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Smoke Signals and Social Signals: A look at the patents and papers


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A presentation at SMX East, in the session, "From Authorship to Authority: Why Claiming Your Identity Matters

Smoke Signals and Social Signals: A look at the patents and papers

  1. 1. From Authorship To Authority: Why ClaimingYour Identity Matters (#smx #23C) Smoke Signals and Social Signals: A Look at the Patents and Papers Bill Slawski Webimax @bill_slawski
  2. 2. Agent Rank (Part 1)Imagine a Web where:Every piece of content was digitally signed by an author andpublisher, whether web page or blog post or comment,Where attribution was easy, andRankings of pages depended in part on the reputations ofthe people involved in the creation of the content on thosepages.Authorship Markup is Agent Rank’s Digital Signature cometo life.Google’s Agent Rank Patent Application -
  3. 3. Agent Rank (Part 3) When you endorse with a +1 or share, you’re endorsing the author not the content. Your +1 has a different weight than mine. Your reputation rank is based upon topics you’re an authority upon. Your endorsement might not count at all if you’re not a trusted agent.Agent Rank -
  4. 4. Author Badges An Author Badge provides attribution. An Author Badge also allows visitors to verify who you are!Content Author Badges -
  5. 5. Credential Scores Google’s Edward Y. Chang has noted that the credential score from Confucius Q&A sites can be used in other social networks. Credential Scores are a measure of authoritativeness on different topics. An Authority score is based on an analysis of the quality of responses on a social networking site and contributiveness scores of people who posted that content. A Contributiveness score is based on the quality of something you post or upload to a social network and the authority scores of people who respond to that content.Confucius and Its Intelligent Disciples: Integrating Social with Search (pdf) - User Generated Web Content -
  6. 6. Grouptivity10 months before the launch of Google Plus, Google acquired the socialmail patent filings of GrouptivityIn addition to being able to put contacts into different public and privategroups, one patent describes how conversations and interactions mightbe ranked in search results.A wide range of social sharing activities might impact the ranking ofcontent, by itself, or in conjunction with an algorithm like PageRank.Ranking weights are normalized in that sharing content with a smallergroup that gets re-shared a lot by that group may make that content rankhigher than content shared with a very large group that doesn’t get re-shared at such a high rate.Page Ranking System Employing User Sharing Data -
  7. 7. Credibility of an Author Online Originally aimed at Google Knol, but not limited to it. Describes a verification process, and a way of gauging authors credibility in a way that might impact how content they create and contribute might be ranked in search results. Many credibility signals involved are offline signals: (1) employer, (2) revenue publications have earned, (3) relevancy of authors employment to online content, (4) membership in organizations, (5) verification of authors education, (6) citations of authors online content by others in other publications, (7) awards and recognition, (8) relevancy of awards and recognition to online content, (9) feedback on online content by one or more organizations, and (10) more.Credibility of an author of online content -
  8. 8. Bing and Yahoo Both Bing and Yahoo have patent filings discussing how user generated content on social networks/blogs might be considered, measured, and determined to be authoritative. Both look at content and outside signs of authoritativeness such as education, employment, papers and patents published, and other indicia that an author knows what he or she is talking about. The Microsoft patent filing also looks at: A temporal analysis of link sharing with authority based on a propensity to link early to Web pages that become popular. A topical authority based on an author’s links and content updates in specific topic areas. A popularity and influence measure based on properties of the authors such as number of followers, number of their microblog posts shared by others, mention counts of authors, and number of on-line friends.
  9. 9. Some Personal TakeawaysTo earn authoritative links, it helps to become an authority that otherswant to link to. And it helps to provide authoritative content that theywill link to.Clients are more likely to be perceived as the subject matter expertsthey are with the right tools and coaching.It’s never a good idea to sink all your hopes and ambitions in just onethird-party site that you don’t have control over.Include signs of expertise and education and credibility, trust seals, insocial profiles and on web pages.Show off that authoritativeness in interactions with others in helpfuland useful ways that not only build authority, but also build positiverelationships.
  10. 10. ThanksBill SlawskiSenior SEO ConsultantFind me at: