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Authority Building vs. Link Building - SMX Advanced Seattle

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These slides were presented at SMX Advanced Seattle conference on Jun 5th, 2012.

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Authority Building vs. Link Building - SMX Advanced Seattle

  1. 1. Authority Building vs. Link Building In A Search Meets Social World June 5-6, 2012Philip PetrescuFounder and CEO, Caphyon Advanced WEB RANKING@philippetrescu
  2. 2. The impact of authoritative mentions and shares on rankingsCase Study and Research from our blog.
  3. 3. The impact of authoritative mentions and shares on rankingsCase Study and Research from our blog.
  4. 4. The impact of authoritative mentions and shares on rankingsCase Study and Research from our blog.
  5. 5. The impact of authoritative mentions and shares on rankingsCase Study and Research from our blog.
  6. 6. The impact of authoritative mentions and shares on rankings Really? 2nd place from 4 bil results with no links?Case Study and Research from our blog.
  7. 7. The impact of authoritative mentions and shares on rankingsWhat happens when influencers share your content?
  8. 8. The impact of authoritative mentions and shares on rankings The original tweet that started it all. Jennifer exposing his network. The denial… Martin’s tweet about his blog post which mentions @randfish.What happens when influencers share your content?
  9. 9. The impact of authoritative mentions and shares on rankings Rand’s tweet that sparkled a lot of interactions and retweets.What happens when influencers share your content?
  10. 10. The impact of authoritative mentions and shares on rankingsWhat happens when influencers share your content?
  11. 11. The impact of authoritative mentions and shares on rankingsCase study courtesy of Martin Macdonalds, Expedia EAN
  12. 12. The impact of authoritative mentions and shares on rankings This is what happens when influencers share your content.
  13. 13. The impact of authoritative mentions and shares on rankings Normal traffic: 30-50 visits/dayAnd this was the impact on site traffic.
  14. 14. What have we learned today? There is a very strong correlation between the title and the keywordDo some research to see how people search for this kind of content.
  15. 15. What have we learned today? Google is getting closer and closer to understanding user intentDo some research to see how people search for this kind of content.
  16. 16. What have we learned today? That social signals are very important in the early stages of ranking.Search Engine Ranking Factors 2011 - http://www.seomoz.org/article/search-ranking-factors
  17. 17. Are these social signals enough? QDF (Query Deserves Freshness) is your friend. It gives your content a limited time boost in rankings.Search Engine Ranking Factors 2011 - http://www.seomoz.org/article/search-ranking-factors
  18. 18. The impact of authoritative links on rankings Quantity Quality Diversity RelevanceI have grouped the link signals into four main categories.
  19. 19. The impact of authoritative links on rankings Domain Authority Citation Flow Page Authority Trust FlowThis research uses data from both SEOmoz and Majestic SEO.
  20. 20. The impact of authoritative links on rankings The Perfect Correlation 10 9 8 7 6 5 4 3 2 1 1 2 3 4 5 6 7 8 9 10
  21. 21. The impact of authoritative links on rankings Quantity and Diversity External followed links vs. followed Linking Root Domains 300,000 250,000 200,000 150,000 100,000 50,000 0 1 2 3 4 5 6 7 8 9 10 External Followed links Followed LRD * 10The number of links is not that well correlated when taken separately.
  22. 22. The impact of authoritative links on rankings Relevance Exact match LRDs vs. Partial Match LRDs 2,500 2,000 1,500 1,000 500 0 1 2 3 4 5 6 7 8 9 10 Exact Match LRDs Partial Match LRDsExact match links indicate relevance, but if you have too many, it doesn’t really help.
  23. 23. The impact of authoritative links on rankings Relevance 10,000 9,000 Brand signals are a 8,000 good indicator of a natural link profile. 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 1 2 3 4 5 6 7 8 9 10 Branded LRD Branded + Keyword LRDSome people say that brand + keyword anchor texts are the best.
  24. 24. The impact of authoritative links on rankings Too much relevance? 80.00 70.00 Shouldn’t 70% - 80% exact match attract the 60.00 attention of a penguin? 50.00 40.00 30.00 20.00 10.00 0.00 1 2 3 4 5 6 7 8 9 10 % Exact Match LRD % Partial Match LRD
  25. 25. The impact of authoritative links on rankings Relevance 120.00 With the high amount of 100.00 relevance, these guys would rank much higher, if only they had some more branded signals. 80.00 60.00 40.00 20.00 0.00 1 2 3 4 5 6 7 8 9 10 % Branded LRD % Branded + Keyword LRD*
