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Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
Google ranking evolution
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Google ranking evolution

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  1. The Evolution of Google RankingsHow Google’s algorithm has changed over the years and where it’s heading in the future Rand Fishkin, SEOmoz CEO, March 2011
  2. At SEOmoz, we make SOFTWARE!! We don’t offer any consulting.
  3. Ranking in Google: 1999-2002
  4. On-Page Optimization http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
  5. PageRank http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.elliance.com/aha/infographics/Google-PageRank-Explained.aspx
  6. PageRank http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/the-science-of-ranking-correlations
  7. Ranking in Google: 2003 - 2005
  8. Anchor Text http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/learn-seo/anchor-text
  9. From 1999 – 2008, What Page Ranked #1 for the Queries “Exit” and “Leave”? http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363
  10. From 1999 – 2008, What Page Ranked #1 for the Queries “Exit” and “Leave”? http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363
  11. Keyword Match Domain Nameshttp://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited
  12. Registration & Historical Information http://www.seobythesea.com/?p=1121
  13. Topic Modeling LDA correlates w/ Google rankings better than any other on-page featurehttp://www.seomoz.org/blog/content-optimization-revisiting-topic-modeling-lda-our-labs-tool
  14. Ranking in Google: 2006 - 2009
  15. Domain Authority http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/whiteboard-friday-domain-authority-page-authority-metrics
  16. Diversity of External Link Sources http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links
  17. Nofollow, Sitemaps & Webmaster Tools http://www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow
  18. Search Quality Ratershttp://www.seobook.com/archives/000915.shtml
  19. Ranking in Google: 2009 - 2011
  20. Twitter DataDanny Sullivan: If an article is retweeted or referenced much inTwitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?Google: Yes, we do use it as a signal. It is used as a signal in ourorganic and news rankings. We also use it to enhance our newsuniversal by marking how many people shared an article http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
  21. Twitter Data Page A Page B646 links from 36 root domains 1 link from 1 root domain 2 tweets 522 tweets http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
  22. Twitter Clearly Influencing Google Page B – the tweeted version – ranks #1! Page A Page B646 links from 36 root domains 1 link from 1 root domain 2 tweets 522 tweets http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
  23. Twitter Data is Very Powerful in QDF http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study
  24. Don’t Try Abusing Twitter for SEO http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study#jtc133590
  25. Author AuthorityDanny Sullivan: Do you try to calculate the authority of someone whotweets that might be assigned to their Twitter page. Do you try to “know,”if you will, who they are?Bing: Yes. We do calculate the authority of someone who tweets. Forknown public figures or publishers, we do associate them with who theyare. (For example, query for Danny Sullivan)Google: Yes we do compute and use author quality. We don’t knowwho anyone is in real life :-) http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
  26. Facebook Likes & Shareshttp://www.seomoz.org/blog/facebook-marketing-ultimate-guide
  27. Brand Signals Brands Generics• Have real people working at a physical address • Often exist only online• Have authentic, followed social accounts • Rarely have significant social accounts• Display obvious, robust contact information • Frequently use email forms only• Register with government/civic organizations • Stay “under the radar”• Receive traffic from diverse sources • Search is often 90%+ of traffic• Generate branded search query volume • Have little-no branded search demand• Run offline marketing/advertising campaigns • Ignore the offline world http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
  28. Entity Association http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
  29. User & Usage Behaviorhttp://www.quora.com/Did-Bing-intentionally-copy-Googles-search-results
  30. How the Search Ranking Factors Have Changed in the Eyes of Experts
  31. http://www.seomoz.org/article/search-ranking-factors
  32. New data will be available on SEOmoz in April, 2011
  33. Big Changes from 2009 to 2011• Link-Based Factors are no longer 60%+ of the equation!• Social Data is perceived to be a significant player• Page-Level Link Metrics Fell the Most (43% - 22%)• Keyword-Level Domain Metrics, Brand Data + Social Rose• The Survey itself asked for more detail/specificity(which may be responsible for some of these shifts) The new version of the ranking factors will be online in April, 2011
