
    VS.
  • Query-Independent Metrics
    Via www.opensiteexplorer.org
  • Domain Authority
  • The Concept of TrustRank
  • Just Say No!
  • Google: We Use PageRank to Crawl
  • Choose Something Important to Track
    Key Performance Indicators
    Follow the cash backwards
    Keep an eye on the competition
    Know your playing field
  • Short Tail/Long Tail Search Stats
  • Short Tail/Long Tail Conversion Stats
  • The Search Demand Curve
  • Choose what you REALLY want to rank #1 for now.
  • We’re super-connected
  • 97% of US Mobile Ad-share
    US mobile ad spend - http://www.mobilemarketingwatch.com/but only 21% of the global mobile ad market – and Apple ismakingheadway
  • ATT Speaks Out
  • Massive Increase In Data Usage
    Observations -
    • Primarily Internet based activities movies/YouTube
    • Sucks down cellular bandwidth
    Response - 
    • AT&T ended unlimited data plans
    ATT economist and business landscape forecaster
  • What It Really Means
    • People are using smartphones in much the same way as PC’s
    • Smart phones are becoming our PC
    ATT economist and business landscape forecaster
  • Smartphones Replace Cells
    Observations –
    • With each new technology, the time between introduction andnear-ubiquitous adaptation shortens significantly. 
    Prediction –
    • We are only a few years from near total replacement of cell phones with smartphones.”
     
    ATT economist and business landscape forecaster
  • Mobile is Eating the Desktop
    Observations -
    • 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
    ATT economist and business landscape forecaster
  • Implications for Mobile Market
    Predictions -
    • Mobile sales will near a peak in a few yearsfollowed by slower steady growth as older smartphones are replaced
    • Smartphone applications will continue to explode for many years
    ATT economist and business landscape forecaster
  • Implications for Mobile Market
    Predictions -
    • As we become more familiar with smartphones, internet sales from smartphones will grow rapidly, partially replacing PC Internet sales
    • All internet sales will increase as travel becomes more costly
    ATT economist and business landscape forecaster
  • How do I begin thinking about mobile marketing?
  • News/Media/PR
    SEO
    Email
    Research/White Papers
    Blogs + Blogging
    Infographics
    Comment Marketing
    Social Networks
    Online Video
    INBOUND MARKETING!(AKA “free” traffic sources)
    Forums
    Webinars
    Word of Mouth
    Social Bookmarking
    Podcasting
    Direct/Referring Links
    Type-In Traffic
    Q+A Sites
    http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
  • Think Anytime, Anywhere
    http://www.mobilemarketingwatch.com/report-google-controls-97-of-mobile-paid-search-13632/
  • Think Small
    The Xun Chi 138, The World’s Smallest Camera Phone
  • And Not So Small
    Apple iPad II
  • Think Fast
    How much info can you consume before the light turns?
  • Think Hyper-Local
    • News
    • Services
    • Vendors
    • Icons
    • Maps
    • Suggested search
  • Think High Conversions
    • 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
    • In many contexts conversions are higher and leads are better because of the greater intent or needs of mobile users
    http://searchengineland.com/yelp-35-percent-of-searches-mobile-now-63518
  • Think Sticky
    Traffic
    Weather
    Pricing/discounts
    Availability
    Events
    Friend locators
    Gaming
  • Think Sticky
    H&R Block helps taxpayers track their Income Tax Refunds in progress
    http://www.mobilecommercedaily.com/
  • Think Hyper-Niche
    Top 10 Produce’s app Locale, traces strawberries to independent growers by scanning package bar codes with mobile devices
     
    http://www.mobilecommercedaily.com/
  • Think (Sponsored) Games
    • Digital test drive an Audi via mobile game
    Luxury Daily Today
  • Game Mechanics
    Points & Levels
  • Match Apps w/Consumers
    • 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 
  • Time & Place
    • Know when your customer leaves work
    • Geo-locate them
    • Promote a local
    • Happy hour
    • Restaurant
    • Coffee Shop
    • Sale
    http://www.corbisimages.com/Enlargement/42-17251464.html
  • It’s About Relevance
  • What’s new in Content?