  26. 26. The impact of authoritative links on rankings Relevance % Branded LRDs vs. % Exact match LRDs120.00100.00 80.00 60.00 40.00 20.00 0.00 1 2 3 4 5 6 7 8 9 10 % Branded LRDs % Exact Match LRDs
  27. 27. The impact of authoritative links on rankings Relevance % Branded LRDs vs. Exact match LRDs (Stacked Bars)100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5 6 7 8 9 10 % Exact Match LRDs % Branded LRDsBranded anchor texts help push exact matches to give a better correlation.
  28. 28. The impact of authoritative links on rankings Relevance % Exact Match LRDs from Branded vs. % Partial Match LRDs from Branded800.00700.00 700% exact match vs. branded anchor texts600.00500.00400.00300.00200.00100.00 0.00 1 2 3 4 5 6 7 8 9 10 % Exact Match LRD from Branded % Partial Match LRD from Branded
  29. 29. The impact of authoritative links on rankings Quality Page Authority 100 90 80 70 60 50 40 30 20 10 0 1 2 3 4 5 6 7 8 9 10 Page AuthorityPage Authority of each page ranking in the top 10 Google results.
  30. 30. The impact of authoritative links on rankings Quality Page Authority vs. Domain Authority100 90 80 70 60 50 40 30 20 10 0 1 2 3 4 5 6 7 8 9 10 Page Authority Domain Authority
  31. 31. The impact of authoritative links on rankings Quality Page Authority vs. Domain Authority vs. Page Rank 100 90 80 70 60 50 40 30 20 10 0 1 2 3 4 5 6 7 8 9 10 Page Authority Domain Authority Page RankNot even Page Rank is perfectly correlated. Perhaps it is, but the integer value is misleading.
  32. 32. The impact of authoritative links on rankings Quality Citation Flow vs. Trust Flow vs. Page Authority 80 70 60 50 40 30 20 10 0 1 2 3 4 5 6 7 8 9 10 Citation Flow Trust FlowThe new metrics from Majestic SEO: Citation Flow and Trust Flow vs. Page Authority
  33. 33. The impact of authoritative links on rankings Quality Citation Flow vs. Trust Flow vs. Page Authority100 90 80 70 60 50 40 30 20 10 0 1 2 3 4 5 6 7 8 9 10 Citation Flow Trust Flow Page AuthorityThe new metrics from Majestic SEO: Citation Flow and Trust Flow vs. Page Authority
  34. 34. The impact of authoritative links on rankings Quality Distribution of all links by Page Authority140001200010000 8000 6000 4000 2000 0 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10Each line represents a website in the Top 10 results.
  35. 35. The impact of authoritative links on rankings Relevance and Quality Distribution of exact match followed links by Page Authority18001600140012001000 800 600 400 200 0 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10Relevance and Quality signals taken together
  36. 36. The impact of authoritative links on rankings Relevance and Quality Distribution of partial match followed links by Page Authority30002500200015001000 500 0 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10Relevance and Quality signals taken together
  37. 37. The impact of authoritative links on rankings Relevance and Quality Distribution of partial match followed links by Page Authority 300 250 200 150 100 50 0 1 2 3 4 5 6 7 8 9 10 1 2 3 4 6 7 8 9 10Same as previous slide but without the 5th place.
  38. 38. The impact of authoritative links on rankings Relevance and Quality Distribution of branded followed links by Page Authority12001000 800 600 400 200 0 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10Same as previous slide but without the 5th place.
  39. 39. The impact of authoritative links on rankings Relevance, Quality, Quantity and Diversity Average Domain Authority vs. Followed LRD (exact match)1,2001,000 800 600 400 200 0 1 2 3 4 5 6 7 8 9 10 Avg DA exact match (*10) Followed LRD
  40. 40. Conclusions1,2001,000 • Relevance signals are still important, but having too many is not 800 helpful. • Having a lot of brand signals and some 600 relevance is better than having a lot of relevance and no brand or authority. 400 • “If you have 1 million links with 200 anchor text and no brand links then you have a problem.” David Naylor - Bronco 0 1 2 3 4 5 6 7 8 9 10 Avg DA exact match (*10) Followed LRD
  41. 41. Conclusions • Social signals are becoming more significant ranking factors • Fresh content that is shared will have a temporary ranking boost • You may need influencers to share your content if you want to rank for highly competitive keywords.Hint: Dont go for the influential people, go for their peers instead.
  42. 42. Conclusions The secrets behind the Google AlgorithmLet me tell you some of the secrets behind Google’s algorithm.
  43. 43. Thank you!@philippetrescuwww.advancedwebranking.com/blogphilip@caphyon.com Advanced WEB RANKING

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