  34. A Look at Google’s “Farmer” (aka “Panda”) Update
  35. Sites that Lost Visibilityhttp://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
  36. Sites that Gained Visibilityhttp://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
  37. From the Mouths of GooglersWired.com: How do you recognize a shallow-content site?Singhal: (W)e asked the raters questions like: “Would you becomfortable giving this site your credit card? Would you be comfortablegiving medicine prescribed by this site to your kids?”Cutts: (Using) a rigorous set of questions, everything from. “Do youconsider this site to be authoritative? Would it be okay if this was in amagazine? Does this site have excessive ads?”Singhal: And based on that, we basically formed some definition ofwhat could be considered low quality. http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1
  38. From the Mouths of GooglersWired.com: But how do you implement that algorithmically?Cutts: I think you look for signals that recreate that same intuition,that same experience that you have as an engineer and that usershave.Singhal: You can imagine in a hyperspace a bunch of points, somepoints are red, some points are green, and in others there’s somemixture. Your job is to find a plane which says that most things onthis side of the place are red, and most of the things on that side ofthe plane are the opposite of red. http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/all/1
  39. Links Didn’t Seem to Have Much Impact http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
  40. How Google’s Interface Has Evolved
  41. Old Google SERPs
  42. Google SERPs Today
  43. Google SERPs Tomorrow
  44. How Search Marketers Can Evolve
  45. Don’t “Look” Like a Content Farm http://www.suite101.com/content/canada-awarded-fifa-2015-womens-world-cup-of-soccerfootball-a356303
  46. Don’t “Look” Like a Content Farm http://hubpages.com/hub/WomensFashionsofthe1920-FlappersandtheJazz-Age
  47. Watch Out for “Classic” SEO Tactics Directory Link Building Keyword-Variant Abuse Reciprocal Link Pages Paid Links w/ Manipulative Anchor Text Sitewide, Footer Links Navigation for Engines, Not HumansLow Cost/Quality, Outsourced Content Generic Design and Layout Anonymous Contact Forms Anchor-Text Rich Internal Links Ad Blocks Dominating the Page Keyword Stuffed Titles + Pages It’s great to do good SEO, just don’t look like the only reason the site exists is to draw Google traffic
  48. Become a “Brand” Brands Generics• Have real people working at a physical address • Often exist only online• Have authentic, followed social accounts • Rarely have significant social accounts• Display obvious, robust contact information • Frequently use email forms only• Register with government/civic organizations • Stay “under the radar”• Receive traffic from diverse sources • Search is often 90%+ of traffic• Generate branded search query volume • Have little-no branded search demand• Run offline marketing/advertising campaigns • Ignore the offline world http://www.seomoz.org/blog/the-next-generation-of-ranking-signals
  49. Find Where Top Brands Earn Citations Where do these brands earn their links? http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.opensiteexplorer.org
  50. Investigate Brand “Mention” Sources Facebook page Blippr? Crunchbase profile App profile on Blackberry Twitter account BusinessWeek Profile Chrome Extension Mashable Article
  51. Focus on the User, But Don’t Forget the Engines http://www.nytimes.com/2011/02/11/business/media/11search.html
  52. Take Advantage of New Opportunities http://googlewebmastercentral.blogspot.com/2009/05/introducing-rich-snippets.html
  53. Take Advantage of New Opportunities http://www.9e3k.com/9e3k/monday-meme-yoda-spreads-some-9e3k-love/
  54. Take Advantage of New Opportunities http://outspokenmedia.com/social-media/quora-hipsters/
  55. Embrace All of Inbound Marketing News/Media/PR SEO Email Blogs + Blogging Research/White Papers InfographicsComment Marketing Social Networks Online Video INBOUND MARKETING! Webinars Forums (AKA all the “free” traffic sources) Document SharingSocial Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites
  56. Q+ARand Fishkin, CEO & Co-Founder, SEOmoz• Twitter: @randfish You can now try SEOmoz PRO Free!• Blog: www.seomoz.org/blog http://www.seomoz.org/freetrial• Email: rand@seomoz.org
  57. Summary of This PresentationThe Evolution and Future of Google’s Rankings: • Where Google’s Been in the Past (1999-2010) • New Signals in Google: Social Media, User Data & Brand Signals • The Evolution of the Search Engine Results Interface • What Marketers Must Do to Keep Up with Google’s Evolution

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