  • Recent Changes
  • Panda/Farmer Update
    • 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
    http://www.seomoz.org/blog/link-anatomy-understanding-the-value-of-a-link
  • Topic Modeling
    Topic models provide a simple way to analyze large volumes of unlabeled text.
  • Topic Modeling
    A "topic" consists of a cluster of words that frequently occur together.
  • Topic Modeling
    Using contextual clues, topic models can connect words with similar meanings and distinguish between uses of words with multiple meanings.
    http://www.stanford.edu/~kaisa/research.html
  • Topic Modeling
  • Why Engines Need Topic Modeling
  • Term Frequency & Inverse Document Frequency
  • Co-Occurrence
  • Topic Modeling
  • Topic Modeling
  • Content Related Signals
    Content-related signals require the ability to determine INTENT
    Rock or baseball?
    Are you SURE?
  • Simplistic Term Vector Model
  • Correlations Are Strong
  • Causation vs Correlation
    Perhaps, good links are more likely to point to pages that are more "relevant" via a topic model
    Maybe there’s another aspect of Google's algorithm we don't yet understand
  • LDA Tool in the SEOmoz Labs
    URL input box
    www.seomoz.org/labs/lda
  • It’s All 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
  • There’s Still Lots of Work to Do
    • Correlations are good, but don’t get carried away
    • There is a tool to help grade & improve page content
    • YOUR in-field results will tell us whether it can really help improve rankings
  • Read more at:
    http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated
  • Reputation Management
  • The Gatekeepers
  • The Gatekeepers
  • The Size of Your Reputation
  • Wiki Circularity*
    Something untrue is posted to Wikipedia
    You’re screwed!
    Journalist uses Wikipedia as factual resource
    Wikipedia uses/references powerful newspaper
    Powerful newspaper posts the untrue content
    *Coined by Tom Critchlow
  • Black Hats Can Hurt You!
    • They build black hat links to your page(s)
    • Report the bad links
    • When your site is down and the page is returning an error message, they request its remove the page (lasts ~6 mnths)!!
  • SERP Strategy – Own them
    • Sub-domains / new domains
    • Professional Affiliations
    • Local
    • Shopping
    • Hosted content:
    • Profile pages / twitter
    • Video* / Images
    *Turn off comments on YouTube Videos
  • Tactics: Keyword Research
    Target
    • Brand + scam, con, hoax, etc.
    • Long tail
    • Related issues / news
  • Tactics: Content Development
    Top Rankers -
    • Video content
    • Local listings / content
    • Timely content (news-related)
    • Social media content
  • Redress Strategy: Fight Back
    Legal options -
    • Libel / slander
    • Copyright infringement
    • DMCA
  • Redress Strategy: Fight Back
    Look at all costs -
    • Lost sales, referrals, existing customersvs.
    • Attorney fees & staff costs
    • Loss of focus
  • Redress Strategy: Turn Tables
    • Repeat the offending phrase used and turn the tables-
    ABC.com website reports: XYZ Corp scam!
    XYZ Corp warns about scamwebsite ABC.com
  • Direct Response Strategy
    • Monitor your brand
    • Respond instantly
    • Own your errors; solve problems
    • Let your community manage trolls
  • Social RM Strategy: Engage
    monitor assess decideengage review
  • Pro-Active Strategy
    • Develop a culture of transparency
    • Build community around your brand
    • Empower your power members
  • JC Penney: A Cautionary Tale
    • What happened?
    • Can it happen to you?
    • Is YOUR SEO team certified?
    • What are the ramifications?
  • Thank You!
    Try SEOmoz PRO free for 45 days
    Use the code: SEMstandard2011
    Gillian@SEOmoz.org | @SEOmom | www.seomoz.org
  • Q+A
    Gillian Muessig
    President & Co-Founder SEOmoz
    CEO Coach, WebmasterRadio.fm
    • Twitter: @SEOmom
    • Blog: www.seomoz.org/blog
    • Email: gillian@seomoz.org